Heineken has appointed Rafael (Rafa) Oliveira as the company’s new CEO.
Oliveira will join 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, he has been appointed to lead Keurig Dr Pepper’s planned Global Coffee Co. (annual revenue ~US $16 billion), a new publicly traded business combining its coffee operations with JDE Peet’s, underscoring his proven ability to lead complex global enterprises.
A highly accomplished international consumer goods leader, he brings more than two decades of experience in transformational leadership across both developed and emerging markets.
At JDE Peet’s (formerly listed on the Amsterdam stock exchange), Rafa sharpened the company’s strategy, and restored focus and profitable growth delivering strong results and significant shareholder value creation.
Prior to JDE Peet’s, Rafa spent a decade at The Kraft Heinz Company, rising to President International Markets and overseeing a US $7+ billion portfolio across Europe, Africa, Asia Pacific and Latin America.
In these roles he built a consistent track record of driving compelling and focused strategies, strong operational execution and improving market and financial performance, while reinvigorating and building high-performing teams, the company said in a statement.
Commenting on his appointment, Oliveira said: “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 heritage and global impact, I am thrilled to have the opportunity to lead this great company into its next chapter. 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 success, and I look forward to building on that legacy together.
“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.”
