By
Alex Smith |
Heineken is set to adopt a new destination-driven portfolio strategy for the cruise market, designed to reflect regional heritage and flavour profiles across different itineraries.
The company has expanded its portfolio with additional brands and draught solutions to match this realigned strategy. The Heineken brand will remain central to its cruise offering, now supported by a wider selection of beers chosen to match specific itineraries and passenger demographics.
“Cruise operators are navigating increasingly complex guest expectations across global itineraries,” said Christian Klimpke, global account manager cruises at Heineken Global Duty Free. “Our approach simplifies portfolio decisions while giving operators the freedom to tailor their offer of Heineken’s extensive portfolio, without compromising consistency or quality. At the same time, we are focused on helping our cruise partners drive additional revenue by enhancing their beverage propositions and increasing the appeal and sales of onboard beverage packages.”
The portfolio will feature regional brands such as Birra Moretti in European markets and Dos Equis in the Americas, alongside recent additions such as Kingfisher and Ichnusa. Ichnusa Non Filtrata, brewed in Assemini, Sardinia, is positioned between mainstream lager and craft beer styles, while Kingfisher has been included to meet demand from crew for a widely recognised premium lager.
Heineken has also expanded its one-way keg and draught offerings to address operational requirements onboard, with the draught portfolio now including European brands such as Paulaner and Birra Moretti. The company also provides crew training programmes focused on maintaining beer quality across onboard operations.
Heineken will present the new strategy at the F&B@Sea exhibition and conference on 15–16 April 2026 at the Mana Wynwood Convention Center in Miami. The exhibition, held alongside Seatrade Cruise Global, provides a platform for suppliers and operators to present developments in food and beverage for the cruise sector.
“We are delighted to be exhibiting at F&B@Sea,” said Klimpke. “It’s a major opportunity to connect with leading cruise operators and share how our tailored portfolio and strategic vision can support their needs. At Heineken, our commitment to industry-leading excellence goes beyond curating bespoke portfolios and providing operational support; we are also dedicated to driving innovation inspired by consumer insights. Through our diverse portfolio and comprehensive partnership approach, our goal is clear: to be the number one partner for cruise clients, empowering them to deliver personalised, high-quality F&B experiences – every trip, every serve.”