Heineken UK MD named

Boudewijn will join the UK business on 8 August having been MD of Heineken Russia, a post he has held since 2018.

During his time in Russia, he developed Heineken’s premium portfolio, accelerating innovation and implementing operating efficiencies. 

Boudewijn joined Heineken in 1995 as a management trainee. He has since worked in a number of 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.

Revenue and profit growth​

In 2015, he was appointed as MD for East & West Africa. During his tenure, the operating companies in his area achieved double-digit revenue and profit growth, often underpinned by innovation. 

Boudewijn will be a member of Heineken's Europe management group and will report to Soren Hagh, president, Europe. 

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

MD in Russia​

"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.” ​

Haarsma 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. 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.” ​

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