Boudewijn Haarsma announced as new Heineken UK managing director

Haarsma, who has been managing director of Heineken Russia since 2018, is expected to join the UK business as of Monday 8 August.

He said: “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.

Fantastic experiences 

“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.”

Current managing director of Star Pubs & Bars Lawson Mountstevens will continue as interim managing director until the end of July with Haarsma becoming a member of the Europe Management Group in August, reporting to President Europe Soren Hagh.

Having joined Heineken in 1995 as a management trainee and worked in a number of commercial and management roles, Haarsma then moved to Nigeria in 2010, where he led the merger of Heineken’s breweries in Nigeria as managing director of Consolidated Breweries.

Furthermore, in 2015 Haarsma was appointed as managing director East & West Africa.

During his tenure, the operating companies in his area saw double-digit revenue and profit growth alongside innovation.

Important role

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

“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 managing director in Russia, Boudewijn also demonstrated huge courage and resilience as well as care and consideration for our people affected by the war in Ukraine.

“Lawson and the team have done a fantastic job leading the business through volatile times.

“I’d like to thank Lawson and wish Boudewijn every success in his new role.”