In the heart of Amsterdam, you will find the Home of Heineken – the Heineken Experience. A museum of sorts, here’s what it’s like inside.
Speaking as someone who cannot comprehend why men enjoy the bitter taste of beer, this was awesome! Yes, it is effectively brand awareness for Heineken – you’re paying them to advertise to you, but it’s the most enjoyable museum I’ve been to!
Inside the Heineken Experience Museum
The Heineken Experience utilises all 5 senses, and doesn’t get boring at all.
You walk from room to room, learning the history of the iconic brand from the 1800s with Gerard Adriaan Heineken gaining investment from his wealthy mother, to creating the world’s most recognisable brand.
You continue through the various iterations of the brand’s bottles and over the years, like travelling back in time. You learn all of the marketing campaigns and sports sponsorship deals that have taken place to further the brand.
You even meet the horses that used to transport finished products around, and now still roam the city as brand ambassadors.
The Brewing Process
You will learn what ingredients go into beer, the famous A-Yeast in Heineken, all about hops, and the 8-stage beer-brewing process.
You queue up to this big vault-like door with staff guarding it. Once they let you in, the door closes, and on all sides a countdown begins from 30 seconds.
Suddenly (after 30 seconds), you’re surrounded on all side – and ceiling and floor – by a bottle factory, zooming along the conveyor and being manufactured into a Heineken. SPLASH, fizzy liquid beer pours down from above. Then you’re transported to an exotic party with tropical tunes, being served and enjoyed by happy drinkers.
The impressive cinematic experience takes around 5 minutes and is a standout highlight. So is what happens when you walk through the door to leave the vault…
A sharply-dressed lady greets you in a formal bar setting with a round tray full of little Heineken glasses, perfectly filled with golden beer. You take one and admire the art of beer. Did you just say the art of beer? The lady teaches you how to pour, what to look out for:
Look – foams until the arms of the star logo, golden colour, clarity.
Smell – fruity notes, malty, crisp.
Taste – bitter and rich, fresh, pure & balanced.
The Best ‘Dam Bar
Lastly, you’re dumped in what might well be the coolest underground bar ever. It’s dark and green and the lady at the bar serves you two perfect little pints. You’re a little tipsy by this point, and after a while, eventually waddle out to the gift shop.
You can purchase all the merch in the world, and even buy your own customised bottles.
The Heineken Experience is easily the most enjoyable, impressive museum I’ve ever visited!