beer, family-style

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🙂

9 thoughts on “beer, family-style

  1. I’m sitting in a brewpub right now.
    Some may drink to get drunk. In our case, the brewpub, and the beer it serves, generate a social experience like a British pub. Think of the social dynamic: In a village pub in Britain you would not want to get drunk / stupid. These are your friends. You have a pint or two and then go home. It’s society with others and not drunkenness that takes you to the pub.

    • Oh I totally get that. That’s why I drink. But in my experience, Heineken is not the beer you drink when you’re with your friends. It’s the beer you drink at music festivals and sporting events, the not so good beer that is more about getting alcohol into you than enjoying the taste or whatnot.

  2. I’m sitting in a brewpub right now.
    Some may drink to get drunk. In our case, the brewpub, and the beer it serves, generate a social experience like a British pub. Think of the social dynamic: In a village pub in Britain you would not want to get drunk / stupid. These are your friends. You have a pint or two and then go home. It’s society with others and not drunkenness that takes you to the pub.

    • Oh I totally get that. That’s why I drink. But in my experience, Heineken is not the beer you drink when you’re with your friends. It’s the beer you drink at music festivals and sporting events, the not so good beer that is more about getting alcohol into you than enjoying the taste or whatnot.

  3. I’m sitting in a brewpub right now.
    Some may drink to get drunk. In our case, the brewpub, and the beer it serves, generate a social experience like a British pub. Think of the social dynamic: In a village pub in Britain you would not want to get drunk / stupid. These are your friends. You have a pint or two and then go home. It’s society with others and not drunkenness that takes you to the pub.

    • Oh I totally get that. That’s why I drink. But in my experience, Heineken is not the beer you drink when you’re with your friends. It’s the beer you drink at music festivals and sporting events, the not so good beer that is more about getting alcohol into you than enjoying the taste or whatnot.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s