Heineken Malaysia has scaled up its signature Star Academy programme to train 2,500 bartenders across over 600 partner outlets nationwide, with a more on-ground approach.
The expended programme brings professional trainer education directly into partner outlets for workplace-based learning to build professional skills, consistency and a world-class hospitality ecosystem across Malaysia’s F&B industry.
This shift enables the programme to reach more than 600 partner outlets, including those in smaller cities and outskirt areas such as Miri, Bintulu, Sandakan, Alor Setar and Port Dickson that lack formal training hubs.
The programme is also part of Heineken Malaysia’s broader commitment to support skills development, outlet capability and bartender excellence across Malaysia’s F&B ecosystem.
Heineken Malaysia sales director Jimmy Ding said the company expanded its Star Academy programme with an on-ground training method to bring direct, hands-on draught beer pouring education to bartenders in smaller towns and outskirts, who lack access to regular urban training centres.
“Many bartenders, especially in smaller cities and outskirt areas, often do not have access to structured training opportunities to develop their art of pouring draught.
“This year, Star Academy is changing that by sending our trainers directly to bars, training bartenders within their own working environments. This on-ground approach allows us to reach more bartenders, helping them build skills, confidence, and consistency that ultimately support stronger outlet performance and contribute to a world-class hospitality ecosystem across Malaysia,” he said.
This year, Star Academy is delivered through two core programmes:
- HMB National Training 2026, which equips bartenders with essential skills in draught quality, perfect pouring techniques, and service fundamentals through hands-on, outlet-based sessions.
- Guinness Perfect Pour, focused on mastering the iconic two-part pour and delivering consistent Guinness serve quality.
To date, the Guinness Perfect Pour initiative has engaged over 400 outlets and trained about 1,700 bartenders,reflecting high demand for skill-building and quality service across the local hospitality trade.
Draught beer quality depends on proper storage, precise temperature control, clean lines and correct pouring techniques. Mastering these practices ensures every pint retains its ideal taste, aroma and presentation that consumers experience.
The programme equips bartenders with the skills to deliver this consistently, reinforcing best practices in draught beer handling, presentation and service to ensure consumers enjoy every pint as intended.
Heineken Malaysia trainer and commercial quality manager Cian Hulm said that the smallest details make a big difference for a great draught experience, emphasizing the role of proper technique, ideal bar conditions, and product knowledge.
“A great draught experience depends on the right technique, the right conditions, and the bartender’s understanding of the product. Through Star Academy, we train bartenders on how to pour and serve better, as well as help them take pride in their craft, contributing to the overall customer experience,” he said.
The programme’s long-term impact is shown through past champions like Cora Jean Cantwell, the Star Academy’s first female National Champion in 2025. Her victory earned her an exclusive trip to the Home of Heineken in Amsterdam.
These winners mentor new bartenders, helping train over 12,000 professionals and improving service standards across the local hospitality industry.
Through Star Academy 2026, Heineken Malaysia continues to raise the bar for Malaysia’s F&B scene by supporting the people behind great beer experiences and strengthening trade partner capabilities.
Based on the latest Economic Impact Assessment (EIA), Malaysia’s beer industry generates RM7.1 billion annually, contributing RM3.3 billion in tax revenue, and supports over 52,000 jobs across the country.
