INTERNATIONAL. Heineken Global Duty Free has expanded its draught beer training programme for cruise partners, enrolling an additional 1,500 bar staff from Europe and Mexico this year.

Developed in response to the unique demands of cruise hospitality, the Passion and Quality Training Programme aligns with Heineken’s growth strategy, centred on delivering consumer-focused quality.
Since its debut in Europe in 2023, the programme has grown rapidly, with more than 1,000 crew members trained to date.
The training included Heineken’s signature draught pouring ritual, inspired by former Heineken President Freddy Heineken’s guiding principle, “The only reason to order a second beer is the quality of the first.”
Draught masters from the Heineken Experience in Amsterdam led the training sessions, which were held in the onboard bars, immersing crew in real-world conditions with familiar equipment and settings.
The on-shore programme covers Athens, Barcelona, Civitavecchia, Cozumel and Southampton, supporting the brand’s commitment to high-quality service across both land-based and onboard venues.
Heineken Global Duty Free Global Account Manager Cruises Christian Klimpke said, “Quality is at the heart of Heineken wherever we operate, and crew engagement is fundamental to the success of our Cruise business.
“Our focus on quality extends beyond the beer to the people entrusted to fill the glass. The Cruise training programme has been highly successful, and is very popular with bar teams who become valued Heineken ambassadors.
“The training helps busy onboard bars to better meet the expectations of guests, driving results for our Cruise partners and Heineken, but also increasing guest satisfaction too.”
Participating cruise lines include Carnival, Celebrity, Costa, Holland America, MSC, Princess, P&O and Royal Caribbean.
With operations in 190 markets, Heineken is the world’s second-largest brewer and the leading player in Europe. In 2024, it posted annual revenue of €35.995 billion (US$42.3 billion) and is setting its sights on becoming the top seller in the 2.2 million-hectolitre beer and cider category in global travel retail.
Its broad brand portfolio of beers, ciders and seltzers includes Heineken, Dos Equis, Amstel, Lagunitas and Birra Moretti, as well as consumer-focused data insights and inclusive Next Generation marketing campaigns. 🛳️