THE NETHERLANDS/INTERNATIONAL. Heineken Global Duty Free is joining forces with its cruise industry partners to implement a series of initiatives aimed at driving the brand’s positive impact on the environment, social sustainability and the responsible consumption of alcohol.
The initiatives are part of the roll-out of Heineken’s ‘2030 Brew a Better World’ global sustainability and responsibility campaign.
The global campaign includes the sustainable sourcing of ingredients for its range of beers and ciders, the use of solar or biomass energy in production and the reduction of water consumption across the Heineken supply chain.
For the cruise industry specifically, Heineken Global Duty Free is partnering with cruise lines to deliver levels of sustainability and responsibility in three key areas.
Firstly, there is a focus on ‘responsible consumption’, which involves the priority marketing of low/no alcohol beers and ciders. This commitment is led by the Heineken 0.0 campaign ‘Now You Can’ targeting cruise guests and crew in an engagement strategy communicating the relevance and appeal of the beverage for social occasions that call for “a great tasting beer without the alcohol”.
The second area is the use of sustainable materials for point of sale and merchandising in the cruise setting. This initiative includes replacing printed materials with the use of digital where possible, and adding long-lasting POS and merchandising assets made from sustainable and reused materials.
Finally, there is a policy in place which pursues waste reduction involving Heineken products used in the cruise industry. Heineken’s Global Cruise Team is developing an implementation plan to recover its used PET Brewlock and Blade kegs from cruise customers to recycle and bring back into the market for use as new PET kegs.
Heineken Global Account Manager Cruiselines Christian Klimpke said: “Doing business all over the world comes with important responsibilities that extend beyond just running a profitable business.
“As well as delivering on our global 2030 Brew a Better World sustainability ambitions, Heineken believes that achieving real and lasting change comes from partnering with others. We are now actively inviting our cruise line partners to join us on initiatives in raising the bar to progress faster towards a net zero, fairer and healthier world.”
