Heineken’s Main Marketer Resigns

Heineken USA executive who has helped with much of their success with the launch of Heineken Premium Light, the mini keg and other innovations will be leaving the company.

Andy Glaser, the vice president of marketing for Heineken, will now be taking over the position and will report to Heineken USA President and CEO Dan Blaustein. Glaser’s new title is still undetermined.

From the Brandweek report: “The management change follows the resignation announced last September of former president and CEO Andy Thomas. Historically, Heineken’s stateside operation has had tensions with its Dutch headquarters regarding autonomy ever since the days when the import was handled by the Van Munching family until 1991.

[Heineken USA Director of Corporate Communications Tamara] Moore said Glaser’s role change is unrelated to Thomas’ departure. However, sources close to the company contended the fallout is at least partially due to a corporate clash between Heineken USA’s former chief exec and Massimo von Wunster, who has been regional president of Heineken Americas since October 2005 and served in senior positions for Heineken’s European operations since 1995.

“We had tremendous success under his leadership,” said Moore. “He launched Heineken Premium Light. He oversaw the launch of the five-liter Draught Keg, the clear plastic label, the 18-pack and new secondary packaging. So he really drove innovation and growth for the brand.”

With so much success from Andy Thomas, it will be interesting to see how Glaser does in his new position. Will Heineken continue to grow in sales? Time will tell.