Heineken has outlined the key elements of its strategy for duty-free channels, including cruise, which will strengthen its global distribution.

Reflecting on Heineken’s participation at TFWA in Cannes, Global Duty Free Manager Natalia Kuldyaeva said: “The TFWA exhibition in Cannes was an excellent opportunity to meet with our customers to reflect on the year to date and plan for 2026.”

“Guided by our ambition to be the partner of choice across our four principal operating channels (cruise, airlines, border stores and ferries and military), a collaborative approach with our customers has helped us identify and co-navigate numerous opportunities and challenges with agility and joint expertise,” added Kuldyaeva.

Outlining the cruise operating channel, Global Account Manager for Cruiselines

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