AMSTERDAM, Heineken has chosen Rafael Oliveira, a former senior executive at coffee company JDE Peet’s, as its next chief executive, following the unexpected departure of Dolf van den Brink earlier this year. The Dutch brewer announced the appointment Tuesday, saying shareholders will vote on the nomination later in the year.
Oliveira steps in at a delicate moment for the world’s second‑largest brewer. Heineken is contending with softer beer sales, higher production costs and shifting drinking habits in several of its biggest markets. The company reported in April that global beer volumes slipped nearly 1% in the first quarter, pointing to rising energy prices and a tougher economic climate in Europe and parts of Africa.
Van den Brink’s exit in January caught many inside the company off guard. His six year tenure spanned the pandemic, inflation spikes and uneven recoveries in emerging markets. Heineken described his performance as “mixed,” acknowledging both strategic progress and financial pressure.
The leadership change comes as Heineken continues a major restructuring effort. In February, the brewer announced plans to cut up to 6,000 jobs worldwide as part of a push to streamline operations and reduce costs. Analysts say the cuts reflect broader challenges across the global beer industry, where brewers are facing competition from spirits, alcohol free drinks and a younger generation that is drinking less beer overall.
Heineken shares were steady in Amsterdam trading after the announcement. Market analysts said investors appear cautiously optimistic but will be watching closely for signs of how Oliveira plans to steer the company.
Supervisory board chairman Peter Wennink said Oliveira brings the right mix of global experience and operational discipline. “With Rafa at the helm, we look forward to building on Heineken’s strong foundations and continuing our journey of long term, balanced growth,” he said.
Oliveira has held leadership roles across Europe, Asia and Latin America regions that are increasingly important to Heineken’s future. The company relies heavily on growth in Africa and Southeast Asia to offset slower sales in Europe, where beer consumption has been declining for years.
Industry analysts say Oliveira will face immediate pressure to stabilize volumes and protect margins. “Heineken is dealing with the same headwinds as the rest of the sector higher costs, changing consumer tastes and fierce competition,” said London‑based beverage analyst Mark Reynolds. “The new CEO will need to show quickly how he plans to regain momentum.”
Heineken operates in more than 70 countries and owns over 300 brands, making its leadership changes closely watched across the global beverage industry. The company’s performance often reflects broader trends in consumer spending and international supply chains.
Oliveira said he is ready for the challenge. “I am confident we will accelerate growth, drive productivity and future fit Heineken, winning the hearts of consumers worldwide,” he said.
Shareholders are expected to vote on his appointment later this year.
