Experiencing the
Heineken Experience
TRENDS INNOVATIONS
The new, improved Heineken Experience in Amsterdam
reopened its doors late last year after extensive renovations.
The facility has since received some 170,000 visitors from
around the globe.
World ofHeineken 40 - summer 2009
Hans Maris
Heineken Experience gives visitors a look
into the brewer's rich history, as well as some
of its present activities. It is housed in the
famous large brick building on Amsterdam's
Stadhouderskade where Gerard Adriaan
Heineken first brewed his beer a century ago.
The renovations have resulted in a more
sleek, spacious and high-tech experience for
visitors. "We want our passion for quality to
resonate throughout the whole Experience,"
says Heineken Experience Director Hans
Maris. One thing, however, has remained the
same since the old brewery was turned into a
visitors' centre in 1989: "It's our employees'
enthusiasm that makes the Experience," says
Hans.
World of Heineken spoke to members of
staff and visitors to the Experience.
Jaap Kater, supervisor
Staff member since
autumn 2002
"The biggest difference
after the renovation
is that Heineken
Experience looks and
feels more high-tech,
with the new graphics,
films and décor. It's
more in tune with the 21st century. The
new Heineken Experience is also bigger. For
example, before the renovation there was
only one 'Brew-you' ride, and now there are
three. The diversity of the people I meet
everyday is the best part of my job. No day
is ever the same. Heineken is a wonderful,
premium product. Everyone is proud to work
here, and that's reflected in our enthusiastic
team. And we want to convey that feeling to
the people who come and visit us."
Roel Worp, staff
member
staff member since
October 2008
"The most fun part
of my work is the
interaction with visitors
and colleagues. My
working day is very
diverse: at the brew
station, at the bar, at the ticket counter. I love
to talk and present things, and it's nice to see
that I get positive feedback from customers.
Almost everyday we experience something
new and fun. We want people to take good
memories of the Heineken Experience with
them!"
Maarthe Hoogland,
university student
Flex worker since
November 2008
"I like the contact
with international
visitors. I also like the
fact that we have a
certain amount of
independence at the
different stations. You're putting on a good
show, and can contribute your own creativity
in your work. I'm learning a lot. For instance,
I'm learning to be patient, and to remain calm
when things get hectic. It is also physically
quite challenging at times, since you have to
be on your feet for hours at a stretch. The
best thing about this job is that it combines
a relaxed, friendly working atmosphere with
tight discipline. Being punctual, for example,
is very important here." Visitors to the
Experience were overwhelming positive.
Dinah Rajan, consultant
Sydney, Australia
Did you plan ahead
to visit the Heineken
Experience?
"Not really. There was
a poster about it in our
hotel, so we thought
we'd go here."
What did you like best?
"It was interesting to see the marketing
strategies throughout the ages, and to see
how it has developed: the label, the bottles."
Was there anything that surprised you?
"It was fun to see the process of making beer,
although I had thought that beer was actually
brewed on these premises. I didn't know beer
only had four ingredients!
Would you recommend a visit to others?
"I would certainly recommend it to visitors to
Amsterdam. When you think of Amsterdam,
you think of Van Gogh and Heineken!"
Jorge Rigabert, web
designer
Zaragoza, Spain
Did you plan ahead
to visit the Heineken
Experience?
"Yes, we heard about it
before we came here."
What did you like best?
"The beer! And also the 'Brew-you' ride."
Was there anything that surprised you?
"It is very interesting to see the evolution of
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