The Heineken Experience - in 1988, Heineken closed down one of its breweries found in downtown Amsterdam and converted it into a museum. In 2008 the implemented the concept of "Experience" instead of museum. They describe the Heineken Experience as an amusement park for adults. In the three times I've been to Amsterdam, I've never been in, so I can't say what it is like inside, but there's always a long line so it must be good!