Heineken appoints former Russia boss as UK MD

Heineken has announced the appointment of Boudewijn Haarsma as the new managing director of its UK business.

Haarsma joins from Heineken Russia – which excited Russia due to the war in Ukraine – where he served as the managing director since 2018.

He joined Heineken in 1995 as a management trainee and has since worked in several commercial and management roles before moving to Nigeria in 2010.

In Nigeria, he led the merger of the company’s breweries before being appointed managing director for East and West Africa, where he helped deliver double-digit revenue and profit growth.

READ MORE: Heineken and Brewdog to face shortages amid strikes

Boudewijn will report to Heineken Europe president Soren Hagh in his new role.

“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,” Haarsma said.

“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.”

Hagh added: “I’m delighted to be announcing Boudewijn’s appointment to this important role,” Hagh said.

“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.”

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