Heineken Experience to be re
novated and expanded
Reuniting South Africa with Amstel
World of Heineken 37 Winter 2007/2008
The Heineken Experience - the popular interactive
tourist destination housed in the former Heineken
brewery in the centre of Amsterdam - is currently
being extensively renovated and expanded. To
accommodate the upgrade, the building will be
closed until June this year.
500 guests were invited to the re-launch event,
including local celebrities and members of the media.
Numerous legendary South African musicians were
flown in from cities across the globe to welcome
Amstel Lager back into the country. They were all
reunited on-stage during a final performance.
Historically, Amstel claims 49 per cent of the total
South African premium beer segment, making it the
premium brand of choice. Brandhouse, the local joint
venture company owned by Heineken, Diageo and
Namibia Breweries, is South Africa's largest importer
and distributor of premium spirits and beers. The
company now markets and distributes Amstel in
the Southern Africa region, adding it to its already
impressive premium beer portfolio that includes
Heineken, Guinness and Windhoek.
willem.van.der.hoeven@brandhouse.co.za
New attractions to be added to the upgraded
Heineken Experience include a microbrewery, a
tasting bar as well as the new "Stable Walk", where
visitors will be able to access the stables to view
Heineken's iconic Shire horses. With the addition
of an extra floor, the Heineken Experience will also
be able to accommodate the growing number of
visitors.
"In the past three years, the number of visitors to
the Heineken Experience has grown enormously.
In 2006, we welcomed over 350,000 visitors," says
Hans Maris, Manager of the Heineken Experience.
"The transformation will allow us to accommodate
the growing number of visitors and to communicate
the Heineken brand values in a contemporary way."
I
www.heinekenexperience.com
South African beer drinkers were officially reunited
with Amstel at a spectacular event in Johannesburg
in October. Amstel is now available in 75cl and 34cl
bottles as well as 33cl and 44cl cans following an
absence of around three months while stocks could
be replenished by breweries in Europe.
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