Heineken Experience & BRC

The Heineken Experience is held as one of the most popular tourist attractions of Amsterdam which always receives rave reviews from visitors. The brand land was opened in 2001. “Over the last three years, we’ve noted a massive increase in visitors. In 2006 we counted 350,000 guests,” said Hans Maris, director of Heineken Experience. The visitor centre was closed in late October so that extensive expansion and refurbishment plans in the multi-million euro range can be carried out. Among the planned new attractions are a mini-brewery, various multimedia offers and a taste test bar. Heineken’s partner for the expansion plans is BRC Imagination Arts. The newly expanded and remodelled Heineken Experience is to re-open in July 2008 to meet the notably increased number of visitors better than ever. (eap)