João has made significant contributions across a number of critical business areas and markets since joining the company in 2011. These include roles as CCO and later CEO of Super Bock Portugal, VP Challenger Markets in the WE region, (interim) Managing Director of Carlsberg Denmark and Managing Director of Kronenbourg, France.

Since 2019, under João’s leadership, Group Commercial have been critical champions of Carlsberg’s strategic commercial agenda and contributed to our SAIL’27 strategy, where Asia is an important region for us and a significant factor in reaching our ambitions for the future. João will be based in Hong Kong.

In the interim, Søren Brinck, EVP Group Strategy, will take the position of acting CCO, in addition to his current responsibilities. Søren has held a number of key leadership positions across the Group, giving him a strong commercial understanding to effectively support Group Commercial during this period.