Heineken Names Natalia Kuldyaeva Global Duty Free Head

Heineken has appointed Natalia Kuldyaeva as its new Global Duty Free Manager, the company confirmed in a press release.

In this role, Kuldyaeva will oversee the brewer’s global duty free operations, spanning ferries, cruise lines, airlines, border shops, and diplomatic sales channels. The appointment underscores Heineken’s ambition to strengthen its premium presence in travel retail 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. Our focus is on delivering premium experiences and championing sustainable innovation at every opportunity,” Kuldyaeva said.

She added: “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 travellers for our iconic brands.”

Kuldyaeva also emphasized Heineken’s ongoing partnerships, designed to provide tailored offerings for the diverse preferences of multi-generational travelers across both cruise and airline sectors.

“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,” she noted.

According to the release, Kuldyaeva joined Heineken in 2003 and has since held a series of influential commercial roles in sales, marketing, and channel transformation across major markets including the USA, Russia, and Italy. “Her leadership was instrumental in the expansion of Heineken’s premium portfolio in these markets, delivering significant growth in volume and profitability,” the company added.