AMSTERDAM, Netherlands - The sweet smell of barley mash fills the brewing hall. Water and foam spritz down on visitors' heads as they watch a film about fermentation, as seen from the perspective of beer. Next up: the tasting.
No wonder they call this the "Heineken Experience."
One of Amsterdam's most popular attractions among young adults, the Experience has reopened after a year of renovations.
Long gone are the days when the tour, located on the site of Heineken's former brewery in Amsterdam, was mostly a way to drink unlimited amounts of booze.
The remodeled version lives up to its name, a cross between corporate museum and a chance to achieve rapture with one of the world's most-recognized beer brands.
Though for cynics the Experience may feel like one long advertisement, for those who love the beer, it's "a pilgrimage," said Bob Rogers, a branding expert who advised Heineken on the museum's 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," he said.
The new Experience updates its offerings with several high-tech exhibits targeting the "YouTube" generation.
For instance, visitors can perform karaoke of the cheesy Dutch classic song "Tulips from Amsterdam" against a backdrop of canals - and instantly send a video clip of themselves by e-mail to their friends.
The tour begins with a short film designed to praise Heineken's history, in which the word "quality" is mentioned a dozen or more times.
It gets better from there.
After wandering through historical Heineken artifacts, visitors are offered a chance to see and touch barley and hops, two of the main ingredients of beer.
Next they enter a stylish art-deco hall filled with massive copper brewing kettles.
An actor plays the part of master brewer, explaining the brewing process while stirring a steaming cauldron full of "wort" - the mash that is mixed with yeast before beer is fermented.
Visitors can grind some barley or taste the wort if they like.
Next is the low-impact "Brew U" ride, where visitors are encouraged to "be the beer" and witness brewing and bottling from the perspective of the amber liquid.
At the halfway mark, visitors are offered their first taste of the holy Heineken itself.
A bartender demonstrates how to tap a beer properly - a head of foam keeps a beer at its best - and gives helpful tips on tasting.
Along the way, visitors are initiated into some of the secrets of Heineken. For instance, Heineken uses its own proprietary strain of yeast, the beer equivalent of Coca Cola's secret formula or Kentucky Fried Chicken's secret recipe.
There are homages to the advertising savvy that made Heineken the second most popular imported beer in the United States, including one room full of nostalgic Heineken posters.
Another room is lit with green lights and outfitted with futuristic reclining chairs where visitors can relax and view Heineken television advertisements of years past.
Other attractions include a chance to order a bottle of Heineken with a personalized label, watch clips from Heineken-sponsored soccer matches or see your own image superimposed on one of Heineken's James Bond advertisements.
At the end of the tour comes - what else? - a bar stocked entirely with Heineken. The roof is decorated with thousands of the company's hallmark green bottles.
As a gag, bartenders serve water to anybody who tries ordering a Bud. *