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HEINEKEN Malaysia is once again setting the standard in hospitality with the return of its acclaimed Star Academy programme. Now in its eighth year, the initiative continues to shape Malaysia’s bartending talent, providing professional training and recognition while uplifting service quality across the nation.
This year’s Star Academy will tour Selangor, Perak, Johor, Penang, Sabah, and Sarawak, engaging more than 1,300 bartenders through regional training sessions before culminating in the National Championship, where participants will compete for the title of Malaysia’s Top Bartender.
Since its launch in 2018, Star Academy has trained over 11,000 bartenders, equipping them with essential skills to deliver the perfect pour and elevate Malaysia’s tourism and F&B industries.
“We believe that excellence in service begins with investing in people,” said Martijn van Keulen, Managing Director of HEINEKEN Malaysia. “Star Academy equips local talent with advanced skills to thrive in today’s competitive F&B landscape, shaping future-ready bartenders who contribute to Malaysia’s growing hospitality and tourism sector.”
Innovation at the Core: VR Training Debuts
This year, Star Academy introduces “Tap Into The Future”, an immersive VR training module that redefines bartender education. The gamified, multisensory experience combines sight, touch, and sound to improve memory retention and technique mastery, making complex concepts both accessible and engaging.
Building World-Class Talent
Star Academy alumni have consistently excelled on the global stage. From Eddy Jay Jaimin, Malaysia’s first winner at the Global Bartender Finals in Amsterdam, to Jason Dennis Dcruz, who clinched victory at the 2024 Global Bartender Finals, the programme has cemented Malaysia’s reputation as a home for top-tier bartending talent.
“Every year, our bartenders grow not just in skill but in confidence and passion. With the new VR training in 2025, I look forward to seeing bold creativity and perhaps even discovering the next national champion to make Malaysia proud again,” said Cian Hulm, Trainer and Commercial Quality Manager, HEINEKEN Malaysia.
Raising the Bar Together
Star Academy has earned praise from industry leaders.
- Leslie Gomez, Founder and Managing Director of Olive Tree Group: “Star Academy has raised the bar for our team — our bartenders are now more confident, precise, and passionate about the perfect serve.”
- Kent Chua, Founder of The Beer Factory: “The programme instills pride in bartenders, pushing them beyond routine and making them stand out in a tough industry.”
Join the Journey
HEINEKEN Malaysia invites its partner bartenders nationwide to sign up for Star Academy 2025 and be part of a transformative experience in service excellence.
For training schedules and registration details, visit www.heinekenmalaysia.com.