World: Heineken aims to be market-leading global travel retail beer supplier by 2027

Heineken Global Travel Retail (GTR) has set its sights on becoming the top beer and cider supplier in global travel retail by 2027, Global Trusted Retail Magazine reported on December 6.

The Dutch brewing giant plans to leverage its 350-brand portfolio, focus on quality and sustainability and to continue its consumer-focused, data-driven approach to the cruise line, ferry, military, border and airline channels. Already the second-biggest brewer globally and the market leader in Europe, the Heineken company has a presence in 190 markets worldwide with annual revenues of over €36.37 billion (US$38.38 billion).

It is now on a mission to become the top seller in the 2.2 million-hectoliter beer and cider category in GTR, drawing on its broad brand portfolio of beers, ciders and seltzers, including Heineken, Dos Equis, Amstel, Lagunitas and Birra Moretti, as well as consumer-focused data insights and inclusive Next Generation marketing campaigns.

Niek Vonk, Heineken Global Duty Free & Travel Retail Manager, said, “We want to be the partner of choice for global travel retail, winning the hearts of our consumers with a tailored and optimized portfolio mix of global and regional brands, leveraging relevant insights and brand platform assets from our domestic markets.

“Travel dynamics enable us to engage with consumers in meaningful and memorable ways, grow brand market share, drive volumes and also create a halo effect on domestic markets.”

North America, Europe and Southeast Asia have remained among the strongest-performing travel retail markets over the past year with the fast-growing cruise line sector continuing to grow in importance with sales up +20% versus pre-COVID-2019.

In terms of brand performance, Heineken and Birra Moretti proved the company’s biggest GTR growth drivers with Heineken 0.0 successfully appealing to Gen Z and LDA Alpha consumers.

Heineken continues to stress the importance of maintaining quality levels as a key element in its GTR growth strategy. In 2025, the company will continue its training program which has already seen 1,000 cruise and airline staff taught the ‘five-step star quality’ Heineken draught serving ritual.

“Quality is very much in the DNA of our business,” Vonk added. “The famous words of our former President Freddy Heineken are never far from our thoughts: ‘The only reason to order a second beer is the quality of the first’. Our beer is still made with only four 100% natural ingredients – water, malted barley, hops, and yeast – and 258 checks are made on every batch.”

Looking ahead to 2025, Heineken Global Duty Free is gearing up for several launches and events aimed at boosting its footprint in GTR. Key initiatives announced during this year’s TFWA exhibition include:

• Limited Edition Can Design: A special Heineken can commemorating the 750th anniversary of the city of Amsterdam will be released exclusively on cruise lines, with over 2 million units set to be distributed next year. This initiative celebrates the importance of water and the maritime industry in Heineken history and aligns with the brand’s sponsorship of Sail Amsterdam, the world’s largest maritime event.

• Major Event Partnerships: Consumer engagement will continue through sponsorship of prestigious global events like Formula One and the UEFA Champions League and these will be leveraged through GTR channels. Additionally, the company will host an exclusive partner event during Sail Amsterdam, bringing together key partners and consumers for a memorable celebration of the Heineken brand’s heritage and future.

Sustainability remains a core pillar of the Heineken global growth strategy. Vonk emphasized the company’s EverGreen strategy, launched in 2021, which places equal importance on profit, sustainability and responsibility. A prime example of this commitment is the use of 100% renewable energy in the brewing of all Heineken served aboard KLM flights, further demonstrating the focus to reduce environmental footprint.

Airlines remain a crucial channel for the Heineken duty-free and travel retail strategy, with key partnerships established with major carriers such as KLM, Air France, British Airways and Ryanair. With global air travel expected to double by 2040, the company is focusing on offering premium beer options and innovative experiences to meet the growing consumer demand for quality onboard products.

“Our ambition is to meet the rising expectations of travellers by offering trusted, premium brands and seamless digital engagement throughout their journey,” Vonk said.

Crew training is another important aspect of the airline strategy, ensuring inflight staff are well-versed in product knowledge and customer engagement. Heineken has rolled out training programs at 20 Ryanair bases and organized competitions to reward top-performing crews with experiences like weekend trips to Amsterdam, helping to drive both sales and consumer satisfaction onboard.

Heineken is also making significant strides in duty-free border store markets, particularly across the Americas. The company has seen robust growth in regions including Central and South America, driven by strong personal allowances and local brand recognition. “We are focused on enhancing simplicity and affordability in our border strategies, while delivering high-quality beer experiences that resonate with local consumers,” Vonk commented.

By improving in-store merchandising, visibility and leveraging consumer data, Heineken is optimizing its product offerings for impulse purchases. The company is also expanding digital communications to engage consumers along the entire border-crossing journey, ensuring that its diverse portfolio, from flagship products to regional specialties, remains top of mind.

Heineken is capitalizing on the significant potential within the ferry sector, serving 260 million passengers annually across key routes in the North, Irish and Baltic Seas. With rising demand for quality beer experiences onboard, there is an increased focus on draught options and leveraging local market trends to expand its portfolio, including regional favorites like Beavertown and Cruzcampo. According to Vonk, Heineken sees “tremendous opportunities to align with local preferences on ferries, particularly in the lager and lo/no alcohol segments”. The company is also investing in enhancing passenger engagement through permanent visibility, pre-order facilities and promotional campaigns, using digital communication channels to reach consumers throughout their journey. With the potential return of duty-free sales in the UK, Heineken is well-positioned to double its market share in this sector, offering a diverse range of products that cater to shifting consumer demands.

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