Belgian brewery group Alken-Maes has appointed Kenny Willems its new CEO, effective from 1 October. Willems, currently director of hospitality, succeeds Marc Josephus Jitta.
No-nonsense style retained
Barely three years ago, Heineken placed its pawn Jitta at the head of its Belgian brewing group, but the Dutchman wants to take on other challenges outside the beer business. In a press release, his successor has stated says he will continue Jitta’s no-nonsense style.
Willems has worked at Alken-Maes for more than twelve years and has been director of hospitality for the last five. He wants to focus on innovation and quality to make his beers “more relevant and sexy”, Willems said. He referred specifically to the success of the alcohol-free taps, which the brewery set up in their backyard – at the Pukkelpop festival – among other places.
“Our challenge is getting people around the counter and up to the beer shelves in the supermarket. That is our purview and that is where we have to make sure our product has the proud stage it deserves. And then, we will let the beer speak for itself”, Willems continued.
