Heineken - Draft beer at star quality

Leading premium beer brand Heineken doesn't hesitate to offer its cruise-going customers the highest quality in beverages. Its new BrewLock system offers draught beer at brewery quality: perfect for cruise guests seeking the authentic Heineken experience.


Long-term success is built on evolution. The continuing growth of the cruise sector reflects the ability of the industry's best operators to further the evolution of the passenger experience, with innovation in everything from new ships and itineraries to new guest services, leveraging the on-board appeal of the world's leading brands.

Heineken, the world's leading premium beer brand, enjoyed in 192 countries, shares that commitment to enhancing on-board beverage opportunities, with a dedicated cruise specialist team and a powerful brand portfolio. To meet the quality expectations of consumers and better keg efficiencies for cruise lines, the company's spirit of innovation saw Heineken BrewLock created in 2014 as a bespoke solution for the cruise industry.

Commit to quality

Delivering brewery-quality draught beer at significantly reduced logistical costs with reduced handling complexity, BrewLock is 100% disposable with a multilayered 20L PET keg, removing the need for additional gas and regulator systems. With a simple easyfit coupler that enables quick keg changeover, the system is also 25% lighter than steel alternatives.

BrewLock delivers major efficiencies and savings, and 100% yield. Most importantly, it supports an outstanding experience for the cruise guest in its offering of draught beer at brewery quality, available in a range of three beers: Heineken, Heineken Light and Newcastle Brown Ale.

The quality behind the star is also expressed in a new integrated global marketing campaign in which consumers are invited to discover the authentic product stories that are the foundation of this iconic brand, brewed by one family for four generations and enjoyed by the world.

The stories behind Heineken

Audrey Schillings, senior brand manager Global Duty Free Heineken, explains, "The first Heineken premium beer was launched by Gerard Heineken in 1873 as a family business focused on outstanding quality and now, almost 150 years later, that mission remains as true as ever. The family recipe, based on our unique A-Yeast, is committed to pure, natural ingredients; and, at 28 days, a longer brewing process creates Heineken's distinctive, balanced richness in taste, refreshing clarity and golden-yellow colour.

"These are just some of the authentic story elements we will share with consumers in our new campaign, also integrated in new packaging to be rolled out in Duty Free later this year," says Schillings. "Our emphasis on the cruise guest is complemented equally strongly by our commitment to innovation with cruise partners, including BrewLock and our customised 'cruise navigator' marketing programmes."

A world of flavours

Today's cruise guest seeks a world of discovery in their itinerary and increasingly expects the on-board bar experience to offer a world of flavours. Heineken therefore offers a fantastic portfolio that also includes:

  • Tiger: leading authentic Asian beer, brewed in Singapore since 1932
  • Red Stripe: original beer from Jamaica, established in 1928, winner of 11 Monde Selection Gold Quality
    Awards for quality and taste
  • Dos Equis: premium Mexican beer, one of the fastest growing brands in the US
  • Strongbow: world-leading cider, launched in the UK in 1962.

Products and Services

Contact Details

Heineken
Email: carlos.candeias@heineken.com
URL: www.heineken.com

BrewLock provides draught beer at brewery quality.
Heineken Drinks International Supreme Champion 2016.
Jamaican Red Stripe 330ml bottle.
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