In 2006, BRC Imagination Arts was asked to create and deliver a complete remake of the Heineken Experience. BRC put brewing back into the brewery tour, let people see, feel, smell and taste the ingredients at multiple steps in the process. We put the story back into a unified, logical sequence. We expanded a pre-existing bottling line simulator ride to include a ride through the entire brewing process. Called Brew-You, it included tactile effects like heat and water spray. There was a walk through of a pouring glass of Heineken and even a station where you could personally bottle your own Heineken with your name on the label. We even added a “Stable Walk,” where visitors are able to access the stables to view – and yes even smell – Heineken’s iconic Shire horses from nearby.
