Co.Br.Ha and Haacht Brewery Take a New Step in Their Transformation Process

Following the announcement of its 2024 annual results, Haacht Brewery announced that it had drawn up action plans to respond to the changed market conditions. Since late 2024, Co.Br.Ha. has accelerated its strategic transformation toward growth, improved profitability, and cash generation.

The CEO appointment is the next step in this transformation. Nils van Dam will assume strategic, commercial, and operational leadership and further accelerate the transformation already underway to return the group to sustainable profitability. Boudewijn van der Kelen will support specific projects, in consultation with Nils van Dam, as co-CEO.

Nils van Dam is a former marketer and experienced executive with a track record spanning more than 35 years in the food and beverage industry, including at AB InBev. He has led various transformation and growth initiatives, including as CEO at Unilever and Milcobel. He has extensive experience in strategy, business transformation, performance improvement, and cultural change, both at the Belgian and European levels as well as globally.

Nils van Dam: “I am excited to help the Co.Br.Ha. group in its transformation into a profitable and future-proof enterprise. As a longtime rugby player, I am deeply aware of the importance of strong teams: I therefore look forward to working with all stakeholders to achieve positive results.”

Boudewijn Van der Kelen: “We are a wonderful company, with a unique product portfolio, a great deal of craftsmanship, and a passion for brewing. I am proud of the efforts and initiatives our teams have already achieved in recent years and months. I wish our new CEO every success and offer him my knowledge and experience to continue providing support—where desired—on certain specific projects.”

Michaël De Roover, Chairman of the Board of Directors of Co.Br.Ha.: “The Board of Directors is pleased to announce this news. By appointing an external CEO, we as a group aim to take the next necessary step in our transformation. With Nils, we are also bringing in a top executive with a strong track record in the industry, who is seasoned in transformations and commercial development. Through his involvement in specific projects, Boudewijn will be able to continue ensuring continuity where necessary. Together with the Board of Directors, management, employees, and business partners, Nils van Dam can now further professionalize the group and take it to the next phase.”

About Co.Br.Ha.

De Brouwerij Handelsmaatschappij nv (abbreviated as Co.Br.Ha.) is a publicly traded company (Euronext Growth Brussels) headquartered in Boortmeerbeek. In Belgium, it currently operates through its main subsidiary, Brouwerij Haacht NV. Other subsidiaries include Brouwerij Haacht Nederland in Valkenburg-aan-de-Geul (the Netherlands) and Brasserie du Coq Hardi in Marcq-en-Baroeul (France).

Click here for more information about Co.Br.Ha.

About Nils van Dam

In the early part of his career, Nils van Dam made his mark as a marketer at leading companies such as Unilever, AB InBev, and Censydiam (he was named “Marketer of the Year” in 2011). He then built an impressive track record as a CEO in transformation and growth initiatives, including at Unilever and Milcobel. In addition, he gained experience as a partner in startups and scale-ups, as a board member (including at Compagnie du Bois Sauvage and Spaas Candles), and in industry organizations such as FEVIA and BABM.

Contact

Philippe Michiels | Communications Manager
press@haacht.com
+32 0498 49 51 38