Star Academy 2024 

Making its return for the 2024 season, HEINEKEN Malaysia’s National Star Academy Championship and Training is once again inviting partner bartenders to display their talents and earn the chance to compete internationally!  

Since its inception in 2018, the Star Academy program has been dedicated to elevating standards in the service industry nationwide. Now entering its seventh edition, the program aims to train and sharpen theskills of local bartenders. The emphasis this year is on perfecting the craft of serving beers from HEINEKEN Malaysia’s distinguished collection, with particular attention on Heineken® and Guinness.  

As in previous years, training sessions are being conducted in key cities throughout Malaysia, such as Selangor, Johor, Perak, Penang, Sabah, and Sarawak, engaging over 1,300 bartenders. After completing the training, participants will compete at the regional level, with the top performers advancing to the National Championship set forSeptember. The National Champion will then earn the opportunity to represent HEINEKEN Malaysia at the prestigious Global Bartender Finals in Amsterdam.

This year's training sessions feature a more engaging and interactive format, incorporating expert-led workshops. These sessions provide bartenders with the chance to become acquainted with HEINEKEN Malaysia’s extensive portfolio, along with the 7C’s Quality Guide—an all-encompassing manual aimed at ensuring the ideal beer experience, from optimal serving temperature to impeccable glass cleanliness, while mastering the art of the perfect pour.

Cian Hulm, Commercial Quality Manager, presented the 7C's Quality Guide at the Star Academy Regional Training session.

Martijn van Keulen, Managing Director of HEINEKEN Malaysia, shared, "At HEINEKEN Malaysia, our purpose goes beyond just a mission — it's about Brewing the Joy of True Togetherness. The Star Academy programme isn't just a training platform; it's an empowering journey for our partners and bartenders. By expanding their knowledge and honing their skills, we ensure they deliver the perfect pour every time, elevating the experience for our consumers. We are excited to see how these talented individuals will innovate and maintain the heritage and quality that define our cherished brands."

HEINEKEN Malaysia plays a crucial role in driving the nation's economic and social development. Martijn added, "With programmes like Star Academy, which has trained over 10,000 bartenders since its inception, we are not only creating jobs in the food and beverages sector but also contributing to tourism, empowering local businesses, and enhancing local talent. By refining bartending skills, we help our partners provide a superior experience, better serving our consumers. This is how we elevate industry standards and cultivate a culture of excellence among our local bars and bartenders."

What’s New in this year’s National Star Academy Championship and Training?
The best of the best will be competing on the global stage
This year’s National Champion will have the honour of representing HEINEKEN Malaysia at the Global Bartender Finals in Amsterdam — the place where Heineken® was first brewed.

The return of former champions as Star Academy Ambassadors
Comprising former regional champions, Star Academy Ambassadors will illuminate the path for this year’s participants as well as share their expert insights, experience, and best practices. What’s more – some of them will also be part of the eight-judge lineup for the 2024 national championship.

The introduction of a mixology experience from the Alps
An exciting component focused on creative cocktail crafting using Edelweiss, where participants are encouraged to explore new flavour combinations and presentation techniques. This dual focus ensures that they not only master the technical skills needed for perfect pours, but also unleash their creativity by blending tradition with contemporary flair.
As the Star Academy 2024 journey progresses, stay tuned as excitement builds toward the grand finale in September, where champions from different regions from this year's training sessions will showcase their skills to compete for a spot in the Global Bartender Finals.
For more information on HEINEKEN Malaysia and the company’s initiatives, please visit www.heinekenmalaysia.com.