The programme will provide free product donations of Heineken and Heineken 0.0.
Brewing company Heineken is offering a ‘Back to Sailing’ support package to its cruise partners, which will include free product donations of Heineken and Heineken 0.0.
The programme will also include health and safety education and training for restaurant and bar staff to ensure hygiene protocols are followed. Training will focus on draught equipment, best pouring practices, care of glassware, social distancing-focused point of sale and signage, stock management, and joint collaborations.
Heineken will tailor vessel portfolios based on regional consumer insights, sharing lessons learned from other markets that have restarted operations, and global beverage trends with cruise lines. The company will also provide digital assets and product information from its portfolio for online drinks menus and guest engagement.
Concepts will also be developed to engage crew, including hosted events and competitions. Heineken’s dedicated e-learning platform with help them learn more about the company’s portfolio of beers and ciders, consumer trends and insights including Heineken’s ‘Enjoy Responsibly’ consumption framework.
“Heineken’s ambition is to be the leading partner in the beer, cider and seltzer categories and we set out with the goal of helping our cruise-line partners maximise the revenue opportunity of the 2021 season,” said Christian Klimpke, global account manager for cruise lines at Heineken. “To celebrate the highly anticipated return to sailing we are supporting our partners in the most useful ways possible as they balance the dynamics of operating onboard bars and restaurants in the new era and to safely navigate health regulations.”
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