Sandenburg-DST is creating a brand experience for the Aruban beer brand Balashi. The experience will be housed in an expansion of the multi-entertainment complex Gloria in Oranjestad, a destination that already features the IMAX cinema The Movies, Starbucks, PF Chang’s, and Olive Garden. The Balashi Beer Experience will tell the story of the beer brand, intertwined with the narrative of Aruba as “One Happy Island.” The opening is planned for 2026.
Aruba attracts approximately 2 million visitors annually, the majority of whom are American. While the island offers a wide variety of accommodations, its range of daytime recreational activities beyond its beaches is limited. The Balashi Beer Experience aims to address Aruba’s strong need for new, high-quality daytime attractions.
The project’s initiator and client are MetaCorp, Aruba’s oldest company – a holding entity with a diverse portfolio of businesses both in Aruba and abroad. MetaCorp owns the Gloria complex, the Balashi brewery, and operates in various other industries. With over 100 years of history, MetaCorp plays a significant role in driving and innovating Aruba’s economy.
Markus Konings, CEO of Sandenburg-DST, explains: “Beer brands have a strong attraction value. Look at the visitor numbers for the Heineken Experience or the Guinness Storehouse in Dublin. These destinations attract not only beer enthusiasts but also a broad 18+ audience. Tourists in Aruba have high expectations, so we’re not creating a traditional beer museum. This will be an immersive and captivating experience that tells the story of Balashi while embedding visitors in the unique sense of place that is Aruba.”
The new attraction, spanning approximately 1,300 square meters (14,000 square feet), will target vacationers, cruise passengers, and Aruba’s 100,000+ residents. It will be a walkthrough experience with nine scenes, taking visitors on an adventurous journey to discover the essence of Balashi and “One Happy Island.” Stories will come to life through scenography, film, music, special effects, exhibits, and games, culminating in a tasting. A competitive socializing zone, a themed bar, and a shop will complete the destination.
