The company’s Supervisory Board said Oliveira will be appointed for a four-year term starting October 1, 2026, subject to shareholder approval at an Extraordinary General Meeting scheduled for August 5, 2026.

Oliveira will join Heineken from JDE Peet’s, where he has served as CEO since 2024. His appointment follows a period of strategic repositioning and improved performance at the coffee and tea company. He is also set to lead the newly created Global Coffee Co. under Keurig Dr Pepper, highlighting his experience managing complex global operations.

He brings more than two decades of leadership experience across international consumer goods markets. Before JDE Peet’s, Oliveira spent ten years at Kraft Heinz, where he rose to President of International Markets and oversaw operations spanning Europe, Africa, Asia-Pacific and Latin America.

Chairperson of the Supervisory Board Peter Wennink described Oliveira as a leader with a strong record of driving transformation and delivering results.“Rafa combines strategic clarity with operational discipline and strong people leadership,” Wennink said.

Major shareholder Charlene de Carvalho-Heineken said the appointment followed a rigorous global selection process and reflects confidence in Oliveira’s ability to translate strategy into execution.

Oliveira said the opportunity to lead Heineken represents a significant milestone. “I am honoured and excited to join one of the world’s most iconic companies,” Oliveira said.

Oliveira said the company’s EverGreen 2030 strategy provides a strong foundation for future growth, and he aims to build on that momentum with a focus on innovation, performance and consumer engagement.

The appointment signals a shift toward external leadership, with the board highlighting Oliveira’s global perspective as a key factor in its decision. His arrival is expected to reinforce execution, strengthen performance culture and support long-term brand development.

–ChannelAfrica–