He said: “I am delighted to be joining Heineken UK at such an exciting time. I’m looking forward to building on the excellent progress already made in driving the new premium continental positioning for the Heineken brand in the UK market, supported by the multi-million pound marketing campaign launched this summer.”

Forde started his career in sales, then moved into marketing and brand management. Originally from Ireland, he has worked in Poland and in Heineken’s headquarters in the Netherlands.

He added: “Since the introduction of premium continental Heineken, the UK team has done a tremendous job growing Heineken into the premium, aspirational brand it is today. With rapidly growing consumer and trade acceptance of our new proposition and product, our significant investment behind the brand, and a great team of talented people, I’m looking forward to maintaining his fantastic momentum, growing our brands and building value into the UK beer category.”