Heineken takes to the waves with two limited-edition can designs to celebrate Sail 2025

Heineken has unveiled two limited-edition can designs to celebrate the world’s largest maritime event, Sail 2025 (20-24 August).

The 12fl oz cans are now available exclusively in cruise retail across the Americas through July, and in Europe from April to July.

The event will bring together vessels, crew members and visitors from around the world, celebrating global maritime heritage.

Heineken is a key sponsor of the festival’s Sail on Stage night-time entertainment series.

Showcasing ocean-inspired visuals, the designs of these limited-edition cans celebrate the enduring connection between water, the maritime industry and the rich histories of both Amsterdam and the Heineken brand.

The company highlighted the important role of the port of Amsterdam as a key trading port and its role in driving Heineken’s global export growth.

Introduced in 1864, Gerard Heineken’s first brewery was strategically positioned near the Amsterdam waterways, providing a vital route for shipping his high-quality beer to international markets.

The limited-edition cans feature a QR code, providing cruise guests with a glimpse into the brand’s history and an opportunity to win a summer weekend in Amsterdam during the Sail 2025 festival.

The competition winner will also be entitled to a VIP tour of the Heineken Experience, along with a canal cruise to experience the festival up close, sailing alongside 10,000 vessels arriving from ports worldwide.

Heineken Global Account Manager Cruises Christian Klimpke said, “This is the first time we have created a limited edition for the cruise sector to create excitement, intrigue and engagement for consumers and for crew.

“The Heineken Sail can concept is a perfect way for us to share our pride in our home city and its vital role in the development of the Heineken brand. Water is elemental in the history and character of both Amsterdam and the heritage of Heineken too, from its role as one of the three ingredients in our beer, to the brand’s journeys across the oceans to reach over 190 countries.

“There is also a natural synergy with our cruise business, which is a key focus for Heineken as we seek to continue driving sales with engaging innovations like this that also bring added value to our cruiseline partners.

“In planning the Sail campaign we are going beyond simply offering a ‘fun new can design’ by adopting a holistic approach that resonates with the heritage of both Heineken and our home city of Amsterdam.” Read More