Heineken Experience

This guide to the Heineken Experience in Amsterdam opens on the evening of November 9, 1983, when Alfred Freddy Heineken, grandson of the brewery's founder, was seized outside his office by five men who had spent months planning it, and driven to a warehouse hiding two soundproof cells behind a false wall. It steps back to 1873, when Freddy's 22-year-old grandfather bought an old brewery called De Hooiberg on this spot, and to 1886, when a Pasteur-trained scientist developed the yeast still used today. Listen for how long Heineken sat chained to that wall before anyone knew where to look.