The Heineken Experience is located in the original Heineken Brewery. Gerard Adriaan Heineken bought this building back in 1863 when it was the De Hooiberg brewery. He then turned it towards the production of his eponymous beer. The building remained brewery all the way up to 1988. It was then that it became a museum (and hotspot for Heineken consumption).
Since 2001, it's been the world-famous Heineken Experience. And after a year-long update and redesign in 2008, it's more Heineken-y and Experience-y than ever before.