New bar staff training programme will be rolled out to six cities across Ireland
New bar staff training programme will be rolled out to six cities across Ireland

HEINEKEN Ireland is investing €1 million in the Heineken® Ahhh-cademy, a new three-year training initiative aimed at supporting the on-trade industry in Ireland which will be delivered in six cities across the country, with 46 training sessions scheduled for the first year. The programme is expected to train 2,500 bar staff in its inaugural year.

The training initiative lands as part of the brand’s new product-focused campaign aiming to reinforce the continued commitment to the perfect serve. ‘Ahhh, That’s Refreshing!’ is a TTL campaign that shows the brand’s unrivalled refreshment thanks to its three natural ingredients. The campaign will run throughout 2024 & 2025 with activations intended to drive awareness of the beer’s premium quality credentials.

The Heineken® Ahhh-cademy curriculum will be delivered by HEINEKEN Ireland quality experts and represents the brewer’s relentless commitment to quality and support for the on-trade. The initiative follows on from the success of the post-Covid Fresh Beginnings initiative and There's No Experience Like Bar Experience campaign, which saw HEINEKEN invest over €10 million into the Irish hospitality trade, showcasing HEINEKEN's dedication to providing valuable training and support to the bar industry.

HEINEKEN Ireland has collaborated with educational experts to develop this groundbreaking training programme specifically for newer entrants to the bar trade with a significant focus on experiential delivery or gamification, to create a more engaging and competitive learning experience. Participants will receive training in bar fundamentals, highlighting the rewarding and transferable skills gained from working in the bar industry.

A combination of fast-paced storytelling and app-based tablet responses for participants is designed to make the course fun and engaging. All participants will receive a certificate signed by HEINEKEN’s Irish Master Brewer PJ Tierney and Global Master Brewer Williem van Waesberghe.

Speaking at the launch of the Heineken® Ahhh-cademy, Rachael Crawley, Senior Brand Manager at HEINEKEN Ireland said; "Drawing from over a century and a half of brewing tradition and a commitment to quality conviviality, our brew stands for quality and refreshment, perfect for those memorable moments shared among friends. 'Ahhh, That’s Refreshing!' encapsulates that unmistakable joy of unwinding with a cold one in good company. We are delighted to roll out this training for bar staff, working with our partners in the on-trade to play our part in the ongoing delivery of quality pints, each and every serve. We’re looking forward to the road show and meeting new bar staff all across the country.”

The training initiative is part of HEINEKEN's wider pub trade support initiatives in Ireland, highlighting the brand's commitment to the on-trade sector. The programme is aligned with HEINEKEN's latest marketing campaign, 'Ahhh, That’s Refreshing!', which celebrates the quality and satisfaction of enjoying a pint of HEINEKEN and the brewing quality and premium credentials of the beer.

The first instalment of the training programme will take place in:

  • Dublin - May 13th - 16th, May 27th - 30th and June 10th - 13th
  • Galway - June 25th -26th
  • Cork - July 1st - 4th
  • Kilkenny - July 9th
  • Limerick - July 16th - 18th
  • Sligo - July 25th

To sign up, publicans can contact their local HEINEKEN sales representative.