Staying true to its core brewing principles that consistently make the perfect first sip of Heineken® beer, Heineken Malaysia Berhad (HEINEKEN Malaysia) brought its consumers on an immersive journey through the Heineken® Star Quality Experience, held over the weekend at The Square, Publika, Kuala Lumpur. The Star Quality Experience was elevated with the return of the Heineken® Star Academy finale, a nationwide contest in search of its Star Quality National Champion.
Before the grand finale of the Heineken® Star Quality Experience, guests and trade partners were treated to a walkthrough of the Heineken® Star Brewery to see for themselves Heineken®’s five fundamental Star Brewing Principles. Here, guests got a chance to walk through an experiential maze from the fields, brewery and bar to see, smell and touch all the components behind brewing the perfect Heineken®.
Each guest was given a passport on which they received a stamp at all five stations – and at the final stop, guests could learn to pour their own pint. Once completed, guests could claim their certificate of participation as part of the beautiful experience.
The Heineken beer consists of four ingredients, namely: hopps, water, barley and special A-yeast. The special A-yeast ensures the flavour is always consistent and this only works when using a horizontal tank. To preserve the beer, they only use barley with zero additives.
The entire process takes about 28 days, but is absolutely worth-it, because the resulting beer is pure and made with 100% natural ingredients. During the tour, a mini brewery had been set-up to give a rough picture of how the beer is made. Guests even had the chance to grind their own barley as part of their experience.
To complete the tour, guests could try their hand at a perfect pour by following five simple steps. First, rinse the glass in a bucket of ice water. Next, hold the glass at a 45 degree angle to pour the beer and slowly straighten the glass. Then, skim the beer. And the final two steps are: serve and enjoy!
Apart from the Heineken® Star Quality Experience, The Heineken® Star Academy named seven finalists from various bars around the country competing for the coveted top slot after a two-year hiatus due to the pandemic. Participants and prospective Star Bartenders received Star Quality instructions in the art of bartending and the famous Heineken® Star Serve as part of this programme.
All seven finalists, hailing from different regions nationwide, were present at the grand finale. Ultimately, Vickson Leong from Speakeasy Bar and Kitchen, Ipoh, Perak, was named the Heineken® Star Bartender of 2022. Apart from bringing home the coveted title, Leong also walked away with a three-day, two-night all-expenses-paid trip to Langkawi, alongside a host of other prizes.
Take the First Sip Campaign
At the Star Quality Experience, guests were treated to an exclusive preview of the upcoming ‘Take the First Sip’ campaign, taking place over the next two months. The Take the First Sip campaign puts the spotlight on Heineken®’s brewing principles, all of which are crucial in ensuring that each glass of a Heineken® always delivers on the most refreshing first sip.
Heineken® will also bring a number of invigorating events to life, including a nightlife resurgence and a month-long takeover of a specific location. Consumers should stay tuned for additional information on these activities, which are sure to deliver lasting experiences – all starting with a delightful first taste of Heineken®.
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