Heineken has named Rafa Oliveira as its new chief executive and chairman, concluding a search to find a successor to Dolf van den Brink.
Oliveira is currently the boss of coffee giant JDE Peet’s and was set to lead the Global Coffee Co spin-off stemming from the group’s acquisition by Keurig Dr Pepper.
The new combined coffee business of JDE Peet’s and Keurig Dr Pepper will have a combined revenue of $16bn. Heineken said the role Oliveira was due to take on underscored his “proven ability to lead complex global enterprises”.
Oliveira will bring more than two decades of leadership experience across developed and emerging markets to Heineken. He has been CEO at JDE Peet’s since 2024, where he restored profitable growth to the Amsterdam-listed group.
Prior to JDE Peet’s, he spent a decade at Kraft Heinz, rising to the role of president of international markets and overseeing the supplier’s $7bn-plus portfolio of brands across Europe, Africa, Asia Pacific and Latin America.
He also worked for investment bank Goldman Sachs for a decade in the UK and Hong Kong.
Heineken chairman Peter Wennink called Oliveira a “dynamic, visionary leader with an exceptional track record of leading global consumer businesses and delivering transformational growth”.
“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.
“He combines strategic clarity with operational rigour and strong people leadership to deliver superior results. 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.”
Heineken’s board will nominate Oliveira to be appointed for a period of four years, starting on 1 October, at the upcoming shareholder meeting on 5 August.
Former CEO van den Brink announced his surprise departure from Heineken in January after six years in charge. He agreed to stay with the company until the end of May and also for a further eight months after that in an advisory role to help with the transition to a new boss.
Heineken revealed plans in February to cut up to 6,000 jobs as part of a two-year restructuring plan amid declining beer volumes.
“I am honoured and excited to join Heineken, one of the world’s most iconic companies and brand portfolios,” Oliveira said.
“As a long-time admirer of Heineken’s heritage and global impact, I am thrilled to have the opportunity to lead this great company into its next chapter. Heineken’s EverGreen 2030 strategy provides a powerful platform for the future, and I look forward to building on that momentum while bringing my own passion for performance, innovation and consumer focus.
“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 Heineken’s success, and I look forward to building on that legacy together.
“I am confident we will accelerate growth, drive productivity and future-fit Heineken, winning the hearts of consumers worldwide. I cannot wait to get started on 1 October 2026, and I will be fully committed to ensuring a seamless transition.”
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