Heineken has appointed its on-trade sales director Will Rice as managing director of Beavertown Brewery.
Meanwhile, former Beavertown MD Jochen Van Esch is to return to Heineken Group, while Star Pubs ops director Mick Howard is to take over as HUK on-trade sales director.
Rice would “ignite and lead the next phase of growth for Beavertown, underpinned by the continued success of Neck Oil,” HUK said.
“These moves reflect our focus on putting proven, high-impact leaders where they can make the biggest difference for customers and growth,” said Boudewijn Haarsma, managing director at HUK. “Will has an outstanding track record in the on-trade, and he is the right leader to guide Beavertown through its next phase of growth, while it continues to operate as a separate company with its own distinctive identity.
“Mick has been instrumental in shaping Star Pubs and is a proven operator and people leader. I’m delighted to welcome him into the on-trade sales director role as we continue to execute our winning strategy. His deep understanding of running pubs will help him to lead our team in being a value adding business partner for our customers.
“I also want to thank Jochen for the legacy he leaves at Beavertown, from building brand leadership in UK craft to progressing the Enfield brewery. We wish him every success as he moves to Heineken Group.”
Heineken acquired a 49% stake in Beavertown Brewery in 2018, snapping up the remaining 51% in September 2022.
Last year, off-trade sales of its flagship Neck Oil session IPA grew by 17% on volumes up 32.75 [NIQ 52 w/e 6 September 2025].
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