HEINEKEN appoints new regional President Americas
Rhea-AI Summary
Heineken (NYSE:HEINY) announced the appointment of Alex Carreteiro as Regional President Americas and member of the Executive Team, effective 1 March 2026.
Carreteiro joins from PepsiCo, where he led the Brazil & South Cone foods business overseeing 16,000 employees and 10 factories; management says that under his leadership the business doubled its size and won PepsiCo’s Global Business Unit of the Year in 2024. He previously held senior roles at Nestlé across North America and Latin America and has experience in M&A and post-merger integration.
The appointment succeeds Marc Busain, who left Heineken on 1 October 2025, and is described as aligned with Heineken’s EverGreen growth strategy for the Americas.
Positive
- Start date set for 1 March 2026
- Carreteiro managed 16,000 employees and 10 factories at PepsiCo
- Led PepsiCo Brazil business that doubled its size and won 2024 Global Business Unit of the Year
- Extensive M&A and integration experience noted
- Appointment framed to accelerate Heineken’s EverGreen strategy in the Americas
Negative
- Previous Regional President Marc Busain departed on 1 October 2025, creating a multi-month leadership gap
News Market Reaction
On the day this news was published, HEINY declined 1.11%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed but mostly modest gains, with HEINEKEN HOLDING (HKHHY) up 1.47%, Pernod Ricard ADR (PRNDY) up 0.68%, Danone (DANOY) up 0.51%, Diageo (DGEAF) up 0.49%, while Pernod Ricard ORD (PDRDF) is down 3.52%, pointing to stock-specific rather than broad sector momentum.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 09 | Product collaboration | Positive | -1.2% | Launch of Heineken 0.0 and LÕK padel collection with novel bottle-opener racket. |
| Dec 08 | Share buyback update | Positive | -1.4% | Progress report on €1.5B buyback, detailing shares and consideration repurchased. |
| Dec 05 | Leadership appointment | Positive | -1.1% | Appointment of Alex Carreteiro as Regional President Americas and executive member. |
| Dec 04 | Consumer insights | Positive | -0.2% | Global study on rising preference for low- and no-alcohol choices in festive season. |
| Dec 03 | Consumer insights | Positive | +0.9% | Survey showing broad social acceptance of refusing alcohol and choosing low/no options. |
Recent positive or strategically framed news, including buybacks and brand initiatives, often coincided with short-term share price declines, suggesting a pattern of negative reactions to ostensibly supportive headlines.
Over early December 2025, HEINEKEN released a series of brand, consumer insight, and capital allocation updates. A global moderation survey and Heineken 0.0 activations highlighted demand for low/no‑alcohol products. The company also reported progress on a €1.5 billion share buyback programme through 5 December 2025. The appointment of Alex Carreteiro as Regional President Americas on 1 March 2026 fits into this strategic narrative, following the departure of his predecessor on 1 October 2025.
Market Pulse Summary
This announcement centers on management succession, with Alex Carreteiro set to become Regional President Americas on 1 March 2026 after his predecessor left on 1 October 2025. His background includes overseeing 16,000 employees and 10 factories at PepsiCo and a unit recognized in 2024. In the broader context of HEINEKEN’s EverGreen strategy and an ongoing €1.5 billion buyback, investors may track how Americas growth, margins, and integration initiatives develop under his leadership.
Key Terms
m&a financial
post-merger integration financial
AI-generated analysis. Not financial advice.
Amsterdam, 5 December 2025 - Heineken N.V. (HEINEKEN) today announces that it has appointed Alex Carreteiro as Regional President Americas, and member of the HEINEKEN Executive Team, as per 1 March 2026. Alex, currently CEO of PepsiCo Brazil & South Cone Foods Business, succeeds Marc Busain, who left HEINEKEN on 1 October 2025.
Alex Carreteiro
Alex joins HEINEKEN from PepsiCo, where, as the CEO of PepsiCo Brazil & South Cone Foods business, he is responsible for 16,000 employees and 10 factories across Brazil, Chile, Argentina, Uruguay, and Paraguay. Under his leadership PepsiCo’s Brazil business doubled its size, achieved significant market share and penetration gains, and was recognised as PepsiCo’s Global Business Unit of the Year in 2024.
Prior to joining PepsiCo, Alex spent nearly two decades at Nestlé, holding senior roles across General Management, Sales, and Finance in Europe and the Americas. His last role was Vice President of North America (USA, Canada, Mexico) within the Nestlé Americas zone. Before that, he served as CEO of the Latin Caribbean region and Managing Director of Nestlé Waters Brazil and Portugal. This breadth of experience gives him deep insight into both developed and emerging markets, as well as the ability to navigate complex regulatory and competitive landscapes.
Alex brings extensive expertise across beverages and food, underpinned by a strong track record in M&A, post-merger integration, and building high-performing, diverse teams that deliver results. Throughout his career, Alex has consistently demonstrated commercial excellence, forging deep, trust-based relationships with trade partners and linking impactful point-of-sale execution with compelling category strategies that strengthen market share and profitability.
Dolf van den Brink, CEO and Chairman of the Executive Board, commented: “Alex’s appointment reflects our ambition to accelerate growth and transformation in the Americas, a region that is critical to HEINEKEN’s long-term EverGreen strategy. His strategic vision, operational discipline, and people-first leadership style are a strong fit with HEINEKEN’s values and future direction. I very much look forward to welcoming Alex to the team.”
- ENDS –
Press enquiries
Marlous den Bieman
E-mail: pressoffice@heineken.com
Tel: +31-20-5239-355
Investor and analyst enquiries
Tristan van Strien / Lennart Scholtus
E-mail: investors@heineken.com
Tel: +31-20-5239-590
About HEINEKEN
HEINEKEN is the world's pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.
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FAQ
When does Alex Carreteiro start as Heineken Regional President Americas (HEINY)?
Who did Alex Carreteiro succeed as Heineken Regional President Americas (HEINY) and when did the predecessor leave?
What responsibilities did Alex Carreteiro hold at PepsiCo before joining Heineken (HEINY)?
What track record does Alex Carreteiro bring to Heineken (HEINY)?
How does Heineken (HEINY) describe the strategic purpose of this appointment?
