The Bacardí-owned brand will use Dedieu’s experience to build brand awareness, advocacy and loyalty with the on-trade as well as consumers.

One of Dedieu’s focuses for the brand is to facilitate a stronger relationship with his industry peers through education, partnerships and advocacy programming, such as experiencing the spring harvests in France, where the elderflowers are cultivated and processed to create the liqueur.

“It is an exciting time for liqueurs and cocktail culture,” said Dedieu. “St-Germain is a beautifully versatile spirit, perfect for exploring flavour combinations and being creative.”

Dedieu has also been tasked with raising the visibility of the brand with consumers through consumer events and initiatives.

For London Cocktail Week, Dedieu has created a selection of cocktails that take the brand’s signature serve, St-Germain Spritz, from summer to autumn.

Florent Demars, UK brand manager, added: “With his broad knowledge of the category, passion for the brand and strong relationships within the UK on-trade, Franck has all of the qualities and skills to champion and raise the profile of St-Germain in the UK.”