#13
JONAS GEERAERTS
COMMERCIAL DIRECTOR – KWAL
“Success in business requires hard work, an immense amount of curiosity and agility.” These three principles perfectly encapsulate the ethos of Jonas Geeraerts, Commercial Director at Kenya Wine Agencies (KWAL), part of The HEINEKEN Company.
Since taking on the role in September 2023, Jonas has brought a fresh, international perspective to KWAL, reinforcing the company’s position as a leader in the Kenyan beverage market. His commercial acumen has been instrumental in advancing KWAL’s strategic objectives and ensuring a seamless transition as the company deepens its integration within the HEINEKEN family. He has also been pivotal in embedding the HEINEKEN Values & Behaviours framework, cultivating a company culture rooted in sustainable growth and employee empowerment.
“While hard skills are critical to our success, it is the soft skills that will drive us toward long-term growth. The Heineken® brand is the most tangible aspect of our integration, and it is the Values & Behaviours that will have by far the most impact,” Jonas explains. His leadership approach balances operational excellence with a strong emphasis on team dynamics and cultural alignment – ensuring KWAL evolves in both local and regional markets. “While I have joined KWAL to integrate with the HEINEKEN business and achieve sustainable business growth, I strongly believe this can only be achieved through the continuous development of our people. Building capabilities should be the first task of any leader, creating room for talent to grow and excel – exposing them internally and across the HEINEKEN universe.”
Jonas is at the forefront of KWAL’s growth strategy, leading the diversification of its product portfolio. Under his leadership, KWAL has expanded its offerings to include Heineken® beer, strengthening its market footprint. A major highlight in 2024 is KWAL’s hosting of the Heineken® UEFA Champions League Trophy Tour in Nairobi, featuring a UEFA legend, creating a memorable experience for football fans across Kenya.
A key milestone in this journey is the introduction of zero-alcohol brands, including Heineken® 0.0 and Savanna 0.0. These innovations respond to rising consumer demand for alcohol-free options while maintaining premium quality and taste. “This is not only driven by consumer demand and changing trends, but equally in line with our company’s view on driving a Responsible Consumption agenda: always give consumers a choice,” Jonas emphasizes.
Most recently, Jonas spearheaded the launch of Windhoek, a Namibian beer, through the “100% Real” campaign. Highlighting its purity, the campaign celebrates the beer’s simple yet exceptional formulation—crafted with just three natural ingredients: barley, hops, and water. “There’s a noticeable shift in consumer preferences, with a rising appreciation for authentic, high-quality beers. Windhoek, with its rich heritage and superior craftsmanship, is poised to capture the attention of Kenyan beer enthusiasts,” he remarks.
Having lived and travelled across more than 20 African countries, Jonas is a passionate beer enthusiast who explores local beer scenes wherever he goes. “When I first discovered Windhoek years ago, it was a game-changer. It’s simply one of the best beers in Africa – authentic, refreshing, and crafted with care. I’m thrilled that Kenyan beer lovers can experience it for themselves,” he shares. This experience also shaped one of his biggest learnings upon joining KWAL. Coming from a background in beer and ciders, immersing himself in the spirits and wine space required unlearning certain ways of working. “This is where my curiosity has truly helped me. I enjoy taking on new challenges and asking questions. Unlearning and allowing yourself to say ‘I don’t know’ is one of the hardest things to do, but that’s where personal growth comes from.”
As the head of KWAL’s commercial team, Jonas is focused on balancing immediate business performance with long-term transformation. While KWAL continues to thrive with legacy brands such as Kibao Vodka, Hunter’s Choice, and County – the latter gaining traction through the viral ‘Tushike County’ movement – the company is also undergoing a strategic evolution.
This transformation involves adapting to a multi-category model, with the integration of a beer portfolio requiring distinct commercial strategies. Jonas is steering this shift with a focus on ensuring both heritage and new brands flourish in an increasingly dynamic market landscape.
Before joining KWAL, Jonas built a rich career within HEINEKEN, spanning multiple countries and leadership roles. As Integration Lead for Southern Africa, he guided the post-acquisition integration of Distell in South Africa, managing operations across a dozen Southern and East African countries. He successfully aligned diverse stakeholders and implemented strategies that fortified HEINEKEN’s market share in the region.
Previously, as Senior Export Manager for Africa, Jonas played a critical role in expanding HEINEKEN’s footprint across West and Sub-Saharan Africa. He was responsible for managing distributor and retailer relationships and opening new markets – contributing to HEINEKEN’s accelerated regional growth through thoughtful execution and strong partnerships.
Holding a Master of General Management (MGM) from Vlerick Business School and a Master of Laws (LLM) from Ghent University in Belgium, Jonas brings a multidisciplinary perspective to his work. “I’ve always been a jack-of-all-trades – again, linked to my curiosity. Having worked in supply chain, sustainability, communications, and as a capability manager helps me approach challenges from multiple angles.”
Outside of work, Jonas is deeply committed to personal development and maintaining a balanced lifestyle. A dedicated runner, he draws meaningful parallels between sport and business: “Running teaches you to pace yourself and endure challenges, much like business. Success comes from consistency and long-term effort.” In addition to athletics, he enjoys quality time with family and friends, traveling, and connecting with nature through safaris – all of which inspire fresh perspectives and creativity in his leadership.
“Leadership is about seeing opportunities where others see challenges and taking the necessary steps to turn those opportunities into success,” Jonas reflects. With his international experience, strategic mindset, and passion for people and performance, he continues to steer KWAL toward a dynamic future. As 2025 approaches, Jonas Geeraerts is undoubtedly a C-suite executive to watch.
AUTHOR: KAREN NDUKU
EDITOR: DR. HANNINGTONE JOEL GAYA
