It grew to become one of Amsterdam's most popular tourist attractions and by 2001 the visitor centre changed its name to "Heineken Experience".

[2] After a year of extensive remodeling and expansion, the Heineken Experience reopened to visitors on 3 November 2008.

[4][5] During this period, the façade and entrance were renovated and the Reception Center was expanded in order to put an end to the queue of people in the street.

[4][5] In renovating this visitor experience, the brewery tour was designed to educate the public on the process of pilsner brewing as well as to bringing the Heineken product and brand to life.

As described by branding expert Bob Rogers of BRC Imagination Arts, an experience design firm based in Burbank, California,[6] commissioned to design the visitor center renovations: "We wanted to bring back the connection with beer-making, and the history of Heineken, to help people see it, touch it, taste it".