On the site of the company’s old brewery, the crowning glory of this self-guided 'Experience' (samples aside) is a multimedia exhibit where you ‘become’ a beer by getting shaken up, sprayed with water and subjected to heat. True beer connoisseurs will shudder, but it's a lot of fun. Admission includes a 15-minute shuttle boat ride to the Heineken Brand Store near Rembrandtplein. Prebooking tickets online saves you €2 on the entry fee and allows you to skip the ticket queues.