Edrington UK has announced the appointment of bartender Beckie Sullivan as the UK brand ambassador for Courvoisier.
Sullivan has worked for a string of high-profile venues including A Bar With Shapes For a Name, Lyaness, Baccarat Bar in Harrods and 1806 in Melbourne.
Having already begun her new role, Sullivan’s responsibilities include bartender engagement, education around cognac and how best to drink it and the creation of new cocktail recipes for Courvoisier.
The appointment comes as Edrington UK expands its team of brand advocates, placing advocacy at the heart of its brand building strategy. In parallel, the new role marks an exciting chapter for Courvoisier, the number one Cognac brand in the UK, as it enters a new brand world.
Andrea Montague, Head of Advocacy, Edrington UK states: “Beckie joins us with a wealth of industry experience, working across some of the world’s leading bars. Her industry knowledge, fantastic experience with menu design, cocktail experimentation, and customer experience, will all be assets to our team and to the Courvoisier brand.
“I am excited to see Beckie’s unique contribution to the brand, being influential in creating new perceptions of Cognac in the UK.”
Sullivan added: “Courvoisier was the first Cognac I ever worked with, so I am delighted to be working with such a premium and well-known portfolio. As we continue to showcase Cognac’s versatility, I’m excited to lead the way following its new design, whilst bringing my expertise to the role and even more joy to Maison Courvoisier.”