Hans Böhm is making a dream come true: in the future he will have his work and life center in his favorite holiday country: Austria and Linz. The Managing Director of Heineken Netherlands, who has worked for the group for 20 years and whose family has had a holiday home in Tyrol for decades, will succeed Klaus Schörghofer as head of the Dutch beverage group in Austria in the autumn.
He leaves the company with its Austrian headquarters in Linz after “differing opinions” about further business development. Schörghofer took office in May 2020.
The 51-year-old Böhm started as a trainee in the Heineken Group and then held various positions in marketing and sales. Most recently, Böhm was Country Manager of Heineken Netherlands and as such responsible for building up the brand portfolio and for market launches.
According to the employees, “Bohm” (that’s how he pronounces his own name) speaks good German and will move to Linz with his wife in the summer. He is regarded as a sociable manager who is quite well known in the group for his areas of responsibility (marketing and innovation).
About his career so far: In 2004, Böhm, who is now the father of three adult daughters, went to Egypt, where he first worked as Marketing Director and later as Commercial Director at Al Ahram. Five years later, back in the Netherlands, he became Innovation Manager for the Europe region before joining Heineken as Head of Marketing. In this position, he was responsible for a major brand relaunch and the launch of the Radler under the Amstel brand. From 2013 he dedicated himself to the development of the cider portfolio and was responsible for the global launch of selected cider brands.
Böhm’s first reaction to his appointment: “I am looking forward to managing the business of Brau Union Österreich from September – after all, it is the proud market leader in Austria, the country that my family considers a second home.”
Brau Union Österreich has been part of the Heineken Group since 2003 with a global turnover of 35 billion euros. 15 beer brands are brewed under their roof: Austria-wide available such as Gösser, Edelweiss and Schlossgold and regional ones such as Zipfer, Puntigamer, Wieselburger, Kaiser or Fohrenburger. Böhm will be responsible for 2700 employees.
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