Heineken Names JDE Peet’s CEO Rafael Oliveira as New Chief Executive

Heineken N.V. has announced the nomination of Rafael Oliveira, currently the chief executive officer of JDE Peet’s N.V., as its next CEO, marking a significant leadership transition for the global brewing giant. The appointment is subject to shareholder approval at an Extraordinary General Meeting scheduled for August 5, with Oliveira expected to begin a four-year term on October 1.

Known widely as “Rafa,” Oliveira has led JDE Peet’s since 2024 and gained recognition for driving growth and operational performance within the global coffee company. His nomination comes only months after Keurig Dr Pepper completed its acquisition of JDE Peet’s. Following the deal, Oliveira had been selected to lead Keurig Dr Pepper’s planned Global Coffee Co., a new publicly traded business expected to generate approximately $16 billion in annual revenue by combining the companies’ coffee operations.

Before joining JDE Peet’s, Oliveira spent more than a decade at The Kraft Heinz Company, where he advanced to President of International Markets. In that role, he managed a business portfolio worth more than $7 billion across Europe, Africa, Asia-Pacific, and Latin America, earning a reputation for strong execution and international market expertise.

Heineken’s Supervisory Board expressed confidence that Oliveira’s leadership will help accelerate the company’s EverGreen 2030 strategy. Supervisory Board Chairman Peter Wennink highlighted Oliveira’s strategic capabilities and ability to deliver results, while Charlene de Carvalho-Heineken emphasized his proven track record in turning strategy into execution, developing talent, and providing long-term vision.

Earlier in his career, Oliveira spent ten years at Goldman Sachs, including serving as Executive Director for Emerging Markets in Asia while based in Hong Kong. He began his professional journey as an equity research analyst in Brazil with Banco Icatu and Banco BBA Creditanstalt.

The appointment of Rafael Oliveira as Heineken CEO underscores the brewer’s commitment to strengthening its global leadership team and advancing its long-term growth objectives in an increasingly competitive beverage industry.