Editor’s Note – March 2022

[Editor’s Note]

Have Your Own Heineken® Bar at Home with BLADE

Pre-Covid-19, I used to really enjoy attending Heineken Malaysia events like their Chinese New Year, Christmas, St. Patrick’s Day, etc. etc. special events, and new product launches. However, sadly the events scene in Malaysia has really been pretty quiet post-MCO and that’s probably due to the fact that infection numbers are pretty high which in turn make brands unwilling to take the risk of having a super-spreader event.

In fact, I’ve also been cutting down on outings with my friends, and I’ve been more selective about the places I dine at, preferring places with open-air/ outdoor seating to minimise the risk of infection. One thing I do miss though is having draught beer, which until now can only be purchased at modern on-trade outlets like bars.

Heineken Malaysia Berhad (HEINEKEN Malaysia) is providing a solution to draught beer drinkers by introducing BLADE, a revolutionary ‘Plug and Pour’ professional draught system that serves freshly poured pints of Heineken® beer on any surface — making draught beer possible anywhere and everywhere.

Using an in-built compressor and chiller, BLADE dispenses cold draught beer and keeps it fresh for 30 days without needing to finish the keg in a single seating (Ed – I would never recommend having a keg open for more than three days). The mini-draught beer machine is now available exclusively on the Drinkies app or http://www.drinkies.my in Klang Valley, Penang and Johor Bahru.

With its “Brewlock” technology, BLADE delivers pints through a keg of eight (8) litres. It just needs to be fitted with a pre-chilled keg, plugged in, switched on and pressurised before pouring the perfect pint served at 2°C. Now everyone can enjoy a freshly poured Heineken® draught right in the comfort of home. With a footprint the size of an A4 paper, users just need a countertop or table with a plug point nearby.

“We are proud to be at the forefront of innovations and are pleased to introduce Heineken® in BLADE to the Malaysian market. We are always looking for ways to elevate our consumer experience and connect with them in ways that let them enjoy freshly tapped draught beer anywhere. No more queueing at bars as the BLADE brings the ‘bar experience’ home. Whether you’re watching a football match, celebrating with friends or having a pint just because, the BLADE allows you to have perfect quality and super-chilled beers.”

Pablo Chabot, Marketing Director at HEINEKEN Malaysia

Consumers can now order and experience the Heineken® BLADE complete with the essential tools to serve that perfect Heineken® pour at just RM369 via the Drinkies app (available both on iOS and Android) or http://www.drinkies.my

The price is inclusive of 8-litre brewery-fresh beer that serves 32 glasses and the BLADE machine rental for seven (7) days together with glassware, coasters and skimmers. From today onwards, consumers can enjoy RM25 off their first BLADE order when they use the code HELLOBLADE25 at checkout.

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[30 March 2022]

HEINEKEN Malaysia’s Star Academy 2022

After a two-year hiatus, Heineken Malaysia Berhad’s (HEINEKEN Malaysia) Star Academy is back in action in the search for Malaysia’s best bartender. First up on Star Academy’s agenda is the Heineken® Star Quality programme, which aims to equip bartenders in Malaysia with star quality training through an immersive learning experience. Bartenders are invited to register and compete with exciting prizes up for grabs!

Star Academy was established by HEINEKEN Malaysia to provide professional training to business partners and bartenders by equipping them with skills in the areas of product history and knowledge, technical know-how, as well as responsible serving and retailing. Besides training, competitive selections are also held to identify the best bartenders in the country. From participating outlets nationwide, top performers will then be chosen for the national finals after rigorous theoretical and practical assessments.

“At HEINEKEN, we are passionate about our consumers and customers, and we strive to deliver the best service and experiences. Due to the pandemic, we had to suspend all Star Academy programmes for the last two years. We’re excited to announce that Star Academy is back this year with our flagship Heineken® Star Quality programme, and we are thrilled to get back to training bartenders across Malaysia to deliver the perfect Heineken® serve,” said Vasily Baranov, the Sales Director of HEINEKEN Malaysia.

This year, Star Academy kicks off with its flagship programme – Heineken® Star Quality. Bartenders are invited to undergo training on the art of bartending, to understand the history and origin of Heineken® as well as the ingredients that go into the brew. Ultimately, these bartenders will grasp the Heineken® Star Serve, the five-step pouring ritual comprising rinse, pour, skim, check and serve to create the perfect pint of Heineken®. 

Heineken® Star Quality aims to give bartenders an immersive experience, engaging the five senses of sight, smell, sound, touch and taste. The training will empower the bartenders with newly acquired skills, allowing them to earn their credentials in serving the perfect pint of Heineken®. As a result, Heineken® fans in Malaysia will be able to enjoy the authentic Heineken® quality and experience when they order their favourite Heineken®.

“Going through the Heineken® Star Serve programme and subsequently being crowned Malaysia’s Best Heineken® bartender in 2019 was one of the proudest moments of my life. I will never forget the experience of representing Malaysia at the Heineken® Global Bartender Finals in Amsterdam. It was a thrilling adventure to master and showcase my bartending skills alongside the best of the best. With this year’s hands-on training, I have no doubt the upcoming Heineken® Star Quality will be even more exciting!”  

Jack Loh, Heineken® Star Serve 2019 winner and Malaysian representative in the Heineken® Global Bartender Finals 2019

The Heineken® Star Quality training will be held in seven different regions in Malaysia including Penang, Perak, Johor, Sabah Sarawak and two locations in the Klang Valley. After the training sessions, participants will undergo both a theory and physical test, with their product knowledge and bartending skills being put to the test and graded.

The Heineken Star Bartender 2022 Malaysia champion will be crowned at the finale on 3 June 2022. The champion will then walk away with a three-days-two-nights, all expenses paid Langkawi getaway for both the bartender and the bar owner with their plus-ones.

Additionally, all finalists will receive a Heineken® Star Quality Recognition pin – a gold pin for the champion, a silver for the runner up, and a bronze pin for each of the remaining finalists. Participating outlets will also receive a Star Academy 2022 plaque in recognition of their participation. 

To sign up for the Heineken® Star Quality programme, bartenders at participating Heineken® outlets including restaurants, pubs and bars may register their interest at the Star Academy website (www.star-academy.heinekenmalaysia.com) starting 30 March 2022. In adherence to COVID-19 SOPs, participants will have to present a negative self-test result two days prior to attending the sessions. 

Beyond Heineken® Star Quality, Star Academy will also be launching the Guinness Perfect Pour programme in July 2022. Following that, the top scorers from Heineken® Star Quality and Guinness Perfect Pour sessions will be invited for a Masterclass, where they can experience a specially curated session that elaborates the history and basics of beers, topped with a brewery tour followed by dinner and drinks.

For more information, head over to www.heinekenmalaysia.com

Photo credits: Heineken Malaysia and author’s own from previous Heineken Malaysia events