Heineken UK (HUK) said that in his new role Rice “will ignite and lead the next phase of growth for Beavertown, underpinned by the continued success of Neck Oil”, the brewer’s flagship beer.
The move will see Beavertown’s former managing director Jochen Van Esch leave after three years in the role. He is set to return to Heineken Group.
Following Rice’s departure, the current operations director for Star Pubs, Mick Howard, will take on the vacant UK on-trade sales director role.
Rice, Howard and Van Esch will all step into their respective new roles from 1 June.
After buying a 49% stake in the Beavertown business in 2018, Heineken subsequently acquired the remaining 51% in September 2022. In 2025, the brewery saw off-trade sales of its flagship Neck Oil session IPA grow by 17%, with volumes up 32.8%.
“These moves reflect our focus on putting proven, high-impact leaders where they can make the biggest difference for customers and growth,” said Boudewijn Haarsma, managing director at HUK.
“Will has an outstanding track record in the on-trade, and he is the right leader to guide Beavertown through its next phase of growth, while it continues to operate as a separate company with its own distinctive identity.”
He continued: “Mick has been instrumental in shaping Star Pubs and is a proven operator and people leader. I’m delighted to welcome him into the on-trade sales director role as we continue to execute our winning strategy. His deep understanding of running pubs will help him to lead our team in being a value-adding business partner for our customers.
“I also want to thank Jochen for the legacy he leaves at Beavertown, from building brand leadership in UK craft to progressing the Enfield brewery. We wish him every success as he moves to Heineken Group.”
Beavertown Brewery was founded in 2011 by Logan Plant, the son of Led Zeppelin frontman Robert Plant.
Plant held the chief executive officer role at Beavertown through to Heineken’s full takeover in 2022, before stepping down and moving into an “advisory role”.
