Heineken names outsider Rafael Oliveira as CEO tasked with boosting sales
Heineken Appoints Rafael Oliveira as New CEO to Drive Growth
June 23 (Reuters) - Dutch beer maker Heineken has appointed Rafael Oliveira as its new chair and CEO, it said on Tuesday, becoming one of several alcoholic drinks makers to seek to galvanise sales through a change of leadership.
Oliveira has been the CEO of Dutch coffee and tea maker JDE Peet's since 2024. He will join Heineken, the world's No. 2 brewer, for four years from October 1, the company said in a statement.
Selection Process and Board Statement
"After a rigorous global search, the supervisory board unanimously chose Rafa for his unique mix of strategic vision, operational expertise, and financial acumen," Heineken said.
Heineken's shares rose 1.8% in early trade, outperforming the broader market.
Leadership Transition at Heineken
Previous CEO Dolf van den Brink, who led Heineken for six years, announced his surprise resignation in January and the company has been without a CEO since the start of June.
Industry-Wide Leadership Changes
SERIES OF LEADERSHIP CHANGES
His departure was one of several across the consumer goods industry over the last year, including at major drinks peers Diageo and Remy Cointreau, where hiring committees and investors have turned to external candidates in the hope they can inject fresh energy.
Oliveira's Mandate and Challenges Ahead
Oliveira will have the task of leading Heineken through a plan to cut 6,000 jobs, to revive sales volumes despite a forecast decline in global beer demand and to catch up with rival Anheuser-Busch InBev's investor returns.
Oliveira’s Track Record and Experience
Heineken said Oliveira had two decades of experience in "transformational leadership" across both developed and emerging markets and a track record of driving focused strategies and improved performance.
At JDE Peet's, he had sharpened the company's strategy and restored profitable growth, it said. Prior to that, he served as president of international markets at Kraft Heinz.
Recent Moves at JDE Peet’s and Keurig Dr Pepper
Following a takeover of JDE Peet's by Keurig Dr Pepper, the company plans to break itself into two U.S.-listed companies: one for beverages and one for coffee, combining its own operations with JDE Peet's.
In April, it appointed Oliveira to lead its new global coffee business.
Statements from Oliveira and Future Outlook
In a statement issued by KDP on Tuesday, Oliveira said it had been a difficult decision to leave Keurig.
"I am thrilled to have the opportunity to lead this great company into its next chapter," he said in Heineken's statement, adding its 2030 strategy offered a powerful platform for the future.
"I am confident we will accelerate growth, drive productivity and future-fit Heineken, winning the hearts of consumers worldwide," he said.
(Reporting by Gianluca Lo Nostro in Gdansk and Emma Rumney in London; Editing by Andrew Heavens and Barbara Lewis)
