The former Heineken brewery in Amsterdam, operational until 1988, is now known as the “Heineken Experience.” This attraction provides visitors with an insight into the history of one of the world’s most iconic beer brands while allowing them to savor the renowned Dutch pilsner.

Below are essential visitor details and highlights of this exciting Amsterdam destination, which reopened in November 2008 after an extensive year-long renovation.

What to Expect

The Heineken Experience tour spans approximately 90 minutes and consists of four levels filled with historical and interactive exhibits. This immersive experience chronicles the journey of the global brand, starting from its 19th-century origins as a small family-run business, to its ascent as a prime example of international branding and distribution prowess, and concluding with the innovative brewing techniques still employed today.

Throughout the tour, visitors can see and smell various Heineken ingredients, taste the pre-beer “wort” in the vintage brew room, and enjoy a freshly-poured pilsner in a modern tasting venue known as the “World Bar.”

The renovation conducted in 2007-08 introduced new features, including an interactive “ride” named “Brew U,” which takes guests through the brewing process, alongside an opportunity to customize a bottle of Heineken.

A particularly fascinating aspect of the tour is the stable walk, where guests can have an up-close encounter with the magnificent Heineken shire horses, which still play a role in delivering Heineken throughout parts of the Netherlands.

Visitor Information

For detailed information regarding tour hours, location, and ticket purchasing, please check the official Heineken Experience website.

It is essential for visitors under the age of 18 to be accompanied by an adult. In accordance with Dutch regulations, beer is not served to anyone below 16 years of age.

The entire Heineken Experience is wheelchair-accessible, with the exception of the stables area that can be reached via escalators. Wheelchairs are available at no additional cost, but it is advisable to reserve them ahead of time.

Transportation and Parking

• By tram: Use line 7, 10, or 25 to reach the Weteringcircuit stop; lines 16 or 24 can get you to the Stadhouderskade stop.
• By water: Several canal tour companies offer combination tickets that include both a canal tour and Heineken Experience admission. Boats conveniently stop near the brewery. Amsterdam Canal Cruises provides a city canal tour that halts opposite the Heineken Experience, while the Canal Bus offers a hop-on, hop-off service located just minutes away at the Albert Cuyp Market.
• By car: Parking facilities are available in the Apcoa parking garage located adjacent to the Heineken building, with entry available on Eerste van der Helststraat.

Shops and Restaurants

Inside the venue, a gift shop offers a wide range of Heineken-branded merchandise. While the Heineken Experience does not feature a restaurant or snack options, the surrounding area, known as De Pijp, is filled with a variety of dining opportunities for all tastes and budgets.