Kliro Capital Partners, who acquired ICB in June 2023, has announced the launch of Fortitude Spirits Group, with the ambition to become one of the leading independent UK spirits companies.
Fortitude Spirits Group, led by industry experts and with significant production investment, will comprise three divisions:
Fortitude Spirits, which will create, nurture and scale distinctive brands, which will disrupt in culture and in outlet and appeal to consumers globally.
Fortitude Drinks UK, which will distribute Fortitude Spirits and third-party brands across every UK channel. Leveraging the 35-year history and utilising their sales and marketing expertise and outstanding customer relationships, they will both nurture and scale quality brands across all price points and occasions.
ICB Distillers, with a strong reputation earned over 35 years, will expand its production capacity to distil, blend and bottle the groups’ brands, as well as private label and third-party products.
Warren Scott, chairman of Kliro Capital Partners, will also serve as chairman of Fortitude Spirits Group. Scott was the founder and chief executive of Quintessential Brands Group, one of the UK’s and Ireland’s leading independent spirits companies. He previously worked as an investment banker with JP Morgan, KPMG and Jefferies in a career spanning 25 years.
“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,” Scott said.
Nick England will lead Fortitude Drinks UK as managing director. He has held several senior sales positions at Carlsberg UK, as well as Mars. His wine and spirit experience was forged at Treasury Wine Estate and William Grant & Sons.
“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,” England commented.
Paul Cornell will serve as brands director of Fortitude Spirits. Cornell has led key internationally recognised premium brands at Molson Coors, Asahi and Diageo, driving outstanding growth and winning many industry awards.
Cornell said: “Premium brands which 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.”
Kliro Capital Partners will shortly announce a new Fortitude Spirits Group chief executive.
