New genre innovation: Heineken launches La Tropical Mixologia
Introducing La Tropical Mixologia, the world's first distilled beer cocktail
Heineken Global Duty Free is highlighting its long-standing commitment to the global cruise channel with the launch of new innovations and several high-profile sponsorships at industry events in Florida, including its third-year sponsorship of F&B@SEA.
La Tropical Mixologia is the world’s first distilled beer cocktail. Available from Spring 2025 for cruise lines sailing out of Florida, this ground-breaking ready to drink (RTD) beverage combines the taste and excitement of a cocktail with the refreshment of a cerveza.
Crafted by the master brewers, distillers and mixologists of the celebrated Miami craft brewery, Cerveceria La Tropical – a joint venture with Heineken as majority shareholder since 2017 – La Tropical Mixologa is a new genre of cocktail.
Heinekan introduced La Tropical Mixologia at a party for partners held at Cerveceria La Tropical on April 8 and it will also be a major feature on their stand at F&B@Sea, April 9-10, 2025.
La Tropical Mixologia starts with La Tropical beer that has been triple distilled in a pot distillation to create a clear, clean and smooth spirit that retains a floral nose and malty backbone. The La Tropical beer spirit is then blended with premium vodka or Caribbean rum to create two distinctive flavors, with a 5.9% ABV, that are perfect for onboard poolside vibes or sundowners. Initial flavors include Pasióntini – Passion Fruit Vodka Martini Cocktail (12 fl oz) and Havanito – Blanco Rum Mojito Cocktail (12 fl oz), with others to follow.
Industry data indicates a growing preference towards spirit-based RTDs. The total RTD category in the US is worth US$10.9 billion in Off-Premise Sales, representing +7% sales value growth year on year. Spirits RTDs are now worth US$1.8 billion and driving category growth with 40% year on year growth.
Christian Klimpke, Global Account Manager Cruises, Heineken Global Duty Free, said, “Our in-depth research with Heineken’s consumer innovation focus groups has revealed a motivation to purchase RTDs that offer refreshment, excitement, great taste and convenience, while also emphasizing natural ingredients and premium quality. We believe the La Tropical Mixologia innovation meets these demands and can drive the future growth of the RTD segment in Cruise lines.
“The debut of La Tropical Mixologia in cruise lines epitomizes Heineken’s unwavering dedication to innovation and our commitment to crafting exciting and authentic taste experiences beyond our beer portfolio. Our partners in the cruise sector cater to some of the most discerning and demanding consumers worldwide. Inspired by their ambition to bring excitement to their guests, we’re thrilled to offer La Tropical Mixologia to cruise lines sailing from Florida, and we are confident it will unlock new revenue streams for them. We’re also pleased to showcase La Tropical Mixologia during the pivotal F&BA@Sea week in Miami.”
Blanco Rum Mojito Cocktail is one of two flavours in the La Tropical Mixolgia offer, with others to follow
Each can of La Tropical Mixologia captures the rich legacy of La Tropical – Cuba’s oldest brewery, established in 1888 in La Habana, which operated until Fidel Castro nationalized the business upon seizing power in 1959 – and adds a modern twist through its remix in Miami’s Wynwood Arts District in 2021. The flavors draw inspiration from the tropical vibrancy of Havana and the eclectic and entrepreneurial spirit of Miami, making it an ideal accompaniment to life’s big and small celebratory moments. Since 2017 Heineken has been the majority shareholder of the Cerveceria La Tropical joint venture.
Heineken limited-edition sail can for cruise lines
During F&B@SEA, Heineken is highlighting two commemorative limited-edition collectors’ can designs to mark SAIL 2025 (August 20-24, 2025), the world’s largest nautical event, hosted by the port of Amsterdam. Heineken is a major sponsor of the festival’s night-time entertainment with the Sail on Stage series. Available exclusively in the cruise sector in the Americas region from February to July 2025 and in European region from April to July 2025, the 12 fl oz cans feature ocean-inspired graphics. They are a contemporary celebration of the central role of water and the maritime industry in the long histories of both Amsterdam and the Heineken brand.
Support for cruise industry events
Demonstrating its long-term support for the cruise industry, Heineken has increased its support for leading events MHA in March, CLIA and F&B@Sea in April, with an exhibition booth and also sponsoring Business on the Bay, on April 7. presented by the Bahamas Maritime Authority and the Islands of the Bahamas as part of CLIA; the Porthole Party, April 8; and the Marketeamz Dinner on April 9, 2025.
