8 October 2026
By Valerie Ryan
valerie@TheCork.ie
HEINEKEN Ireland has announced the return of its highly successful ‘Heineken® Ahhh-cademy’ training programme for its third year, which provides practical, hands-on training to help Ireland’s bar staff deliver the quality, consistency and service that customers expect from a great pub experience.
This year sees HEINEKEN’s investment in the initiative increase to almost €3 million, which will support an expanded programme for 2026, including dedicated learning pathways for managers and trainers. The programme forms part of HEINEKEN Ireland’s wider commitment to supporting the Irish on-trade – providing training for over 4,000 bar staff, from over 800 outlets, in its first two years.
Speaking about the return of Heineken® Ahhh-cademy, HEINEKEN Ireland Commercial Director, Jason Cox, said: “The pub remains one of Ireland’s most important social spaces and the people who work within it are central to its success. Through the Heineken® Ahhh-cademy, we are proud to support publicans and their teams across Ireland by providing practical training, sharing expertise and investing in the future of the industry.”
The Heineken® Ahhh-cademy was created in response to a changing hospitality landscape. Following the Covid pandemic, the Irish on-trade faced significant challenges around recruitment, retention, staff turnover and training. Many newer members of bar teams had fewer opportunities to learn the practical skills traditionally passed down through experience behind the bar.
At the same time, customer expectations continued to rise, with consumers highlighting quality, consistency, knowledgeable service and a positive experience being top of their pub or bar visit priority list.
During the first two years of Heineken® Ahhh-cademy, more than 4,000 bar staff completed the training, across more than 800 outlets. The programme has also delivered strong results beyond the training room. Mystery shopper visits have recorded 87% satisfaction, demonstrating the potential for training and shared standards to translate into better, more consistent customer experiences at the point of service.
Michael O’Donovan, President of the Vintners’ Federation of Ireland, said: “The Heineken® Ahhh-cademy continues to provide a valuable opportunity for hospitality teams across Ireland. It is a fantastic initiative that demonstrates the importance of investing in people and helping staff develop the skills, knowledge and confidence needed to succeed in today’s changing industry. We look forward to seeing another successful year of learning and development across the country.”
The 2026 Heineken® Ahhh-cademy programme will take place in Dublin’s RDS Grand Hall (October 5th to 7th), HEINEKEN Ireland Brewery in Cork (October 12th to 14th) and Galway’s Dexcom Stadium (October 20th and 21st).