Heineken has appointed Rafael Oliveira, former CEO of JDE Peet's (owner of Douwe Egberts), as its new CEO, breaking with a long-standing tradition of promoting from within. This decision follows pressure from major shareholders who sought a fresh perspective to address declining beer sales globally. Oliveira’s appointment marks the first time in the company’s history that an outsider will lead the brewing giant. He is tasked with accelerating the company’s existing strategy and restoring growth. During his tenure at JDE Peet's, Oliveira oversaw a cost-cutting initiative and its acquisition by Keurig Dr Pepper, reportedly earning a substantial multi-million euro bonus. The move comes as Heineken prepares for a significant reorganization expected to eliminate between 5,000 and 6,000 jobs worldwide, and has the full support of the Heineken family.