Heineken challenges delegates to perfect beer pour
TFWA delegates will get the chance to win tickets to a Heineken-sponsored Champions League 2024-25 semi-final match if they can create the best pour of the day
Heineken is inviting TFWA delegates to test their beer-pouring skills at their stand in Cannes, with a chance to win Champions League tickets. From October 1-3, visitors can step behind the Heineken-branded bar at Beach Village 2, stand 26, to attempt the perfect pour of the iconic Dutch lager.
Each pour will be evaluated by experts from the Heineken Experience in Amsterdam. The daily winner with the best pour will receive two tickets to a Heineken-sponsored Champions League 2024-25 semi-final match.
Niek Vonk, Manager Global Duty Free & Travel Retail at Heineken, emphasized the company’s commitment to quality, referencing Freddy Heineken’s famous comment, “The only reason for ordering a second beer is the quality of the first.” Vonk detailed Heineken’s meticulous brewing process, including 258 quality checks per batch and the use of horizontal lagering tanks.
Niek Vonk, Manager Global Duty Free & Travel Retail at Heineken, says over 160 years of obsessive focus on quality culminates at the pour for the customer – so every pour needs to be perfect. Heineken's draught master has created a 90-page manual on the pour
Vonk explained, “Since our founding in 1860 quality has been, and remains, the number one focus for Heineken®. We want absolutely every single one of our consumers to enjoy their Heineken® experience to the maximum, and a vital, but often overlooked, part of that is the quality of the pour. Let’s face it, when your order is poured badly, you notice!”
He also highlighted Heineken’s efforts to maintain product quality in duty-free and travel retail, including supply chain optimization and the development of the BrewLock draught system for cruise lines and ferries. Vonk stressed the importance of proper pouring technique, noting that Heineken trains around 1500 cruise and inflight bar staff annually.
The company encourages responsible consumption and is now promoting responsible pouring through this initiative. Vonk invited all TFWA delegates to visit the Heineken stand, enjoy a fresh beer, and try their hand at becoming a “pour star.”
