The Heineken Experience is a self-guided interactive tour through Heineken's original Amsterdam brewery, built in 1867. The tour takes you through the full brewing process, the brand's history and a series of immersive exhibits. In addition you get access to the rooftop and entry to Heineken Studio, where Heineken experiments with new brews. Entry includes the full base tour and 3 drinks.
The tour is self-guided, but there are multiple live presentations through the rooms in English. You will start learning about the history of the brand and see original copper kettles, different bottles and original posters from different eras and of course learn about the Heineken family.
Then, you step into the immersive and interactive part of the experience. The first rooms simulate the brewing and bottling process, you will see and feel the motions of being a Heineken beer and at the end you will get a taste of the world-known beer.
Afterwards it’s more interactive and entertaining. There is a music table and different activities with souvenir videos and pictures. The most popular one is the green screen bike ride: you get on an bike, pedal through a virtual Amsterdam with a Heineken crate, and get a video of it to keep.
Next, you will head to the rooftop where you can drink your beers with a great view of the city. The Heineken Studio is the creative hub where you can taste new beer concepts, make your beer lighter, hoppier or use the foam infusions. There are also “pilot brews”: small-batch beers on tap that aren’t available in shops or bars. Currently pouring: a Wheat Lager
The combination of experimental beer and open-air space is worth the €5 upgrade from the base tour
If you want a more private experience, you can upgrade to:
😎🍺Experience VIP Tour | From €65
A 2.5-hour guided experience in a small group with a personal guide, full access to the regular tour plus behind-the-scenes areas, and a tasting of 5 premium beers paired with snacks in the hidden bar. Ideal if you’re a Heineken enthusiast or want a personal guide rather than a self-guided experience.
This is a brand experience. This means the visit is centred around Heineken: the family, their journey, their beers and their partnerships, but presented in a entertaining and interactive way. The live presentations on the history, the brewing process and a group cheers at the end, add energy and give the self-guided tour more structure and context.
The building was their main brewery for many years until they had to move to a bigger factory. Considered it was open in 1867 it’s very well kept, the installations are modern and with attention for detail. The experience is mostly visual and of course you get to drink beer.
The Heineken Studio is the strongest addition. Tasting a beer that isn’t on the market yet, or adjusting your Heineken’s hop profile on the spot, adds a layer of innovation and exclusiveness.
There are enough photo spots and digital souvenirs, so you can take the memories home. Culturally wise, Heineken is known worldwide, but it started here in the centre of Amsterdam, they are part of our heritage. Yes, this isn’t an Amsterdam Hidden gem, it’s actually one of the city’s most visited attractions, but that doesn’t make it less worth doing.
Visit if you like (Heineken) beer, want to do something entertaining, fun and social and want to enjoy a personalized beer on one of the coolest rooftops of the city. Proost 🍻
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.
The experience is opened daily, however, the opening times can vary depending on the season, so always check the time when booking. We recommend booking before 13:00. The experience is only 18+, kids are not allowed inside, even accompanied with adults.
It’s not possible to cancel your reservation even for events outside of your control. However, they do offer to reschedule by emailing service.experience@globalticket.com.
It’s only possible to pay with card (cashless). You can buy tickets at the desk, but there might a long line. So we recommend you buy them beforehand online.
Online booking benefits
🎫 Instant confirmation: your ticket is mailed immediately after booking
🎫 No need to print: simply scan your ticket from your phone upon arrival.
🎫 No queuing at the ticket desk on-site.
🎫 Reschedule your booking by emailing service.experience@globalticket.com.
The experience is located in 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 5 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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