Heineken names Rafael Oliveira as CEO to lead turnaround

Heineken NV appointed Rafael Oliveira chief executive officer, as the Dutch brewer breaks with habit by hiring an outsider to try to reverse a slump in demand.

Oliveira will step down as CEO of coffee and tea company JDE Peet’s NV to take the role at Heineken on October 1, according to a statement Tuesday. It follows the exit of former CEO Dolf van den Brink at the end of May, after six years at the helm and more than 28 years at Heineken overall.

The family-controlled company has never previously appointed an outsider as CEO. The shakeup comes with Heineken facing lackluster sales of its namesake beer and other brands, as health concerns over alcohol hit demand particularly among younger drinkers and as cash-strapped consumers rein in spending.

ADVERTISEMENT

CONTINUE READING BELOW

Heineken is in the middle of a cost-cutting drive which includes shedding about 7% of its global workforce. In April, Heineken reported beer volumes fell in the first quarter as demand declined in crucial markets in Europe and the Americas.

This was another quarter of decline for the Dutch brewer, which also makes the Tecate and Amstel brands. Its performance is lagging that of industry rivals Anheuser-Busch InBev and Carlsberg A/S. Shares of Heineken were down 5.4% in the past 12 months through Monday’s close.

Heineken has previously said it’s optimistic about beer demand in emerging markets, such as Vietnam and South Africa, where demographics and rising incomes are driving sales.

Prior to JDE Peet’s, Oliveira spent a decade at the Kraft Heinz Co and rose to the role of president of international markets, where he oversaw a more than $7 billion portfolio across Europe, Africa, Asia Pacific and Latin America.

Separately Keurig Dr Pepper, which bought JDE Peet’s last year, said it has kicked off a search for a new CEO for its coffee unit. Pamela Patsley, chairman of KDP’s board and chairman of its nominating and governance committee, will lead the search.

© 2026 Bloomberg

#Heineken #names #Rafael #Oliveira #CEO #lead #turnaround