Heineken has unveiled a ‘Back to Sailing’ support package for its partners in the cruise industry. The programme is supported by an initiative called ‘The first round is on us’, which offers Heineken and Heineken 0.0 free product donations for cruise partners.
Heineken Global Account Manager Cruises Christian Klimpke said: “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 cruiseline partners maximise the revenue opportunity of the 2021 season.
“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.”
The Back to Sailing programme incorporates several elements.
Adapting to the new bar experience aims to help bars and restaurants to safely restart after lockdown.
Heineken health and safety-focused education and training underlines 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.
Through portfolio innovation Heineken said it is tailoring vessel ranges based on regional consumer insights, sharing re-start learnings from other markets and global beverage trends.
“Designed to help cruise lines maximise 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,” the brand owner said.
Digital support provides digital assets and product information from the Heineken portfolio for easy-to-use online drinks menus and guest engagement.
The programme also encourages crew engagement and the development of concepts that educate, motivate and incentivise crew led by hosted events and competitions. Heineken’s dedicated e-learning platform helps enhance crew training and learning about the brand’s portfolio of beers and ciders, consumer trends and insights which include Heineken’s ‘Enjoy Responsibly’ responsible consumption framework.
