The Heineken Experience in Amsterdam, The Netherlands, has reopened today (3 November 2008) after undergoing extensive remodelling and expansion.

Designed by US-based BRC Imagination Arts, the revamped attraction will take guests on an interactive journey through the brewing process and even offer them the opportunity to create and take home their own personalised bottle of Heineken.

Hans Maris, manager of the Heineken Experience, commented: "We are very proud of the unique experience that we have created.

"The new approach brings to life our passion for the quality of the beer we brew, our great respect for people, cultures and the world in which we live and our commitment to the responsible enjoyment of our brands".

According to Bart Dohmen managing director of BRC IMagination Arts Europe, the new tour will provide a totally immersive guest experience that uses story and design innovation to emotionally engage visitors in Heineken's culture, history, and brand.

The Heineken Experience opened in 2006 and attracted 350,000 guests in its first year.

It closed for the redevelopment in autumn 2007. Heineken, which traces its roots to 1864, is one of the world's leading international brewers.