How thousands of tourists see beer in the making
"When you're in Amsterdam, be sure to
visit Heineken!"
This, it appears, is one of the most popular
pieces of advice given by Americans to
friends and relatives about to leave for
holidays in Europe. And most of them
seem to accept it.
In the 12 months ended in October last
year, for example, more than 50,000 tour
ists visited the Amsterdam brewery on the
corner of Ferdinand Bolstraat and Stad
houderskade in the heart of the city. In
summer this brewery attracts a flow of
visitors so great that Heineken doubles its
reception rate by arranging two daily
tours. One tour accommodates 170 visi
tors and it's always quite clear from a
single glance at a summer queue, stretch
ing along the Heineken frontage and round
the corner, that many of those waiting will
be disappointed. Or at least will have to
come back - and be earlier next time.
How is it, Heineken executives often won
der, that so many thousands of people turn
up for tours which are hardly advertised? It
has to be a self-generating word-of-mouth
process. The beer offered every visitor be
fore departure obviously has a great deal
to do with it. Heineken is after all well
known and highly respected as a premium
beer in the U.S. The prospect of seeing the
place where this delectable beverage is
produced and, incredibly, actually drink
ing some of it as a guest of the brewery - this
prospect simply has to be one of Amster
dam's highly rated tourist attractions.
In fact it's not entirely free. Every visitor
to the Amsterdam brewery pays an
entrance fee of one Dutch guilder (about
50 U.S. cents) and the proceeds are annua-
ally donated to charity, being divided
equally between Terre des Hommes, UNI
CEF, the World Wildlife Fund and the
International Red Cross.
On entering, each visitor is given a small
boQklet outlining the company's history,
together with a postcard which explains
the brewing process by means of a simple
cartoon. The visitors are divided into
groups of 15 to 20 each, conducted by
guides who are in fact law students from
Amsterdam University.
First and most spectacular point of interest
is the famous copper kettle brewing house
where the rich gleam of the burnished in
stallations is an irresistible subject for
photographers.
Next comes the fermentation room, cold
by contrast, with its thick white foam and
the air heavy with the characteristic smell
of beer in the making.
Then the friendly warmth and clatter of the
bottling hall, for many visitors the most
fascinating part of the tour. The question
most frequently asked, is - "Is this the
same beer that we get at home in the States
- in green bottles?" The answer of course
is "Yes, you get the same Heineken wher
ever you buy the beer - anywhere in the
world." And that answer is reaffirmed at
the end of the tour when the Heineken film
is shown and the viewers see yeast from
the original culture both in use and being
shipped to areas where beer is locally
brewed.
At the end of the tour the groups meet and
take their first beer in the reception room
on the top floor of the brewery. As they
drink and talk the reception manager asks,
"Does anyone have a birthday today?"
Almost invariably a number of hands
shoot up. And for each of these fortunate
tourists there is a gift of a beautiful Delft
pottery beer mug in blue and white in
scribed with the words "Happy Birthday"
and filled, naturally, with beer.
Another drink for everyone, served with
Dutch cheese and crisps, and then the
lights dim and the film is shown. If the
weather is fine and clear, a walk on the ter
race follows and the guests have a breath
taking view of central Amsterdam. The
guides show their knowledge of the city,
naming the many towers, spires and
cupolas that adorn the landscape.
Then the reception manager wishes the
visitors good-bye. On their way out they
pass a little souvenir shop where there are
brisk sales of Heineken T-shirts, glasses,
aprons and souvenir mugs - the latter an
especially popular purchase. After all, not
all tourists can arrange to visit Heineken
on their birthdays!
3
A visit to Heineken
