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When customers pay to "experience a product" beyond normal consumption, the product and the brand win.

I've been to a couple of brewery tours over the last few years, of course, to learn about how Coors (in Golden, Colo.), Guinness (in Dublin, Ireland) and others, are brewed.

But none of them comes close to the overall visit to the Heineken Experience in Amsterdam. Heineken wins.

It's billed as a chance to "meet the beer." Yep. Had the chance to be near the Heineken Shire horses in the stable walk, watch/participate in a "what it's like to be brewed" 4-D experience complete with droplets of foam, interact with James Bond as a reminder of the beer's key product placements, play in a foosball game amidst a World Cup-like crowd and the beer's sponsorship signage, relax in a nap-inducing comfy chair in which I think every Heineken TV commercial ever made was played, cut my own music video in Flemish in the middle of a young, frenzied Heineken-fueled crowd and, of course, pour and taste "my own" product sample.

Truly a Heineken experience. Almost like living in your own beer commercial.

Oh, and on top of all that -- it was one of the few places I've seen in Europe that is wheelchair accessible. Commendable is an understatement.

I like other beers better, but I cannot think of a more compelling way to connect with the customer than what I saw and did at the interactive display at the world of Heineken. Refreshing to say the least -- just like the Super-Cold Heineken and its ice-packed tap.

Ever been to anything similar?

Scott Hanson
Scott Hanson
President Scott is president of HMA Public Relations and a founding member of the Public Relations Global Network. He’s a Phoenix native, husband, father of two and a fan of all sports and a participant in some. Check out Scott's full bio


  1. The Heineken Experience is exactly what the name says – a product experience to allow consumers to build an emotional connection with the brand. The experience starts with the founders’ humble beginnings and ends with the aspirational lifestyle images the brand embodies. Every single element in the experience emotes product quality.

    Quick reminder- I have video footage that could easily end up on youtube.

  2. Brittany Richardson says:

    I loved visiting the Guiness Factory! Now I want to check this place out!

  3. Stephanie Lough says:

    Share with the world the Flemish music video!

  4. Howdy blogger, thank you for providing this article.. I found it first-class.

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