The Heineken Experience, located in Amsterdam, is a historic brewery and corporate visitor centre for the internationally distributed Dutch pilsner, Heineken beer.
History
Background
The industrial facility was built as the first Heineken brewery in 1867, serving as the company's primary brewing facility until 1988 when a more modern, larger facility was constructed on the outskirts of the city.[1]
Foundation
In 1991, the brewery opened its doors to the public through a visitor centre, known as the "Heineken Treat and Information Centre". Although the Heineken Experience began in 1991, there were tours of the original brewery while it was still fully operational. It grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor centre changed its name to "Heineken Experience".[2]