Heineken has appointed Rafael Oliveira as its new chair and CEO, with the role set to begin on 1 October 2026. 

Currently CEO of Dutch tea and coffee maker JDE Peet’s, Oliveira was selected to help accelerate Heineken’s 2030 strategy. 

The brewer, which has been without a permanent CEO since the departure of Dolf van den Brink in early June, said Oliveira has been tasked with driving growth and boosting sales. 

In his new role, Oliveira is expected to inject fresh energy into the business while also leading Heineken through its existing plan to cut 6,000 jobs, a decision first announced in February this year.  

In an official statement, Heineken noted that the incoming CEO brings more than two decades of experience in transformational leadership across both developed and emerging markets. 

In addition to his two years at JDE Peet’s, Oliveira spent a decade at The Kraft Heinz Company, rising to president of international markets and overseeing a portfolio spanning Europe, Africa, Asia Pacific and Latin America. 

On the new CEO, Peter Wennink, chair of the Heineken Supervisory Board, said: “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.  

“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.” 

Oliveira added: “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.”