Stories behind the red star

THERE are many stories behind how Heineken has become the premium global beer it is today.

In its latest campaign, ‘There’s More Behind the Star’, the brand reveals secrets of the beer, its rich heritage and its unparalleled international footprint that has ensured its signature crisp and refreshing taste is enjoyed by 25 million people across the globe every day.

Heineken recently converted the outdoor space @TREC KL into a fourday-long immersive Heineken experience.

Guests were greeted by a sensory wall, which offered a ‘ multisensory’ experience of the three pure and key ingredients – malted barley, water and hops – found in the brew.

Along with its natural ingredients, Heineken’s special A-yeast helps create its authentic golden-yellow brew.

This relentless dedication to quality is demonstrated in Heineken’s 28-day brew process, which is twice as long as most beers.

This 144-year-old recipe has been the key to Heineken’s well-known signature crisp and refreshing taste that has distinguished it from other beers since its inception.

At the end of the experience, guests learned firsthand that although everyone could pour a beer, not everyone could pour a perfect pint.

Guided by Heineken’s Star Academy Trainers and Heineken’s world’s best bartender 2016 champion Eddy Jay Jaimin, guests went through the five step pouring ritual that Heineken developed.

The five-step Heineken Perfect Serve that involves the ritual of Rinse, Pour, Skim, Check, and Serve.

Guests also experienced Heineken’s state-of-the-art 270° projection room to discover more behind the red star.

While guests enjoyed their beer, they were entertained by local DJs including Hulkas, Curzon, HypeEmBeats, Jhin, WH & Xu, as well as Flipze.

“We are excited to bring these stories to life for our consumers and share the journey of Heineken,” said Loh Ee Lin, marketing manager of Heineken Malaysia.

“There are many reasons that make our five-point red star iconic, and we look forward to creating even more for all our beer consumers in Malaysia.”

For more, visit the Heineken Malaysia website.

At the event … guests (above) learning how to pour the Heineken Perfect Serve; (right and below, right) the history of the brew; and (below) savouring Heineken’s distinctive taste.