Courvoisier has named its newest brand ambassador: apper, actor and model A$AP Rocky.

He will star in print and digital creative, the company says, partnering on collaborations and hosting “exclusive experiences” as part of a new campaign.

“As a creator, A$AP Rocky embodies the progressive ideals and bold artistry on which Courvoisier was founded, making him an ideal partner for the brand,” says Gary Ross, VP, Courvoisier.

“Courvoisier’s commitment to quality, old-school production methods, design and art speaks to me,” says A$AP Rocky.