In his new role, Fried will report to Scott Blazek, senior vice president of sales, and will be responsible for driving sales, managing "regional resources, as well as establishing and maintaining the Heineken USA culture in the region".

Blazek said: “Brian has established himself as a true leader at Heineken USA, developing and implementing programmes in the western region that have led to improved sales volume, increased revenue and strengthened our relationships with distributors and customers."

Fried will continue to be based in the company’s Long Beach, CA office.