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Brazilian Rafael Oliveira has been nominated to globally lead Heineken starting October 2026, in a transition that involves shareholder approval, performance pressure, and expectations regarding his experience in large consumer companies.
Heineken N.V. announced in Amsterdam, on June 23, 2026, the nomination of Brazilian Rafael “Rafa” Oliveira to take over the global leadership of the company as Chairman of the Executive Board and CEO.
According to the schedule released, the nomination still needs to be approved by shareholders in an extraordinary meeting set for August 5, before the expected inauguration on October 1, 2026.
Rafael Oliveira is nominated for global CEO of Heineken
With Oliveira’s selection, the Dutch brewery is preparing for a significant change in its global leadership, precisely during a period of increased demand for performance and recovery of pace in the beverage market.
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According to Reuters, Heineken seeks to strengthen its strategic execution amid the slowdown in beer demand and the need to improve sales and profitability in different markets.
Although the title uses the expression “owner,” Oliveira will not assume the shareholder control of Heineken, but rather the role of global CEO, responsible for the company’s executive management and the group’s global strategy.
Who is Rafael Oliveira
Born in Brazil, Rafael Oliveira is 51 years old and also holds British citizenship, along with a career built in large consumer, food, beverage, and financial services companies.
Before the nomination for Heineken, the executive worked at companies like JDE Peet’s, Kraft Heinz, and Goldman Sachs, accumulating experience in international operations and markets with different economic profiles.
Since November 2024, Oliveira has been serving as CEO of JDE Peet’s N.V., a global coffee and tea company headquartered in Amsterdam with a presence in various countries.
The company brings together well-known brands in different markets and was described by Heineken as the world’s largest pure coffee and tea company by revenue.
In April 2026, after the acquisition of JDE Peet’s by Keurig Dr Pepper, Oliveira was also chosen to lead KDP’s global coffee business during the transition.
In the planned reorganization, Global Coffee Co. is expected to emerge as a publicly traded company by combining Keurig Dr Pepper’s coffee operations with JDE Peet’s.
Career included Kraft Heinz and Goldman Sachs
Before joining JDE Peet’s, Rafael Oliveira worked for a decade at Kraft Heinz, between 2014 and 2024, in roles that expanded his international reach.
During this period, he rose to the presidency of International Markets and was responsible for a portfolio exceeding US$ 7 billion in Europe, Africa, Asia-Pacific, and Latin America.
In the same company, Oliveira also led operations in Europe, the United Kingdom, the Middle East, Russia, and Africa between 2016 and 2019, during a phase of expanding responsibilities.
Previously, the Brazilian had managed Kraft Heinz’s business in the United Kingdom and also in Australia, New Zealand, and Papua New Guinea, regions with distinct commercial dynamics.
At the beginning of his career, the executive worked in the financial market, with stints at Banco Icatu and Banco BBA Creditanstalt, both in Brazil.
After this stage, he worked for ten years at Goldman Sachs, where he operated in emerging markets in Asia, based in Hong Kong, before moving to the consumer goods sector.
Heineken bets on international experience
Upon announcing the appointment, Heineken’s Supervisory Board stated that Oliveira was chosen after a global selection process to determine the company’s new leadership.
Among the highlighted points, the company cited his experience in developed and emerging markets, as well as his work in consumer businesses with broad operations and complex structures.
Peter Wennink, chairman of Heineken’s Supervisory Board, said that the Brazilian is “a dynamic and visionary leader” and mentioned his track record in global consumer businesses.
In the company’s assessment, Oliveira combines strategic clarity, operational discipline, and the ability to lead teams in highly complex environments, attributes considered relevant for the brewery’s next phase.
According to the official statement, the expectation is that the new CEO will help accelerate the execution of the EverGreen 2030 strategic agenda, created to guide Heineken’s growth.
This plan brings together initiatives focused on growth, productivity, commercial efficiency, cost management, and strengthening the company’s brands in the different markets where it operates.
Charlene de Carvalho-Heineken, a member of the brewery’s controlling family, stated that the selection process was rigorous and that the company sees in Oliveira the qualities necessary for the role.
The statement reinforces the support of the governance structure for the chosen name to succeed the current executive leadership and lead the company in an environment of greater competition.
Drop in sales increases challenge for the new management
Reuters reported that the appointment occurs in a scenario of lower demand for beer in the global market, which increases the pressure on large companies in the sector.
In addition to changes in consumption habits, the segment faces economic pressure on buyers and growing competition with non-alcoholic or low-alcohol beverages.
For Oliveira, the challenge will be to lead Heineken in a phase of demand for improved performance, commercial recovery, and advancement of the strategy designed for 2030.
According to the agency, investors are observing the company’s ability to accelerate its strategic agenda, improve returns, and deal with operational challenges in regions with different economic realities.
Until the inauguration, Heineken’s executive team will remain responsible for conducting business and continuing the priorities already defined by the company.
The details of the transition should be communicated by the company as the next steps of integration are defined and the extraordinary shareholders’ meeting approaches.
In the announcement, Oliveira stated he is honored to join Heineken and said he intends to work with a focus on performance, innovation, and consumer.
The inauguration, however, will only occur if the extraordinary shareholders’ meeting confirms the nomination on August 5, 2026.
