Kliro forms Fortitude Spirits Group
Kliro Capital Partners and its subsidiary, Intercontinental Brands (ICB), have launched Fortitude Spirits Group, a new spirits distribution and distilling company.
Following the acquisition of ICB in July 2023, Kliro Capital Partners has created a new company to look after its growing portfolio.
Fortitude Spirits Group – guided by seasoned industry professionals and with a substantial production investment – is said to be well-positioned to collaborate closely with strategic industry partners.
The collaboration aims to generate value across production, brand building, and distribution.
The new company will be divided into three divisions: Fortitude Spirits, dedicated to brand creation; Fortitude Drinks UK, distributor of the company’s spirits and third-party brands in the UK; and ICB Distillers, expanding its production capacity to distil, blend and bottle the group’s brands, as well as private label and third-party products.
Fortitude Spirits Group operates a British Retail Consortium-accredited production facility in Middlesborough, which can deliver six million cases per year.
Currently producing more than 400 SKUs each year across multiple spirits categories, the company works with all UK supermarkets, wholesalers, cash and carry stores, and managed pub groups.
The new brand identity was designed by the brand and experience agency Household, which worked collaboratively with the team to bring Fortitude to life.
Ali Pountney, design director of Household, said: “ICB is charging forward into a ground-breaking new chapter, and we couldn’t be more thrilled to be part of the journey.
“Collaborating closely with Paul (brand director) and the team, we crafted a bold brand platform and vibrant identity that paves the way forward. Breaking free from worn-out industry clichés, the identity illuminates ICB’s unmatched expertise, passion, and innovation within the spirits industry.”
Key appointments
While waiting for news on the appointment of the company’s new CEO, Fortitude Spirits Group will be led by long-time industry professionals.
Warren Scott, chairman of Kliro Capital Partners and Fortitude Spirits Group, is also the founder and CEO of Quintessential Brands Group, and has worked as an investment banker for 25 years.
Scott said: “Fortitude Spirits Group will offer a unique service to customers, brand owners and consumers. Fortitude Spirits Group will strive to discover new sources of category growth across every price point, break new boundaries in spirit creation and be a pioneering partner to guide customers and brand owners towards the shared spirit of success.”
Nick England will be the managing director of Fortitude Drinks UK. England has held several senior sales positions at Carlsberg UK and Mars. His wine and spirit experience was forged at Treasury Wine Estate and William Grant & Sons.
England said: “Rarely do you get the opportunity to build a new distribution and brand-building company with such strong foundations. Over the past 35 years, ICB has built a fantastic reputation in delivering high quality value brands and private label to UK customers.
“Fortitude Drinks UK will continue to enhance these unique relationships as we significantly expand our portfolio of group and third-party brands, as well as our channel coverage and expertise.”
Fortitude Spirits’ brand director Paul Cornell has previously led key internationally recognised premium brands at Molson Coors, Asahi, and Diageo.
Cornell commented: “Premium brands that can generate real scale need to have distinctive high-quality liquids, evocative brand stories and a disruptive, desirable appearance rooted in culture.
“Our new launches have these ingredients: Rozel, the first Rosé Vodka; Café Solo, the coffee lovers’ coffee liqueur; Hawksbill Rum, an award-winning spiced rum. Initial sales and trade reaction have been brilliant. We will continue to create and collaborate with partners to bring exciting new premium brands to market in categories we believe we can disrupt and build scale.”
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