One of the world’s most recognised beer companies has a new leader. On June 23, 2026, Heineken N.V. announced the nomination of Rafael “Rafa” Oliveira as its next Chief Executive Officer — a move that signals a deliberate shift toward external leadership at a pivotal moment for the global brewing industry.
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Who Heineken New CEO Is Rafa Oliveira?
Oliveira brings more than two decades of senior leadership experience across international consumer goods markets. He joins Heineken from JDE Peet’s N.V. — the world’s largest pure-play coffee and tea company — where he has served as CEO since 2024. Following Keurig Dr Pepper’s acquisition of JDE Peet’s, Oliveira was appointed to lead the newly formed Global Coffee Co., a publicly traded business combining both companies’ coffee operations with annual revenue of approximately US$16 billion.
Before JDE Peet’s, Oliveira spent ten years at The Kraft Heinz Company, where he rose to President of International Markets, overseeing a portfolio exceeding US$7 billion across Europe, Africa, Asia-Pacific and Latin America. It is a track record that spans both developed and emerging markets — precisely the combination Heineken’s Supervisory Board was seeking in a new CEO.
Heineken New CEO Appointment Details
Heineken’s Supervisory Board unanimously selected Oliveira following a rigorous global search process. He is nominated for a four-year term as Chair of the Executive Board and Chief Executive Officer, subject to shareholder approval at an Extraordinary General Meeting scheduled for August 5, 2026. If approved, Oliveira will officially assume the role on October 1, 2026.
Supervisory Board Chairperson Peter Wennink described Oliveira as a dynamic and visionary leader with an exceptional track record. “Rafa combines strategic clarity with operational discipline and strong people leadership,” Wennink said. Major shareholder Charlene de Carvalho-Heineken added that the appointment followed a thorough process and reflects confidence in Oliveira’s ability to translate strategy into execution.
Oliveira himself described taking the helm of Heineken as a significant milestone. “I am confident we will accelerate growth, drive productivity and future-fit Heineken, winning the hearts of consumers worldwide,” he said.
Why the Change at the Top?
The appointment of Heineken’s new CEO follows the departure of Dolf van den Brink, who stepped down on May 31, 2026 after nearly six years at the helm and more than 28 years with the company. Van den Brink guided Heineken through the COVID-19 pandemic, a once-in-a-generation inflation spike and significant geopolitical disruption, while delivering the company’s EverGreen 2025 strategy and launching the successor EverGreen 2030 plan.
His exit came as major shareholders pushed for external leadership to revive performance. The global beer category has faced headwinds including tepid volume demand, cost inflation and structural shifts in consumer behaviour. In February 2026, Heineken announced plans to cut up to 6,000 jobs globally as part of its restructuring and cost efficiency drive under EverGreen 2030, which targets annual savings of €400–500 million. Van den Brink will remain available in an advisory capacity for eight months to support the transition.
What Oliveira Inherits: The EverGreen 2030 Strategy
Heineken’s new CEO steps into a business with a clear strategic roadmap already in motion. EverGreen 2030 sets out Heineken’s ambitions across four pillars: accelerating digital transformation, building leadership in premium and low-and-no alcohol categories, strengthening its position in high-growth emerging markets, and driving a significant step-up in productivity. The strategy builds on the €3 billion in gross savings already delivered under EverGreen 2025.
Oliveira has indicated he intends to build on this foundation. “Heineken’s EverGreen 2030 strategy provides a powerful platform for the future,” he said, adding that his focus will be on performance, innovation and consumer engagement. His background managing complex, multi-market portfolios in coffee, food and beverage positions him well for the execution-intensive phase that lies ahead.
What Heineken New CEO Means for the Beverage Industry
The appointment of an outsider as Heineken’s new CEO is a meaningful departure from tradition for a company long known for promoting from within. It reflects both investor pressure and the reality that the global beer industry is navigating one of its most complex periods in decades — managing volume declines in mature markets, currency headwinds in emerging economies, and the rise of no- and low-alcohol alternatives.
For the broader beverage sector, Oliveira’s appointment signals that boards are now willing to look beyond category insiders to find leaders capable of driving transformation at scale. His experience turning around and restructuring large global businesses — across coffee, tea and packaged foods — brings a fresh lens to a brewing group in search of renewed momentum.
Heineken remains the world’s second-largest brewer, with operations in over 70 countries and a portfolio that includes Heineken, Amstel, Tiger, Sol and a growing range of non-alcoholic and premium brands. Under Oliveira’s leadership, all eyes will be on whether the new CEO can deliver on EverGreen 2030’s ambitions and restore investor confidence in the year ahead.
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Frequently Asked Questions (FAQ)
Who is the new Heineken CEO?
Rafael “Rafa” Oliveira has been nominated as Heineken’s new Chief Executive Officer. His appointment is subject to shareholder approval at an Extraordinary General Meeting on August 5, 2026, with his official start date set for October 1, 2026.
Where did Rafa Oliveira come from before Heineken?
Oliveira joins Heineken from JDE Peet’s N.V., where he has served as CEO since 2024. He also led Keurig Dr Pepper’s Global Coffee Co. following KDP’s acquisition of JDE Peet’s. Before that, he spent ten years at The Kraft Heinz Company as President of International Markets.
Why did the previous Heineken CEO leave?
Dolf van den Brink stepped down on May 31, 2026 after nearly six years as CEO, having launched the EverGreen 2030 strategy. His departure followed calls from major shareholders for external leadership to revive performance amid challenging conditions in the global beer market.
What is Heineken’s EverGreen 2030 strategy?
EverGreen 2030 is Heineken’s five-year strategic plan targeting annual savings of €400–500 million, accelerated digital transformation, growth in premium and low-and-no alcohol products, and stronger performance in emerging markets. It builds on the €3 billion in gross savings delivered under its predecessor, EverGreen 2025.
When does Rafa Oliveira officially start as Heineken CEO?
Subject to shareholder approval on August 5, 2026, Oliveira will officially begin his four-year term as Heineken CEO on October 1, 2026.
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