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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“In my experience, persons, when they are made the subject of conversation, though with a Friend, are commonly the most prosaic and trivial of facts. The universe seems bankrupt as soon as we begin to discuss the character of individuals. Our discourse all runs to slander, and our limits grow narrower as we advance. How is it that we are impelled to treat our old Friends so ill when we obtain new ones?”
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