Heineken names Natalia Kuldyaeva as new Global Duty Free Manager

Heineken has appointed Natalia Kuldyaeva as Global Duty Free Manager. In this strategic role, Kuldyaeva will lead the entire Heineken global duty free business across cruise-lines, ferries, airlines, border stores and diplomatic channels, reinforcing the company’s ambitions to expand its premium presence in travel environments worldwide.

“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,” she said.

“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 premiumization and visibility, enabling us to create memorable connections with travelers for our iconic brands such as Heineken®, Heineken 0.0®, Birra Moretti®, Tiger®, Amstel® and Desperados®, as well as regional favorites such as Red Stripe®, and Cruzcampo®. 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.”

Since joining Heineken in 2003, Kuldyaeva has held a range of high-impact commercial roles including channel transformation, sales and marketing across several key international markets including the USA, Russia and Italy. Her leadership was instrumental in expansion of Heineken premium portfolio in these markets, delivering significant growth in volume and profitability.