Heineken Experience to be renovated and expanded

The Heineken Experience, one of Amsterdam’s most popular tourist attractions is to undergo a multi-million euro renovation.

As a result, the venue - located in the former Heineken brewery in the city centre of the capital of the Netherlands - will be temporarily closed from October 2007 to June 2008.

Heineken says that over the past three years, the number of visitors to the Heineken Experience has grown enormously to over 350,000 people in 2006. To keep up with the growing popularity of the Heineken Experience, and to communicate the Heineken brand values in a more contemporary way, an enlarged and highly interactive experience for visitors will be created.

New attractions will include a mini brewery, multi-media stations, a tasting bar as well as a "stable walk", where visitors will be able to view Heineken’s iconic Shire horses from nearby.

The 140 year old former Heineken Brewery is a national monument and listed as European Industrial Heritage. The Heineken Experience was first opened in 2001.