Earlier this week, Fortitude Spirit Group announced the appointment of Ed Cottrell as CEO.
Prior to the earlier announcement, Andy Young caught up with Ed to pose some questions to glean an insight into his leadership style and how it has been shaped. We touch on his ambition for the spirits industry as well as his early days as an army officer. He also reveals what success will look like in the next few years, how Fortitude plans to add value within the spirits category, and even offers a recommendation for the perfect festive tipple.
Read on to find out more….
What leadership traits from your career to date do you see as being particularly helpful and important to successfully transition into an investor group owned accelerator?
I have been lucky enough to have led teams since I was an army officer, 33 years ago. Bringing the best out of people has always been my greatest passion, even though I often get it wrong. A team that you trust, who are motivated to succeed and can build trusting relationships with customers gives you a competitive advantage over larger suppliers. I am also very calm!
The spirits category has come under pressure in recent times. What role will your portfolio play in turning those fortunes around and how will this influence the portfolio mix and general approach to Fortitude’s, as well as 3rd party owned brands?
We are a manufacturer with 30 years experience of manufacturing at scale, delivered with agility and cost efficiency. We know which sub-categories are succeeding and we are very much innovating in those sub categories.
What will success look like over the next 12-36 months?
For us, success looks like more than doubling our revenue and building a talented team to deliver it.
Which brand would you recommend for our Christmas stocking?
Definitely Cafe Solo. The best coffee liqueur on the market. Period.
