Maxxium UK has made a fresh appointment to its brands mixology team.

The company said yesterday (12 January) that Andy Gemmell, previously with drinks marketing consultancy Brand Ambassadors, would join Wayne Collins in the department.

"The cocktail strategy has been an incredible success," said Jim Grierson, Maxxium's on-trade sales director. "Demand has continued to grow, and Wayne is frequently asked to appear in the press and on TV. I'm delighted that Andy Gemmell is joining us to help maintain our commitment to training and expand our brand mixology team."

Collins, who has been promoted to brand mixology senior manager, said: "We firmly believe that good training is vital to the success of every bar and increasingly bar owners and managers are realising the benefits of having well trained staff. 

Maxxium UK launched its cocktail training initiative in 2003, and has trained over 2,500 bartenders.