Why has Heineken CEO Dolf van den Brink stepped down?

In a company statement released on 12 January, Heineken shared that CEO Dolf van den Brink had informed the board he would step down from his position on 31 May 2026 after six years leading the business.

He will remain in an advisory role for a period of eight months to ensure a smooth leadership transition. 

Dolf's resignation comes at a time when the company looks ahead under its new five-year growth strategy, EverGreen 2030. 

Under this comprehensive strategic approach, Heineken plans to build its leadership position in emerging markets, develop its digital capabilities and step up productivity over the next five years to accelerate growth.  

Discussing his resignation in a company statement, Dolf says: “After six years as CEO and more than 28 years at Heineken, I believe this is the right moment to transition leadership as the company prepares for the next phase of the EverGreen strategy. 

“The past years have been marked by significant change as Heineken progressed through its transformation and has now reached a stage where a transition in leadership will best serve the company in further executing its long-term ambitions. 

“Over the coming months, I remain fully focused on disciplined execution of our strategy and to ensure a smooth transition.”

Lower sales and decreased revenue

The change of leadership follows a significant drop in beer sales for Heineken, with the company reporting that sales were likely to be lower in 2025, and a 4% decrease in revenue for its third quarter last year. 

According to Drinkaware, 49% of adults in the UK are now choosing no or low alcohol options to moderate their drinking, with the no and low alcohol market seeing significant growth year-on-year.

Young people are also drinking less on average, with the number of adults who drink dropping from 72% in 2001-2003 to 62% in 2021-2023, according to Gallup. 

Several factors play a role in this decline, with younger generations prioritising health, spending less due to cost-of-living increases and increasingly socialising in online spaces, according to the BMJ.

Inflation and market pressure

Rising costs are not just impacting consumers. In 2025, Heineken products were delisted by several European retailers due to proposed price increases from the company, with major retailers in France, the Netherlands, Germany and Spain removing some or all Heineken brands from their shelves. 

Supermarkets in the UK also delisted some Heineken products, citing poor sales performance. The company has also faced challenges in the US market, particularly in the wake of new tariffs. 

Heineken is looking to growth in emerging markets such as Vietnam and Nigeria as part of its EverGreen 2025 plan. 

However, a proposed 90% alcohol tax in Vietnam and inflation pressures led to the company suspending its brewery in Vietnam in 2024 and readjusting its strategy for Nigeria.

Who will replace Dolf van den Brink?

While Heineken’s supervisory board has initiated a search process to appoint a successor, no potential candidates have been named. Dolf will be available in an advisory capacity from 1 June 2026, to assist the new CEO and provide insight to Heineken and the industry as a whole. 

Commenting on Dolf’s departure, Peter Wennink, Chairman of the Supervisory Board of Heineken, says: “The Supervisory Board is grateful to Dolf for his leadership and long-standing commitment to Heineken, including guiding the company through a demanding period of transformation, delivering on EverGreen 2025 while navigating a challenging external environment. 

“With the launch of EverGreen 2030, Dolf has set out a compelling strategy for the future of Heineken, and the Supervisory Board greatly values his contribution. 

“The next phase will focus on bringing this strategy to life through disciplined execution of our strategic growth ambitions. With this in mind, the Supervisory Board agrees this is the right moment to start the succession process to secure strong leadership for the future.”