Heineken Names Rafael Oliveira as New CEO to Drive Next Phase of Global Growth
Global brewing giant Heineken has appointed seasoned international consumer goods executive Rafael (Rafa) Oliveira as its next Chief Executive Officer and Chair of the Executive Board, marking a significant leadership transition as the company prepares to accelerate its long-term growth strategy.
Oliveira's appointment, announced by the company's Supervisory Board, is subject to shareholder approval at an Extraordinary General Meeting scheduled for August 5, 2026. If confirmed, he will assume office on October 1, 2026, for an initial four-year term.
The appointment follows an extensive global search that unanimously identified Oliveira as the candidate best equipped to lead the Dutch brewer through an increasingly competitive and evolving global beverage market.
Oliveira joins Heineken from JDE Peet's, the world's largest pure-play coffee and tea company, where he has served as Chief Executive Officer since 2024. More recently, following Keurig Dr Pepper's acquisition of JDE Peet's, he was selected to lead the planned Global Coffee Co., a new publicly listed business with annual revenues estimated at approximately US$16 billion.
Bringing more than two decades of international leadership experience across developed and emerging markets, Oliveira has earned a reputation for transforming business performance through disciplined execution, strategic clarity and operational excellence.
During his tenure at JDE Peet's, he successfully sharpened the company's strategic focus, restored profitable growth and delivered significant shareholder value. Before that, he spent ten years at Kraft Heinz, rising to President, International Markets, where he managed a portfolio exceeding US$7 billion across Europe, Africa, Asia-Pacific and Latin America.
The Supervisory Board said Oliveira's combination of global FMCG expertise, capital markets experience and transformational leadership makes him well-positioned to lead Heineken's next phase of growth while building on the strength of its existing Executive Team.
The company believes his appointment will reinforce a culture of high performance, strengthen execution of its strategic priorities and maintain focus on long-term brand health, sustainable growth and Heineken's distinctive corporate culture.
Chairman of the Supervisory Board, Peter Wennink, described Oliveira as an outstanding global business leader capable of translating strategy into measurable results.
"He is a dynamic, visionary leader with an exceptional track record of leading global consumer businesses and delivering transformational growth," Wennink said.
"Throughout his career, Rafa has consistently transformed complex challenges into clear organisational priorities, aligning teams around what matters most and driving disciplined execution of strategy."
He added that the Board was confident Oliveira's leadership would accelerate the company's EverGreen 2030 strategy and create sustainable value for shareholders, employees and other stakeholders.
"The Supervisory Board is confident that his energy and strategic acumen will accelerate the execution of the company's EverGreen 2030 strategic agenda and create sustainable value for all our stakeholders. With Rafa at the helm, we look forward to building on Heineken's strong foundations and continuing our journey of long-term, balanced growth."
Charlene de Carvalho-Heineken also welcomed the appointment, describing the outcome as the product of a rigorous global selection process.
"My family and I are pleased with the rigorous global selection process that led to the nomination of Rafa as CEO. We believe Rafa's proven ability to translate strategy into disciplined execution, his strong people leadership and his clear strategic vision are the qualities needed to become an excellent Heineken CEO."
Responding to his nomination, Oliveira said he was honoured to lead one of the world's most recognised brewing companies and expressed confidence in the company's long-term strategy.
"I am honoured and excited to join Heineken, one of the world's most iconic companies and brand portfolios. As a long-time admirer of its heritage and global impact, I see tremendous opportunities ahead."
He said Heineken's EverGreen 2030 strategy provides "a powerful platform for the future" and pledged to build on its momentum by driving performance, innovation and consumer-focused growth.
"What excites me most is the opportunity to work alongside Heineken's talented people around the world, whose dedication and capabilities are the foundation of its success. I am confident we will accelerate growth, drive productivity and future-fit Heineken, winning the hearts of consumers worldwide."
Until Oliveira assumes office in October, Heineken's Executive Team will continue to oversee the business and ensure uninterrupted execution of the company's strategic priorities while preparations are made for a seamless leadership transition.
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