Heineken International hired BRC Imagination Arts in 2006 to convert its existing visitor center in Amsterdam into a one-of-a-kind brand destination that would capture the attention and emotions of entertainment-savvy 21st-century audiences. A key component of this ambitious transformation was an educational mission. Heineken wanted guests to emerge with an appreciation for the heritage of this beloved brand. After all, this beer is the manifestation of the passion and dedication of four generations of craftsmen.
The new experience distills Heineken’s 145 year history into a simple, emotional story with the guest at the center — “Born in Amsterdam, Raised by the World, Cheers!” As they take this fascinating journey through Heineken’s history, guests understand that the brew that they love is the result of the passion and dedication of generations of inspired brewmasters. Visitors are steeped in the core values of Heineken — passion, quality and responsibility — before they get to touch, smell and taste the natural goodness of the beer itself in the Historic Brew Room. They emerge with a new understanding of why they love Heineken, and a new ability to share this understanding with family and friends.
The new experience distills Heineken’s 145 year history into a simple, emotional story with the guest at the center — “Born in Amsterdam, Raised by the World, Cheers!” As they take this fascinating journey through Heineken’s history, guests understand that the brew that they love is the result of the passion and dedication of generations of inspired brewmasters. Visitors are steeped in the core values of Heineken — passion, quality and responsibility — before they get to touch, smell and taste the natural goodness of the beer itself in the Historic Brew Room. They emerge with a new understanding of why they love Heineken, and a new ability to share this understanding with family and friends.