By
Laura Hyde |
Heineken Global Duty Free is rolling out its draught beer training programme to cruise ship bar crew across the USA for the first time.
The training will equip 2,500 bartenders across Europe and the USA with the skills, knowledge and technical expertise they need to deliver a high-quality customer experience when serving Heineken beverages on draught on cruise ships across 125 training sessions in 2026.
The Heineken Passion & Quality training programme, which launched in 2023 and expanded in 2025, is designed to ensure every Heineken served onboard meets the “expected standard” and contributes towards a better experience for cruise guests. For 2026, the programme includes a new Product Knowledge module with brand-specific information and product characteristics tailored to each cruise line’s individual assortment.
“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,” said Christian Klimpke, global account manager for cruises at Heineken Global Duty Free. “The programme 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.”