Beverages

Heineken USA has named Brian Fried its regional VP sales, western region. Reporting to SVP of Sales Scott Blazek, Fried will drive Heineken USA performance and deliver results through the effective management of regional resources, as well as establishing and maintaining the company’s culture in the region.

“Brian has established himself as a true leader at Heineken USA, developing and implementing programs in the western region that have led to improved sales volume [and] increased revenue, and strengthened our relationships with distributors and customers,” noted Blazek. “His breadth of sales experience and deep knowledge of our brands and organization will be a huge asset to the sales leadership team.”

Fried’s role will require him to establish objectives, strategies and tactics, as well as guide account planning, execution and culture for the western region. He will also oversee relationships with Heineken USA distributor partners and key regional accounts, in addition to assessing and improving the effectiveness of retail executions that support brand development to ensure the attainment of company objectives.

Since joining the White Plains, N.Y.-based beer importer in 2004, he has held such positions as group distributor manager, zone sales director and most recently, director of business development. In this last role, Fried rolled out a standardized reporting process to maximize time and effectiveness with customers, and worked with zone directors to identify and close an additional 4,000 points of Dos Equis distribution.

Before Heineken USA, Fried worked as a sales director at Cadbury Schweppes and began his career at Miller Brewing Co., where he rose through the ranks over a decade-long tenure.

A California native, Fried will continue to be based in the company’s Long Beach, Calif., office.