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Ed Cottrell named Fortitude Spirits CEO
Former William Grant & Sons managing director Ed Cottrell has joined Fortitude Spirits Group as its new CEO.
Kliro Capital Partners, which acquired Intercontinental Brands in June 2023, launched Fortitude Spirits Group in October 2024.
Now Cottrell, who brings 28 years of drinks industry experience, will lead the senior management team as they continue to scale the business with the ambition of becoming one of the leading independent UK spirits companies.
Cottrell started his career as an army officer, before joining Diageo where he spent 14 years. During that time he lead its prestige business, Justerini & Brooks.
He also previously held the role of commercial director of Stonegate (formerly Enterprise Inns), and was managing director of William Grant’s global travel retail business, based in Singapore.
He most recently lead the category team at MMI (Maritime & Mercantile International) in the UAE.
Warren Scott, chairman of Fortitude Spirits Group, said: “I am delighted to welcome Ed to the Fortitude Spirits Group at an important point in our journey.
“Ed brings a unique combination of UK commercial insight together with premium brand international expertise. His roles at Diageo and Stonegate provided hands on experience in the highly competitive UK spirits industry across different categories and price points, both in the on- and off-trade.
“His time at William Grant & Sons and more recently with MMI, have enabled him to be at the forefront of international premium brand development providing detailed insight into European, Middle East and Asian spirit markets.
“As we move into 2025, Fortitude Sprits Group under Ed’s leadership will accelerate the building of its own premium brand portfolio together with a collection of exciting third-party-owned international brands. Ed will also lead the expansion of the international operations of the group through the appointment of appropriate country distributors in key overseas markets.
“This is an exciting time for Fortitude Spirits Group and Kliro Capital is looking forward to supporting Ed in pursuit of our ambitious goals.”
Speaking on his appointment, Cottrell said: “ I am thrilled to be joining Fortitude Spirits Group. The management team is a good combination of new and established, the brand portfolio is exciting and well-positioned, and there are significant opportunities with our partners to grow at scale in both the UK and internationally. I am convinced we can build a highly respected UK-based international spirits company in the coming years.”
He will work alongside the managing director of Fortitude Drinks UK, Nick England, and the company’s brands director, Paul Cornell.
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