Rébecca Asseline has been appointed brand ambassador for Courvoisier as owner Maxxium UK attempts to bring the premium Cognac brand to the masses.

Asseline, who is a French national with more than 10 years experience in the drinks industry, will drive listings across Maxxium UK's premium range, which includes XO, Initial Extra, Succession JS and L'Esprit. She will also provide training "to ensure trade partners become confident brand advocates".

Her appointment is part of Maxxium UK's £12m investment in Courvoisier this year. In June it unveiled plans for tasting masterclasses aimed at the trade and consumers at events such as Taste of Edinburgh. "Rébecca will draw on extensive experience including her training at top London bars, working alongside some of the best UK mixologists," said UK marketing manager Janice McIntosh.