E-Malt.com News article: Belgium: Alken-Maes brewery names Belgian CEO

Belgian Kenny Willems will take over as CEO of brewery Alken-Maes on October 1, the company announced on August 21. Willems says his goal is to make beer more attractive again, as the sector struggles with falling sales and declining bar visits, Belga News Agency reported.

Alken-Maes, the Belgian subsidiary of Dutch brewing giant Heineken, is the one of the country’s biggest beer player after market leader AB InBev. Earlier this summer, Heineken reported weaker sales, including in Europe — mirroring the difficulties faced by other brewers amid inflation and broader economic headwinds.

“Our challenge is to get people back to the bar and to the beer shelves in the supermarket,” Willems said. “The Belgian beer landscape needs a breath of fresh air. Our sector is under pressure, and some brewers have even had to close their doors.”

The struggles were underscored on August 21 by Haacht Brewery, which reported an 8.6 per cent drop in half-year turnover to 30.7 million euros in what it called an “uncertain and challenging” market. The company did see small signs of progress, and is betting on a relaunch of its flagship brand Primus with lower- and no-alcohol beers to return to profitability.

Next to financial strain, the sector is also facing social tensions. Last week, workers at AB InBev’s Hoegaarden brewery went on strike. Union ACV Puls said the action was triggered by management’s decision to return Hoegaarden production to the Hoegaarden site, after moving it to the Jupiler brewery in Jupille-sur-Meuse last summer. The union denounced excessive work pressure, staff shortages and poorly maintained machines.

Although employees have since returned to work, ACV Puls warned that the underlying problems have not been resolved. A works council meeting was scheduled later on Thursday, August 21.


21 August, 2025