Heineken taps JDE Peet’s chief Rafael Oliveira as next CEO

AMSTERDAM: A fresh face is set to take the top seat at Heineken N.V.. The brewer has nominated Rafael Oliveira as its next chair of the executive board and chief executive officer, marking a significant leadership change as the company pushes ahead with its long-term growth ambitions.

The nomination will be put to shareholders at an Extraordinary General Meeting of Shareholders on 5 August. Subject to approval, Oliveira will begin a four-year term on 1 October 2026.

Oliveira joins the brewer from JDE Peet’s N.V., where he has served as chief executive officer since 2024. His move comes during a period of transformation in the global beverages sector. Following the acquisition of JDE Peet’s by Keurig Dr Pepper, Oliveira had been selected to lead the proposed Global Coffee Co., a new publicly traded coffee business expected to generate annual revenues of around US$16 billion.

With more than two decades of experience across international consumer goods businesses, Oliveira brings a track record of driving growth, executing large-scale transformations and leading operations across both mature and emerging markets. During his tenure at JDE Peet’s, he focused on refining strategy, restoring growth momentum and improving shareholder returns.

Before that, he spent a decade at The Kraft Heinz Company, eventually rising to president of international markets. In that role, he oversaw a portfolio worth more than US$7 billion spanning Europe, Africa, Asia Pacific and Latin America, building a reputation for operational discipline and market expansion.

Commenting on the appointment, Heineken N.V. chair of the supervisory board Peter Wennink described Oliveira as a dynamic and visionary leader with a strong record of transforming complex challenges into focused business priorities. He said the board believes Oliveira’s strategic insight and leadership capabilities will help accelerate the company’s EverGreen 2030 agenda and deliver long-term value for stakeholders.

Meanwhile, Heineken shareholder and board member Charlene de Carvalho-Heineken said the family was pleased with the outcome of a rigorous global search process. She noted that Oliveira’s ability to turn strategy into execution, combined with his people-focused leadership style, made him a strong choice to lead the company into its next phase.

For his part, Oliveira said he was honoured to join one of the world’s most recognisable brewing companies. Calling Heineken’s EverGreen 2030 strategy a strong platform for future growth, he said he looked forward to combining innovation, consumer focus and operational excellence while working alongside the company’s global workforce.

The appointment comes at a pivotal moment for the brewing giant as it navigates shifting consumer preferences, competitive pressures and evolving global markets. With Oliveira preparing to take the helm in October, Heineken is betting that experience gained across coffee, food and beverages can help keep its growth story flowing well into the next decade.