Heineken builds on five-year KLM deal with LEP to celebrate 100th anniversary

By Luke Barras-hill | Thursday, 4 July 2019 17:08

KLM extended its partnership with Heineken for five years in March.

International brewer Heineken has created a new inflight can (25cl) in honour of airline partner KLM’s 100^th anniversary.

The limited edition can is embossed with a graphic displaying the carrier’s global route connections with Amsterdam, the home of Heineken and KLM, plus the Heineken red star (see below).

Launched on 29 June – 100 days before the centenary on 7 October – it is available until the end of the year.

Veroniek van Duren-Meijer, Senior Brand Manager Heineken Global Duty Free, said: “As a 155-year old Dutch brand we are delighted to launch this striking limited edition centenary can in tribute to KLM to celebrate the powerful partnership we share.

“These two iconic brands, born in Amsterdam, have combined their strengths to create memorable moments for travellers on KLM flights in this exceptional year for the flag carrier of the Netherlands.”

In March, Heineken Global Duty Free was awarded a five-year contract extension with KLM and Air France as the carriers’ exclusive premium beer provider onboard all flights.

The exposure afforded by the deal means Heineken reaches 86 million passengers per year across both airlines and via a dedicated Heineken bar in the KLM Crown Lounge (non-Schengen) at Amsterdam Schiphol Airport.