Peter Sandstrom, Maxxium UK marketing director, said: “His experience and passion for the industry is second-to-none, and what we love about Matthew is that his ideas exude originality, with just the right mix of class and elegance – exactly on brand with Stolichnaya. We’re thrilled to have Matthew on the ground, collaborating with trade, creating opportunities to educate and inspire with our great brand.”

According to Neilsen and CGA data, the brand has grown 34% in volume and 38% in value on last year.