George joins from Magners UK, where he was channel director dealing with wholesale, convenience and discounter operations.
George has also worked for drinks groups Constellation Europe, Coors and Bass, and also for supermarket chain Aldi.
Budweiser Budvar UK chief executive Tony Jennings said: “We have chosen Simon as the man to take our sales forward as a critical part of the next stage of our journey on the UK market.”
George, who starts his new role on 2 January, said: “The Budvar brewery and its beer portfolio are world beaters. My mission is to reflect this in our UK sales and I’m looking forward to it.” His “right-hand men” will be two Budvar stalwarts Peter Gordon (on-trade) and Jon Whittle (off-trade).