Heineken nominates Rafa Oliveira as CEO
He brings more than 20 years of experience in consumer goods, having held senior leadership positions across developed and emerging markets
Heineken has nominated Rafael Oliveira as Chair of the Executive Board and Chief Executive Officer, with the appointment set to take effect on 1 October 2026, subject to shareholder approval.
The company's Supervisory Board will propose Rafael Oliveira for a four-year term at an Extraordinary General Meeting of Shareholders scheduled for 5 August 2026.
Executive joins from JDE Peet's
Rafael Oliveira will join Heineken from JDE Peet's, where he has served as Chief Executive Officer since 2024. Following the acquisition of JDE Peet's by Keurig Dr Pepper, he had also been appointed to lead the planned Global Coffee Co., a publicly listed business combining the companies' coffee operations.
He brings more than 20 years of experience in consumer goods, having held senior leadership positions across developed and emerging markets.
Before joining JDE Peet's, Rafael Oliveira spent a decade at Kraft Heinz, where he rose to President, International Markets, overseeing operations across Europe, Africa, Asia Pacific and Latin America.
Supervisory Board backs appointment
The Supervisory Board said Rafael Oliveira's experience in strategy, operational execution and organisational leadership made him the preferred candidate following an international search process.
Peter Wennink, Chair, HEINEKEN Supervisory Board: "We are delighted to welcome Rafa to HEINEKEN. He is a dynamic, visionary leader with an exceptional track record of leading global consumer businesses and delivering transformational growth."
Peter Wennink: "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 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."
Shareholder representative welcomes decision
Charlene de Carvalho-Heineken welcomed the nomination and highlighted Rafael Oliveira's leadership credentials.
Charlene de Carvalho-Heineken: "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."
Focus on EverGreen 2030 strategy
Rafael Oliveira said he plans to build on the company's existing strategic direction while focusing on growth, productivity and innovation.
Rafael Oliveira: "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 HEINEKEN’s heritage and global impact, I am thrilled to have the opportunity to lead this great company into its next chapter."
Rafael Oliveira: "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."
Rafael Oliveira: "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."
If approved by shareholders, Rafael Oliveira will assume leadership of the brewer as it continues executing its EverGreen 2030 strategy and pursuing long-term growth across international markets.
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