Antwerp – Kenny Willems, the current hospitality director at Alken-Maes Brewery, will take over as CEO on October 1, 2025, succeeding Marc Josephus Jitta. Alken-Maes, part of the Heineken Group, is grappling with declining beer sales across Belgium and Europe, reports 24brussels.
As VRT News has highlighted, Alken-Maes Brewery is undergoing a significant leadership transition. Willems, an Antwerp native, is tasked with steering the company through a challenging market, as beer consumption continues to drop in both Belgium and abroad.
Willems recognizes the urgency of revitalizing the brand’s appeal and has pledged to make beer more engaging for contemporary consumers. His strategy includes driving customers back to bars and boosting supermarket sales.
“The Belgian beer landscape needs a breath of fresh air. Our sector is under pressure; several breweries have even had to close their doors,”
Willems stated regarding the industry climate.
Challenges Ahead for CEO Kenny Willems
The departing CEO, Marc Josephus Jitta, assumed the role in 2022 after the exit of Annick Vincenty. Jitta’s departure is for personal reasons and marks a departure from the beer sector. Earlier this year, Heineken reported a decline in sales across Europe, including Belgium. The brewery noted a €157 million depreciation in the Belgian market, driven by negative market forecasts and a significant drop in exports.
Alken-Maes clarified that this depreciation is an accounting adjustment and does not affect its operational or long-term strategic capabilities. The company emphasized that Jitta’s resignation is not connected to these financial setbacks, which have also impacted numerous major players in the beer industry.
Founded in 1892, Alken-Maes stands as one of Belgium’s largest breweries and operates under the umbrella of Heineken. It ranks just behind AB InBev in the Belgian beer market, with production facilities located in Alken, Limburg, and its headquarters in Mechelen, Antwerp.
The brewery also encompasses various brands, including Albert Malthouse and cider producer Stassen in Aubel, retaining a pivotal role in Belgium’s beer landscape through a combination of traditional offerings and innovative products.
