"As one of the most valuable, recognisable and respected international brands, Heineken has stood for quality, integrity and passion for more than 140 years," said Bart Dohmen, managing director of BRC Imagination Arts, which is overseeing the project.

"We’re thrilled to be working with such a forward-thinking company to deliver a re-invented experience that will engage and immerse visitors in the world of Heineken for years to come."

With the redesign, a new tour will be used to ramp up the visitor experience, relaying the iconic beer’s culture, history and branding.