Heineken Experience Amsterdam
The city’s other draw is the Heineken Experience. On the site of the company’s old brewery, the newly renovated attraction let’s you take a self-guided tour that’s tantamount to brew-worship. Learn the history of the Heineken family, watch Heinie commercials from around the world, visit the horse stables and make your own music video. In the Experience’s crowning glory – a multimedia exhibit where you actually ‘become’ a beer – you’ll get shaken up, sprayed with water and subjected to heat. Afterward you get to down a couple of cold ones (though we should point out the suds are dismissed as ‘old man’s beer’ by many locals, while being sold at a premium abroad). Allow 75 minutes for the visit, and expect lots of company; come before noon to beat the crowds.