Rafael Oliveira named new Heineken CEO
Amsterdam-based international group Heineken NV has announced the appointment of Rafael ‘Rafa’ Oliveira as its new chief executive officer (CEO).
Oliveira is set to take over the role as chair of the executive board and CEO of Heineken NV (Naamloze Vennootschap) on 1 October 2026.
Charlene de Carvalho-Heineken, executive director of Heineken, said: “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.”
The supervisory board will formally nominate Oliveira for a four-year appointment at an Extraordinary General Meeting of Shareholders scheduled for 5 August 2026.
In the meantime, the company’s executive team will continue to manage the business and ensure continuity in executing the company’s priorities.
Oliveira commented: “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.
“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.
“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.”
Oliveira will join Heineken from JDE Peet’s, an Amsterdam-based ‘pure-play’ coffee and tea company, where he has served as CEO since 2024. He has previously held executive positions at The Kraft Heinz Company and Goldman Sachs.
Peter Wennick, chair of the Heineken supervisory board, commented on the appointment: “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. 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.”
Heineken NV owns more than 340 brands globally and distributes to over 190 countries. The company operates several subsidiaries worldwide and employs around 87,000 people.
Not just beer
In 2023, Heineken expanded its global presence beyond beer and cider by acquiring South African spirits firm Distell.
Heineken Beverages was formed in the same year, combining Heineken South Africa, Distell International, and Namibia Breweries under a single umbrella. The company’s portfolio includes brands such as Amarula cream liqueur, and Bain’s and Three Ships whiskies.
Following the acquisition, Distell’s Scotch whisky brands – Bunnahabhain, Deanston, Tobermory, Ledaig, Scottish Leader, and Black Bottle – were separated as an independent entity called CVH Spirits (Capevin Holdings).
In the ready-to-drink (RTD) sector, Heineken has acquired minority stakes in Dutch brands Stëlz and pop star Ellie Goulding’s Served.
Related news
Volcán CEO bets on UK as next big Tequila market
