Heineken has revealed details about its “Back to Sailing” program, aimed at supporting the company’s cruise line partners as they resume operations worldwide. According to a press release, the program includes the initiative entitled “The first round is on us,” with free product donations of Heineken and Heineken 0.0 for cruise partners.

“Heineken’s ambition is to be the leading partner in the beer, cider and seltzer categories and we set out with the goal of helping our cruise line partners maximize the revenue opportunity of the 2021 season,” explained Christian Klimpke, global account manager, cruise lines, Heineken.

“To celebrate the highly anticipated return to sailing we are supporting our partners in the most useful ways possible as they balance the dynamics of operating onboard bars and restaurants in the new era and to safely navigate health regulations. Our teams are doing all we can to help them implement new ways of working especially with hygiene and social distancing, while also creating the best possible atmosphere to ensure guests have all the fun and enjoyment of cruising that they have craved for so long,” he added.

According to Heineken, the program has several elements:

• Adapting to the new bar experience: helping bars and restaurants to safely re-start after lockdown with health-and-safety-focused education and training to ensure hygiene protocols in draught equipment, best practice in pouring, care of glassware, social distancing focused point of sale and signage, stock management, and joint collaborations;
• Portfolio Innovation: tailoring vessel portfolios based on regional consumer insights, sharing re-start learnings from other markets and global beverage trends. Designed to help cruise lines maximize the revenue opportunity, this approach also ensures they are equipped to communicate effectively with consumers on issues that COVID-19 had accelerated such as low/no alcohol health-driven preferences and increased interest in sustainability;
• Digital support: providing digital assets and product information from the Heineken portfolio for easy-to-use online drinks menus and guest engagement;
• Crew engagement: developing concepts that educate, motivate and incentivize crew led by hosted events and competitions, enhancing their learning and training through Heineken’s dedicated e-learning platform to help them discover more about Heineken’s portfolio of beers and ciders, consumer trends and insights including Heineken’s “Enjoy Responsibly” responsible consumption framework.