Heineken invests €1m to upskill 2,500 Irish bar staff

New Heineken bar staff training programme will be rolled out to six cities across Ireland in phase one.

Beer giant Heineken is to invest €1m in the Heineken ‘Ahhh-cademy’, a new three-year training initiative aimed at supporting the on-trade industry in Ireland.

The programme will be delivered in six cities across the country, with 46 training sessions scheduled for year one.

“This training programme will benefit thousands of hospitality staff across the country and also the many bars, hotels, clubs and restaurants in which they work”

In its first year the programme is expected to train 2,500 bar staff.

A refreshing course

Heineken Ireland has collaborated with educational experts to develop the  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.

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 €10m into the Irish hospitality trade.

“At Heineken Ireland, we have huge admiration and respect for the skills required in the pub trade and we know that it can be a challenge to continuously train new entrants,” said Jason Cox, On Trade Commercial director at Heineken Ireland.

“We are delighted to roll out a programme that supports bar owners and equips newer entrants into the trade with the know-how and confidence to continue to deliver a quality experience in their bar.

“The Heineken Ahhh-cademy provides a platform that aims to bring key learning principles to life for bar staff. This training programme will benefit thousands of hospitality staff across the country and also the many bars, hotels, clubs and restaurants in which they work and will ultimately ensure that consumers across the country can enjoy a fresh, perfectly poured refreshing pint or glass of Heineken. It requires a significant commitment from both the staff and their employers, and on behalf of Heineken, I’d like to thank them for getting involved.”

Main image: Jason Cox, Commercial Director, and Aisling O’Brien, On-Trade Marketing Manager, from Heineken Ireland at the launch of the Heineken Ahhh-cademy

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