Heineken International - The Cruise Industry's Partner in Beer

Heineken is the most international premium-quality beer brand, available in more than 170 country’s worldwide. No matter where you are, you’ll find Heineken.

The Heineken brand has a passion for quality, this started back in 1863. But we go beyond brewing the best beer; we offer outstanding customer service and marketing support to meet the needs of the consumers.

TAILOR-MADE MARKETING, TRAINING AND PROMOTIONS

When it comes to marketing, we implement a tailor-made approach for every cruise line. Besides this, we offer quality beer systems and beer training seminars to the bar staff. This training, combined with on-board promotions, makes a valuable contribution to cruise lines' revenues.

The Heineken Cruise Team’s goal is to work closely with the cruise lines to help meet the need of their passengers through innovation, occasion-based packaging, and distribution.

Two examples of how Heineken’s commitment to the cruise lines partners is being demonstrated; is through the launch of the new mobile Xtreme Draught and the Heineken Beer Training seminars.

HEINEKEN XTREME DRAUGHT LAUNCH

Heineken International, in cooperation with MSC Cruises, successfully tested the company’s latest innovative portable beer system, the Xtreme Draught.

MSC Cruises served Heineken using the Xtreme Draught on-board one of their newest vessels of the fleet, the MSC Opera. This vessel has a capacity to accommodate over 1,700 passengers. The MSC Opera operates seasonally in both the Mediterranean and the warm waters of the Caribbean.

"This successful market test demonstrated the Xtreme Draught’s suitability as a solution to target impulse-driven consumers," said Jan van Velzen, Global Account Manager Cruises at Duty Free and Travel Retail. "The pilot created a plus-one effect on-board, which means that all new sales of Heineken were achieved in addition to the normal sales on board."

The new Heineken Xtreme Draught (aka XD) is a mobile draught machine that utilizes 20-liter kegs. The unique feature concerning this mobile draught system is that it's virtually maintenance-free.

Each of the kegs comes with its own draught line, so there is no line-cleaning necessary. All you need to do is charge up the draught system and get ready to roll. The XD can complement almost any activity. Whether at the pool, disco, or restaurant the XD can meet you there to serve quality draught beer.

Currently the XDs are placed on the MSC Opera, and soon to be on the entire fleet of Norwegian Cruise Line.

BEER SEMINAR TRAINING

We offer cruise lines on-board beer seminars for their bar staff. What can be more informative and fun? The seminar provides everything they need to know about beer. The seminar covers the history of beer, the brewing process, ingredients, categories of beer and proper serving techniques. This training, in combination with promotional programs and merchandise available, makes a difference on-board.

INNOVATIONS

As mentioned earlier Heineken is always developing new marketing and sales opportunities through innovation. Heineken, in cooperation with the cruise lines, are always looking to match certain products to occasions on board. Additional products that can possibly be on a future cruise line near you can include the Sub Zero draught system, Heineken aluminum Paco bottle and Heineken 5-liter draught keg.