Lousada was European general manager at the UK’s biggest wine company, Accolade, but quit in August after a shake-up in its management structure.
His role was split in two and he was offered the job of UK general manager, but took “the difficult decision to leave the business” and was replaced by two new managers – Paul Schaafsma and Ted Popov.
Lousada brings a wealth of experience to the Carlsberg UK role, having also previously worked for Anheuser-Busch, Foster’s and Southcorp.
Benet Slay, chief executive at Carlsberg UK, said: “We are looking forward to welcoming James to the team. His vast on and off-trade experience as a results driven leader with strong general management, sales skills and a marketing background, makes him ideally suited to lead our sales function and continue to place our customers at the heart of the Carlsberg UK business.
"His leadership will help drive our collaborative customer relationships further and support the team to continue to build market share in the UK.”
Lousada will join Carlsberg UK on January 28.