Limited edition Heineken SAIL 2025 cans.

Heineken is launching two commemorative limited edition collectors’ can designs to mark nautical event SAIL 2025, which is taking place from 20-24 August 2025, with Heineken a  sponsor of the festival’s night-time entertainment.

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 described as ‘a contemporary celebration of the central role of water and the maritime industry in the long histories of both Amsterdam and the Heineken brand’.

Indeed, Gerard Heineken launched his first brewery just a few metres from the Amsterdam waterway in 1864, and the port of Amsterdam played a pivotal role in the export of Heineken to the global stage.

The new cans incorporate digital engagement (via QR code) that gives passengers an insight into the 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.

Left: Christian Klimpke, Global Account Manager Cruises, Heineken. Right: Limited edition Heineken SAIL 2025 cans.

“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,” said Christian Klimpke, Global Account Manager Cruises, Heineken.

“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.

“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 cruiseline 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.”

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