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HEINEKEN appoints Managing Director UK

17 June 2022

HEINEKEN announces the appointment of Boudewijn Haarsma as Managing Director of HEINEKEN UK.

Boudewijn will join the UK business on 8 August from his previous role as Managing Director, HEINEKEN Russia, which he has held since 2018. During his time in Russia, Boudewijn has developed HEINEKEN’s premium portfolio, accelerating innovation and implementing operating efficiencies.

Boudewijn joined HEINEKEN in 1995 as a Management Trainee. He has since worked in a number of commercial and management roles before moving to Nigeria in 2010, where he led the merger of HEINEKEN’s breweries in Nigeria as MD of Consolidated Breweries. In 2015, Boudewijn was appointed as Managing Director East & West Africa. During his tenure, the Operating Companies in his area realised double-digit revenue and profit growth, often underpinned by innovation.

Boudewijn will be a member of Europe Management Group and will report to Soren Hagh, President Europe.

Soren Hagh said: “I’m delighted to be announcing Boudewijn’s appointment to this important role. His strong track record in managing change and driving growth in large, complex markets will be a crucial contributor to our continued journey as the UK’s leading pub, beer and cider business. As MD in Russia, Boudewijn also demonstrated huge courage and resilience as well as care and consideration for our people affected by the war in Ukraine.”

Boudewijn Haarsma commented: “The UK Is well regarded as one of the most advanced beer and cider markets in the world and, of course, the home of the pub! I’m really looking forward to joining in August and working with our teams to deliver great service for customers and fantastic experiences for our consumers.”

Lawson Mountstevens, Managing Director Star Pubs & Bars, will continue as interim MD for HEINEKEN UK until the end of July.

Soren Hagh added: “Lawson and the team have done a fantastic job leading the business through volatile times. I’d like to thank Lawson and wish Boudewijn every success in his new role.”