National Champion to represent Heineken Malaysia and compete on the world stage at the Global Bartender Finals in Amsterdam

Heineken Malaysia’s National Star Academy Championship and Training programme has officially commenced its 2024 edition, once again inviting partner bartenders to demonstrate their expertise and compete on a global level. The event, which has been a staple in the services sector since 2018, aims to elevate industry standards by providing comprehensive training and opportunities for local bartenders.

Now in its seventh year, the Star Academy focuses on teaching the perfect pour for Heineken Malaysia’s beer brands, particularly Heineken® and Guinness. Training sessions are being conducted across key locations in Malaysia, including Selangor, Johor, Perak, Penang, Sabah, and Sarawak. Over 1,300 bartenders are participating, and those who complete the training will compete in regional competitions. The top performers will advance to the National Championship in September, where the National Champion will be chosen to represent Heineken Malaysia at the Global Bartender Finals in Amsterdam.

This year’s programme features a more dynamic and interactive approach with expert-led workshops. These workshops introduce participants to Heineken Malaysia’s diverse product range while educating them on the 7C’s Quality Guide — a set of best practices ensuring the perfect glass of beer, from ideal temperature to glass cleanliness, and mastering the perfect pour.

Martijn van Keulen, Managing Director of Heineken Malaysia, stated, “At Heineken Malaysia, ‘Brewing the Joy of True Togetherness’ is more than just a mission — it’s our purpose. Our Star Academy programme goes beyond a training platform; it’s an empowering journey for our partners and bartenders. By enriching their knowledge and refining their skills, we ensure they deliver the perfect pour, every time, enhancing the experience for our consumers. We are thrilled to see how these talented individuals will innovate and uphold the heritage and quality that defines our beloved brands.”

Heineken Malaysia continues to play a crucial role in the nation’s economic and social growth. Since its inception, Star Academy has trained over 10,000 bartenders, contributing to the development of the food and beverage sector, empowering local businesses, and enhancing local talent. “By refining bartending skills, we help our partners deliver a superior experience to serve our consumers better. This is how we elevate industry standards and foster a culture of excellence among our local bars and bartenders,” van Keulen added.

New Features in the 2024 Star Academy Championship and Training Programme:

• Global Competition: This year’s National Champion will represent Heineken Malaysia at the Global Bartender Finals in Amsterdam, the birthplace of Heineken.
• Star Academy Ambassadors: Former regional champions are returning as Star Academy Ambassadors. They will guide participants by sharing expert insights, experiences, and best practices. Some will also serve as part of the eight-judge panel for the 2024 National Championship.
• Mixology Experience from the Alps: A fresh addition this year is a mixology component focused on creative cocktail crafting with Edelweiss, encouraging participants to experiment with new flavour combinations and presentation techniques. This addition complements the technical skills training and allows bartenders to blend traditional techniques with modern creativity.

As the Star Academy 2024 journey continues, anticipation builds for the grand finale in September, where regional champions will compete for a chance to represent Malaysia on the global stage in Amsterdam.

For more information on Heineken Malaysia and its initiatives, please visit www.heinekenmalaysia.com.