Heineken, which recently announced the appointment Natalia Kuldyaeva as Global Duty Free Manager and announced six senior appointments across its Global Duty Free and Travel Retail team, has announced plans for the future in the channel.
“Guided by our ambition to be the partner of choice, across our four principal operating channels – Cruise, Airlines, Border Stores and Ferries & Military – a collaborative approach with our customers has helped us identify and co-navigate numerous opportunities and challenges with agility and joint expertise. Each channel brings its own distinctive characteristics with a need to continually adapt and tailor our strategies to the evolving global economic landscape, as the team outlines below,” reflected Kuldyaeva.
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Cruises
Led by Heineken draught, and supported by regional favorites like Birra Moretti, Dos Equis, La Tropical, Lagunitas, Cruzcampo and Red Stripe, Heineken achieved a major milestone in the cruise sector in 2025 by becoming the leading draught supplier by volume.
“We continue to invest in crew training and deliver unique experiences through initiatives that we refer to as ‘lighthouse moments’ that aim to light up the category, such as the Heineken Limited Sail Edition in this year and a range of activations, around our global sponsorships with Formula 1 and UEFA Champions League,” said Christian Klimpke – Global Account Manager Cruiselines, Heineken.
Recognizing the growing demand for health-conscious and low- and no-alcohol (LoNo) choices across various onboard drinking occasions, Heineken says that it is also focusing Heineken 0.0 for both passengers and onboard crew.
“The cruise channel is a long-term priority for Heineken and we are expanding beyond the core markets into new territories as the industry grows. We actively support our customers with sustainability initiatives, including leading the industry transition from non-returnable bottles to cans and the ongoing introduction of one-way keg,” commented Klimpke.
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Borders
Heineken reports that it has achieved significant growth in its border stores business throughout the Americas, working with customers on collaborative planning and forecasting initiatives, and centralized route-to-consumer strategy. The company has also enhanced promotional activities, utilizing its influential global platforms, such as the UEFA Champions League and Formula 1 to further strengthen performance.
“The premium beer segment remains robust across the Americas, bolstered by the prominent brand reputation of Heineken in key territories and the generous personal allowances in the leading border store markets of Brazil and Panama. The growing trend towards health-conscious choices continues to boost demand for Heineken 0.0 and aligns well with the changing preferences of border store shoppers,” comments Natalie Fernandez – Senior Manager, Duty Free Americas, Heineken.
Fernandez says Heineken’s strategy for 2026 centers on expanding distribution, customizing product ranges and activations to local preferences, and leveraging brand strength to deliver a seamless cross-border experience with the consumer at the heart of everything they do.
“Looking ahead to 2026, we remain focused on strengthening our presence across the Americas through tailored commercial initiatives and continued investment in our brand equity. Our approach is guided by evolving consumer expectations and a commitment to delivering memorable experiences across border store environments,” she said.
Airlines
Heineken also discussed its airlines business, reporting strong growth for its Heineken and Birra Moretti brands. The company is starting to explore the American market, aiming to introduce its leading beers to new audiences, according to Claudio Stanchi, Global Account Manager, Airlines & Duty-Free Asia, Heineken.
“We have refined our route-to-market strategy and enhanced logistics efficiency, introducing environmentally friendly solutions designed to minimize the carbon footprint of airline supply chains and support our shared sustainability ambitions,” said Stanchi.
“Looking ahead, we are developing exclusive activations and co-branded experiences with our airline partners, leveraging the widespread appeal and significance of our global brand assets, including Formula 1 and the UEFA Champions League.”
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Ferries & Military
Heineken also reports new opportunities onboard ferries, where it launched Birra Moretti in Scandinavia, and saw gains in flavored RTDs and cider as well as its beers, despite challenges from government-owned liquor stores, higher excise duties in the Baltics, and currency shifts.
“Looking ahead, we aim to build on our international premium lager success, led by Heineken and Birra Moretti, and expand in craft with brands like Beavertown and Lagunitas. Continued strong execution onboard ferries and close collaboration with operators will support these goals,” noted Dennis van de Sanden, Global Account Manager Ferries & Military, Heineken.
Heineken also announces the appointment of Kasper Kruijt as Account Manager Military & Duty-Free Europe.
