Heineken Experience

Amsterdam is the birthplace of one of the world's most popular beers: discover all its secrets by visiting the fun-filled Heineken Experience.

Did you know that one of the most famous and most drunk beers in the world is neither Belgian nor German but Dutch? That’s right: the blond Heineken, a true icon in the history of beer, is brewed in Amsterdam and one of the most visited attractions in the Dutch capital is dedicated to it.

Housed in a historic building that was once the site of the first Heineken brewery, the Heineken Experience is an interactive museum celebrating the popular Dutch beer with the green bottle.

Don’t expect a boring visit made up only of long information panels to read: prepare yourself for an exciting experience that will engage all your senses, at the end of which an unmissable tasting awaits you.

Both entertaining and informative, a visit to the Heineken Experience is one of the things to do in Amsterdam that you will most enjoy telling your friends about.

It is also the perfect start (or end) to a walking tour of the charming De Pijp neighbourhood, an island connected to the centre of Amsterdam by 16 bridges: a former poor neighbourhood, it is now a shopping paradise with shops of all kinds and a lively daily market. The district is also full of characteristic pubs with an intimate and cosy atmosphere where you can deepen your knowledge of the Dutch brewing tradition.

Visit the Heineken Experience

Founded in the 19th century as a small local brewery and later becoming one of the world’s most productive breweries, the red-brick building that houses the Heineken Experience is the historic site of Heineken’s first beer production plant. The exterior has a nostalgic industrial archaeology charm, but the interior will amaze you with its modernity and futuristic attractions.

The factory has not been in operation since 1988, when production was moved to a larger and more modern plant to meet growing demand.

The building is therefore now entirely occupied by the Heineken Experience and rooms for corporate events and meetings. It can be visited by choosing between an independent tour (standard tour) and a guided tour (VIP tour).

Rock the City

The ‘Rock the City’ package allows you to combine a visit to the Heineken Experience with a fun cruise along the Amsterdam canals.

A grand finale awaits you at the A’DAM Lookout, Amsterdam’s tourist attraction with the most beautiful views of the city; if you’re a daredevil, you can also climb Europe’s highest swing and let yourself swing 100 metres above the ground.

The perfect match

The ‘The perfect match’ package is for football fans: it includes a guided tour of the Heineken Experience, bus transfer to the Johan Cruyff Arena with pub quiz and a beer, tour of the Johan Cruyff Arena (including a visit to the Heineken Sky Lounge).

Admission tickets for the Heineken Experience

Entrance tickets can no longer be bought at the Heineken Experience ticket offices, but must be purchased in advance online, even well in advance, as it is one of the most visited attractions in Amsterdam.

The standard tour is in English, but you can follow it in other languages by downloading a free app; if you don’t have a device connected to the internet, you can rent one for a small additional fee. The VIP tour and the activities in the Rock the City and The Perfect Match packages are in English only.

Admission with standard tour

The Heineken Experience tour is a comprehensive overview of one of the world’s most popular beers. You will learn about the history of the Heineken family, how the beer was born, how it is brewed today, how to tap it to perfection, how the brand logo evolved and more.

The production process is explained in detail at all stages, from ingredients to bottling. Ample space is also given to marketing: you will see historical Heineken advertisements from around the world and the major sporting, musical and other events to which Heineken has linked its name through sponsorship.

During the tour you can experience all sorts of things: sniffing malt and hops, visiting the former stables, making a music video and of course drinking a beer… actually two!

VIP Tour

The standard tour is a fun attraction for everyone, but if you love beer, treat yourself to a VIP tour and be accompanied by a Heineken Connoisseur, a knowledgeable guide who will explain in more detail how the perfect pint of Heineken is brewed and served, with lots of behind-the-scenes information and trivia not available to standard tour participants.

With the VIP tour you get access to one of the exclusive Heineken Experience bars not open to the public and are presented with a personalised bottle of Heineken – a nice souvenir to take home and keep even when the beer is gone!

There are 5 beers for tasting with the VIP tour (on the standard tour there are 2).

Admission Heineken Experience + canal cruise

If you would like to treat yourself to a canal cruise in addition to the Heineken Experience, consider buying a combination ticket to save on the final cost.

Free or discounted admission with city cards

The Heineken Experience is one of the attractions included free of charge in the Amsterdam city cards of the Go City Explorer Pass and the All-Inclusive Pass. However, if you have purchased the official I Amsterdam City Card, you can save 25% on the entrance fee. You can see which card is cheaper for you on the Amsterdam city card page.

Opening hours

The Heineken Experience is open 7 days a week, all year round (including public holidays) from 10:30 until 19:30 on weekdays and until 21:00 at weekends. In the busiest months, i.e. July and August, the 9 p.m. closing time is also extended to midweek days. Reduced hours are only offered on 24 and 31 December.

No VIP tours are conducted on Saturdays.

Tour duration is approximately 90 minutes; for the VIP tour please allow at least two and a half hours. Please note that from two hours before closing time it is no longer possible to enter.

Visiting the Heineken Experience with children

As of November 2021, it is no longer permitted for children under 18 to visit the Heineken Experience.

How to get to the Heineken Experience

The Heineken Experience is located in De Pijp, a central district of Amsterdam, and is easily accessible on foot or by public transport.

The quickest way to get there is by metro: Vijzelgracht station (marked with the number 52) is only a 4-minute walk away. The tram is also a convenient way to get to the Heineken Experience: lines 1, 7, 19 and 24 stop close to the entrance.

Driving in Amsterdam is not easy, but if you want to get to the Heineken Experience by car, you will find 24-hour paid parking spaces nearby.

Useful information


Stadhouderskade 78, 1072 AE Amsterdam, Netherlands


TEL: +31 20 721 5300


  • Monday: 10:30 - 19:30
  • Tuesday: 10:30 - 19:30
  • Wednesday: 10:30 - 19:30
  • Thursday: 10:30 - 19:30
  • Friday: 10:30 - 21:00
  • Saturday: 10:30 - 21:00
  • Sunday: 10:30 - 19:30


Metro stops

  • Vijzelgracht (195 mt)

Tram stops

  • Amsterdam, Weteringcircuit (85 mt)

Where is located Heineken Experience

The Heineken Experience is located in the district of De Pijp, south of the historical city centre, along the Stadhouderskade street, close to the river Amstel and the famous Albert Cuyp market.

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How to save on transport and entrance fees

City Card allow you to save on public transport and / or on the entrances to the main tourist attractions.

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Amsterdam: City Card with Free Entrance & Public Transport
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