The appointment follows an internal restructure that has seen former incumbent Barry Williams move to oversee total grocery at the supermarket.
McKeon has held a number of senior jobs in the trade, most recently chief executive of Cobra Beer, which he left in April last year.
He was managing director of Allied Domecq Wines before holding the top job at Beam Global Spirts & Wine, where he grew the company’s profits by 26% in his first 18 months.
Emma Fox, food trading commercial director at Asda said: “We are delighted to welcome Adrian into our award-winning BWS team. The breadth and diversity of his experience will add a new dimension to our offering in what will be an exciting year for the category. Adrian will be leading our World Cup 2010 plan where we aim to be the one-stop shop for customers.”