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Heineken Chooses Alex Carreteiro to Lead the Americas Starting March 1, 2026, Brings the Executive to the Global Committee and Bets on His Experience in Doubling Business in Brazil to Intensify the Competition with Ambev in Premium and Non-Alcoholic Beers Across the Region.
On December 5, 2025, Heineken announced the appointment of Alex Carreteiro as the new regional president for the Americas and a member of the global Executive Committee starting March 1, 2026, replacing Marc Busain, who left the position on October 1, 2025.
Current CEO of PepsiCo Brazil & South Cone’s food division, the executive brings to his new role the experience of leading a business that doubled in size in the country, managing 16,000 employees and 10 factories across five countries, credentials that should weigh in the competition with Ambev in the premium and non-alcoholic beer segments.
Responsibility for 16,000 Employees and 10 Factories
At PepsiCo, Alex Carreteiro led the food division in Brazil & South Cone, being responsible for 16,000 employees and 10 factories spread across Brazil, Chile, Argentina, Uruguay, and Paraguay.
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Under his leadership, the company’s business in Brazil doubled in size, gained market share and penetration, and was recognized as Global Business Unit of the Year in 2024, a calling card that now enters Heineken’s radar for the Americas.
By bringing this resume to Heineken, the executive arrives at a position where he will need to balance growth, profitability, and brand building across different consumption profiles, from the Brazilian market to the mature markets of North America.
The mission will be to translate into beer the same execution discipline that enabled him to grow in snacks and foods.
Nearly Two Decades at Nestlé and Vision of Developed and Emerging Markets
Before his time at PepsiCo, Carreteiro spent nearly two decades at Nestlé, holding senior positions in General Management, Sales, and Finance in Europe and the Americas. His last post was as vice president of North America, including the United States, Canada, and Mexico, within the Nestlé Americas zone.
Previously, he served as CEO of the Latin Caribbean region and general manager of Nestlé Waters in Brazil and Portugal. This multinational trajectory is seen by Heineken as an important differentiator because it combines experience in highly regulated and mature markets with emerging realities, similar to various markets where the company competes with Ambev.
What the Bet on Carreteiro Reveals About Heineken’s Strategy
By putting Alex Carreteiro in charge of the Americas and on the global Executive Committee, Heineken signals a more aggressive strategy in the competition with Ambev, especially in the higher value-added niches.
The battle for premium and non-alcoholic beers is set to heat up, and the choice of an executive with a history of accelerated expansion in foods indicates that the company wants to gain scale and quality at the same time.
Without disclosing additional numbers, the move aligns with the trend in the beer industry to consolidate portfolios with higher margins, strengthen global brands, and accelerate penetration in consumer segments with greater concern for health, moderation, and experience.
The competition on the shelves will not only be for volume, but for who sets the trend in premium labels and non-alcoholic options.
Experience in Mergers, Acquisitions, and High-Performance Teams
In a statement, Heineken itself highlights that “Alex brings extensive experience in the food and beverage sectors, supported by a strong track record in mergers and acquisitions, post-acquisition integration, and building diverse, high-performing teams.”
In a constantly consolidating sector, the ability to integrate different assets, cultures, and portfolios becomes as strategic as launching a new label.
The company also emphasizes that the executive’s career broadens his view of developed and emerging markets and reinforces his ability to operate in complex regulatory and competitive environments.
For Heineken, this means having someone in charge of the Americas who can navigate everything from competitive discussions to changes in taxes, advertising rules, and restrictions on alcohol consumption, issues that directly influence the growth rate of premium and non-alcoholic beers.
In the end, Alex Carreteiro’s arrival at the helm of Heineken in the Americas in 2026 adds another ingredient to the rivalry with Ambev and reinforces the strategic weight of the region on the company’s global map.
Do you think Heineken’s strategy to promote Alex Carreteiro to lead the Americas will be enough to gain ground from Ambev in premium and non-alcoholic beers?
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