Each renowned beer is rumored to have a 'secret recipe' and Heineken pilsner claims to possess its own. Whether or not this is true or simply a great marketing ploy, Heineken beer is one of the most popularbeers worldwide. The brewery was established in Amsterdam in the middle of 19th century and in the 20th century, thanks to great marketing, itgrew into a huge multinational company, one of the three largest beer brewers in the world. Throughout its history, Heineken remained by and large a family business, with Charlene de Carvalho-Heineken as its current owner and biggest stockholder and her husband Michel on the company board. Heineken's successful history is presented in its old, no longer operational brewery located on Stadhouderskade. It features several amusement park type attractions, an exhibition and has been branded with the enticing name the Heineken Experience.
Heineken closed its old Amsterdam brewery, which was famousfor enveloping the entire De Pijp neighborhood in the aroma of hops and yeast, in 1988 and opened the former operation for guided tours. For a nominal admission fee, one could learn about the brewing process and sample an unlimited number of drinks. After the renovation in 2008, the tickets went up in price and what previouslyhad the appearance of a friendly brand promotion has become a ruthless tourist operation. ‘We're not a Heineken Museum, we're the Heineken Experience!' In so many words, the company management felt necessary to emphasize the campaign on their website and other promotional materials.
The old museum part still shows the unique architecture of the 19th century brewery, a horse stable, the impressive brass brewing tanks, memorabilia and the famous gold medal that has been reproduced on each Heineken label since the Universal Exhibition in Paris in 1889. The 'Experience' includes screenings of old beer commercials and a ride, simulating that of a bottle during its production process.
In 1983, Freddy Heineken, the then owner of the company who greatly expanded the business internationally, was kidnapped and held for ransom by a group of notoriousAmsterdam criminals. He was released after the criminals received the equivalent of close to 16 million euros in ransom. Eventually the criminals, who fled the country, were all caught and extradited back to the Netherlands where each served a lengthy sentence.