Discover Benelux, Issue 14, February 2015

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Discover Benelux | Attraction of the month | Heineken Experience

AT T R A C T I O N O F T H E M O N T H , T H E H E I N E K E N E X P E R I E N C E

Home to one of the world’s most iconic beers The grand 18th century brewery in Amsterdam has seen Heineken grow from a radical idea to the world’s most international beer brand. Now turned into an interactive experience, there is no better place to learn about the dynamic world of Heineken.

TEXT: MYRIAM GWYNNED DIJCK | PHOTOS: HEINEKEN EXPERIENCE

The brewery was built by Gerard Adriaan Heineken in 1867, just three years after he founded the company. For 120 years, Heineken beer was brewed here, but to cope with demand it shut in 1988 and production moved elsewhere. In 2001 it reopened as the Heineken Experience, a self-guided tour full of interaction and exciting elements.

From the brewing process to the Heineken family, Dutch karaoke and a bottle timeline, the Heineken Experience covers all aspects of the brand, including, of course, a taste of the beer itself. “During the tour you first get a sample as we go through the colour, taste and smell of Heineken. Then at the end you can get another two full-sized beers in our World Bar that you can draught yourself!” says Myriam Marouli enthusiastically, who is re-

12 | Issue 14 | February 2015

sponsible for Activation & Development of the Heineken Experience.

Now a national monument, the building was expanded in the 1950s, creating an interesting contrast of architectural styles particularly in the brew room. “It’s like a cathedral in there, it is all still in its original state. I can just stand there for hours,” Marouli continues. The brewery is not operational anymore, apart from the first process of the beer making – when water is mixed with barley – which visitors can try themselves.

Last year in February, HEINEKEN celebrated its 150th anniversary. On 15 February this year, these celebrations come to a close. Also during the rest of the year there will be something special in store. “Every last weekend of the month we will organ-

ise something extra for visitors, in February this will be an exclusive concert,” Marouli says.

The tour is available in English and Dutch, and by downloading the free Heineken Experience app, you can undertake the first part in another nine languages. At the end of your visit, there is one last element that is not to be missed: a free 30 minute boat ride through the beautiful and historic Amsterdam canals to the Rembrandtplein.

Having doubled their visitor numbers in the last five years, it is no wonder that the Heineken Experience is one of Amsterdam’s fastest growing attractions. www.heinekenexperience.com