Benelux & France: AB InBev announces new business unit president for France and Benelux

Chris Vanbroekhoven will lead AB InBev in the Benelux and France from next year. The 40-year-old Belgian will replace Fabio Sala, who will lead AB InBev in China from January 2025. The Leuven-based brewer announced the news in a press release on December 4.

Vanbroekhoven has been with the brewing giant for 16 years, and previously served as general manager of AB InBev in the Netherlands for the past four years. The executive will "continue to drive strategic growth in key beer markets" in Belgium, the Netherlands, Luxembourg and France in the coming years.

Specifically, AB InBev wants to continue to grow brands such as Leffe, Jupiler, Tripel Karmeliet, Corona, Bud and Hertog Jan. Vanbroekhoven also wants to develop the non-alcoholic beer segment, which has seen strong market share growth in Belgium in recent years.

As business unit president, Vanbroekhoven will be responsible for approximately 3,600 employees, of which more than 2,800 are in Belgium. He will also oversee eight breweries, five of which are in Belgium (Leuven, Hoegaarden, Jupille, Buggenhout and Sint-Pieters-Leeuw), two in the Netherlands and one in Luxembourg.

The Belgian production sites have been hit by strikes in recent years, but the new boss is optimistic. "The biggest challenge is growth, but consultation with the unions is essential. I am confident that we can bring this to a successful conclusion," Vanbroekhoven said in the press release.