Current on-trade sales director for Heineken UK, Will Rice, will step into the role of managing director at Beavertown Brewery, which Heineken UK acquired in 2022.
He brings a broad commercial experience with him from across the Heineken business, including leadership roles in both the on and off-trade as well as at Star Pubs.
Underpinned by the continued success of Beavertown’s flagship Neck Oil IPA, the next phase of growth for the brand will see a strong pipeline of innovation that stays true to Beavertown’s credentials.
Next phase of growth
Current Star Pubs operations director, Mick Howard, has been appointed as Rice’s successor as Heineken UK on-trade director.
Having played a key role in recent acquisitions and boosting pub performance within Star’s managed portfolio, in his new role, Howard will focus on delivering profitable growth and executing Heineken UK’s on-trade strategy.
Elsewhere, outgoing Beavertown managing director Jochen Van Esch will return to the Heineken Group after three and a half years.
Prior to leading Beavertown, Van Esch spent five years within Heineken UK building the craft brewery business and helping shape the partnership between Beavertown and Heineken.
Together with his team, he has scaled the business with its own distinct brand, culture and operating model.
All new appointments will be effective from Monday 1 June and Beavertown Brewery will continue to operate as a standalone business with its own identity.
High-impact leaders
Commenting on the leadership changes, Heineken UK managing director Boudewijn Haarsma said: “These moves reflect our focus on putting proven, high-impact leaders where they can make the biggest difference for customers and growth.
“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.
“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.”
