Heineken has unveiled a wide-ranging reorganisation of its European operations, significantly reducing the number of regional structures and centralising decision-making across several key markets. The changes stem from the EverGreen 2030 savings programme (inside.beer, 23.10.2025) approved under former CEO Dolf van den Brink, who recently announced his departure effective 31 May 2026 (inside.beer, 12.1.2026). Employees across multiple countries were informed during internal online briefings, confirming that the overhaul extends well beyond a single market.
At European level, Heineken will consolidate its national subsidiaries into just four major divisions. One of the most notable shifts affects the DACH region, where Austria, Germany and Switzerland will be merged into a single organisation reporting to a new hub in Linz, Austria, from 1 July 2026. Within this structure, the Linz-based Brau Union is set to play a leading role. With annual volumes of around 5 million hectolitres and a market share exceeding 50% in Austria, Brau Union remains the largest unit in the cluster, despite pressure from declining can sales following Austria’s introduction of a single-use deposit system.
Germany will retain its legal structure, with Heineken Deutschland remaining a standalone GmbH headquartered in Berlin, but reporting directly to the DACH headquarters in Linz. The German business suffered a challenging 2025, losing around 15% of volume after successive price increases led to a sharp demand drop for the Heineken and Gösser brands. Total volumes, including Desperados and Strongbow Cider, fell to below 1.5 million hectolitres. Former Germany Managing Director Geert Swaanenburg has left the company, while Jan Stickelmann, who was appointed Sales Director in late 2025, is now assuming the role of Country Manager for Germany as part of the new DACH cluster reporting structure.
Further west, Heineken is also restructuring its Benelux operations. In Belgium, the Alken-Maes business will see a significant centralisation of support services, with several functions moving to the Netherlands. According to RetailDetail, the brewer plans to concentrate activities such as IT, finance and procurement at Dutch hubs, while the exact impact on Belgian jobs remains unclear. Operational and commercial activities in Belgium are expected to continue, but the shift underscores Heineken’s broader strategy of reducing duplication and tightening regional control.
Taken together, the moves signal a decisive step in reshaping Heineken’s European footprint. By concentrating management, services and reporting lines into fewer regional centres, the brewer aims to cut costs and improve efficiency, while increasing the strategic weight of hubs such as Linz and the Netherlands within its European organisation.
