Heineken Ireland Invests €1m In ‘Heineken Ahhh-cademy’

By Robert McHugh
Heineken Ireland Invests €1m In ‘Heineken Ahhh-cademy’

Heineken Ireland will invest €1 million in its ‘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 members of bar staff in its first year.

‘Quality Experience’

“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.”

Training Initiative

The training initiative will be delivered by Heineken quality experts.


It follows on from the success of the post-Covid ‘Fresh Beginnings’ initiative and the ‘There’s No Experience Like Bar Experience’ campaign, which saw Heineken invest over €10 million into the Irish hospitality trade.

‘Hospitality Staff’

“The Heineken Ahhh-cademy provides a platform that aims to bring key learning principles to life for bar staff,” said Cox.

“This training programme will benefit thousands of [members 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.”

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

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