Heineken Global Duty Free is expanding its award-winning training program and strengthening its presence in the cruise sector, aiming to train 2,500 cruise bar crew across Europe and, for the first time, the United States in 2026.
The program is central to Heineken’s global quality commitment to ensure Heineken consumers enjoy the best possible experience across all markets, in bars on land and at sea. By equipping cruise bar crew with the skills, knowledge and technical expertise to consistently deliver high-quality draught beer, the program helps ensure that every Heineken served on board meets the expected standard — contributing to a better experience for cruise guests.
Since launching in Europe in 2023, the Heineken Passion & Quality Training program has grown year on year. In 2025, the expanded program trained 1,500 cruise bar personnel across Europe and Mexico. This year 25 training sessions are planned in Europe, the U.S. and APAC.
The program earned a finalist spot in the Best Cruise Retail Initiative category at the Global Travel Retail Awards 2026.
Alongside the established draught quality training, the 2026 program includes a new Product Knowledge module. Trainers now share brand-specific information and product characteristics tailored to each cruise line’s individual assortment. This approach supports Heineken’s destination-driven portfolio approach – anchored by the globally available Heineken brand and complemented by regional favorites, including Birra Moretti in Europe and Dos Equis in the Americas.
Training visits also provide bar crew with hands-on technical support.
Led by draught masters from the Heineken Experience in Amsterdam, the training continues to take place in the onboard bars, meaning that crew are in their natural working environment with familiar set-up and equipment.
Christian Klimpke, Global Account Manager Cruises, Heineken Global Duty Free, comments: “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.
“The program 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.”
All major cruise operators in the USA, Europe and APAC are participating in the program.
