Heineken names new UK on-trade boss

By Nicholas Robinson contact

- Last updated on GMT

Stepped down: Watt will replace Chris Jowsey (pictured) as Heineken UK on-trade director
Stepped down: Watt will replace Chris Jowsey (pictured) as Heineken UK on-trade director
Chris Jowsey, who is leaving Heineken as on-trade director to join Admiral Taverns, is to be replaced by Stephen Watt.

Watt joined Heineken from Whyte & Mackay last year as the company’s northern trading director, where he had a “significant impact on performance in the region” in a short time, said Heineken.

The new Heineken boss has spent the majority of his career in the alcohol sector – covering beer, wine and spirits – and has 25 years’ experience of sales and marketing in the on and off-trade.

Previously he has worked at companies including Coca-Cola, AB InBev, Pernod Ricard and Mars.

Immediate effect

Watt, who will take up the role with immediate effect, said: “It’s an honour to be leading Heineken’s on-trade business.

“We undoubtedly have the very best portfolio of beers and ciders in the market and, with our industry-leading category knowledge, I look forward to growing our customers’ businesses even more.”

Heineken UK managing director David Forde said: “Stephen’s vast experience across categories and the on and off-trade, means he’s expertly placed to continue to drive our on-trade business, continuing to make it easier and smoother for customers to grow their businesses.”

Jowsey, meanwhile, announced plans to leave Heineken last month, when it was revealed he would take up the role​ as the Admiral Taverns’ chief executive this month.

Jowsey has 18 years of experience in the on-trade and joined Heineken UK in 2003 where he eventually oversaw the growth and expansion of its Star Pubs & Bars leased and tenanted business, looking after 2,700 pubs.

Former Heineken UK boss

The former Heineken UK boss succeeded Kevin Georgel, who went to St Austell as chief executive officer.

“On behalf of the board and the entire team, I am delighted to welcome Chris to Admiral,” said Admiral’s chairman Tom Ward.

“Chris not only brings with him over 18 years of wider industry expertise but an in-depth knowledge and passion for the leased and tenanted pub sector.

“His career path at Heineken is impressive and his clear ambition, experience and understanding of the sector will be invaluable in leading the company through the next stage of its growth and development.”

Related topics: Beer

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