Antwerp (Brussels Morning Newspaper) – Alken-Maes Brewery’s hospitality director, Kenny Willems, an Antwerp native, becomes CEO on October 1, 2025, succeeding Marc Josephus Jitta. The brewery, part of Heineken, faces declining beer sales in Belgium and Europe.
As VRT News reported, Alken-Maes Brewery is preparing for a major leadership change. Kenny Willems, an Antwerp native and the brewery’s current hospitality director, will become the new CEO on October 1, 2025. He will succeed Marc Josephus Jitta, who has led the company since 2022.
Kenny Willems, the new CEO of Alken-Maes, faces the challenge of falling beer consumption in Belgium and other markets. He says his mission is to make beer more appealing and engaging for today’s consumers. Willems aims to boost sales by encouraging people to return to bars and increase purchases in supermarkets.
“The Belgian beer landscape needs a breath of fresh air. Our sector is under pressure; several breweries have even had to close their doors,”
Says the future CEO.
What challenges await Antwerp native Kenny Willems as Alken-Maes CEO?
The outgoing Chief Executive Officer (CEO), Mayer Jitta (Marc Josephus Jitta), replaced the previous French CEO, Annick Vincenty in 2022. He is leaving for personal reasons and will take his career outside the beer business. Several months earlier, Heineken disclosed it had seen declining sales in Europe, including Belgium. In the Belgian market, the company recorded a €157 million depreciation, mainly due to worsening forecasts, with exports particularly affected. Inflation and broader economic challenges were also cited as factors.
Alken-Maes stressed that the depreciation is purely an accounting measure and has no impact on daily operations or long-term strategy. The brewery also clarified that the departure of its CEO is not related to these financial results. Several other major companies in the beer industry have also reported a decline in sales.
Alken-Maes is one of Belgium’s largest breweries, founded in 1892, and a subsidiary of the Dutch beer company Heineken. The brewery ranks just behind market leader AB InBev in the Belgian beer market. Its production site is in Alken, Limburg, while the company’s headquarters are located in Mechelen, Antwerp.
Alken-Maes also owns other brands, including Albert Malthouse in Purs and the cider producer Stassen in Aubel. The brewery remains important in Belgium’s beer industry, known for both its traditional beers and innovative products.
