Tickets Amsterdam

Everything You Need To Know About The Amsterdam Heineken Experience

Discover Heineken's rich brewing legacy at the Heineken Experience in Amsterdam. Dive into its 19th-century origins, engage in hands-on brewing simulations, and explore modern facilities with cutting-ed...

Founded On

1867

Founded By

Gerard Adriaan Heineken

amsterdam heineken experience

Quick Information

ADDRESS

Stadhouderskade 78, 1072 AE Amsterdam, Netherlands

RECOMMENDED DURATION

2 hours

Timings

10:30–19:30

VISITORS PER YEAR

1200000

EXPECTED WAIT TIME - STANDARD

0-30 mins (Peak), 0-30 mins (Off Peak)

Did you know?

The original brewing facility, which houses the Heineken Experience, is a historic landmark and serves as an Anchor Point on the European Route of Industrial Heritage.

Heineken's story began in 1864, not 1984, when Gerard Adriaan Heineken purchased the small brewery 'De Hooiberg' in Amsterdam.

More than 150 years after its founding, Heineken remains a significant part of Dutch culture, with the lager being a preferred drink for many people in the Netherlands.

What is the Heineken Experience in Amsterdam?

Housed in Heineken’s oldest brewery, the Experience includes a look at its brewing methods, the evolution of its bottles and ads, and how it became tied to major events like the Champions League. The final stop is the Best ‘Dam Bar.

Curious if it’s worth your time? Keep reading to see what to expect!

Quick facts about Heineken Experience in Amsterdam

Amsterdam canal boat with tourists, Heineken Experience building in background.
  • Official Name: Heineken Experience
  • Function: Brewery tour and interactive museum
  • Address:Stadhouderskade 78, 1072 AE Amsterdam, Netherlands
  • Date of Opening: Originally opened to public as ‘Heineken Treat and Information Centre’ in 1991, the name was officially changed to ‘Heineken Experience’ in 2001
  • Timings: Open daily from 10:30am to 7:30 pm (Sunday-Thursday) & 10:30am to 9pm (Friday-Saturday)
  • Number of visitors per year: Over 1 million

Plan your visit to Heineken Experience in Amsterdam

Amsterdam Heineken Experience

The Heineken Experience is open daily.

  • Sunday to Thursday: 10:30am – 7:30pm (last entry at 5:15pm)
  • Friday & Saturday: 10:30am – 9pm (last entry at 6:45pm)

Rooftop Bar Hours:

  • Sunday to Thursday: 10:30am – 7pm
  • Friday & Saturday: 10:30am – 8:30pm

Holiday Hours:

  • December 24, 25 & 31: 10:30am – 4pm (last entry at 2pm)
  • December 26–30: 10:30am – 9pm (last entry at 6:45pm)

Ideal tour duration: Plan for around 1.5 to 2 hours to explore the full experience at a comfortable pace.

Address: Heineken Experience Stadhouderskade 78 1072 AE Amsterdam

Find on Maps

  • By metro: Take line 5 from Centraal Station. Get off at Vijzelgracht, just a 5-minute walk from the brewery.
  • By tram: Hop on tram 2, 4, or 12 from Centraal Station. You can get off at Albert Cuypstraat (about 7 minutes on foot) or Museumplein (around 10 minutes away).
  • By car: Drive along the S100 route from Centraal Station—it’s a 7 km trip and takes roughly 20 minutes. The closest parking spot is APCOA Parking Heinekenplein, only 2 minutes from the entrance.
  • On foot: If you're up for a walk, it's a 35-minute stroll through Amsterdam’s neighborhoods from Centraal Station. The distance is around 2.6 km, and there’s plenty to see along the way.

Things to do at Heineken Experience

Heineken Experience tour
Amsterdam canal cruise with view of Heineken Experience building.
Heineken Experience tour entrance in Amsterdam with visitors exploring the brewery.
Guests exploring interactive exhibits at the Heineken Experience in Amsterdam.
Heineken Experience interior with copper brewing tanks in Amsterdam.
Heineken Experience entrance in Amsterdam with visitors entering the historic brewery.
Visitors exploring Heineken brewery in Amsterdam with drinks in hand.
Heineken Experience tour entrance in Amsterdam with visitors exploring.
Heineken Experience Amsterdam tour with drinks and 24-hour hop-on hop-off bus.
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Follow Heineken’s early days

Trace Heineken’s roots in 19th-century Amsterdam and see how it grew into an international name. Early logos, packaging, and marketing tools show what shaped the brand from the very beginning.

Tour the original brewhouse

Walk through the 1867 brewery where Heineken first operated. It’s filled with original features like vintage tanks, antique kettles, old machinery, and design details from the 19th century.

Interact with brewing tools

This section breaks down the brewing process into simple steps. You’ll get to smell the ingredients, touch different materials, and try digital games that explain what happens from start to finish.

The 4D ride experience

Hop into the “life” of a Heineken bottle with this short ride. It shakes, sprays, and spins you through production, all in good fun with no queasiness.

Check out the new Heineken Studio

Get a glimpse at Heineken’s take on future bars. Watch how their team rethinks pouring, from temperature control and modern tap systems to redesigned bar setups.

Master the perfect pour

Learn how to pour a beer the right way. Experts will show you the proper technique, including tilt, timing, and foam height. Afterward, it’s your turn to give it a shot!

Explore flavours with ease

Enjoy a laid-back tasting session that helps you understand the different flavors in Heineken. A friendly guide walks you through the process, showing how ingredients influence taste, texture, and aroma.

Unwind at the Best 'Dam Bar

Finish your tour with some downtime at the Best ‘Dam Bar. This indoor space has a great atmosphere where you can relax, have a Heineken, and enjoy some laid-back vibes.

Add a scenic canal ride

Extend your trip with a 45-minute canal cruise. You’ll get to admire sights like the Jordaan district, the Magere Brug, and Amsterdam’s old warehouses from a peaceful, unique vantage point that’s only possible on the water.

Know more about the historic brewery

Guests at Heineken Experience Amsterdam exploring interactive exhibits and tasting area.

History

Housed in the original 1867 Heineken brewery, the Heineken Experience brings the brand’s history to life. After serving as the main brewing site until 1988, it became a visitor center in 1991. Now, it features immersive exhibits such as the "Brew Your Ride" 4D experience, scent-based displays, and interactive brewing stations that allow you to fully engage with Heineken’s legacy.

Heineken Experience entrance in Amsterdam with visitors entering the historic brewery.

Architecture

The Heineken Experience resides in a historic industrial building designed by Jacques de Clérq in 1867. Its bold red-brick walls and arched windows make it a standout in Amsterdam’s cityscape. With additions in the 1930s and recent renovations, the site skillfully combines old-world industrial elements like copper kettles with modern touches, including a rooftop offering fantastic views of the city.

The New Heineken Experience

With over 150 years of history, the Heineken Experience has been revitalized to offer an exciting and immersive journey. While the brewery is no longer operational, visitors can explore redesigned spaces like the grand entrance hall featuring brewing kettles and a striking bottle ceiling. The Heineken Flagship Store offers personalized products, and the new rooftop terrace provides sweeping views of Amsterdam, making it the perfect spot to appreciate both the brand’s history and modern charm.

Frequently Asked Questions about Heineken Experience in Amsterdam

Can I bring my pet to the Heineken Experience?

Unfortunately, pets are not allowed inside the Heineken Experience, except for service animals. However, there are plenty of pet-friendly areas around the city.

Is there a dress code for visiting the Heineken Experience?

There is no strict dress code, but comfortable clothing and shoes are recommended as the tour involves walking through several floors and areas.

Can I take photos inside the Heineken Experience?

Yes! Photography is encouraged throughout most of the Heineken Experience. Just be mindful of other guests and avoid flash photography in certain areas.

Can I leave and re-enter the Heineken Experience during the day?

Once you enter, re-entry is not allowed. It’s best to plan your visit so you can enjoy all areas of the Experience in one go.

Are there any food options inside the Heineken Experience?

While there are no full restaurants, you’ll find light snacks and beverages available. The Best ‘Dam Bar offers a great place to relax after your tour.

Is there a place to store my bag while I visit?

Yes, there are lockers available for storing your bags during your visit. Small items like cameras or purses can be kept with you on the tour.

Is the Heineken Experience accessible for people with disabilities?

Yes! The Heineken Experience is largely accessible, but as a historic brewery, it wasn’t originally built with accessibility in mind. Some areas may be a bit challenging to navigate in a wheelchair.

Is the Heineken Experience suitable for families?

The Heineken Experience is only open to visitors aged 18 and over. Unfortunately, children and visitors under 18 are not allowed entry. The focus is on adult experiences, with a strong emphasis on responsible consumption.

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