In honor of Koningsdag on April 27 in the Netherlands, Holland America Line announced a new partnership with Bols, the world’s first cocktail brand and a company rooted in Dutch heritage and craftsmanship. As a sponsor of Holland America Line’s popular Orange Party, the collaboration will introduce exclusive Bols cocktails that will be served at the event, which is held once a cruise across the fleet.
Inspired by the festive spirit of Koningsdag in the Netherlands, Holland America Line’s Orange Party invites guests to dress in orange and join a lively onboard gathering filled with music, dancing, interactive moments and festive Dutch flair. Through the new partnership with Bols, the celebration will be elevated with signature cocktails and thoughtful touches that bring an authentic Dutch spirit to the experience.
“Holland America Line and Bols are two brands deeply rooted in Dutch heritage with a shared commitment to innovation, craftmanship and quality,” said Drew Foulk, director of food and beverage revenue and innovation at Holland America Line. “Collaborating with Bols for the Orange Party allows us to bring authentic Dutch flavors, creative mixology and immersive experiences to life, giving guests a celebration they’ll remember long after their cruise.”
Guests can look forward to an elevated Orange Party that highlights Dutch flavors and festive touches. A welcome cocktail will be served in a traditional jenever glass featuring a specially crafted Bols cocktail, complemented by classic garnishes like stroopwafel and hagelslag. The enhanced celebration also will offer limited-edition Dutch collectibles for purchase and memorable photo moments, enhanced by décor that transforms the shipboard venue into an immersive Dutch experience – allowing guests to savour the journey with every festive detail.
Holland America Line places a strong emphasis on its beverage program as a key element of the onboard guest experience. The collaboration with Bols builds on Holland America Line’s creative cocktail development and strategic partnerships, introducing authentic Dutch flavors and mixology to the popular Orange Party celebration.
“Bols has been part of Dutch culture for over four centuries, and we are thrilled to partner with Holland America Line, a time-honored brand that shares our Dutch roots and dedication to exceptional experiences,” said Quirijn de Koning, brand director at Bols. “Together, we are elevating the Orange Party with exclusive cocktails that are as fun and vibrant as the celebration itself.”
Bringing Dutch traditions onboard
Holland America Line’s Dutch heritage is woven into the onboard experience, dating back to the company’s founding in Rotterdam, Netherlands, in 1873. In addition to the Orange Party, every sailing holds “Dutch Day,” a themed day with traditional Dutch cuisine, special menus and cultural treats like poffertjes. Royal Dutch Tea is served as part of afternoon tea services on sea days, and Grand Dutch Cafe on Pinnacle Class ships serves Dutch treats like Bossche Bol and Apple and Bacon Pannenoek.
A member of the Dutch Royal Family has served as godparent for 12 ships, starting with Prince Hendrik launching Statendam III in 1929. Most recently, Her Royal Highness Princess Margriet of the Netherlands named Rotterdam in 2022.
