Heineken Treat and Information Centre
In 1991, the brewery opened to the public as a brewery tour and visitor center, known as the "Heineken Treat and Information Centre" (Dutch: Heineken ontvangst- en informatiecentrum). The attraction grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor center changed its name to "Heineken Experience".
After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on 3 November, 2008. The latest transformation of the visitor experience comprises four levels of historical artifacts, product exploration and sampling, and interactive exhibits which employ the latest high-tech multi-media technologies.
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