Andy Routley

Managing Director, DiCE - Heineken

Topic: Building a Digital Audience


Andy passionately believes in the power of innovation and digital commerce with DiCE presenting both a wonderful business opportunity for HEINEKEN and its business partners and also major learning opportunities for everyone in what is potentially one of the most exciting technology ventures in all of the consumer goods industry.

He has been with HEINEKEN for 5 years – formerly the Managing Director of its New Zealand/Australian operation (DB Breweries based in Auckland) a fast moving, highly innovative and entrepreneurial business with leading positions in Beer, Cider and Hospitality.

Andy was previously in various international General Management, Sales, Marketing and Supply Chain roles across the consumer goods industry with SAB Miller, Unilever, Mars and Church & Dwight. This breadth of functional experience also saw Andy operate in wide range of work cultures and countries – Europe, USA and Australia particularly.



HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the HEINEKEN brand, the Group has a powerful portfolio of more than 250 international, regional, local and speciality beers and ciders.

We are committed to innovation, long term brand investment, disciplined sales execution and focused cost management. We have sustainability embedded in our business through our “Brewing a Better World” program delivering value for all stakeholders. HEINEKEN employs over 80,000 people globally and operates breweries, malteries, cider plants and other production facilities in over 70 countries.

Heineken Europe and Digital Commerce Europe (DiCE)

HEINEKEN Europe, through its subsidiary HEINEKEN Digital Commerce Europe (DiCE), is embarking on a major digital transformation across Europe.

Our ambition is to make it easier for bars and restaurants (and potentially independent retail also) across Europe to successfully build their business with the very best digital solutions and support

We want to significantly step-up HEINEKEN’s B2B e-commerce in Europe and reach a minimum of 20% of sales – corresponding to a multi-billion, pan-European e-commerce business – by 2020.
To realize this ambition, HEINEKEN established a pan-European Digital B2B organization – Digital Commerce Europe (DiCE), that is tasked to build a customer focused,  scalable, pan-European B2B solution along with a best-in-class e-commerce operations and capability to support HEINEKEN’s local country teams with best practice e-commerce business building.