The Heineken VIP Tour is a 2.5-hour guided tour of the Heineken Experience, led by a personal guide and with around 10 participants per group. The tour takes you also into areas not open to general visitors, including the Heritage Quarter with a private collection of around 120,000 archive objects and one of two hidden bars where you will taste 5 premium Heineken beers, paired with snacks matched to each beer.
The tour starts through the Heineken Experience. Your guide will explain about the history of the brewery: how Gerard Adriaan Heineken bought his brewery: De Hooiberg, that turned into Heineken, his innovative brewing process and how the brand spread globally.
During the tour, you will also visit the heritage quarter, a private collection with unique historical objects of the brand: bottles, labels, advertising materials and documents. The highlight was visiting the themed hidden bar.
At the bar, the guide will lead the tasting of five premium beers from the Heineken brand. Each beer is matched with a snack to complement it. The group size is around 10 guests, which is ideal because you can ask questions and it feels more personal.
After the tasting, you rejoin the standard tour route through the interactive exhibits and get a personalized Heineken bottle.
The Heineken Experience is one of Amsterdam’s most-visited attraction, but this version is a great way to visit the whole experience with a lot extra: more beer, more history, a personal guide and a personalised souvenir.
The guides are knowledgeable, funny and full of energy. The small group makes it easy to ask questions that are answered without hesitation. For most visitors the personal guide is one of the elements that make the upgrade worth it.
The tasting in the hidden bar is of course also one of the highlights, the beers are all special and carefully paired with snacks like Dutch cheeses. Some of the beers are only available at the experience. Besides the tasting and the guided visit to the experience, you also get a souvenir to take home.
At €65, the VIP tour costs roughly €40 more than the base experience. What you’re buying is: a small group, a knowledgeable and energized guide, access to spaces most of the visitors never enter, a seated beer tasting, and a personalised bottle.
Go if you want to visit the experience in a more exclusive setting, with a group of friends or for a celebration.
Book your activity in under a minute and secure your spot. No hassle, choose your date, reserve instantly, and get ready for an unforgettable experience.
What are the times of the VIP Heineken Experience tours?
From Monday to Thursday at 10:00, 13:00 and 16:00
From Friday to Saturday at 10:00, 11:00, 13:00, 14:00, 16:00 and 17:00
Sunday at 10:00, 13:00 and 16:00
The tours have a summer schedule from 29 of June until 30 August:
From Monday to Sunday at 10:00, 11:00, 13:00, 14:00, 16:00 and 17:00.
In what language is the VIP Heineken Experience tour?
The tour is only available in English
What makes the VIP Heineken Experience tour different from the basic Heineken Experience tour?
The standard tour is self-guided and takes around 1.5 hours. The VIP tour takes 2.5 hours and includes a personal English-speaking guide throughout, access to areas not open on the standard tour, a tasting session of five premium beers paired with snacks, and a personalised gift.
Is it important to book the VIP Heineken Experience in advance?
Yes, book it at least 24 hours before, the tour has a maximum of 10 guests and it’s unknown if you can book the tour on site.
What beers do you taste during the Heineken VIP Tour?
The VIP tour includes five premium beers from the Heineken brand, paired with bites. The exact selection varies, expect beers beyond the flagship lager, like the H41 made with Patagonian yeast.
Can I cancel or reschedule my VIP Heineken Experience ticket?
Yes, to cancel or reschedule send a mail to service.experience@heineken.com with at least 24 hours in advance.
The experience is close to the Museumplein area. You can park in the Q-Park parking garage at Van Baerlestraat 33 B, 1071 AP Amsterdam. From there it’s just around 10 minutes walking.
The parking lot has 573 spots, 24 are for electric cars and 2 for disabled.
Tip: Via this link is the daily rate from €37.50 instead of €60.00.
Reserving your spot beforehand has different benefits: your parking spot is guaranteed, the barrier opens automatically on arrival, you can skip the pay machine and cancel free of charge up to 1 hour before arrival.
🚇 You can take the metro 52 to Zuid and step out at Vijzelgracht, then walk about 5 minutes. The whole journey takes about 10 minutes.
🚊 You can also take the tram 4 to Station Zuid and step out at Albert Cuypstraat, then walk about 6 minutes. The journey takes about 20 minutes.
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