Heineken Expands Cruise Bar Crew Training Program in 2026

Heineken is growing its cruise industry training initiative, aiming to train 2,500 bar crew members across Europe and, for the first time, the United States during 2026.

The training provides crew with the skills and technical knowledge needed to ensure every Heineken served onboard meets the company’s expected standards.

According to Heineken, the program is designed to give customers the best possible experience across different markets, whether they are drinking in bars ashore or at sea.

“One of the strongest outcomes of the Heineken Passion & Quality Training program continues to be the positive response from the crew. The interactive training format creates an engaging learning environment, with participants eager to develop their skills and product knowledge with the added motivation of the beer-pouring competition held at the end of each session,” said Christian Klimpke, global account manager cruises, Heineken Global Duty Free.

The program builds confidence and empowers crew members to become passionate ambassadors for our brands while also enabling them to own their role in optimizing the guest experience. This supports our ambition to help cruise line partners simplify execution, ensure consistency and grow onboard beverage revenue.

The Heineken Passion & Quality Training program was introduced in Europe in 2023 and has continued to expand each year.

During 2025, another 1,500 cruise bar crew members took part in the program across Europe and Mexico. For 2026, Heineken plans to hold 125 training sessions across Europe, the United States and the Asia-Pacific region. The company said participating cruise lines include all major operators across the United States, Europe and APAC.

In addition to draft quality training, the 2026 program introduces a new Product Knowledge module. Trainers provide information about individual brands and their product characteristics, with the content adapted to each cruise line’s particular assortment. Crew members also receive technical assistance at their bars during training visits.

The sessions are delivered by draft masters from the Heineken Experience in Amsterdam and take place in bars onboard the participating cruise ships.