Heineken N.V. has named Rafael “Rafa” Oliveira as its next chief executive officer, handing the leadership of the world’s second-largest brewer to a consumer goods executive whose career spans coffee, food, and beverages across four continents.
Oliveira, currently chief executive of JDE Peet’s, will succeed Dolf van den Brink on October 1, 2026, subject to shareholder approval at an extraordinary general meeting scheduled for August 5.
The appointment marks a shift for the Dutch brewer as it seeks to accelerate its EverGreen 2030 strategy amid changing consumer habits and intensifying competition in the global beverage industry.
From coffee to beer
Oliveira joins Heineken from JDE Peet’s, the world’s largest pure-play coffee and tea company, where he has served as chief executive since 2024. During his tenure, he sharpened the company’s strategy and restored profitable growth, helping improve returns for shareholders.
His leadership credentials were further underscored following Keurig Dr Pepper’s acquisition
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