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26th January 2012

Carlsberg UK appoints Benet Slay as its new CEO

Carlsberg UK has today announced that it has appointed Benet Slay, formerly Managing Director, Northern Europe for Diageo, as its new chief executive. Benet, will join Carlsberg UK on 1st March.


Jesper Friis, Senior Vice President for Carlsberg Western Europe, who has been acting as interim CEO for Carlsberg UK, commented:


“We are really pleased that Benet is joining us. He 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.


He is also passionate about managing and motivating people and has been personally involved in a series of important responsibility initiatives on behalf of Drinkaware, Portman Group and the British Beer and Pub Association.


I am confident that Benet will be a great asset both to the UK business and to the wider Carlsberg Group.”


Benet Slay added: “I am delighted to have been given the opportunity to work with such a customer focused team and such a well-known portfolio of brands in the UK. 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 in the last few years.”


Having initially qualified as a management accountant while at Unilever, Benet worked for PepsiCo between 1991-2004, during which time he worked in Southern Europe, the USA, was GM PepsiCo Portugal and spent eight years with Walkers Snack Foods in various senior Commercial and Business Development roles. He subsequently became Managing Director of Diageo GB’s on- and off-trade businesses before becoming Managing Director for the full Diageo GB business in 2006. More recently, between 2009-11, Benet was Managing Director, Diageo Northern Europe, responsible for the P&L and commercial activities across ten countries. Benet is one of the founding trustees of the Drinkaware Trust.


Note to Editors

Jesper Friis has been acting as interim CEO for Carlsberg UK since 1 December 2011, when Isaac Sheps started in his new position as CEO Baltika Breweries with regional responsibility for Carlsberg’s operations across Eastern Europe.




Ben Morton (Group): +45 2278 1417

Joanna Dring (UK):   +44 1604 668221  Mob: +44 7887 796292, t: @jo_dring