She replaces Hughes Lechanoine, who left Rothschild last March after 16 years with the company, including seven years as managing director for branded wines.

Hombroekx said: “I aim to bring the company all the know-how and experience I have gained in consumer goods while approaching the world of wine, which is new to me, with inspiration, wonderment and humility.”

Her mission is said to be to focus more specifically on continuing to develop the company’s branded wines, especially Mouton Cadet, its branded Bordeaux wine, and Escudo Rojo, its premium Chilean wine.

The company says her knowledge of the consumer market and her expertise in marketing and sales will help her bring an innovative and purposeful approach to her new position.