Heineken is launching two commemorative limited edition collectors’ can designs to mark SAIL 2025, the world’s largest nautical event.
Heineken is a major sponsor of the festival’s night-time entertainment with the SAIL ON STAGE series. SAIL 2025 takes place from August 20-24, 2025.
Available exclusively in the Cruise sector in the Americas region from February to July 2025 and in the European region from April to July 2025, the 12 fl oz cans feature ocean-inspired graphics. They are a contemporary celebration of the central role of water and the maritime industry in the long histories of both Amsterdam and the Heineken brand.
Amsterdam has played a remarkable role in world history as a trading port and a pivotal role in the export of Heineken to the global stage. Gerard Heineken’s 1864 launch of his first brewery was just a few meters from the Amsterdam waterways that would be used to transport his premium beer to markets around the world.
The new cans incorporate digital engagement (via QR code), sharing the rich heritage of the brand with the chance to win a summer weekend in Amsterdam during the SAIL 2025 festival. The competition prize also includes a VIP visit to the Heineken Experience with a canal cruise to enjoy the festival up close at water level, sailing alongside the 10,000 vessels expected to arrive from ports around the world.
“This is the first time we have created a limited edition for the Cruise sector to create excitement, intrigue and engagement for consumers and for crew. The Heineken SAIL can concept is a perfect way for us to share our pride in our home city and its vital role in the development of the Heineken brand. Water is elemental in the history and character of both Amsterdam and the heritage of Heineken too, from its role as one of the three ingredients in our beer, to the brand’s journeys across the oceans to reach over 190 countries,” says Christian Klimpke, Global Account Manager Cruises, Heineken.
“There is also a natural synergy with our Cruise business, which is a key focus for Heineken as we seek to continue driving sales with engaging innovations like this that also bring added value to our cruise line partners. In planning the SAIL campaign we are going beyond simply offering a ‘fun new can design’ by adopting a holistic approach that resonates with the heritage of both Heineken and our home city of Amsterdam.”
