Amsterdam-based brewing conglomerate HEINEKEN N.V. has announced the appointment of Guillaume Duverdier as Regional President for Africa and the Middle East (AME), effective 1 July 2025. Duverdier will also join the company’s Executive Team, succeeding Roland Pirmez, who is retiring after an extensive and impactful 29-year tenure within the organisation.
The appointment underscores HEINEKEN’s strategic vision to consolidate leadership continuity and drive sustained regional performance in its AME division, an increasingly pivotal market in the company’s global structure. Guillaume Duverdier’s elevation to this role is grounded in his extensive experience, leadership acumen, and consistent delivery of exceptional results across complex and diverse markets.
Duverdier, currently serving as Managing Director of HEINEKEN México, joined the firm in 2000 and has cultivated a distinguished 25-year career across continents. His executive footprint spans Tunisia, Egypt, Poland, Spain, and Mexico—HEINEKEN’s largest operational market. Over these years, Duverdier has established a strong reputation for his adaptability, commercial ingenuity, and strategic execution.
Since January 2022, Duverdier has spearheaded HEINEKEN México’s operations, where he has been instrumental in accelerating financial performance and implementing transformative business initiatives. Under his stewardship, the company’s retail chain, Six, expanded significantly to a network of 17,000 stores, cementing its role as a critical pillar in HEINEKEN’s regional market penetration strategy.
A key achievement during his tenure was the commissioning of the Meoqui Can Factory, a flagship project supporting HEINEKEN’s broader vertical integration and operational efficiency goals. This facility is the first of its kind within HEINEKEN’s global operations, symbolising both industrial innovation and strategic foresight. Duverdier also championed environmental stewardship, guiding HEINEKEN México to become the top performer in water efficiency across the company’s global network—an achievement that resonates with HEINEKEN’s commitment to sustainability.
Commenting on the transition, Dolf van den Brink, CEO and Chairman of the Executive Board, expressed full confidence in Duverdier’s ability to lead the AME region:
“Guillaume’s successful track record of 25 years within HEINEKEN will ensure a smooth transition. His steadfast commitment to excellence, his business acumen, and his ability to lead with both heart and discipline have left an enduring legacy in every market he has worked in.”
This appointment comes at a critical juncture as the Africa and Middle East region grows in strategic importance for global beverage companies. HEINEKEN’s recent activities in this region—including the 2022 acquisition of Distell and Namibia Breweries Limited—culminated in the formation of Heineken Beverages, a significant foothold in Southern Africa. These developments signal an ambition to diversify product portfolios and deepen market penetration in emerging economies.
Duverdier’s appointment also marks the formal end of an era led by Roland Pirmez, who joined HEINEKEN in 1996 as Managing Director for Angola. With deep personal and professional ties to Africa, Pirmez began his career in several African nations, including the Democratic Republic of Congo, before transitioning to leadership roles in Asia and Eastern Europe.
In his early career, Pirmez was pivotal in shaping HEINEKEN’s expansion into Russia, serving as CEO of HEINEKEN Russia from 2002 to 2008. He subsequently returned to Asia Pacific as CEO of Asia Pacific Breweries, where he drove accelerated growth and significantly strengthened the company’s market position.
As Regional President for Africa and the Middle East since 2015, Pirmez steered the division through substantial external volatility, including macroeconomic instability and the global COVID-19 pandemic. His tenure is marked by a series of transformative milestones, such as pioneering the digitalisation of HEINEKEN’s consumer routes and the launch of the Sirocco Joint Venture, which established the firm’s first major brewing operation in the Gulf region.
Under Pirmez’s stewardship, the AME region experienced not only sustained financial performance but also strategic realignment towards a multi-category commercial model. This approach enabled market share gains and enhanced customer satisfaction, firmly positioning the region as a cornerstone of HEINEKEN’s global footprint.
Van den Brink paid tribute to Pirmez’s legacy, stating:
“Roland is an exceptional team builder with a strong focus on nurturing talent. His deep expertise and unwavering passion for the business has significantly contributed to HEINEKEN’s success. I would like to take this opportunity to express my gratitude for his valuable contributions to the business and wish him a well-deserved retirement.”
As Duverdier prepares to assume leadership of one of HEINEKEN’s most dynamic regional markets, the transition represents both continuity and renewal. His combination of operational excellence, sustainability leadership, and commercial insight will be pivotal in navigating the intricate socio-economic and regulatory landscapes across Africa and the Middle East.
With both a legacy of performance and a forward-looking mandate, HEINEKEN’s executive reshuffle reflects its confidence in the future of the AME region and its commitment to investing in leadership that can deliver sustainable, inclusive growth.
