Heineken is expanding its cruise training program, with a target to train 2,500 bar crew across Europe and, for the first time, the United States in 2026.

The skills and technical expertise provided during training help ensure that every Heineken served onboard meets the expected standard.

In a press release, the company said this ensures that consumers get the best possible experience across all markets in bars on land and at sea.

“One of the strongest outcomes of the Heineken Passion & Quality Training program continues to be the positive response from the crew. The interactive training format creates an engaging learning environment, with participants eager to develop their skills and product knowledge with the added motivation of the beer-pouring competition held at the end of each session,” said Christian Klimpke, global account manager cruises, Heineken Global Duty Free.

“The program builds confidence and empowers crew members to become passionate ambassadors for our brands while also enabling them to own their role in optimizing the guest experience. This supports our ambition to help cruise line partners simplify execution, ensure consistency and grow onboard beverage revenue.”

Since launching in Europe in 2023, the Heineken Passion & Quality Training program has grown year on year.

In 2025, the expanded program welcomed a further 1,500 cruise bar personnel across Europe and Mexico, while this year, 125 training sessions are planned in total in Europe, USA and APAC.

According to a press release, the participating cruise lines include all major operators in the USA, Europe and APAC.

Alongside the draft quality training, 2026 includes a new Product Knowledge module.

Trainers share brand-specific information and product characteristics tailored to each cruise line’s individual assortment and technical support is provided to crew members at the bars during training visits.

Led by draft masters from the Heineken Experience in Amsterdam, the training takes place in the onboard bars.