Heineken Malaysia Berhad (HEINEKEN Malaysia) is bringing back its Star Academy programme in 2025, aiming to improve the services sector. This year, it invites bartenders from around the country to enhance their skills and compete for the National Top Bartender title. The programme will take place in Selangor, Perak, Johor, Penang, Sabah, and Sarawak, reaching over 1,300 bartenders.
Star Academy continues to elevate Malaysia’s service standards and contribute to the tourism industry since 2018. The programme has trained over 11,000 bartenders in mastering the perfect pour and this year, it pushes forward with renewed energy, blending innovation with quality bartending services.
Martijn van Keulen, Managing Director of HEINEKEN Malaysia, said, “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.”
This year’s Star Academy programme provides in-depth training on the perfect pour, including optimal temperature, gas pressure, and glassware cleanliness. Previous programmes have led partner bar owners to see improvements in service quality and bartender confidence. With enhanced skills and brand knowledge, bartenders are now delivering elevated experiences.
Leslie Gomez, Founder and Managing Director of Olive Tree Group shared, “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.”
Kent Chua, Founder of The Beer Factory, echoed the sentiment, “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.”
To add innovation to its bartender training, Star Academy 2025 is introducing “Tap Into The Future,” a VR experience that redefines skills mastering. This multisensory learning allows bartenders to use sight, touch, and sound to enhance memory retention and deepen their mastery of techniques and product knowledge. The VR module offers a gamified, scenario-based environment, making complex concepts more accessible and enjoyable.
Star Academy was a proven success as it has nurtures couple of world-class bartending talent. It began with Eddy Jay Jaimin from The Beer Factory, who made his mark on the global stage as our first champion at the Global Bartender Finals in Amsterdam. This legacy continued in 2024 with Jason Dennis Dcruz from Rockafellers by The Olive Tree Group, who triumphed at the Global Bartender Finals, competing against elite bartenders from around the world.
These two historic victories reinforced Malaysia’s reputation for top-tier bartending and showcased the transformative impact of the Star Academy programme.
“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,” commented Cian Hulm, Trainer and Commercial Quality Manager of HEINEKEN Malaysia.”
HEINEKEN Malaysia invites bartenders across the country to join the Star Academy 2025 journey. Don’t miss this opportunity for service excellence training. Registration details and dates are available on the webpage. Register today! For more information, visit www.heinekenmalaysia.com.