Carlsberg has appointed Alex Myers as senior vice president for Carlsberg in the UK, Germany, Switzerland, Italy and Portugal. Together the markets account for about 50% of Carlsberg's turnover in Western Europe.

Myers,42, will replace Lars Fellman, who is retiring, from 1 March.

The position reports to Carlsberg's president and CEO, Nils S. Andersen.

Myers joined Carlsberg in November 2000 and is currently senior vice president for group sales & marketing. Previously he has held several commercial positions within Pripps Ringnes and Unilever.

In a statement, the brewer said the position as head in five Western European countries is a "consequence of Carlsberg's increased efforts to focus on customers and consumers in these mature and challenging markets."