The Heineken Company has announced the appointment of Natalia Kuldyaeva as Global Duty Free Manager. She will lead the entire Heineken global duty-free business across cruise lines, ferries, airlines, border stores and diplomatic channels.
The Dutch drinks company said the appointment reinforces its ambitions to expand its premium presence in travel environments worldwide.
Since joining Heineken in 2003, Natalia has held a range of senior commercial roles covering channel transformation, sales and marketing across several key international markets, including the USA, Russia and Italy.
Heineken said Kuldyaeva’s leadership was instrumental in expanding its premium portfolio across these markets, delivering significant growth in volume and profitability.
Kuldyaeva has a brief to develop the Heineken, Heineken 0.0, Birra Moretti, Tiger, Amstel and Desperados brands in travel retail, as well as regional favourites such as Red Stripe and Cruzcampo.
Commenting on her new appointment, she said: “I’m excited to be leading the Heineken business in global duty-free, building on its already strong performance, and driving forward initiatives that align with the company’s global ambitions to become the partner of choice and to win the hearts of consumers.
“Our focus is on delivering premium experiences and championing sustainable innovation at every opportunity. Global duty-free is a powerful channel, offering both commercial growth and brand-building opportunities.
“Travel environments are ideal for driving premiumisation and visibility, enabling us to create memorable connections with travellers for our iconic brands. Together with our partners, we curate offerings tailored to the diverse preferences of multi-generation guests across cruise and air routes.
“In today’s challenging domestic landscape, global duty-free stands out as a strategic touchpoint, engaging consumers during their journeys and reinforcing brand relevance when they return home.” ✈
