NETHERLANDS: Heineken reopens Experience

By just-drinks.com editorial team | 29 October 2008

Heineken is set to reopen its tourist attraction in Amsterdam after "extensive" remodelling and expansion.

The Heineken Experience will open to the public on 3 November, having been closed since October last year, the brewer said today (29 October). The attraction, which boasted 355,000 visitors in 2006, offers a journey through the brewing process and a newly-constructed 'stable walk' to working stables and the Heineken shire horses.

"We are very proud of the unique experience that we have created," said Hans Maris, manager of the Heineken Experience. "The new approach brings to life our passion for the quality of the beer we brew, our great respect for people, cultures and the world in which we live and our commitment to the responsible enjoyment of our brands."

A revamped website for the attraction will also launch today, offering visitors the option to book their visit online.

Heineken contracted BRC Imagination Arts, which has worked for clients such as Disney, Universal Studios, and The Empire State Building, for the "multi-million euro" revamp.

The hour-and-a-half long tour costs visitors EUR15 (US$19.40) each.

Sectors: Beer & cider

Companies: Heineken