Heineken has announced the appointment of Boudewijn Haarsma as Managing Director of its UK business.
He will take up the role on 8 August, having served as MD for Heineken Russia since 2018, where he developed the brewer’s premium portfolio and implemented 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 the company’s breweries in Nigeria as MD of Consolidated Breweries. In 2015, Boudewijn was appointed MD for East & West Africa, helping deliver double-digit revenue and profit growth.
Boudewijn will be a member of Heineken’s Europe Management Group and will report to Soren Hagh, President Europe.
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.”
Haarsma added: “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 of the group’s Star Pubs & Bars division, will continue as interim MD for Heineken UK until the end of July.
