International Breweries Plc (IBPLC) is pleased to announce that Nicholas Kade will be the new Managing Director, effective March 1, 2026. This change in leadership shows that the company has overcome previous challenges and is ready to grow strongly.
The key news is that Carlos Coutino, who led the company through tough times, is moving to a new leadership role at the parent company, Anheuser-Busch InBev (AB InBev). To understand the impact on the Nigerian market, we need to consider Coutino’s contributions, what he built, and why Kade is the right person to take over.
When Coutino became Managing Director in January 2023, after joining as Sales Director in 2018, the company was struggling through a difficult restructuring. The market was unstable, and profits felt far away.
Coutino didn’t just stay in the office; he got actively involved. Under his leadership, IBPLC not only survived but thrived, breaking records. He led the company back to profitability after six challenging years. This is impressive, especially in an economy where inflation drastically reduces profits.
Coutino also focused on technology. He developed a digital product with local talent in Nigeria. This product was so successful that AB InBev expanded it to six other countries. This kind of achievement is why he got promoted.
Coutino’s approach was also personal. He often wore casual clothes instead of a suit. Whether it was leading the Africa Sustainability Week or participating in community cleanups in Lagos, he treated sustainability as an important value, not just a marketing tactic. He recognised that to connect with the Nigerian people, you must respect them.
He has successfully built a company that stands out as more efficient, technologically advanced, and profitable. Mission accomplished.
Nicholas Kade as the New Leader
If Coutino was the “Architect,” then Nicholas Kade is undoubtedly the “General” poised to advance the business. Kade isn’t an outsider brought in to rescue the company; he has risen through the ranks from within, serving as the Sales Director and closely collaborating with Coutino on strategic initiatives.
Kade holds a Master’s in Commerce from Stellenbosch University and has over 15 years of extensive experience in the field. This makes him an exceptional candidate poised for driving significant growth.
Appointing a Sales Director as Managing Director sends a clear message to competitors like Nigerian Breweries and Guinness: “We are finished fixing our problems. Now, we are coming for your market share.”
What to Expect Next
This leadership change suggests IBPLC will shift its focus in 2026 and beyond. Here are some points to watch for:
- Aggressive Competition: With Kade’s experience in distribution, expect IBPLC to push harder into rural and semi-urban areas where competitors feel secure.
- Enhanced Technology: Coutino established a digital foundation; Kade will likely use it to improve sales strategies and better understand retailers’ needs.
- Commitment to Sustainability: Coutino fostered a culture of engagement. Kade will likely continue this effort to keep employees happy, which can lead to increased sales.
In conclusion, Tuesday’s announcement sounded formal but indicated strong confidence in IBPLC. They are promoting from within because their system is effective. Carlos Coutino is heading to lead in Honduras and El Salvador, taking his successful experience with him. Meanwhile, Nicholas Kade is now in charge and ready to drive the company forward.
