Heineken names outsider Rafael Oliveira as CEO tasked with boosting sales
Oliveira will lead a plan to cut 6,000 jobs and revive sales volumes as Heineken seeks to close the gap with rivals.
- On Tuesday, Dutch brewer Heineken appointed Rafael Oliveira as its new chair and CEO, with his four-year term beginning October 1.
- The appointment follows Previous CEO Dolf's January resignation, leaving Heineken without leadership since June; Brink had led the company for six years.
- Oliveira joins from JDE Peet, where he served as CEO since 2024 after leading international markets at Kraft Heinz; Heineken cited his two decades of "transformational leadership."
- Tasked with reviving sales volumes, Oliveira will oversee a plan to cut 6,000 jobs to help Heineken catch up with rival Anheuser-Busch InBev.
- Expressing enthusiasm for the 2030 strategy as a "powerful platform for the future," Oliveira said he is "thrilled to lead this great company into its next chapter.
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Outsider taking helm: Heineken has appointed Rafael Oliveira, the CEO of JDE Peet’s, as its next chief executive, marking the first time the brewer has chosen an external candidate for the role. Oliveira will take over on Oct. 1 for a four-year term, succeeding Dolf van den Brink after his departure earlier this year. The move comes as Heineken faces pressure from slowing beer sales and investor expectations to accelerate its growth strategy. Th…
With Rafael Oliveira, a new CEO for the beer brewer has finally been found after a search of nearly half a year. He worked for Kraft Heinz, which was owned by 3G Capital – which also owns Heineken competitor AB Inbev.
Heineken appointed the head of JDE Peet's, Rafael Oliveira, as its next executive director (CEO), ending a period of uncertainty in command of one of the largest breweries in the world. Exclusive material for subscribers. To have full access, access the link of the subject and register.
For the first time, beer giant Heineken is getting a top executive from outside the company. It concerns the Brazilian Rafael Oliveira, nicknamed Rafa, who was the boss of coffee group JDE Peet's, which includes Douwe Egberts, for a year and a half. With this, Heineken breaks with the tradition that the company's top boss is trained internally. That was the case with all the men who took the helm after Freddy Heineken. Moreover, they were all Du…
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