Heineken announces the appointment of Victor Madiela as the new CEO of its Ivorian subsidiary, Brassivoire. This decision comes after Protus Tache left at the end of last year. Madiela, a seasoned professional, joined Heineken in 1999 and gradually rose through the ranks within the company.

Prior to this, he was CEO of Bralima, Heineken’s subsidiary in the DRC, where he led complex operations and navigated a competitive environment. His experience in management and financial control, acquired during his years, makes him a valuable asset for Brassivoire. Indeed, the company faces significant challenges, including a wave of departures among its senior executives.

Madiela’s arrival comes at a time when Brassivoire needs to strengthen its teams to withstand the increased competition from Solibra, the market leader in Côte d’Ivoire. For this purpose, the company invested 114 billion CFA francs (approximately 174 million USD) in a new factory in Akoupé-Zeudji. Although sales are up significantly in 2024, the coming months could be crucial for the company, with sales volume declines expected during the Ramadan and Lent periods.