Heineken recently appointed former JDE Peet’s CEO Rafael Oliveira as the new chief executive effective on 1 October 2026, which led to a boost in the company’s overall shares.

Oliveria has served as the CEO of coffee company JDE Peet’s since 2024 and was recently selected to lead Keurig Dr Pepper’s planned Global Coffee Co. following its acquisition of the business.

He brings over two decades of experience to the role across leading FMCG companies, including Kraft Heinz, where he served as the president of international markets and oversaw a portfolio across Europe, Africa, Asia-Pacific and Latin America.

Following his appointment, the beer brand’s shares rose by nearly 3 per cent between 22 June and 24 June, which marks a significant rise for the company.

The Dutch beer manufacturer has dealt with a mixed performance in the market as the overall demand for alcohol has softened globally.

As part of his new role, he will lead the company’s business transformation strategy, Evergreen 2030, which aims to restructure the company and boost profits.

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Oliveria’s appointment as CEO marks the first external selection from the alcohol company for the top position.

Peter Wennink, chair of the Heineken supervisory board, said in a statement: “The supervisory board is confident that his energy and strategic acumen will accelerate the execution of the company’s Evergreen 2030 strategic agenda and create sustainable value for all our stakeholders.

“With Rafa at the helm, we look forward to building on Heineken’s strong foundations and continuing our journey of long-term, balanced growth.”

Oliveira said: “Heineken’s Evergreen 2030 strategy provides a powerful platform for the future, and I look forward to building on that momentum while bringing my own passion for performance, innovation and consumer focus.”