Heineken is on a mission to become the market-leading global travel retail beer supplier by 2027, with quality, premium experiences and sustainability key pillars of its strategy.
New initiatives, including limited-edition can designs and partnerships with major global events, were detailed during this year’s TFWA World Exhibition in Cannes. Heineken will also spearhead major training programmes for airline and cruise staff.
Heineken said it plans to leverage its 350-brand portfolio to continue its consumer-focused, data-driven approach to the cruise line, ferry, military, border and airline channels. As the second-biggest brewer globally and a market leader in Europe, the Heineken company has a presence in 190 markets worldwide with annual revenues of over €36.37 billion.
Heineken’s aim to become the top seller in what the company describes as the 2.2 million-hectolitre beer and cider category in global travel retail draws on its broad portfolio of beers, ciders and seltzers, which include Heineken, Dos Equis, Amstel, Lagunitas and Birra Moretti. Consumer-focused data insights and inclusive next-generation marketing campaigns have also been taken into account in their plans.
Heineken Global Duty Free and Travel Retail Manager Niek Vonk said: “We want to be the partner of choice for global travel retail, winning the hearts of our consumers with a tailored and optimised portfolio mix of global and regional brands, leveraging relevant insights and brand platform assets from our domestic markets.
“Travel dynamics enable us to engage with consumers in meaningful and memorable ways, grow brand market share, drive volumes and also create a halo effect on domestic markets.”
For Heineken, North America, Europe and Southeast Asia have remained among the strongest-performing travel retail markets over the past year. The company noted substantial growth in the cruise sector, with sales up +20% versus pre-COVID.
In brand performance, Heineken and Birra Moretti proved the company’s biggest growth drivers in the global channel with Heineken 0.0 popular with Gen Z and LDA Alpha consumers.
Heineken underlined the importance of maintaining quality levels as a key element in its global travel retail growth strategy. In 2025, the company will continue its training programme which has already seen 1,000 cruise and airline staff taught the ‘five-step star quality’ Heineken draught serving ritual.
“Quality is very much in the DNA of our business,” Vonk added. “The famous words of our former President Freddy Heineken are never far from our thoughts: ‘The only reason to order a second beer is the quality of the first’. Our beer is still made with only four 100% natural ingredients – water, malted barley, hops and yeast – and 258 checks are made on every batch.”
Key initiatives for the coming year include:
- Limited-edition can: A special Heineken can commemorating the 750th anniversary of the city of Amsterdam will be released exclusively on cruise lines, with over 2 million units set to be distributed next year. According to Heineken, this initiative celebrates the importance of water and the maritime industry in the brand’s history and aligns with its sponsorship of Sail Amsterdam, the world’s largest maritime event.
- Major event partnerships: Consumer engagement will continue through sponsorship of prestigious global events such as Formula 1 races and UEFA Champions League matches and these will be leveraged through global travel retail. The company will host an exclusive partner event during Sail Amsterdam, a celebration of the Heineken brand’s heritage and future.
According to Vonk, sustainability remains a core pillar of the Heineken global growth strategy. He highlighted the company’s EverGreen strategy, launched in 2021 to place equal importance on profit, sustainability and responsibility. An example of this commitment is the use of 100% renewable energy in the brewing of all Heineken served aboard KLM flights.
Inflight partnerships are also key to Heineken’s future growth, with a focus on its collaborations with major carriers such as KLM, Air France, British Airways and Ryanair. “Our ambition is to meet the rising expectations of travellers by offering trusted, premium brands and seamless digital engagement throughout their journey,” said Vonk.
Heineken has rolled out training programmes at 20 Ryanair bases and organised competitions to reward top-performing crews with experiences such as weekend trips to Amsterdam, helping to drive both sales and consumer satisfaction onboard.
Vonk also underlined the strength of Heineken’s business in border store markets, particularly across the Americas. The company has seen robust growth in Central and South America, “driven by strong personal allowances and local brand recognition”.
“We are focused on enhancing simplicity and affordability in our border strategies, while delivering high-quality beer experiences that resonate with local consumers,” Vonk added.
The company is also optimising its product offer for impulse purchases by improving in-store merchandising, visibility and leveraging consumer data. Digital communications to engage consumers along the border-crossing journey has increased.
The ferry sector is also included in Heineken’s growth strategy, with the company determined to capitalise on the “significant potential” it offers. Key routes across the North, Irish and Baltic Seas, which serve 260 million passengers per year, were highlighted.
“With rising demand for quality beer experiences onboard, there is an increased focus on draught options and leveraging local market trends to expand its portfolio, including regional favourites like Beavertown and Cruzcampo,” Vonk said. “We see tremendous opportunities to align with local preferences on ferries, particularly in the lager and lo/no alcohol segments.” ✈
