Belgian CEO for AB Inbev's Western European division | RetailDetail

Belgian CEO for AB Inbev's Western European division

Belgian CEO for AB Inbev's Western European division

Beer brewery AB InBev has appointed Belgian Jean-Jacques Velkeniers as the new CEO for its Western European division, which will combine the following regions: Benelux, Germany, Switzerland and Austria.

Increase effectiveness

Now that these regions have been merged, AB InBev now has 4 separate divisions for Europe: the newly-created Western Europe, Northern Europe, Southern Europe and Eastern Europe. The company hopes to increase its commercial clout through the merger of these two business units.


Velkeniers has been with AB InBev since 1999 and will report directly to Stuart MacFarlane, Zone President for Europe.


Eric Lauwers on the other hand, who has been in charge of AB InBev's Benelux operations, will leave the company, after 15 years of service. "He is a remarkable sales and marketing professional and was responsible for impressive results in the geographical areas under his command. He also made a sustainable contribution to the company's European results", AB InBev stated in a press release. One of his achievements was the Jupiler campaign, launched last year, revolving around the World Championship football.


Till Hedrich, Lauwers' counterpart in the Germany-Switzerland-Austria region, will also depart the company.

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