If you’d like to see how one of the world’s most popular beers is made and sample the finished product at its ultramodern bar, then look no further than the Heineken Experience, which truly is an experience. Although this tasty brew, which is distributed in over 170 countries around the globe isn’t produced on the premises, you can take a tour and learn about the company’s evolution from its founding in 1864 in Amsterdam to its current status as a multinational brand. View exhibits that chronicle Heineken’s innovative leaps in both brewing technology and marketing that launched the famous red star logo on six continents. Pass the awards gallery and enter another room where the four basic ingredients of beer are explained and then move on to a large hall filled with giant copper vats where you can take part in the process by grinding malt. Next pass the stables where the Heineken Shire horses are kept, eventually making your way to the Brew U 4D experience where you see, feel and smell what it’s like to be brewed from start to finish. Take a break at the tasting bar where a guide will pour you a brew and explain the mysteries behind the thick foam that Dutch bartenders always leave at the top of the glass. It turns out that they’re not just trying to pour you less to save some money. There really is a reason behind it. Proceed to the video room with green couches and a ceiling made of Heineken bottles, bottle your own personalised brew for €5, create your own video or move on to the Innovation Station and the historic advertising gallery. At long last you’ll reach the modern world bar where you can enjoy two extra cold beers with dozens of other Heineken fans while listening to classic and contemporary alternative rock tunes. Exit the experience via the Heineken shop where you can get pretty much anything with the Heineken logo on it.
Admission: €15.
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Although Heineken is not my beer i really liked this tour. What i found remarkable is that no Dutch people were on the tour? They drink other stuff or...? Loved the interactive tools. Nice that they send you a personalized video.