Heineken strengthens global distribution across all duty free channels

Heineken’s recently-appointed Global Duty Free Manager Natalia Kuldyaeva has highlighted the company’s strategy across its four principal operating channels: Cruise, Airlines, Border Stores and Ferries & Military.

“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,” she said.

“Guided by our ambition to be the partner of choice, across our four principal operating channels, a collaborative approach with our customers has helped us identify and co-navigate numerous opportunities and challenges with agility and joint expertise.

“Each channel brings its own distinctive characteristics with a need to continually adapt and tailor our strategies to the evolving global economic landscape, as the team outlines below.”

Cruises Commentary: Christian Klimpke - Global Account Manager Cruiselines, Heineken

“Heineken achieved a major milestone in the cruise sector in 2025 by becoming the leading draught supplier by volume, fulfilling our 2024 ambition. Our International Premium Lager leadership remains strong, led by Heineken, and supported by regional favorites like Birra Moretti, Dos Equis, La Tropical, Lagunitas, Cruzcampo and Red Stripe.

“We continue to invest in crew training and deliver unique experiences through initiatives that we refer to as ‘lighthouse moments’ that aim to light up the category, such as the Heineken Limited Sail Edition in this year and a range of activations, around our global sponsorships with Formula 1and UEFA Champions League.

“Recognizing the growing demand for health-conscious and low- and no-alcohol (LoNo) choices across various onboard drinking occasions, we have placed a dedicated focus on Heineken 0.0, not only for passengers but also with the onboard crew.

“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.”

Airlines: Claudio Stanchi, Global Account Manager, Airlines & Duty-Free Asia, Heineken

“The rebound in airline passenger numbers following the pandemic has 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. Bringing these two favorites together has given travelers the chance to enjoy a top-quality beer selection whenever they fly, and the feedback from customers and airline partners has been fantastic.

“In Asia, Heineken and Tiger are rapidly gaining popularity among passengers. This momentum is creating more opportunities, and we’re eager to expand further across the region with our partners. We’re starting to explore the American market, aiming to introduce our leading beers to new audiences.

“Alongside this, we have refined our route-to-market strategy and enhanced logistics efficiency, introducing environmentally friendly solutions designed to minimize the carbon footprint of airline supply chains and support our shared sustainability ambitions.

“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.”

Borders: Natalie Fernandez - Senior Manager, Duty Free Americas, Heineken

“Despite economic pressures facing the region, we have achieved significant growth in our border stores business throughout the Americas. We have worked with customers on collaborative planning and forecasting initiatives, centralized route-to-consumer strategy. Enhanced promotional activities, utilizing our influential global platforms, such as the UEFA Champions League and Formula 1, have further strengthened our performance.

“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. The growing trend towards health-conscious choices continues to boost demand for Heineken 0.0 and aligns well with the changing preferences of border store shoppers.

“For 2026, our strategy centers on expanding distribution, customizing 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. Looking ahead to 2026, we remain focused on strengthening our presence across the Americas through tailored commercial initiatives and continued investment in our brand equity. Our approach is guided by evolving consumer expectations and a commitment to delivering memorable experiences across border store environments.”

Ferries & Military: Dennis van de Sanden, Global Account Manager Ferries & Military, Heineken

“The year’s main highlight to date is the successful launch of Birra Moretti with Scandinavian ferries and growth in premium international lagers. We also saw gains in RTDs with flavors, creating new opportunities for our beyond beer portfolio especially cider, despite challenges from government-owned liquor stores, higher excise duties in the Baltics, and currency shifts.

“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. Continued strong execution onboard ferries and close collaboration with operators will support these goals.

“Finally, we are delighted to announce that the Heineken team has been further strengthened with the appointment of Kasper Kruijt as Account Manager Military & Duty-Free Europe. With eight years of experience at Heineken, Kasper brings a strong background in account management and strategic customer engagement. 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 defense sector.”