Constellation Europe as director of premium wine.
Vice president Simon Thorpe MW said: "This is a new role and underlines Constellation's commitment to growing its premium wine business. Emma brings with her a wealth of experience and talent at the premium end of the wine industry."
Nichols added: "Constellation's premium wines have fantastic potential . I am delighted to be part of their commitment and exciting plans to grow the premium wine category by bringing its portfolio to a broader customer audience."
She added: "There are some great wines in the portfolio, including some things I don't think I
knew Constellation had, and we're probably under-trading with them at the minute.
"We're looking at all channels - on-trade, independents and multiples - but being quite focused and only taking things to them that are relevant to each sector."
Nichols' career has also involved stints as senior wine buyer at Safeway and as marketing manager for Vinoceros.