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Heineken Experience: An Authentic Guide to Amsterdam’s Brewery Tour

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Place Details

Name: Heineken Experience

Rating: 4.2 / 5

City: Amsterdam

Country: Netherlands

Address: Stadhouderskade 78, 1072 AE Amsterdam

Phone Number: +31 020 721 5300

Website: Visit the Website

Hours of Operation: Monday – Thursday: 10:30 am-7:30 pm Friday – Saturday: 10:30 am-9 pm Sunday: 10:30 am-7:30 pm


About Heineken Experience

The Heineken Experience in Amsterdam is a captivating attraction in the brand’s original brewery. Offering interactive tours, it delves into Heineken’s history, brewing process, and innovations. Visitors can enjoy beer tastings and even personalize their bottles. Open daily, it’s a must-visit for beer lovers, promising a blend of education and entertainment, with the chance to sample one of the world’s most popular beers in its birthplace.

Our Reviews of Places in Amsterdam

Regional Guides

The Heineken Experience is seen by many as a true rite of passage within the heart of Amsterdam. This locale has been attracting many beer lovers and enthusiasts worldwide.

Located in the oldest Heineken brewery at Stadhouderskade 78, it opened to the public after the original facility closed down in 1988 due to the company’s rapid growth. Little did I know that my visit there would be fascinating and enlightening. I learned so much it was incredible!

As I ventured through the historic building, I couldn’t help but be impressed. Seriously, wow! There were interactive displays detailing Heineken’s rich heritage.

The tour captivated my interest, from the brewing process to the brand’s numerous innovations. What appeared to be a simple brewery visit was a journey. I walked through history and culture intertwined with the essence of Amsterdam itself.

During the self-guided tour of the Heineken Brewery, I saw live guides at specific key points. They entertained, educated, and engaged with visitors. What wonderful people.

The opportunity to customize my own Heineken bottle or glass made for a memorable souvenir. It was a tangible reminder of the wonderful stories shared throughout the Heineken Experience. It’s such a great way to end the tour.

If you love beer, definitely try these other craft beers and breweries while visiting Amsterdam. These will greatly contrast the city’s touristy (but fun) Heineken Experience and local curators.

History of Heineken

Heineken Brewery in Amsterdam at Night
Kyle Kroeger / ViaTravelers

It all started in 1864. A young and ambitious gentleman named Gerard Adriaan Heineken got his hands on a brewery. It was called ‘De Hooiberg’ (The Haystack) in Amsterdam. G.A. Heineken steered this modest brewery with a single-minded focus. He produced a premium-quality lager beer that would captivate taste buds far and wide.

G.A. wasn’t one to shy away from innovations in the brewing industry. He was the first brewer on Earth’s pale blue dot to set up a quality control lab to ensure the excellence of his beer. Moreover, he did a great deal for the city of Amsterdam’s famous beer itself.

Fast forward to 1988. The Heineken brewery had nearly outgrown its humble beginnings. The original brewery closed its doors, unable to meet the ever-growing demand for Heineken beer. But, the end of the brewery became a fantastic attraction – the Heineken Experience!

Freddy Heineken Advertiser of the Year Award
Kyle Kroeger / ViaTravelers

It’s a unique blend of interactive exhibits, historical insights, and well-earned beer tasting. It all awaits those who venture into the world of Heineken’s past. I can’t think of a more fitting way to honor the pioneering spirit of a small Dutch brewery that became a global favorite.

Heineken Experience Overview

Copper Brewery Tanks at the Heineken Experience
Kyle Kroeger / ViaTravelers

Although I’ve been several times, I fondly remember my first visit to the Amsterdam Heineken Experience. Stepping into the historic brewery, I was immediately immersed. It showcases the brewing process and some of Heineken’s most innovative moments.

The Heineken Experience was mostly self-guided. I found it a refreshing alternative to a traditional guided tour. This approach allowed me to explore at my own pace. I lingered at areas that captured my interest.

However, knowledgeable guides were stationed at key points. They provided valuable insights and fun facts and answered my questions.

Tour Duration

Elegant interior archway with stained glass windows and vintage decor at Heineken Experience, Amsterdam.
Kyle Kroeger / ViaTravelers

I found the Heineken Experience Tour to be the perfect length. I spent approximately 2 hours meandering through the various exhibits and interactive displays. That left ample time to drink fresh Heineken beers in their tasting room. I felt like that was an average duration, but it varies from person to person.

The Heineken Experience provided an enjoyable, fun, and informative visit. The Heineken brewery is a must-visit for beer connoisseurs and those passionate about history. It can be easily reached via trams 1, 7, 19, and 24, metro 52, or one of the many canal cruises.

Tickets & Timings

Buying Heineken Experience tickets is seamless, especially using the GetYourGuide mobile app. That’s what I did. And you can discover the rich heritage of this world-renowned beer brand, too. The standard Heineken® tour ticket for adults costs €23.00. You don’t have to use the app either. It’s simple to book them on their official website. Select from the range of available time slots.

Remember that the drinking age in Amsterdam is 18. An adult must accompany anyone under 18 to purchase an admission ticket. Minors will be exempted from the tasting session. No alcoholic drink will be served to anyone under 18, even if they are beer lovers. Sorry, but rules are rules.

Consider the combi-ticket to combine electronic music history into your Heineken experience. That grants you access to the brewery and the world’s first electronic music museum.

Trust me, the two spaces are only 20 minutes apart. I’d go to Heineken first to get your buzz on. But you can explore both attractions in any order.

Remember that the drinking age in Amsterdam is 18. An adult must accompany anyone under 18 to purchase an admission ticket, although they will be exempted from the tasting session. No alcoholic drink will be served to anyone under 18, even if they are beer lovers.

Now, if you want to combine some electronic music history into your Heineken experience, consider the combi-ticket, which grants you access to both the brewery and the world’s first electronic music museum.

Trust me, the two spaces are only 20 minutes apart, and you can explore both attractions in any order that fits your fancy for a truly interactive journey.

Hours of Operation

The Heineken Experience is open daily, so you can fit it into your Amsterdam trip regardless of the day.

  • Monday through Thursday, they’re open from 10:30 a.m. to 9:30 p.m.; the last admission is at 7:00 p.m.
  • Friday, Saturday, and Sunday, they’re open from 10:30 a.m. to 7:30 p.m.; the last admission is at 5:00 p.m.

The self-guided tour took approximately 2 hours for me. According to the website, that’s pretty standard. Two hours gives you ample time to delve into beer-making secrets, learn about the iconic Heineken family, and enjoy a refreshing sample.

Keep an eye out for any changes or updates to the opening hours in case of holidays or special events. They’ll announce it on the website. You can easily modify your itinerary to include the experience.

In my experience, the Heineken Experience was a delightful and engaging peek into one of the world’s most beloved beer brands. It was so cool!

The tours of the fascinating brewing process cover quirky innovations and Heineken’s history. This interactive attraction truly whets the appetite for that perfectly poured pint. Yum. Don’t forget to raise a glass to the legendary beer that put Amsterdam on the map!

Between the quirky innovations and Heineken history, this interactive attraction truly whets the appetite for that perfectly poured pint. Don’t forget to raise a glass to the legendary beer that put Amsterdam on the map!

Touring the Heineken Brewery

Historical Heineken 'A' Yeast exhibit at the Heineken Experience in Amsterdam, showcasing vintage brewery laboratory from 1886
Kyle Kroeger / ViaTravelers

As I wandered through the old Heineken brewery in the heart of Amsterdam, believe me when I say I was enthralled. I could hardly believe this former brewery was shut when Heineken had outgrown its capacity.

I learned they moved to a facility outside the city center of Amsterdam. The historic building remains a captivating venue to learn about Heineken’s rich legacy and the brewing process.

The Heineken Tour gave me exclusive insights into the brewing process—from purely natural ingredients to the foamy final product. I vividly recall the interactive exhibits. They showcased Heineken’s pioneering innovations through time.

These include their revolutionary brewing ton and futuristic brewery concepts. Plus, they were a ton of fun to mess around with.

And let me tell you, no Heineken experience would be complete without sampling the beer. After exploring the brewery, I was led to the tasting room. Finally, my reward had come. My taste buds were introduced to the perfectly chilled, freshly poured Heineken® beer. It was to die for.

That tour ending was actually my favorite part, not just because of the beer (though that helped) but also because the bar was filled with energy. Everyone’s done and ready to have a good time. Plus, not many places can beat this perfect Heineken pour.

Local Tip: Look up at the bar at the end, and you’ll notice a map with dots on the ceiling. These are all spots of pubs used, and some still get delivered kegs by horse. I’ve found that these pubs have the freshest-tasting Heineken in the city. You’ll notice each pub has “Heineken Bier” painted on the window, so that’s when you know you’re at one.

Heineken VIP Tour

View of Rijksmuseum and Amsterdam canal from Heineken Experience rooftop, showcasing historic architecture and lush greenery.
Kyle Kroeger / ViaTravelers

For a more upscale and intimate experience, consider the Heineken VIP Tour. It’s an excellent way to enhance your understanding of the Heineken brewery. As part of my tasting session with the VIP group, I was accompanied by a personal guide.

They divulged intriguing tales about the brewery’s history. They provided me with detailed explanations about each stage of the brewing process.

The VIP Tour included exclusive privileges, like access to the hidden Heineken Bar and extra beer tastings. It all culminated on the rooftop. It was a breathtaking vantage point where I gazed upon the sprawling city of Amsterdam. Even better, it was while enjoying a perfectly chilled beverage.

Touring Heineken’s brewery was undeniably a highlight in Amsterdam. The Amsterdam Brewery Tour and the Heineken VIP Tour are enthralling experiences. I highly recommend them to anyone exploring this lively city.

The Amsterdam Brewery Tour and the Heineken VIP Tour are enthralling experiences. I highly recommend them to anyone exploring this lively city.

Read Also: My Favorite Things to Do in Amsterdam

Inside the Heineken Experience

Neon-lit Heineken Experience in Amsterdam, showcasing brewery tour and interactive exhibit
Kyle Kroeger / ViaTravelers

As a travel journalist, I’ve visited numerous museums and attractions worldwide. But the Heineken Experience remains one of my favorite spots in Amsterdam. The Heineken Experience offers a unique journey through the world of beer-making.


The Heineken Experience is housed in the brewery’s oldest building, in Amsterdam’s heart. As I walked through the halls of the former brewery, I could feel the captivating aura of Heineken’s brewing heritage.

However, walking isn’t the only way to visit. There are plenty of sightseeing cruises that stop off here. An Amsterdam canal cruise is a fantastic way to see this historic brewery. And the Dutch capital while you’re at it.

I uncovered many interesting facts during my visit. That includes the meticulous brewing process and the brand’s constant innovation. The Heineken Experience even offered the opportunity to have a hand in brewing my beer. As a beer fan, I found that to be the highlight of my trip.

Heineken Brand Store

Max Verstappen's RB14 race car at Heineken Experience, Amsterdam
Kyle Kroeger / ViaTravelers

Once I completed the tour of the Heineken Museum, I made my way to the Heineken Brand Store. It’s situated onsite and boasts a variety of products, such as t-shirts, glassware, and novelty items. It was the perfect destination to scoop up a souvenir. I was pretty into the glassware, personally.

I picked up an exclusive Heineken Experience glass I proudly showcase in my home. It serves as a conversation starter and constant reminder of this captivating adventure. People love pointing it out and asking about the brewery. It offers a journey through time, culture, and the art of beer-making like no other.


What is included in the Heineken Experience?

The Heineken Experience is truly an immersive journey into the world of Heineken. Tucked within the heart of Amsterdam, this must-see attraction occurs at Heineken’s oldest brewery. The self-guided tour offers the opportunity to learn about Heineken’s heritage, the brewing process, innovations, and sponsorships, all while having a blast.

How much does admission cost?

When I went, the admission cost for an adult ticket was around 21 euros. Of course, ticket prices could vary, and I recommend checking their website for the most up-to-date pricing. Trust me, you won’t want to miss this fun experience!

Is there a rooftop bar at the Heineken Experience?

Heineken Experience has a rooftop bar that is open when weather permits.

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