Museum building in 2004
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.
In 1991, the brewery opened to the public as a brewery tour and 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.) (Dutch: Heineken ontvangst- en informatiecentrum). The attraction grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor centre changed its name to "Heineken Experience".
After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on 3 November, 2008. The latest transformation of the visitor experience comprises four levels of historical artifacts, product exploration and sampling, and interactive exhibits which employ the latest high-tech multi-media technologies.
In renovating this visitor experience, the brewery tour was designed to educate the public on the process of pilsner brewing as well as to bringing the Heineken product and brand to life. As described by branding expert Bob Rogers of BRC Imagination Arts, an experience design firm based in Burbank, California, commissioned to design the visitor center 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".
While the original brewing facility which houses the Heineken Experience is an historic landmark for the Heineken company, it serves also as an Anchor Point on the European Route of Industrial Heritage. The European Route of Industrial Heritage presents 845 sites in 29 European countries. Of these, 66 Anchor Points compose the ERIH main route. In whole, eleven Regional Routes host the industrial history of the European landscape in detail, and all sites relate to ten European Theme Routes which show the diversity of European industrial history and their common roots.
None of the audio/visual content is hosted on this site. All media is embedded from other sites such as GoogleVideo, Wikipedia, YouTube etc. Therefore, this site has no control over the copyright issues of the streaming media.
All issues concerning copyright violations should be aimed at the sites hosting the material. This site does not host any of the streaming media and the owner has not uploaded any of the material to the video hosting servers. Anyone can find the same content on Google Video or YouTube by themselves.
The owner of this site cannot know which documentaries are in public domain, which has been uploaded to e.g. YouTube by the owner and which has been uploaded without permission. The copyright owner must contact the source if he wants his material off the Internet completely.