AMSTERDAM, NETHERLANDS–(EMWNews – July 30, 2008) – The Heineken Experience, located in

the former Heineken brewery in the centre of Amsterdam, will reopen for

visitors on 20 October 2008 following extensive renovation and expansion.

The Heineken Experience was first opened in 2001 and has become one of

Amsterdam’s most popular tourist attractions with over 400,000 visitors a

year.

Hans Maris, Manager of the Heineken Experience, commented: “The attraction

is looking great after the renovation. We’ve enlarged the Heineken

Experience to accommodate the increasing number of visitors, and we’ve

introduced a variety of new, interactive and entertaining elements in the

tour. The museum continues to tell the story of the Heineken company and

family, with of course the opportunity to enjoy a cold Heineken. BRC

Imagination Arts did a fantastic job in redesigning the attraction. We’re

looking forward to opening our doors again to the public.”

In the Heineken Experience, visitors are introduced to the World of

Heineken during a self-guided interactive tour.

New attractions include:

-- Mini Brewery with brew master;



-- Stable Walk which allows guests to visit our working stables and

   see the iconic Shire horses;



-- Brew U Ride Theater, where visitors experience the brewing and

   bottling process themselves;



-- Tasting Bar where visitors can learn about real Heineken taste;



-- Bottle Your Own Heineken, which offers guests the opportunity to

   take a personalized Heineken bottle home;



-- Multi-media experiences showcasing Heineken global sponsorships

   including the UEFA Champions League and innovations such as

   BeerTender and DraughtKeg;



-- Gallery, showcasing Heineken artwork and advertising from past

   and present;



-- The World Bar, where visitors can enjoy a Heineken in a changing

   international environment;



-- Shop, which sells Heineken branded souvenirs, and will be open

   seven days a week.

For more information on the Heineken Experience, please visit

http://www.heinekenexperience.com/

Download Heineken Experience press release:

http://hugin.info/136188/R/1239033/265269.pdf

Visit our website: http://www.heinekenexperience.com