A couple of weeks ago I visited the Heineken Experience in Amsterdam. It was interesting, not so much for the content, but in how that content was presented. Heineken is beer, right, beer that is often drunk at parties, sports events, parties, at home. Usually to relax and often to get drunk. But the Heineken Experience had such a clean image I almost forgot it was about beer. You could totally take your kids to it and it would be appropriate, except for the tiny glass you get to taste halfway through and the two beers you get at the end. And even the halfway glass is very cleancut – you have to take tiny sips so you can taste the different components and it’s very organized. It was very interactive in the manner that kids’ museums are nowadays.
One of the last stops is a room where images of people partying, accompanied by loud music, blast from all the walls. That, along with the final stop in the bar, was the only place that reminded me of the ultimate motive for drinking – relaxing and getting drunk (enough). Even the giftshop was professionally organized – did you know you can buy anything, really anything, with the Heineken logo on it?
All it all, it was worth the fifteen euros it cost me to get in. And I don’t even really like Heineken🙂