For years now we've been hitting the pub with our mates - ordering pint upon pint of beer - and although many of us have a preference for a local brew or a dark malt or an amber, plenty of us have been quite happy ordering the old fallback, a green-necked Heine - and almost everywhere we go, from the smallest desert roadside watering holes to the cosmopolitan lounges and clubs, we can almost be certain Heineken will be available.  



So how does a brand, which is recognised worldwide, reengage its consumers and reinvent its story? The US-based BRC Imagination Arts, one of the world's leaders in experiential marketing, has developed the New Heineken Experience - an interactive journey through the history of the brand and the brewing process. The experience is housed in the former Heineken Brewery in Amsterdam.



Visitors to the restored brewery push their senses to the extreme as they see, smell, touch and taste everything that goes into the production - brewing and bottling Heineken beer. A special effects ride allows visitors to immerse themselves into the entire process from conception to completion with interactive exhibits as well as interpretive graphics. With the New Heineken Experience, the company hopes to develop renewed, enduring and personal connections with those of us who have always loved Heineken. - Andrew J Wiener