Carlsberg UK has appointed former Diageo MD Benet Slay as its new CEO.

Slay, who was managing director for Diageo Northern Europe between 2009 and 2011, will join Carlsberg on 1 March.

Jesper Friis, senior vice president for Carlsberg Western Europe, who has been acting as interim CEO, said Slay has an “extensive knowledge of our industry; a deep-rooted understanding of both on- and off-trade dynamics; has an excellent track record in delivering customer- and consumer-led strategies; and has launched many successful innovations”.

Slay said: “Carlsberg UK is an important part of the Group’s business and I look forward to building on the momentum the team in the UK have achieved over the last few years.”

Slay worked for Diageo between 2004 and 2011 in a series of management roles. He has also worked for PepsiCo and Unilever, and is one of the founding trustees of alcohol awareness charity Drinkaware.

Carlsberg UK recently announced it will invest £20m in a new bottling line at its Northampton base, with work to begin this March.

Rebecca Evans
31st January 2012