Former Diageo exec Slay to head up Carlsberg UK

Carlsberg, the world’s fourth biggest brewer, has hired Benet Slay, former managing director for Diageo Northern Europe, to head up its UK business.

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Slay, who will join Carlsberg at the beginning of March, will take over from acting chief executive Jesper Fries as his permanent replacement.

He will oversee the brewer’s £15m marketing push around this year’s UEFA Euro 2012 as it looks to build awareness around the tournament, which it has been a sponsor of since 1988.

In October the brewer unveiled its Facebook campaign for the international football tournament, which will focus on building support around the England team.

He replaces Isaac Sheps who left in December to start in his new position as chief executive for Baltika Breweries with regional responsibility for Carlsberg’s operations across Eastern Europe.

Slay left Diageo in July amid the drinks manufacture’s overhaul of its European management structure following its switch to a category-led approach in Western Europe.

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