AdminHEINEKEN Malaysia Berhad’s acclaimed Star Academy programme is making a bold return this year, once again setting new benchmarks in the nation’s food and beverage (F&B) sector. The 2025 edition will tour Selangor, Perak, Johor, Penang, Sabah, and Sarawak, engaging more than 1,300 bartenders in an ambitious effort to sharpen skills, showcase mastery, and crown the next National Top Bartender.
Investing in people
Since its debut in 2018, Star Academy has trained over 11,000 bartenders, a track record that HEINEKEN Malaysia believes strengthens the country’s hospitality and tourism ecosystem. Martijn van Keulen, Managing Director of HEINEKEN Malaysia, underscored the company’s commitment.
“We believe that excellence in service begins with investing in people. Now in its eighth edition, Star Academy continues to champion this ambition by equipping local talents with advanced skills that prepare them to thrive in a competitive, ever-evolving F&B landscape. Through this programme, we aim to shape future-ready bartenders who drive Malaysia’s hospitality and tourism experience.” Martijn van Keulen said.
The curriculum focuses on perfecting the art of the pour—teaching optimal temperature, gas pressure, and glassware cleanliness. Bar owners say the impact is visible.
Leslie Gomez, Founder and Managing Director of Olive Tree Group, noted, “Star Academy has truly raised the bar for our team. Our bartenders are now more confident, precise, and passionate about delivering the perfect serve every time.”
“Star Academy takes our bartenders beyond routine, making them more confident and proud of their craft. In a tough industry, that pride sets them apart, and it’s the same drive that has made us home to world bartender champions.” Kent Chua, Founder of The Beer Factory, added.
Revolutionising training with VR
This year, the programme introduces “Tap Into The Future,” an immersive VR training experience designed to revolutionise bartender education. The module creates a gamified, multisensory environment—engaging sight, touch, and sound—to enhance memory retention and skill mastery.
Cian Hulm, Trainer and Commercial Quality Manager at HEINEKEN Malaysia, said the new approach could unlock fresh levels of creativity.
“Every year, we see incredible growth in our bartenders, not just in skill, but in confidence and passion. For 2025, I’m excited to see how they embrace the new VR training and push their limits. I hope to witness bold creativity, stronger mastery, and maybe even discover the next National Champion who will make Malaysia proud once again.” Cian Hulm said.
A legacy of global success
Star Academy alumni have already made their mark internationally. Eddy Jay Jaimin from The Beer Factory was the first Malaysian to triumph at the Global Bartender Finals in Amsterdam, while Jason Dennis Dcruz from Rockafellers by The Olive Tree Group clinched the 2024 global title. These victories have cemented Malaysia’s reputation as a powerhouse in world-class bartending.
As HEINEKEN Malaysia invites partner bartenders nationwide to register for Star Academy 2025, the programme’s ongoing evolution underscores its role in uplifting service standards and enhancing Malaysia’s tourism appeal. Training dates and registration details are available now on the official website.
For more information, visit www.heinekenmalaysia.com
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