AdminHEINEKEN Malaysia is set to expand its Star Academy programme nationwide in 2026 with a stronger on-ground training model designed to bring professional bartender education directly into partner outlets across the country. The initiative aims to make structured skills development more accessible by reaching an estimated 2,500 bartenders at nearly 600 participating outlets, including businesses in smaller cities and outskirt locations.
The expanded programme reflects the brewer’s continued investment in strengthening Malaysia’s food and beverage (F&B) industry by improving service quality, enhancing outlet capabilities and supporting bartender professionalism.
Jimmy Ding, Sales Director of HEINEKEN Malaysia, said the revised approach addresses the lack of formal training opportunities available to many bartenders outside major urban 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.
The programme will extend its reach to locations including Miri, Bintulu, Sandakan, Alor Setar and Port Dickson, among others.
Programme focuses on practical workplace training
Star Academy 2026 comprises two core training modules tailored to improve technical and service standards.
The HMB National Training 2026 programme provides bartenders with hands-on instruction covering draught quality management, perfect pouring techniques and customer service fundamentals through outlet-based sessions.
Meanwhile, the Guinness Perfect Pour programme focuses on teaching bartenders the brand’s signature two-part pouring method to ensure consistency in presentation and quality.
According to HEINEKEN Malaysia, the Guinness Perfect Pour programme has already engaged more than 400 outlets and trained approximately 1,700 bartenders, reflecting growing demand for structured capability-building within the hospitality industry.
The company said maintaining draught beer quality depends on multiple factors, including storage conditions, serving temperature, glassware preparation and pouring techniques, all of which influence the final consumer experience.
Cian Hulm, Trainer and Commercial Quality Manager at HEINEKEN Malaysia, said attention to detail remains essential in delivering quality draught beverages.
“When enjoying a draught beer at the bar, the smallest details make a big difference. 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.
Building industry skills and long-term career development
Beyond technical training, HEINEKEN Malaysia said the programme also aims to foster long-term professional development within the hospitality sector.
The company highlighted the achievements of past participants, including Cora Jean Cantwell from Langkah Syabas Beach Resort in Sabah, who became Star Academy’s first female National Champion in 2025. Former winners have since taken on mentoring roles, helping transfer knowledge and practical skills to newer bartenders entering the industry.
Since its introduction, Star Academy has trained more than 12,000 bartenders nationwide. HEINEKEN Malaysia said the initiative supports broader industry development by enhancing service standards while strengthening trade partner capabilities.
The company also cited findings from the latest Economic Impact Assessment, which estimated that Malaysia’s beer industry generates RM7.1 billion annually, contributes RM3.3 billion in tax revenue and supports more than 52,000 jobs across the country.
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