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INTERNATIONAL MAGAZINE 4
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fiMiari nears
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Heineken's new visitor centre in Amsterdam reckons on wel
coming about a hundred thousand tourists each year. On the
site where beer was still being brewed up to three years ago a
centre has been created which will offer visitors a unique
taste of the World of Heineken.
Number 33
August J 99j
Coat
ents
forexpaSesC°Urse
International personnel magazine. Published six times a year in Dutch, English, Spanish and Italian by: Corporate Public Relations, Heineken N.V. P.O. Box 28, 1000 AA Amsterdam, tel. 020-5239229
New visitor centre
opened in Amsterdam
finishing /ine
In the room which formerly served as the storage attic for the windmill visitors can sample a few brews
to round off their tour.
Left unchanged: the brewhouse and
its original gleaming copper kettles.
Prominently displayed in the cen
tre's entrance hall are the portraits of
Gerard Adriaan, Henry P. and Alfred
H. Heineken. The guided tour there
fore starts with information about the
three generations of Heinekens who
have featured so strongly in the
growth of our company.
Tanks
The tanks that were used in the
former brewery for fermentation and
storage now serve as exhibition
rooms. Groups of visitors stand inside
such a tank and watch a presentation.
In the first tank the history of beer
and the company's origins are high
lighted, also by means of slide projec
tions. The guide can start up the au
dio-visual programme for each tank
by simply pressing a button and -
whilst the visitors look at the con
stantly changing displays - they can
be told about the history of Heineken
and of beer.
In the second tank the brewing
process is explained and an impres
sion is given of what modem-day
breweries look like. Before moving
along to the third tank visitors are
shown an impression of how beer
barrels were filled in the 1930s. This
tank therefore forms a good link-up
with the third tank which is reserved
for a unique film about the bottling of
Heineken beer in the year 1991.
Advanced video and film techniques
give an impressive picture of the ac
tion in a modem-day bottling depart
ment.
Sampling
The fourth and last tank shows that
Heineken beer is appreciated throug
hout the world. Some twenty TV dis
play screens, complete with musical
soundtrack, show the World of
Heineken as reflected in Heineken
commercials from all over the globe.
Then the visitors pass through the
brewhouse, which has been left as un
changed as possible, to a small tasting
room where they are presented with a
preliminary sample of the product.
The film 'Just Checking' and several
drinks in the room which previously
served as the mill storage attic round
off the guided tour which lasts a total
of one and a half to two hours.
The entrance to the new visitor centre
in Amsterdam.
