The Heineken Experience in Amsterdam, The Netherlands has won the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (TEA).

After undergoing extensive remodeling and expansion, the Heineken Experience reopened in December 2008 with a range of new attractions including a mini brewery, a tasting bar and multi-media experiences. It is located in the former Heineken Brewery - a national monument and listed in the European route of Industrial Heritage - in Amsterdam's city centre. Brewing ceased at the site in 1988 and the Experience first opened in 2001. US-based BRC Imagination Arts designed and delivered the redevelopment.

Amongst other 16th Annual Thea Award winners were Toy Story Midway Mania (Attraction) at Disney's California Adventure and Hollywood Studios at Walt Disney World; The Museum at Bethel Woods (Museum), New York; Skyscraper! Achievement & Impact (Science Center Exhibit), Liberty Science Center in Jersey City, USA; and Tea Show @ OCT East Resort (Live Show), Shenzhen, China.

TEA represents the world's leading creators, developers, designers and producers of visitor experiences, attractions, exhibits and places. The awards were announced on 17 November at the IAAPA tradeshow in Las Vegas, USA and will be presented at the 16th annual Thea Awards Gala in California on 6 March 2010.