Roy Boulter has been announced as the new chairman of the Licensed Trade Charity (LTC).

The industry veteran, who ended his career at Heineken UK, replaces Annette King who is stepping down at the end of her four-year term on 15 October.

Boulter was appointed trustee of the Licensed Trade Charity in 2010 and said his aim is to tackle perceptions that the charity is just focussed on fundraising.

LTC chief executive James Brewster said: “Roy’s wealth of experience and long-term dedication to the trade makes him ideal as the next chairman.

“His knowledge, expertise and passion for both our trade and our charity are proven and we believe he will be a great advocate for our work, in particular with regards to our targets for the next stage of development, namely increasing the awareness of, and engagement with, our services.”

Boulter said he was honoured to become chairman and excited by the prospects of engaging with senior figures in the trade.

He added: “The key next stage of the LTC’s development is about removing trade perceptions that our work is just about fundraising, when it’s about providing essential services to support those working in our sector. I will be using my new position to bring greater understanding of the charity and how it operates, and to engage with individuals, especially those at a senior level, to produce supporters, advocates and patrons of our services.”

Brewster thanked King for her four years at the helm. She was the LTC’s youngest ever chair when she was appointed at the age of 44 in October 2010.

He said: “When Annette took over as chair four years ago, she vowed to take the charity into new areas, beyond the membership, and ensure the charity’s position continued to grow and strengthen so that it could continue to thrive for another 200 years. I believe our charity has never been in a stronger position, and I thank Annette for her major contribution in creating this success.”

Boulter joined the brewing industry in 1980 in the take-home division of Watney Mann and Truman Brewers (the brewing division of Grand Metropolitan PLC). He then moved into the on-trade, based at the Truman Brewery in London’s Brick Lane before taking control of a regional brewery in Brighton and eventually taking up a role as trading director as the company changed hands several times – eventually retiring in 2010.