Heineken Ireland’s new Off-Trade Director

He joins the company from Heineken USA where he’d held the role of National Sales Director for Grocery since 2014.

In this prior role he played an integral part in leading the strategic and operational development of best-in-class customer management planning and worked directly with some of North America’s leading retailers and distributors.

Originally from Birmingham in the UK, he first started in the industry with Scottish and Newcastle as a graduate in 1998 before Heineken’s acquisition of the brewery. Following this, Pete held a number of commercial roles across both the on- and off-trade. During his time in the UK, he worked with most of the UK’s leading grocery, convenience, specialist and online retailers.

In his last role as Grocery Account Director there, Pete led the Heineken team to three consecutive years of growth whilst moving to No 1 in the Advantage Group and claiming Tesco’s award for ‘World Class Business Planning’.

Pete’s global experience, combined with his dynamic and inclusive approach, ensures that he’ll develop lasting relationships in the Irish retail sector and will build on Heineken Ireland’s successes in the off-trade.  These successes include achieving the No 1 position in the prestigious Advantage Survey of Suppliers for the second year running.




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