Heineken has announced that it is launching two commemorative limited-edition collector can designs to mark SAIL 2025 (Aug. 20-24, 2025).

The company is a sponsor of the festival’s night-time entertainment with the SAIL ON STAGE series.

Heineken said that the cans will be exclusively available in the cruise industry in the Americas region from February to July 2025 and in the European region from April to July 2025.

Christian Klimpke, global account manager of cruises at Heineken, 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 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.”

“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,” he added.

“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 Heineken and our home city of Amsterdam.”

The company said that its new cans incorporate digital engagement (via QR code), which shares the brand’s heritage with guests.

Cruise passengers will also stand a chance to win a summer weekend in Amsterdam during the SAIL 2025 festival.

According to the company, the competition prize includes a VIP visit to the Heineken Experience with a canal cruise to enjoy the festival up close at water level, sailing alongside the 10,000 vessels expected to arrive from ports worldwide.