Heineken Global Duty Free has a target to train 2,500 bar crew across Europe and, for the first time, the US in 2026.

Heineken Global Duty Free has revealed a target to train 2,500 cruise bar crew across Europe and, for the first time, the United States in 2026.

Since launching across Europe in 2023, the Heineken Passion & Quality Training programme has grown year-on-year. In 2025, the expanded scheme welcomed a further 1,500 cruise bar personnel across Europe and Mexico. This year takes that further still: 125 training sessions are planned in total – in Europe, the US and APAC.

This training initiative is central to Heineken’s global quality commitment to ensure consumers enjoy the best possible experience across all markets, in bars on land and at sea. By equipping cruise bar crew with the skills, knowledge and technical expertise to consistently deliver high-quality draught beer, the programme helps ensure that every Heineken served on board meets the expected standard.

The scheme’s growing impact is attracting industry recognition, according to the company. Its scale and quality have earned Heineken a finalist spot in the Best Cruise Retail Initiative category at the Global Travel Retail Awards 2026.

Alongside the established draught quality training, this year includes a new Product Knowledge module. Trainers share brand-specific information and product characteristics tailored to each cruise line’s individual assortment.

This supports Heineken’s destination-driven portfolio approach – anchored by the globally available brand and complemented by regional favourites, including Birra Moretti in Europe and Dos Equis in the Americas. Technical support to crew members at the bars is a feature of the training visits. This is designed to further ensure the overall quality of the on-board draught experience for cruise guests.

Trainers now share brand-specific information and product characteristics tailored to each cruise line’s individual assortment.

Led by the best draught masters from the Heineken Experience in Amsterdam, the training continues in the onboard bars, so crew are in their natural working environment.

Heineken Global Duty Free Global Account Manager Cruises Christian Klimpke commented: “One of the strongest outcomes of the Heineken Passion & Quality Training programme continues to be the positive response from the crew. The interactive training format creates an engaging learning environment, with participants eager to develop their skills and product knowledge with the added motivation of the beer-pouring competition held at the end of each session.

“The programme builds confidence and empowers crew members to become passionate ambassadors for our brands while also enabling them to own their role in optimising the guest experience. This supports our ambition to help cruise line partners simplify execution, ensure consistency and grow onboard beverage revenue.”

Participating cruise lines include all major operators in the US, Europe and APAC.

Alongside its portfolio approach, Heineken is expanding its One-Way Keg and draught offering.

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