Heineken Experience' reopens in Amsterdam - by Toby Sterling
One of Amsterdam's most popular attractions among young adults, the Experience has reopened after a year of renovations. Long gone are the days when the tour, located on the site of Heineken's former brewery in Amsterdam, was mostly a way to drink unlimited amounts of booze. The remodeled version lives up to its name, a cross between corporate museum and a chance to achieve rapture with one of the world's most-recognized beer brands.
Though for cynics the Experience may feel like one long advertisement, for those who love the beer, it's "a pilgrimage," says Bob Rogers, a branding expert who advised Heineken on the museum's renovations. "We wanted to bring back the connection with beer-making, and the history of Heineken, to help people see it, touch it, taste it," he says. The new Experience updates its offerings with several high-tech exhibits targeting the "YouTube" generation. For instance, visitors can perform karaoke of the cheesy Dutch classic song Tulips from Amsterdam against a backdrop of canals — and instantly send a video clip of the event by e-mail to their friends.
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