If you are looking for a different tour to break out of your routine, without having to travel long distances, it is worth putting Jacareí on your radar. We visited Inside the Star, the HEINEKEN Group’s first immersive experience in the interior of São Paulo, and discovered a perfect program for a day trip.
During the visit, the public walks through totally Instagrammable spaces, discovers interesting facts about ingredients and manufacturing processes, and even enjoys a multisensory and immersive experience in the world of beer.
What is the Inside the Star tour like?
The tour begins in an exclusive area created especially for the experience, a kind of interactive museum inside the brewery. Upon arrival, we watched a safety video and were asked to designate who would be the designated driver for the group, a simple gesture that reinforces the commitment to responsible drinking from the very beginning of the tour.
In this part of the tour, we are guided through the history of the HEINEKEN Group and also discover in detail the ingredients that make up beer. Here, water, malt, hops, and yeast have their own stations with small sensory experiences (you can even taste them!) that help us understand the role of each element in creating the flavor.
Photo: HEINEKEN Group
Before entering the brewery, there is also a room dedicated to the group’s social, environmental, and diversity initiatives. The space is super Instagrammable and has a tree made of bottles, perfect for taking photos.
Equipped with a helmet, goggles, vest, and headphones, we then move on to the outdoor part of the experience: a visit to the brewery. During the tour, the guide explains each stage of production, including interesting facts such as the HEINEKEN Group’s exclusive yeast and the large fermentation tanks positioned horizontally, an important technical difference of the brand. In the bottling area, where photos and recordings are not allowed, the experience becomes even more immersive and educational.
Photo: HEINEKEN Group
And there’s more…
The tour ends with a guided tasting of different labels from the group, accompanied by snacks. For those who are driving, there are also non-alcoholic options, such as Itubaína and FYs, ensuring that everyone can participate and enjoy the experience safely.
To top it all off, each visitor receives an Inside the Star glass as a souvenir of the tour. In addition, souvenirs can be purchased at the store, which offers exclusive products.
So, if you are looking for something different and easy to fit into your schedule, check the available dates and secure your ticket in advance on the official website.
How much does it cost, how to get there, and why you should include Jacareí in your itinerary
Tickets for the Inside the Star experience cost between R$ 60 and R$ 80, depending on the option chosen.
The visit takes place at the HEINEKEN Group brewery in Jacareí, a city located approximately 1 hour and 10 minutes from São Paulo, with easy access via the Ayrton Senna and Presidente Dutra highways.
In addition, Jacareí is on the route for those traveling through the Paraíba Valley region, making the tour a perfect stop!
And remember: #DrinkResponsibly always.