Natalia Kuldyaeva: customer collaboration is vital to navigate opportunities and challenges.

Reflecting on Heineken’s participation at last month’s TFWA Tax Free World Exhibition in Cannes, newly appointed Global Duty Free Manager Natalia Kuldyaeva has underlined the company’s renewed commitment to strategic partnerships and channel-specific agility.

She noted: “The TFWA exhibition in Cannes was an excellent opportunity to meet with our customers to reflect on the year to date and plan for 2026. Guided by our ambition to be the partner of choice, across our four principal operating channels – Cruise, Airlines, Border Stores and Ferries & Military – a collaborative approach with our customers has helped us identify and co-navigate numerous opportunities and challenges with agility and joint expertise.”

Heineken Global Account Manager Cruiselines Christian Klimpke commented: “Heineken achieved a major milestone in the cruise sector in 2025 by becoming the leading draught supplier by volume – fulfilling our 2024 ambition.”

Heineken lauds premium lager performance

The company continues to demonstrate strong leadership in the international premium lager segment, driven by the global strength of Heineken and supported by regional favourites including Birra Moretti, Dos Equis, La Tropical, Lagunitas, Cruzcampo, and Red Stripe.

Heineken also remains committed to enhancing engagement through targeted investment in crew training and the creation of distinctive brand experiences –  referred to internally as ‘lighthouse moments’ – such as the Heineken Limited Sail Edition.

Recognising the increasing demand for health-conscious and low- and no-alcohol (LoNo) options across a range of onboard consumption occasions, Heineken has intensified its focus on Heineken 0.0, for both passengers and onboard crew.

Christian Klimpke (left) and Claudio Stanchi (right) are both bullish about growth opportunities within the cruise and inflight sector.

Klimpke concluded: “The cruise channel is a long-term priority for Heineken and we are expanding beyond the core markets into new territories as the industry grows. We actively support our customers with sustainability initiatives, including leading the industry transition from non-returnable bottles to cans and the ongoing introduction of one-way kegs.”

Global Account Manager Airlines & Duty-Free Asia Claudio Stanchi noted how the rebound in airline passenger numbers following the pandemic had led to heightened consumer expectations, with a particular expectation for premium experiences during their journey and onboard consumption.

“Heineken and Birra Moretti are proving to be the ultimate duo for airlines, showing just how strong our global brands are performing across Europe,” he confirmed. “Bringing these two favourites together has given travellers the chance to enjoy a top-quality beer selection whenever they fly, and the feedback from customers and airline partners has been fantastic.”

Dennis van de Sanden (left) has welcomed Kasper Kruijt (right) as Account Manager Military & Duty-Free Europe.

In Asia, Heineken and Tiger are rapidly gaining popularity, and the company is also starting to explore new opportunities in the US market. “Alongside this, we have refined our route-to-market strategy and enhanced logistics efficiency, introducing environmentally friendly solutions designed to minimise the carbon footprint of airline supply chains and support our shared sustainability ambitions,” Stanchi noted.

“Looking ahead, we are developing exclusive activations and co-branded experiences with our airline partners, leveraging the widespread appeal and significance of our global brand assets, including Formula 1 and the UEFA Champions League.”

Senior Manager Duty Free Americas Natalie Fernandez reported strong growth in the company’s border store business across the Americas, despite ongoing economic pressures. She attributed this success to collaborative planning and forecasting with customers, alongside a more centralised route-to-consumer strategy.

“Enhanced promotional activities, utilising our influential global platforms, such as the UEFA Champions League and Formula 1, have further strengthened our performance,” she noted. “The premium beer segment remains robust across the Americas, bolstered by the prominent brand reputation of Heineken in key territories and the generous personal allowances in the leading border store markets of Brazil and Panama.”

Fernandez added that the growing demand for LoNo options continues to drive interest in Heineken 0.0, aligning with shifting consumer preferences in the region. “For 2026, our strategy centres on expanding distribution, customising product ranges and activations to local preferences, and leveraging brand strength to deliver a seamless cross-border experience with the consumer at the heart of everything we do.”

Global Account Manager Ferries & Military Dennis van de Sanden highlighted the successful launch of Birra Moretti with Scandinavian ferry operators as one of the year’s key milestones, alongside solid growth in premium international lagers. He also noted that the Ready-to-Drink segment — particularly flavoured variants — continues to open new opportunities for Heineken’s beyond-beer portfolio, including cider, despite challenges such as higher excise duties in the Baltics and currency fluctuations.

“Looking ahead, we aim to build on our international premium lager success, led by Heineken and Birra Moretti, and expand in craft with brands like Beavertown and Lagunitas,” van de Sanden explained. “Continued strong execution onboard ferries and close collaboration with operators will support these goals.”

In other news, Kasper Kruijt has been appointed Account Manager Military & Duty-Free Europe, bringing with him eight years of experience at the company. “Kasper brings a strong background in account management and strategic customer engagement,” van de Sanden noted. “His focus on the military and duty-free markets across Europe positions him to drive growth, build long-term partnerships, and deliver tailored solutions that meet the unique needs of the defence sector.”

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