Source: Heineken

Haarsma was previously MD of Heineken Russia

Heineken UK has appointed Boudewijn Haarsma as its new MD.

Haarsma, who has worked for the brewing giant since joining in 1995 as a management trainee, was previously MD of Heineken Russia. He will replace Lawson Mountstevens, who will continue as interim MD until Haarsma takes over at the end of July.

During his time leading Heineken’s Russian business – which the brewer is exiting due to the war in Ukraine – Haarsma had “developed Heineken’s premium portfolio, accelerating innovation and implementing operating efficiencies”, said Heineken. 

He will report to Heineken Europe president Soren Hagh in his new role. Prior to leading the Russian business, which he took over in 2018, he was MD of East & West Africa for the brewer.

Haarsma’s ”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”, said Hagh.

“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.”

Outgoing MD Mountstevens had “done a fantastic job leading the business through volatile times”, he added.

The UK was “well regarded as one of the most advanced beer and cider markets in the world and, of course, the home of the pub”, said Haarsma. “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.”

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