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  • Wendy Gallagher

Maximizing onboard revenues: Heineken

Following a successful Tax Free World Association exhibition in Cannes, Niek Vonk, Manager Global Duty Free & Travel Retail, Heineken provides a strategic overview of the global business in Ferries, Airlines and Cruises. “Our mission at Heineken Global Duty Free is to be the most relevant brewer of Beer, Cider and other relevant drinks categories. We are determined to do all we can to ensure our customers maximise the onboard commercial opportunities. Global Duty Free is a unique and exciting channel for us to engage a huge range of consumers from across the globe with our brand portfolio and we are committed to developing our long-term partnerships in Ferries, Airlines and Cruises.

“As the industry gears up to full capacity, there are still challenges to face, such as the worldwide supply-chain crisis, inflation and the war in Ukraine.

Heineken rejects the one-range-suits-all strategy that used to prevail when supplying beers and ciders in duty free channels. We carefully develop customised portfolios for Ferries, Airlines and Cruises globally, based on journey origin and destination, sharing re-start learnings from other markets and global beverage trends. For instance, we know in different regions, consumers are often looking for no/low-alcohol beers, trusted local brands or more premium, craft options.

Our latest portfolio innovation is Heineken Silver. Launching now in European Ferries and Cruises. It is a new, extra-refreshing lager brewed to 4% ABV, crafted using an ice-cold brewing process at -1°C to create a crisp flavour and subtle finish.

So, whether it’s Heineken 0.0 for the non-alcoholic choice and mindful balanced drinking, or Birra Moretti sharing the true taste of Italy, perfect with food pairings, or Lagunitas IPA for fans of US craft beers, or one of the many local favourites we own, like Kalik from The Bahamas, we have the right beer for the right customer on the right ship or flight. Above all, we aim to provide a balanced range of draught beers and ciders underpinned by consumer insights to ensure Ferries, Airlines and Cruises globally delight their passengers and maximise sales potential.

A key priority for Heineken is the roll-out of our ‘2030 Brew a Better World’ global sustainability and responsibility ambition. We are partnering with strategic partners in Ferries, Airlines and Cruises with bold goals, aimed at driving a positive impact on the environment, social sustainability and the responsible consumption of alcohol.

Within the Ferries and Cruises sector, Heineken Global Duty Free has introduced sustainable points of sale and merchandising for our customers. Printed materials are replaced with digital formats where possible, while long-lasting POS and merchandising assets made from sustainable and reused materials are prioritised. To reduce waste, we are developing plans to recover used PET kegs from cruise customers. The aim is to recycle them and bring them back into the market.”

As HeinekenGlobal Account Manager Cruiselines Christian Klimpke explains: “Doing business all over the world comes with important responsibilities that extend beyond just running a profitable business. As well as delivering on our global 2030 Brew a Better World sustainability ambitions, Heineken believes that achieving real and lasting change comes from partnering with others. We are now actively inviting our cruise line partners to join us on initiatives in raising the bar to progress faster towards a net-zero and fairer world.”


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