Heineken is underlining its association with the maritime sector with an exclusive release to mark the Sail 2025 maritime event.

The beer brand has unveiled two limited edition can designs, which will exclusively be available for the Americas cruise market from February to July, and in Europe from April to July. The two cans celebrate the Sail 2025 event, which takes place in Amsterdam in August, and is “the world’s largest nautical event”, featuring a crossing of Amsterdam harbour, and a sailing with tallships and clippers.

Heineken will sponsor the Sail On Stage nighttime events during the festival, which takes place in the brand’s hometown. In 1864, Gerard Heineken launched his first brewery close to the Amsterdam waterways, and ships were used to transport the beer around the world.

Featuring ocean-inspired graphics, the new Heineken cans celebrate the brand’s association with the maritime sector. A QR code on the packaging allows shoppers to learn more about the heritage of the brand and have a chance to win a trip to the Sail 2025 festival.

“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,” said Christian Klimpke, Global Account Manager Cruises at Heineken . “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.”