Heineken has announced the name of its next CEO, five months after predecessor Dolf van den Brink handed in his notice.
Rafael Oliveira (below), who is 51 and answers to Rafa, will start in his new role on 1 October, pending confirmation at a shareholders’ EGM scheduled for 5 August. The news brings Heineken’s search for van den Brink’s replacement to an end, with the arrangement outlined last month – “the supervisory board remains closely engaged and available to the executive team and the business” – remaining in place until Oliveira joins.
The appointment represents Oliveira’s debut in beverage alcohol. The executive started his professional career as an equity research analyst in his native Brazil, moving to Goldman Sachs for ten years in 2004, rising to cover emerging markets. The next ten years – to 2024 – were spent with The Kraft Heinz Co, first as CEO of operations in Australia, New Zealand & Papa New Guinea, then as president of Europe, Middle East & Africa for three years. His last five years with the group were as president of international operations, based in London.
Towards the end of 2024, Oliveira assumed the CEO position at JDE Peet’s, “the world’s largest pure-play coffee and tea company”, according to Heineken. Following Keurig Dr Pepper’s acquisition of the Amsterdam-headquartered business, which closed on 1 April, Oliveira was set to “lead Keurig Dr Pepper’s planned Global Coffee Co (annual revenue ~US$16bn), a new publicly traded business combining its coffee operations with JDE Peet’s”.
Heineken’s full-year sales in calendar 2025 totalled US$34.39bn (a year-on-year rise of 1.6%).
“My family and I are pleased with the rigorous global selection process that led to the nomination of Rafa as CEO,” said board member Charlene de Carvalho-Heineken, whose family own 25% of the group. “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.”
Oliveira added: “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. 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, and I will be fully committed to ensuring a seamless transition.”
The appointment is a break from Heineken’s historical preference to promote from within: van den Brink became CEO in mid-2020 having joined the brewer in 1998, while predecessor Jean-François van Boxmeer started as a management trainee in 1984 before spending 15 years at the helm.
