AMSTERDAM — Maarten Schuurman, general manager of Heineken Netherlands and former CEO of Surinaamse Brouwerij NV, died unexpectedly on Friday at the age of 57 due to a brain haemorrhage. Schuurman had a decades-long career within the Heineken group and left his mark between 2009 and 2011 as director in Suriname at the Parbo beer brewery, which is part of the Heineken group. He was a figurehead at Heineken, where he started as a trainee in January 1996.
Like many managers, he was also allowed to manage the brewery in Suriname for a while as director, which is seen as a learning experience for further careers. After his time in Suriname, he continued his international career at the Brarudi brewery in Burundi. In the latter position he was responsible, among other things, for the successful launch of the first completely locally brewed beer in Burundi.
“Like many managers, he was also allowed to manage the brewery in Suriname for a while as director, which is seen as a learning experience for further careers”
In 2018, he took over as managing director of Heineken Ireland and guided the company through the corona lockdown in Europe and led the restructuring of the company. In April 2023, a new international challenge followed: management of Heineken’s activities in East and West Africa. However, a few months later, Schuurman returned to the Netherlands to start as general manager of Heineken Netherlands on September 1, 2023.
Repositioning Heineken brand
Under his leadership, Heineken Netherlands has strengthened its market position in the catering and retail sectors in recent years. Repositioning the Heineken brand was a clear spearhead. The Dutch character of Heineken was given a boost under Schuurman, including with a new campaign. Heineken also introduced ‘white lager’ under Schuurman. He also focused on the development of alcohol-free.
“Maarten was associated with Heineken for more than thirty years and during those years, in the Netherlands and internationally, he meant a lot to our company and our people,” the Heineken group wrote in response to his death. ‘We will greatly miss his energy, commitment, warmth and genuine concern for others.’
