The Board of Endeavour Group has announced ex-Virgin Australia head Jayne Hrdlicka as the new Managing Director and CEO.

Her expertise will be rewarded with a $2 million annual fixed salary, with short-term bonuses of up to $3 million and long-term incentives of $4 million.

Hrdlicka will start on 1 January 2026 pending the receipt of all necessary regulatory approvals, with Ari Mervis continuing as Executive Chairman until her commencement.

Endeavour Group said that prior to her commencement, Hrdlicka has agreed to make herself available to meet frequently with the company, which will provide the Board and the Executive Chairman the opportunity to engage on key business and strategic matters as appropriate.

Hrdlicka has extensive experience as a senior executive and Non-Executive Director. Most recently, she successfully led Virgin Australia out of administration after taking over as CEO and MD of the airline post the onset of the COVID-19 pandemic.

Prior to that role she was CEO and MD of the A2 Milk Company and Group CEO of the Jetstar Group.

Between 2010 and 2016, Hrdlicka was a Non-Executive Director of Woolworths Group, which at the time included Endeavour Group’s market leading liquor brands and the ALH Hotel Group.

Mervis said: “Jayne has a proven track record leading consumer-facing businesses to success. She has led many complex organisations and delivered significant shareholder value by capturing the true potential of a company’s brands and assets.

“After an extensive global search, the Board is delighted to have secured such a highly capable leader. Jayne brings many strengths to the role including a history of using deep consumer insights to define successful strategy formulation and execution and extensive business transformation experience. The Board believes Jayne is the ideal candidate to lead Endeavour Group through its next phase of both growth and transformation.”

Hrdlicka said: “Endeavour Group is an extraordinary company with an unmatched portfolio of brands and assets in its core categories.

“I have a long history with Endeavour’s retail and hotel businesses, initially as a consultant to Woolworths, including on their early liquor strategy, and then as a Woolworths Group Board member. Endeavour Group has much to play for. I look forward to working with the 30,000+ team members and together, continuing to deliver for millions of valued customers as we look to grow the company and unlock value for all of our shareholders.”

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