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Courvoisier names UK brand ambassador

Beam Suntory-owned Courvoisier Cognac has appointed Beckie Sullivan to the role of UK brand ambassador.

Beckie previously worked at A Bar With Shapes For a Name

Sullivan’s role will be to provide the UK trade with a thorough education into Cognac, with further responsibilities including overseeing the creation of new cocktail recipes for Courvoisier, and demonstrating how best to enjoy Cognac.

Commenting on her new role, Sullivan said: “I am honoured to be appointed as Courvoisier’s new brand ambassador for the UK. 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.”

Sullivan is a respected figure in the spirits sector and has previously worked in acclaimed bars including London’s Lyaness and Baccarat Bar in Harrods, as well as 1806 in Melbourne.

She left her position at east London’s A Bar With Shapes For A Name to join Beam Suntory’s UK distribution partner, Edrington UK, in May.

“I am delighted to welcome Beckie into our growing advocacy team, here at Edrington UK,” commented Andrea Montague, head of advocacy, Edrington UK. “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.”

Courvoisier was named as the seventh best-selling Cognac brand in this year’s Brand Champions report.

Courvoisier also earned a Master medal in The Cognac Masters 2022 blind tasting, and recently debuted its Mizunara bottling, crafted by two of the brand’s chief blenders.

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