Heineken UK has appointed David Forde as its new managing director to represent the UK side of the business. Forde, who joined Heineken Ireland in 1988, was previously director of commercial development for Heineken International. Prior to that, he worked for the Dutch brewer in sales and marketing and branding. Forde said: “I am delighted to be joining Heineken UK at such an exciting time. I’m looking forward to building on the excellent progress already made in driving the new premium continental positioning for the Heineken brand in the UK market, supported by the multi-million pound marketing campaign launched this summer. “Since the introduction of premium continental Heineken, the UK team has done a tremendous job growing Heineken into the premium, aspirational brand it is today. “With rapidly growing consumer and trade acceptance of our new proposition and product, our significant investment behind the brand, and a great team of talented people, I'm looking forward to maintaining this fantastic momentum, growing our brands and building value back into the UK beer category.”