Yohannes Taye has been appointed Brand Manager – Premium at Nigerian Breweries PLC, marking a significant new chapter in his career within the HEINEKEN network.
The appointment takes Taye from Ethiopia to Nigeria, where he will lead premium brand strategy and growth initiatives. In a personal announcement, he described the role as both exciting and deeply meaningful.
“A New Chapter. A Bigger Responsibility,” Taye wrote. “I’m excited and deeply grateful to share that I have been appointed Brand Manager – Premium at Nigerian Breweries PLC. This moment is particularly meaningful to me because it represents a journey of continuous learning, growth, and purpose.”
Taye began his career with HEINEKEN Ethiopia as a Graduate Trainee, gaining broad exposure across mainstream and premium brands and building a solid foundation in brand management.
He later advanced to Junior Brand Manager and then Brand Manager for Harar, where he worked with cross-functional teams to deliver high-impact campaigns, packaging innovations and market expansion initiatives.
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Among his notable contributions are the Harar 40th Anniversary Campaign, the packaging refresh of Bedele Regular, the successful launch of Harar 50cl in Southern Ethiopia, and the Harar Ethiopian New Year ABTL campaign, which earned recognition as “Contagious” on the HEINEKEN Creative Ladder.
Reflecting on the transition, Taye said he looks forward to applying the lessons from his Ethiopian journey in a new market.
“As I step into this new role, I’m looking forward to bringing the lessons from this journey into a new market, working with new teams, and creating brands that connect meaningfully with consumers while driving sustainable business growth.”
He expressed gratitude to the leaders, colleagues and mentors who supported and challenged him along the way. “New market. New challenges. Bigger ambitions. Same passion,” he concluded.
The move positions Yohannes Taye to contribute to Nigerian Breweries’ premium portfolio at a time when brand differentiation, consumer connection and sustainable growth remain central priorities for the wider HEINEKEN organisation across Africa.
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