AB InBev announces new North Europe President

By James Beeson

- Last updated on GMT

Achievement: Under Warner’s tenure Budweiser has grown to become the UK's second biggest beer brand
Achievement: Under Warner’s tenure Budweiser has grown to become the UK's second biggest beer brand
Global drinks giant AB InBev has announced that Paula Lindenberg, currently vice-president of marketing for Brazil, will head up the UK & Ireland business from January 2019.

Lindenberg replaces Jason Warner, who has held the role of North Europe president since January 2016. Warner is to become zone President for Europe at the beginning of next year.

Under Warner’s tenure Budweiser and Corona have grown to become the UK’s second and sixth-biggest beer brands, while the UK’s AB InBev beers have all shown double-digit growth after several years of stagnation in the overall market.

The company has also relaunched BudLight (and launched Budwiser Prohibition) in the UK, and signed a deal for Budweiser to replace Carlsberg as the official beer of the England football team (reportedly the biggest deal in the Football Association’s history).

Latin American experience

Lindenberg has worked for AB InBev for more than 15 years and has held a number of roles in South American and the United States. She has previously been responsible for a number of the company’s Latin American brands including Skol, Brahma and Antarctica.

She currently lives in Sao Paolo, Brazil, with her husband and two daughters and will relocate to the United Kingdom later this year.

Speaking about her appointment, Lindenberg said: “I’m so excited to be joining the UK business, especially as Britain is renowned for having one of the world’s best pub and beer cultures.

'Growing the beer category'

“The variety of beers here is incredible, and our own portfolio has never been stronger or more diverse; it is also unique in that it features all three of our global brands – Stella Artois, Budweiser and Corona. I can’t wait to work alongside the team in growing the beer category even further.”

Outgoing President Warner added:  “As someone who has worked with Paula previously, I can’t think of a better person to lead the UK onto the next level.

“Paula has contributed hugely to our Latin American business, leading its growth strategy, expanding its premium beers and reconnecting the business with its brewing heritage. I have no doubt that she will bring her own brand of creative vision and energy to these shores.”

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