I AMsterdam: part 3

Here it is, the final post of my Amsterdam experience: The Heineken Brewery Experience!

The building that is now the Heineken Experience Museum is the original building where Heineken beer was brewed.  The stuff you drink today is actually brewed just down the block, in a larger facility … but Dutch all the same!  The first part of the museum is what you’d expect: historical information, the life story of Mr. Heineken (yes, "Mister" was his first name), yadda yadda yadda.

It gets really interesting when they explain the process of brewing the beer.  You get to hear all about the chemistry of beer making.  Without going into the intricacies of hops, yeast, wheat, and super purified water, I’ll give you a basic overview.  Ever wonder why people make such a big deal over the foam layer at the top of the beer glass?  Most people don’t like it because (a) it takes up space that could be filled with more beer, (b) it gives you a ridiculous mustache after the first gulp, and (c) it has a bitter taste.  The museum guides told us that Heineken actually takes great pride in creating the most sophisticated foam layer of any beer.  The foam is made from the hops (which looks like a small flower when it grows), which is why it tastes bitter, and is extremely important because it creates a seal that prevents the loss of carbon dioxide from your beer.  This means that your Heineken stays bubblier longer.  The trick, and apparently the correct way to drink beer, is to get that foam mustache: tilt the glass enough to get the beer and not the foam in your mouth.  By doing so, the foam will reseal your drink and keep it fresh for your next gulp.  The man in the beer tasting area was quite comical when he explained this to the group.  The best part of the tasting was that they served the freshest beer available (the brewing process takes 30 days).  We raised our glasses, and with a boisterous proost! (Dutch for “cheers”), sampled quite a fine glass of Heineken (which is quite a statement from me because I’m not a huge fan of beer).

Now you see it ...

... Now you don't!

After the tasting we saw the Heineken stables, where the Clydesdale horses live.  It smelled like hay (because hay is, in fact, for horses) and they looked very happy.

This was the point where the museum began to transform into a themed park / club:  we were shuffled into a room and, while standing on a moving platform, we were “brewed.”  It was similar to the virtual reality rides you might have experienced at Disney or Universal Studios.  The platform jerked in different directions as we were sloshed around, bottled, and shipped on a truck to a club.  When we were “opened,” bubbles fell from the ceiling.  It was pretty silly.

Then, in reality, we proceeded to an actual bar/club area with a live DJ and a Heineken bar (you get 2 free glasses of beer with your ticket purchase).  In the various alcoves of this area were showcases of marketing techniques (posters, commercials), past bottle and can designs, etc. 

It was loads of fun, and I definitely recommend it if you are ever in Amsterdam!