Heineken Unveils Limited-Edition Cans for SAIL 2025 Festival

Heineken has revealed two special-edition collector cans to celebrate SAIL 2025, taking place from August 20-24, 2025. 

As a sponsor of the festival’s SAIL ON STAGE night-time entertainment series, Heineken is launching the exclusive cans for the cruise industry. They will be available in the Americas region from February to July 2025 and in Europe from April to July 2025. 

Christian Klimpke, Heineken’s global account manager for cruises, stated: “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 the 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.” 

He further emphasized the brand’s strategic focus on the cruise industry, adding: “There is 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, which also bring added value to our cruise line partners.” 

The cans will feature digital engagement via QR codes, allowing guests to explore Heineken’s history. In addition, cruise passengers will have the chance to win a summer weekend in Amsterdam during SAIL 2025. 

The grand prize includes a VIP tour of the Heineken Experience, along with a canal cruise to witness the festival up close, sailing alongside 10,000 vessels expected to arrive from ports around the world.