By
Alice Chambers |
Amsterdam-based brewing company Heineken has developed a new Global Duty Free initiative to enhance long-term partnerships with cruise lines, ferry operators and airlines.
Heineken will offer customised beverage portfolios for passenger shipping operators, taking into consideration where their vessels homeport and the destinations they sail to.
“We know in different regions that consumers are often looking for no- or low-alcohol beers, trusted local brands or more premium craft options,” said Niek Vonk, manager of global duty free and travel retail at Heineken.
The firm aims to provide a balanced range of draught beers and ciders for cruise and ferry operators including the non-alcoholic Heineken 0.0, Birra Moretti to pair with Italian food, Lagunitas IPA for fans of US craft beers, and Kalik, which is brewed in The Bahamas.
Heineken also recently launched Heineken Silver, a lager aimed at the cruise market. It is brewed to four per cent alcohol by volume and crafted using an ice-cold brewing process.
“There are many dynamics in play for ferries and cruises,” said Vonk. “Strict health and safety protocols are the new norm; operators are focused on becoming more sustainable and on increasing onboard revenue at a time of rising costs and supply chain challenges. It is in these crucial contexts, that Heineken Global Duty Free is focused on making a big difference to our valued industry partners with our focus on several strategic areas as part of our long-term commitment to the industry.”
In addition, Heineken has donated a 20-litre Heineken Brewlock keg and case of Heineken bottles to every bar onboard all ships operated by its customers as a gesture of goodwill.
“In short, we are saying to our valued ferry and cruise customers that the first round is on us,” said Vonk.
Heineken has also developed a range of motivational crew training initiatives. Examples include the Heineken Star Serve programme and interactive games, which will help them to enhance their product knowledge and develop their hospitality skills, while giving them the chance to win prizes if they hit sales targets.