The ‘Heineken Ahhh-cademy’ returned to Cork for year two
Heineken Ireland has recently commenced year two of its three-year on-trade quality programme, the Heineken Ahhh-cademy.
The Cork leg took place recently, with the Limerick leg upcoming this week, and Galway and Dundalk to follow
Phase two of the nationwide rollout has built on the success of last year’s launch with Heineken investing a further €1 million in the programme.
The initiative reflects the company’s continued dedication to supporting and upskilling hospitality staff, helping to drive quality consumer experience while reducing the expense to publicans.
Taking on board feedback from the 2024 graduates and insights gathered through mystery shopper visits last summer, the programme has been enhanced and expanded for 2025 – returning bigger and better for phase two.
Key developments include larger venues, increased training capacity and new focus areas designed to further elevate bar staff skills.
Almost 3,000 staff will be trained by the end of the programme in October.
The Cork leg took place recently, with the Limerick leg upcoming this week, and Galway and Dundalk to follow.
Throughout the training, participants gained essential bartending skills – from changing a keg to mastering the perfect pour.
Customer service remained a core focus, with sessions designed to help staff navigate high-pressure shifts – such as busy Saturday nights – with confidence and professionalism.
New for phase two was a stronger emphasis on the fast-growing non-alcoholic drinks category, which has experienced +77% growth over the last three years.
This evolving trend presents a valuable opportunity for emerging bartenders to better meet changing consumer preferences within the on-trade sector.
There was also more emphasis on glassware and glasscare, coinciding with the hugely successful launch of the new glass from Heineken earlier this year.
Speaking about the initiative, Michael O’Donovan, Vintners’ Federation of Ireland president, said: “The Heineken Ahhh-cademy is a fantastic initiative that directly supports our members by equipping bar staff with the skills and confidence they need to deliver consistently excellent service.
“Quality is at the heart of the pub experience, and this programme helps raise standards while also easing the training burden for publicans.
“The continued investment by Heineken Ireland demonstrates a genuine commitment to the future of our sector, ensuring that consumers across Ireland enjoy the very best hospitality experience.”
Jason Cox, On-Trade commercial director at Heineken Ireland, added: “As Ireland’s leading lager brand, quality is at the heart of everything we do.
“We’re proud to be rolling out phase two of the Heineken Ahhh-cademy with a further investment of €1 million into this pioneering initiative, benefitting thousands of hospitality staff nationwide.
“We listened carefully to feedback from last year’s graduates and again partnered with our customers to evolve the programme, using gamification to allow for an engaging and competitive learning experience for younger audiences.
“We are delighted to roll out a programme that supports pub owners and equips newer entrants into the trade with the know-how and confidence to continue to deliver a quality experience in their pub, ultimately ensuring that consumers across the country can enjoy a fresh, perfectly poured refreshing pint or glass of Heineken.”
On completion, all participants will receive a certificate signed by Heineken’s Irish master brewer, PJ Tierney and global master brewer Willem van Washberge.
To sign up, publicans can contact their local Heineken sales representative.
