Holland America Line is adding even more Dutch flair to one of its most popular onboard traditions.
In honor of Koningsdag in the Netherlands, Holland America Line has announced a new partnership with Bols, the world’s first cocktail brand and a company with deep Dutch roots. The collaboration will bring exclusive Bols cocktails to Holland America Line’s Orange Party, a festive celebration held once per cruise across the fleet.
The new partnership is designed to make the Orange Party feel even more like an authentic Dutch celebration at sea, with signature cocktails, Dutch-inspired garnishes, themed décor, collectibles and photo moments.
Holland America Line’s Orange Party Gets a Dutch-Inspired Upgrade
Holland America Line’s Orange Party is inspired by Koningsdag, also known as King’s Day, one of the Netherlands’ biggest national celebrations. During the onboard event, guests are encouraged to wear orange and take part in an energetic evening of music, dancing, interactive moments and Dutch-inspired fun.
With Bols now joining as a sponsor, Holland America Line plans to elevate the event with cocktails and details that reflect both brands’ Dutch heritage.
“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.”
Exclusive Bols Cocktails Coming to Orange Party
As part of the enhanced Orange Party experience, guests can expect a welcome cocktail served in a traditional jenever glass. The drink will feature a specially crafted Bols cocktail and will be complemented by classic Dutch-inspired garnishes, including stroopwafel and hagelslag.
The celebration will also include limited-edition Dutch collectibles available for purchase, themed décor and memorable photo opportunities. Holland America Line says the goal is to transform the shipboard venue into a more immersive Dutch celebration.
For guests who already enjoy Holland America Line’s beverage program, this partnership adds another layer to the cruise line’s cocktail offerings and themed onboard experiences.
Bols Brings More Than 400 Years of Dutch Heritage
Bols was founded in Amsterdam in 1575 and is one of the world’s oldest continuously operating distilled spirits brands. The company has long been connected to Dutch culture, craftsmanship and cocktail history.
Bols is especially known for its production of genever, the Dutch spirit often considered the predecessor to modern gin. In 1816, Bols received a Royal Warrant from the Dutch monarchy, recognizing its long-standing quality and contribution to Dutch industry.
“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.”
Holland America Line’s Dutch Heritage at Sea
Holland America Line’s connection to the Netherlands dates back to its founding in Rotterdam in 1873. Today, that Dutch heritage continues to be part of the onboard experience in several ways.
Dutch Day Onboard
Every Holland America Line sailing features Dutch Day, a themed day that includes traditional Dutch cuisine, special menus and cultural treats. Guests may find Dutch favorites such as poffertjes, a popular mini pancake-style treat.
Royal Dutch Tea
On sea days, Holland America Line also serves Royal Dutch Tea as part of its afternoon tea service. This gives guests another way to enjoy a taste of the cruise line’s Dutch traditions while onboard.
Grand Dutch Cafe
On Pinnacle Class ships, Grand Dutch Cafe offers Dutch treats and comfort food favorites, including Bossche Bol and Apple and Bacon Pannenkoek. It has become a popular spot for guests who enjoy Holland America Line’s classic European touches.
Royal Connections to Holland America Line
Holland America Line also has a long-standing relationship with the Dutch Royal Family. A member of the Dutch Royal Family has served as godparent for 12 Holland America Line ships.
This tradition began in 1929, when Prince Hendrik launched Statendam III. More recently, Her Royal Highness Princess Margriet of the Netherlands named Rotterdam in 2022.
A More Festive Orange Party for Holland America Guests
The partnership between Holland America Line and Bols brings together two brands with strong Dutch roots. For cruise passengers, it means the Orange Party will now feature more authentic Dutch-inspired cocktails, festive touches and immersive experiences.
For guests sailing with Holland America Line, packing something orange may be more important than ever. After all, when the party has Dutch cocktails, stroopwafel and dancing at sea, it would be rude not to join in.
Have you sailed with Holland America Line? Please let me know in the comments below.
Happy cruising!
Ethan