From refreshing, balanced taste to playful AghPay rewards and immersive brewing experiences, Heineken® invites you to discover what makes every sip so special

KUALA LUMPUR, 9th September 2025 — There’s nothing quite like that unmistakable “first sip of “Ahhh” – the refreshing, balanced taste that defines every Heineken®. Brewed to the same recipe and sold in over 190 countries, Heineken® is known for its consistent quality and signature experiences that consumers recognise worldwide.

This year, Heineken® is unveiling fresh and playful experiences that bring the “Agh! to Ahhh” moment to life – inviting consumers to discover what makes every sip so special while exploring new and memorable ways to connect with the brand.
AghPay: Your Voice, Your Wallet.

Heineken® is introducing AghPay – a playful new mechanic that allows consumers to turn their “Agh! to Ahhh”. Across select bars and online, consumers can engage in a playful effort to “pay” with their best “Agh” to unlock exclusive rewards:

• The AghTM – an ATM-inspired machine where consumers “deposit” their loudest “Agh!” into the system to unlock their first sip “Ahhh” and enjoy exclusive rewards on the spot.
• Digital AghPay – for those who can’t make it out in person, visit the Heineken® website to turn your “Agh” into rewards, including exclusive discounts of up to RM15 if you score a perfect 10, on your next Heineken® purchase via Shopee.

These activations highlight Heineken®’s refreshing payoff – showing how even small efforts can lead to an instant taste of that “Ahhh” moment.

Bringing Brewing Closer to Consumers

To deepen appreciation for what makes Heineken® unique and give consumers a closer look at the craft behind every pour, the brand has rolled out The Heineken® Microbrewery – a traveling, immersive experience showcasing the art and science behind every Heineken®. Through interactive displays and demonstrations, visitors can learn about Heineken®’s brewing process, discover the 100% natural ingredients and signature A-yeast that delivers its signature balanced taste, and gain insight into the uncompromising consistency behind its iconic flavour worldwide.

As part of the experience, visitors will also be able to master their own Star Quality pour – learning the same technique used by Heineken® bartenders globally to serve Star Quality pints.

“At Heineken®, we’ve always stood for consistent quality and a refreshing, balanced taste that’s recognised around the world – and that’s something worth celebrating. This year, we’re bringing those core credentials to life in new and memorable ways, from the playful AghPay activations that take consumers from Agh! to Ahhh… to the immersive Heineken® Microbrewery that showcases the craft behind every sip. It’s all about reminding consumers what makes Heineken® so iconic, and letting them experience it for themselves,” said Sean O’Donnell, Marketing Director, Heineken Malaysia Berhad.

Consumers can turn “Agh!” to “Ahhh” at participating outlets nationwide from now to 11th October or try Digital AghPay, which runs until 31st October.

To find out more about the 2025 Credentials Campaign, follow Heineken® on Instagram and Facebook.

Heineken® and all campaign events are strictly for non-Muslims aged 21 and above. We’re all about being responsible—when you drive, never drink. Please #EnjoyResponsibly.