How three-continents shaped how our VP of Global Manufacturing leads

Growing up on a farm in the Netherlands, Jan-Willem Boezelman has always felt a deep connection to the local terroir, so it’s of little surprise that a career in food and drink manufacturing followed. “I like being close to food manufacturing, seeing it produced, tasting it and then going to the store and seeing it on the shelves,” Jan-Willem says. “I like the tangible part of it.”

After a two-year stint in supply chain management at Sony, Jan-Willem spent the next 15 years at Nestlé across Benelux, Malaysia and Singapore, and more recently at Paulig Group, overseeing the Gothenburg company’s operations for its Tex-Mex portfolio. 

In November last year, he joined Pernod Ricard and, in January, took up the newly created role of Vice President of Global Manufacturing in the Crystal Brand Unit. We caught up with Jan-Willem to chat about his career, what motivates him and how his team is adapting to a rapidly evolving landscape.

What is your current role?

I am Vice President of Global Manufacturing for the Crystal Brand Unit at Pernod Ricard, overseeing its global manufacturing operations, including those of The Absolut Company. I was so excited about the opportunity to work with such brilliant brands. 

Pernod Ricard boasts a fantastic portfolio, featuring iconic brands such as Absolut Vodka, Beefeater and Malibu, all committed to quality production and with sustainability at the core of their stories. The beauty of working in operations is that it is where most employees at a company like this work. 

You get to connect with so many people who are strongly rooted in their local communities. Although I am based in Paris, I have so far spent most of my time travelling to meet the teams in local markets, from Japan to Mexico.

What are your three key areas of focus?

My top focus is safety in all our factories worldwide, striving for zero incidents, accidents, or injuries. That’s the number one priority without a doubt. Next is helping produce beautiful, relevant, high-quality products for the right consumer at the right price. 

My team’s third goal is to continuously improve processes, explore new ways to enhance quality and efficiency, and to support our marketing teams’ innovative product ideas.

How would you describe your management style?

It’s always hard to describe yourself, but as with all Dutch people, there is a certain level of directness in my communication, even though I haven’t worked in the Netherlands for many years. I’m passionate about helping others perform at their best and value clarity. 

I strive to find a balance between setting high expectations with coaching and support – and I’m a big enthusiast for collaboration.

What are the important behaviours for success in an international group like Pernod Ricard?

Always respect that people from different cultures work in diverse ways. I am a strong believer in staying true to yourself, but it’s crucial to show some vulnerability since you’re not there to preach. I’ve quickly realised how strong the company culture is here at Pernod Ricard, and the convivial spirit I had heard about before I joined really does bind us. 

Having been to Germany, Japan, India, Mexico, France, Sweden and Spain, I’ve found there is a genuine desire to connect with others – spending time together, listening and having fun.

What’s been the biggest change you’ve seen across the operations over the past decade?

The focus on sustainability has grown tremendously over the last 10 years – across every aspect of the job, from getting closer to consumers to transport, energy efficiency and the impact of climate change. We have also seen events we never expected. Covid was a real wake-up call for manufacturing and operations. 

Before the pandemic, the trend was to globalise and optimise – to build huge factories, centralise them far from your markets and use cheap logistics to get products to consumers. That has changed dramatically. We are now rethinking supply chains. There is more near-shoring – making products closer to where the demand for your products is. 

Linked to this change is the geopolitical situation, which is affecting us as well. It is an adjustment to globalisation and the way we operate is slightly different; there is more emphasis on agility, which goes hand in hand with optimisation.

“Before the pandemic, the trend was to globalise and optimise. That has changed dramatically. We are now rethinking supply chains – making products closer to where the demand is.” – Jan-Willem Boezelman

What has been your favourite Pernod Ricard campaign?

I was very fortunate to be part of the launch of ABSOLUT® TABASCO™. As all the hard work was done before I joined, I take no credit for the product itself, but I was responsible for its first production runs and for ensuring it was ready to go all over the world. I love spicy flavours from my time in Asia and I love both the Absolut and Tabasco products, so I was very lucky to be involved.

What motivates you?

I enjoy being around people, making great products, and to be fair, making a profit too. I like the feeling you get when an idea becomes reality – from developing it to walking into a bar or supermarket and seeing it on a shelf. For me, that is a beautiful thing.

What was the defining moment of your career?

Moving to Southeast Asia with Nestlé. I went at a relatively young age, in my late 20s and was newly married. The can-do mentality of Asia in general, the belief in the future and that things can always get better, was truly inspiring. It contrasted sharply with the directness typical of Dutch culture that I was used to. 

We Dutch think it’s a virtue to tell people what we think, but it shouldn’t always be like that! I learned so much, not only about Asia but also about myself. It also helped me climb the career ladder more quickly than perhaps I otherwise would have.

Do you have a role model?

It would have to be my dad, who passed away too young. He was a farmer and an entrepreneur. He had a huge passion and respect for the land, animals and nature, but with a focus on making a living from it. He was a great dad too.

Don’t be afraid to make mistakes – that’s where you learn the most.