Heineken has outlined the key elements of its strategy for duty-free channels, including cruise, which will strengthen its global distribution.
Reflecting on Heineken’s participation at TFWA in Cannes, Global Duty Free Manager Natalia Kuldyaeva said: “The TFWA exhibition in Cannes was an excellent opportunity to meet with our customers to reflect on the year to date and plan for 2026.”
“Guided by our ambition to be the partner of choice across our four principal operating channels (cruise, airlines, border stores and ferries and military), a collaborative approach with our customers has helped us identify and co-navigate numerous opportunities and challenges with agility and joint expertise,” added Kuldyaeva.
Outlining the cruise operating channel, Global Account Manager for Cruiselines Christian Klimpke said: “Heineken achieved a major milestone in the cruise sector in 2025 by becoming the leading draught supplier by volume, fulfilling our 2024 ambition.”
“Our International Premium Lager leadership remains strong, led by Heineken, and supported by regional favourites like Birra Moretti, Dos Equis, La Tropical, Lagunitas, Cruzcampo and Red Stripem,” added Klimpke.
“We continue to invest in crew training and deliver unique experiences through initiatives that we refer to as ‘lighthouse moments’ that aim to light up the category, such as the Heineken Limited Sail Edition this year and a range of activations around our global sponsorships with Formula 1 and UEFA Champions League.”
“Recognizing the growing demand for health-conscious and low- and no-alcohol (LoNo) choices across various onboard drinking occasions, we have placed a dedicated focus on Heineken 0.0, not only for passengers but also with the onboard crew,” added Klimpke.
“The cruise channel is a long-term priority for Heineken, and we are expanding beyond the core markets into new territories as the industry grows. We actively support our customers with sustainability initiatives, including leading the industry transition from non-returnable bottles to cans and the ongoing introduction of one-way kegs.”
