Heineken Experience reopens

Having undergone extensive remodelling and expansion over the past twelve months, one of Amsterdam’s most popular tourist attractions, the Heineken Experience, reopened on 3 November 2008.

The new Heineken Experience, says brewer Heineken, has been designed to bring the values of the Heineken brand to life in an entertaining and contemporary way.

Having spent millions on revamping its corporate museum, Heineken says that its visitors will now experience an interactive journey through the brewing process and will have the opportunity to create and take home their own personalised bottle of Heineken.

The working stables and iconic Heineken shire horses will also be accessible via a newly constructed "stable walk". Once the tour is over, guests will be able to relax with a refreshing glass of Heineken. The entrance fee is EUR 15 per person and the tour lasts 90 minutes.

To announce the reopening, an online media campaign was launched. Central to the campaign is a short film, apparently shot by two visitors who have sneaked into the new Heineken Experience to get an "unofficial" preview.

At www.heinekenexperience.com , consumers can keep track of these "intruders". They will also have the chance to win a trip to Amsterdam to tour the new Heineken Experience. The film can be found on YouTube.com together with other films made by these visitors.

Between January and October 2007 more than 350,000 people came to the Heineken Experience.