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Heineken USA has named Ronald den Elzen to lead the beer importer as CEO, succeeding Dolf van den Brink, who will become CEO of Heineken Mexico. Both appointments are effective July 1.
With more than 20 years with Heineken, den Elzen most recently served as managing director of the company's Portugal subsidiary. He also held positions in finance, sales and general management in Amsterdam and the U.K.
"The opportunity to join such a dynamic business at this time is truly exciting," den Elzen said of his appointment. "Heineken USA has seen consistent growth through its strong portfolio of upscale brands and has a clearly defined ambition to become the leader in upscale beer."
In his new role, van den Brink will oversee all operations of CM/Heinken Mexico, Heineken's largest operating company with more than 16,000 employees and a portfolio of brands like Tecate and Dos Equis. He has been with Heineken for 17 years, including six with Heineken USA.
Said van den Brink: "Collectively with our passionate employees and dedicated partners, [Heineken USA has] become a true portfolio company and created great momentum in the marketplace." He praised den Elzen as "the right person, arriving at the right time to lead the acceleration of this business."
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, the world's most international brewer.