Heineken has appointed Brian Fried as VP of sales for the Western division of its US business.

Fried, who takes up the role with immediate effect, will report to Scott Blazek, senior VP of sales at Heineken USA. He replaces Allan O'Neil, who has left "to pursue an opportunity outside the company", a Heineken spokesperson told just-drinks today (8 February).

In his new role, Fried will be responsible for establishing objectives, strategies and tactics, and guiding account planning, execution and culture for the Western Region. He will also oversee distributor relationships.

He has worked for Heineken in the US since 2004, most recently as director of business development, in which he helped to significantly expand Dos Equis distribution. He has previously worked for AMI Imports, Cadbury Schweppes and Miller Brewing Co.