Heineken: Creating brand ambassadors starts internally

Heineken says its ‘Heineken Experience’ attraction in Amsterdam has allowed it to produce life-long brand ambassadors, leading to a visitor repeat rate of 70%.
The Heineken Experience welcomed its one millionth visitor yesterday (22 December), and has now become the fourth most visited attraction in Amsterdam after the Rijksmuseum, Van Gogh museum and the Anne Frank House.
It is housed inside the Heineken brewery, which was built in 1867 in Amsterdam. It is a self-guided interactive