final title.Heineken Names New Regional President for the Americas

12/05/2025 – 02:30 AM

Amsterdam, 5 December 2025 – Heineken N.V. (HEINEKEN) today announced that Alex Carreteiro will assume the role of Regional President for the Americas and join the executive team on 1 March 2026. He succeeds Marc Busain, who left the company on 1 October 2025.

Carreteiro comes from PepsiCo, where he served as CEO of the Brazil & South Cone foods business, responsible for 16,000 employees and 10 manufacturing sites across Brazil, Chile, Argentina, Uruguay and Paraguay. During his tenure the business doubled its revenue base, captured additional market share and was recognized as PepsiCo’s Global Business Unit of the Year in 2024.

Before PepsiCo, Carreteiro spent nearly two decades at Nestlé, holding senior positions in general management, sales and finance across Europe and the Americas. His most recent Nestlé role was Vice President of North America for the Nestlé Americas zone, following stints as CEO of the Latin Caribbean region and Managing Director of Nestlé Waters Brazil and Portugal. This breadth of experience gives him insight into both mature and emerging markets and the ability to navigate complex regulatory environments.

Throughout his career, Carreteiro has delivered strong commercial results, built high‑performing, diverse teams and led multiple large‑scale M&A transactions, including the integration of acquired food and beverage brands into existing supply chains. His data‑driven approach to point‑of‑sale execution and category strategy aligns with Heineken’s focus on digital transformation, advanced analytics and sustainable packaging.

Heineken CEO and Chairman Dolf van den Brink said, “Alex’s appointment reflects our ambition to accelerate growth and transformation in the Americas, a region critical to Heineken’s long‑term EverGreen strategy. His strategic vision, operational discipline and people‑first leadership style complement Heineken’s values and future direction.”

Strategic Implications

The Americas represent a fast‑growing segment of Heineken’s global portfolio, accounting for roughly 25 % of total sales and offering significant upside in premium, low‑alcohol and non‑alcoholic beverages. Carreteiro’s deep experience in the food sector brings a cross‑category perspective that could help Heineken expand its product‑mix beyond traditional lagers, leveraging the surge in consumer demand for healthier and convenient formats.

From a technology standpoint, Carreteiro’s background in data‑rich environments such as PepsiCo positions him to push Heineken’s digital roadmap forward. Initiatives likely to receive renewed focus include:

• Advanced demand‑forecasting using machine‑learning models to optimize brewhouse utilization and reduce waste.
• IoT‑enabled smart manufacturing that enhances energy efficiency and supports Heineken’s carbon‑reduction targets.
• Consumer‑insight platforms that combine loyalty data with social listening to drive rapid product innovation.

In the M&A arena, Carreteiro’s track record suggests Heineken may look to accelerate strategic acquisitions in the U.S., Canada and Latin America, particularly in craft‑beer, hard‑seltzer and functional‑drink segments. Successful integration will hinge on harmonizing supply‑chain capabilities, preserving brand equity and leveraging Heineken’s global distribution network.

Market Outlook

Analysts expect the U.S. beer market to grow at a modest 2‑3 % CAGR through 2029, driven by premiumization and the expansion of low‑alcohol options. In Latin America, per‑capita consumption is rebounding after pandemic‑related setbacks, creating fertile ground for Heineken to deepen its foothold. Carreteiro’s familiarity with the regulatory landscapes of Brazil, Chile and Argentina should help the company navigate tariff changes and sustainability mandates, especially those related to packaging and water usage.

Overall, the appointment reinforces Heineken’s commitment to bolster leadership talent capable of aligning commercial growth with sustainability goals, a combination increasingly valued by investors and consumers alike.

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About Heineken

Heineken is the world’s leading brewer and a top developer and marketer of premium and non‑alcoholic beer and cider brands. Headquartered in Amsterdam, the group owns more than 340 international, regional, local and specialty beer and cider brands. With over 85,000 employees, Heineken operates breweries, maltings, cider plants and other production facilities in more than 70 countries. The company’s “Brew a Better World” initiative embeds sustainability across its operations, focusing on carbon reduction, water stewardship and responsible consumption.