Balashi Beer Experience Aruba

Commissioned by MetaCorp, Aruba’s oldest and largest company, Sandenburg Experiences developed the Balashi Beer Experience: a brand experience with international appeal that brings the story of Aruba’s iconic beer brand to life, while immersing visitors in the island’s unique culture and the unmistakable spirit of ‘One Happy Island’

Customer: MetaCorp

Year: 2026

Market: Brand experience, Leisure

From beer brand to indoor visitor attraction in Aruba

Inspired by a visit to the Heineken Experience in Amsterdam, Aruban company MetaCorp approached Sandenburg Experiences to develop an experience around the Balashi beer brand in Oranjestad, Aruba. The project brought together several opportunities.

First, Balashi is an established Caribbean beer brand with a distinctive story and strong potential for an experience. Second, Aruba attracts large numbers of tourists, particularly from the United States, but offers relatively few indoor attractions beyond its beaches. Third, MetaCorp was looking for a new anchor concept for its Gloria multi-entertainment complex in Oranjestad to strengthen its overall offering.

The challenge for Sandenburg was clear: how could we create an attractive visitor concept supported by an investment with a strong business case?

From idea to opening under one creative direction

Sandenburg orchestrated and delivered the complete development, design and build process for MetaCorp. The project began with concept development, market research, a feasibility study, a business case and an exploration of potential locations and architectural solutions. This was followed by intensive phases of storytelling, design and show development.

Part of this process involved sourcing and selecting specialist experience partners for scenography construction, shows, interactive installations, audio and lighting. Sandenburg also supervised construction, fit-out and commissioning of the experience, including training for both management and staff.

For the development and realisation of the project, Sandenburg assembled a consortium of specialised companies with international experience. These included Jora Vision for production and construction of the scenography, Lagotronics Projects for AV technology, Mr. Beam and Shosho for media production, Redie Interieurs for interiors, Big Orange for audio and TDAC for staff training, all working under Sandenburg’s direction.

Wherever possible, local construction and production partners were involved. Particular attention was paid to the logistical challenges of the project. Many components were developed and produced in the Netherlands before being shipped to Aruba, where they were completed and installed on site.

An immersive journey through the brewing process and the story of Aruba

How did a small Caribbean island create such an iconic beer brand? That question forms the central storyline of the experience, presented by Buchi, Balashi’s master brewer.

In a richly themed and immersive walkthrough, Buchi guides visitors through the brewing process as part of a narrative that goes far beyond beer alone. The journey through the brewing process is interwoven with the story of Aruba: its culture, landscape and unique ‘One Happy Island’ spirit. Above all, it tells the story of the community behind Balashi and how, despite the island’s limited natural resources, they succeeded in building a strong local beer brand. It is a story of the Aruban mindset: creativity, resilience and hard work.

To meet the expectations of its largely American visitor audience, the experience was designed with a strong focus on entertainment and immersive storytelling. The walkthrough takes visitors through a series of shows, themed scenes, projections, special effects, interactive exhibits and photo opportunities.

The visitor journey culminates in a tasting scene set in a traditional Aruban rum shop. The experience also includes a bar and gift shop, both of which are freely accessible without an admission ticket.

200,000–250,000 expected visitors per year

A 1,300 m² extension was created at the existing Gloria multi-entertainment complex to accommodate the Balashi Beer Experience. The new building, with its iconic Balashi tank acting as a visual landmark, houses the experience and its twelve-scene visitor journey filled with storytelling, interactive elements and games.

The experience also includes the freely accessible Balashi Flagship Store, offering a range of exclusive Balashi merchandise and Aruba-inspired souvenirs. The Balashi Bar is likewise open to all visitors.

Eduardo de Veer, CEO of MetaCorp, on the experience:

‘The Balashi Beer Experience is a natural addition to the brewery, the Gloria complex and Aruba. We are extremely impressed by the storytelling. That is what makes this experience unique. It is incredible to see how the Balashi story has been interwoven with the stories of Aruba.’

“Sandenburg promised us an experience. They delivered that and much more. They met our expectations and exceeded them by far. Sandenburg has an eye for detail, is innovative and was willing to take risks with us. Those are MetaCorp values that Sandenburg demonstrated throughout the project, from our very first contact through to completion. I have been working on projects with agencies for 30 years and have never experienced this level before.”

Eduardo de Veer, CEO MetaCorp

The Balashi Beer Experience opens on 4 October 2026. It is already being described locally as a game changer for Aruba’s leisure economy. In terms of investment, experience value and projected visitor numbers, the experience can stand alongside established attractions such as the Heineken Experience and Guinness Storehouse.

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FAQ

Who is the Balashi Beer Experience designed for?

Tourists visiting Aruba are the primary target group in terms of visitor numbers. However, the experience is equally relevant to local residents who want to discover more about the story behind Balashi and the brand’s place within Aruban culture.

Is the Balashi Beer Experience a brewery tour?

The Balashi Beer Experience is a themed visitor attraction centred around Aruba’s iconic beer brand. The Balashi brewery itself is located elsewhere on the island, further away from the main tourist areas of Oranjestad.

Sustainable tourism is an important topic in Aruba. How does the Balashi Beer Experience contribute to this?

The experience tells the broader story of Aruba, with the island’s ecology and natural environment woven positively into the visitor experience.

What does the Balashi Beer Experience mean for Aruba’s leisure economy?

The experience adds a new tourism offering at Gloria without creating additional pressure on Aruba’s natural environment or mobility infrastructure. Through its storytelling, it also gives visitors a deeper connection to the island and a greater understanding of Aruba and its culture.

What is the result?

The result is a 1,300 m² indoor leisure attraction comprising twelve scenes and designed to welcome an estimated 200,000 to 250,000 visitors per year.