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The Heineken Experience Celebrates 900, 000th Visitor


The Heineken Experience in Amsterdam welcomed its 900, 000th visitor on 30th December, marking a 22% growth in visitor numbers in 2015.

Last year got off to a flying start with a huge increase in guests in the first few months, most of whom came from the United States, United Kingdom, Brazil, Italy and France.

Designed by BRC Imagination Arts, the attraction is located in the former Heineken Brewery in the centre of Amsterdam.

When brewing came to an end in 1988, the building was sensitively renovated, opening its doors as the Heineken Experience in 2001.

The attraction significantly upgraded the tour for last season with a new rugby exhibit and a redeveloped karaoke area. The new ‘VIP tour and Beer tasting’ proved a huge draw, selling out completely during the summer months.

Managing Director of The Heineken Experience, Dirk Lubbers, comments, ‘We are very proud that we can welcome so many visitors from all over the world and we hope that in 2016 we can provide more magical moments for all the visitors of the Heineken Experience."

The building itself is a national monument and is one of the highlights on the European Route of Industrial Heritage.

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