Heineken Global Duty Free is set to further expand its annual cruise training programme in 2026, targeting 2,500 bar crew across Europe and extending into the USA for the first time.
Launched in 2023, the Heineken Passion & Quality Training Programme has continued to grow each year, with the 2025 edition training more than 1,500 cruise bar personnel across Europe and Mexico.
This year, that growth continues, with 125 training sessions planned with major cruise operators across Europe, the USA and APAC.
The programme supports Heineken’s quality standards by training cruise bar crew in draught beer service and technical skills, helping ensure Heineken served onboard consistently meets the required standard.
Highlighting its growing impact across the industry, the initiative has also received industry recognition, including a finalist spot in the Best Cruise Retail Initiative category at the Global Travel Retail Awards 2026.
A new Product Knowledge module will be added to the draught quality training this year, covering brand-specific information and product characteristics tailored to each cruise line’s assortment. The content will reflect the programme’s destination-driven portfolio, from the globally available Heineken brand to regional brands such as Birra Moretti in Europe and Dos Equis in the Americas.
Technical support is also provided during training visits, helping bar crew manage draught quality issues onboard.
Draught masters from the Heineken Experience in Amsterdam lead the sessions, held in the onboard bars, with crew working directly with the equipment and set-up used in their natural working environment.
Heineken Global Duty Free Global Account Manager Cruises Christian Klimpke said, “One of the strongest outcomes of the Heineken Passion & Quality Training programme 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.
“The programme builds confidence and empowers crew members to become passionate ambassadors for our brands while also enabling them to own their role in optimising the guest experience. This supports our ambition to help cruise line partners simplify execution, ensure consistency and grow onboard beverage revenue.” ✈
