He will be responsible for developing sales of all of the company’s brands, including Labatt and Beck’s, across all grocery formats.
He will also aim to drive sales and distribution of Interbrew’s new draft barrel format for brands such as Boddingtons and Stella Artois.
MacFarlane moves from the post of managing director of Interbrew UK’s businesses in Northern Ireland and Ireland. He
has worked for the brewer for 12 years, joining as marketing finance manager in 1992 when it was known as the Whitbread Beer Company. He went on to become sector marketing manager for retail and moved into brand management in 1996, working on ales.
After that, he became marketing manager for Boddingtons and worked on the company’s campaign for Cream of Manchester.
He then took up the post of marketing controller for Stella Artois, with responsibility for Heineken before being made director of customer marketing in 1999.
MacFarlane said: “I have really enjoyed my time in Ireland. It has been a period of great change for everyone as we planned and launched our Ireland growth plan.”