Heineken N.V. has nominated Rafael (Rafa) Oliveira as its new Chair of the Executive Board and Chief Executive Officer, effective 1 October 2026. The Supervisory Board will submit his nomination for a four-year term at an Extraordinary General Meeting of Shareholders scheduled for 5 August 2026. Oliveira joins Heineken N.V. from JDE Peet’s N.V., the world’s largest pure-play coffee and tea company, where he has served as CEO since 2024.

The appointment follows a rigorous global selection process aimed at securing a leader capable of accelerating the company’s EverGreen 2030 strategic agenda. Oliveira brings more than two decades of experience in transformational leadership across developed and emerging markets. His background includes a decade at The Kraft Heinz Company, where he rose to President International Markets, overseeing a US $7+ billion portfolio across Europe, Africa, Asia Pacific, and Latin America.

Leadership Profile and Experience

Oliveira’s career spans finance and consumer goods. Before his tenure at JDE Peet’s N.V., he spent ten years at The Kraft Heinz Company from 2014 to 2024. He served as Executive Vice President and President of International Markets from 2019 to 2024. Prior to that, he held the role of President for Europe, UK, Middle East, Russia & Africa between 2016 and 2019.

Before transitioning to the consumer goods sector, Oliveira built his career in finance. He spent ten years at Goldman Sachs (2004–2014), including a role as Executive Director for Emerging Markets in Asia, based in Hong Kong. He began his career as an Equity Research Analyst in Brazil, working with Banco Icatu (1996–1999) and Banco BBA Creditanstalt (1999–2002).

Strategic Outlook

Peter Wennink, Chair of the Heineken N.V. Supervisory Board, highlighted Oliveira’s ability to transform complex challenges into clear organisational priorities. The Board expressed confidence that his energy and strategic acumen will accelerate the execution of the EverGreen 2030 strategy and create sustainable value for stakeholders.

Mrs. Charlene de Carvalho-Heineken endorsed the nomination, citing Oliveira’s proven ability to translate strategy into disciplined execution and his strong people leadership. Oliveira stated he is honoured to join Heineken N.V. and looks forward to building on the company’s momentum to drive productivity and future-fit the business.

Subject to shareholder approval, Oliveira will join Heineken N.V. on 1 October 2026. Until then, the company’s Executive Team will continue to steer the business to ensure continuity in the execution of its priorities.