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The brewery tour is a long-standing highlight of masculine tourism, but the days of wooden kegs and sketchy tour guides may be coming to a close.

This pic is from is an experimental marketing plan for Heineken that would put visitors through a veritable Haunted Mansion of Heineken, including a psychedelic screening room, interactive tasting desks, and a star-shaped bar area that looks like it came straight from the notebook of an interior design class.

Sadly, none of it’s real yet, but we’re more than a little bit jealous. How long do we have to wait before ridiculous things like this start actually happening again?

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—R.B.

CONTRIBUTORS

  • Russell Brandom