Ambling around Amsterdam: Time to get educated on beer

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Although we only have less than two days in Amsterdam, we are not going to miss out on The Heineken Experience. Whether you are a beer drinker or not, it is something not to be missed because it is fun, even more so for beer drinkers (uh~ duh)!

The entry band. 

The 3 redemption tokens. White is for door gift. The other two could get you either 2 free beers or the beer pouring experience cum 1 free beer.

I would break the tour down into two parts. It starts with the history and beginnings of Heineken. Then it moves on to the beer itself, the ingredients (hops, water, etc.), the’ special’ strain that makes Heineken Heineken, and the brewing process. You will also get to see and touch the equipment used to make beer. After that you will learn of the bottling process where, if you wish (and willing to pay), you can customise your own Heineken bottle. But the customisation is limited to a line (e.g, your name/nickname) on the bottle. The tour has no audio guide. You learn everything through reading, watching and interacting with the crew (staff). There are also some hands-on activities that you can try, like stir the boiling hops (note that it emits a pungent smell). These consist of the first part of the tour.

How high the silo is for keeping barley. 

Why do people collect beverage merchandise?

The four ingredients that form Heineken.

The brewing equipment.

They have horses and stables because horses have always been part of the company. They are used to deliver beers in the past I think.

The bottling process.

You can customise a bottle with your own name.

The second part gets more interesting. It entertains. This is the part where you learn the ‘art’ of drinking beer at a stylish bar area (brightly lit, not a dark dingy pub atmosphere), where the crew pours cups of beer and then teach you how to drink the proper way. With all the beer drinking, you have to wonder if the crew gets a little tipsy by the end of their shift. After that little ‘course’ on beer drinking, you get shoved into the hipper, flashier part of the tour. It is all futuristic and club-like (imagine flashing lights, dim rooms, black lights, booming EDM – electronic dance music for the uninitiated). You get to see the newer Heineken cans, which has a cool-party-vibe design and glows under black light. There are also some interactive video/photo booths, where you can create your own music video or take photos and email them to your friends and family, all in full view of other visitors. Embarrassing? Of course! Does one care? NO! It is known that alcohol lowers one’s inhibitions, and when in a foreign country, one’s inhibitions are generally low (read: could not care less). There are also PlayStations around where you can play FIFA14. You can also try your hand at beer pouring through an arcade-game-like machine. If the virtual experience does not excite you, put yourself to the test and do the real thing. Get a certificate and a glass of beer free along with it! If beer drinking (not pouring) is right up your alley, then you can get two glasses of complimentary beer instead. See what I mean when I say that the second part is the fun part?

This is where we learn to drink beer proper.

Moving onto the cool part! 

Normal light.

Black light.

A miniature of the beginnings of Heineken.

Hologram.

Whose a certified pourer now?

Through the beer glass.

At the end of the tour you will exit through a gift shop. Be warned, you will be tempted to get something, because you had such an enjoyable experience. Lastly, to redeem your free door gift, you have to make your way to a Heineken shop somewhere else, which is really troublesome (I don’t understand why they put visitors through such hassle). The easiest is to wait for the Heineken boat, which will bring you on a river cruise through the canals to the redemption spot.  If you haven’t had enough beer, you can order more on the boat. The alternative is to get to the spot on your own via public transport.

Onboard the Heineken Express (self-named)!

Overall an enjoyable and memorable experience. What I liked most is the interactive experiences: the beer pouring; the photo/video booths; learning how to drink beer proper; and the complimentary beers. AWESOME.

Official website: http://www.heinekenexperience.com

More information: http://www.amsterdam.info/heineken-experience/