Heineken names new UK boss

Boudewijn Haarsma

Boudewijn Haarsma has been appointed as the new Managing Director of Heineken UK.

He will join the UK business on 8 August from his previous role as Managing Director, Heineken Russia, which he has held since 2018.

Haarsma joined the brewer in 1995 as a Management Trainee and worked in several commercial and management roles before moving to Nigeria in 2010, where he led the merger of Heineken’s breweries in Nigeria as MD of Consolidated Breweries. In 2015, he was appointed as Managing Director East & West Africa.

He will report to Heineken’s President Europe Soren Hagh, who commented: “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 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.”

Lawson Mountstevens, Managing Director Star Pubs & Bars, will continue as interim MD for Heineken UK until the end of July.