Tickets Amsterdam
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The Brew Room - The historic heart of the Heineken Brewery, Holland

The 'Brouwzaal', or Brew Room, is the soul of the original Stadhouderskade brewery, where the world-renowned Heineken pilsner was crafted until 1988. Beneath the soaring ceilings, you will find the eight massive 19th-century copper kettles that once boiled the signature blend of water, barley, and hops. It is a preserved monument to the industrial revolution of beer.

Where is it located?

The Brew Room is located on the second level of the Heineken Experience building in the De Pijp district, situated along the path of the self-guided tour.

How to access?

Access to the Brew Room is included with all standard Heineken Experience tickets. You reach it naturally as you progress through the heritage section of the museum.

Things to know before booking Brew Room tickets

  • While the Brew Room is a central highlight, access is strictly managed via timed entry slots to prevent overcrowding around the historic kettles. 
  • Please note that the building is a historic monument; while much of it is accessible, certain sections of the old brewery involve steep stairs. If you have mobility concerns, it is best to check for elevator availability with the staff. 
  • Additionally, while the Brew Room showcases the history, the actual brewing of Heineken moved to a larger facility in Zoeterwoude decades ago, so you will see the historic equipment rather than an active production line.

The Brew Room in a nutshell

Your Heineken Experience ticket types

Ticket typeIs Brew Room access included?Why go for it?Starting price
Standard tour

Yes

Budget-friendly core experience

From €24.95

Tour + Rooftop

Yes

Best views of Amsterdam

From €29.95

Combo tour

Yes

Maximise your Amsterdam city trip

From €31.46

Exploring inside the Brew Room

Guests exploring brewing equipment at the Heineken Experience.
Guests interacting with a guide at the Heineken Experience in Amsterdam.
Copper brewing kettles inside the Heineken Experience in Amsterdam.
Guests with guide at brewing vat in Heineken Experience, Amsterdam.
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The copper kettles

These massive vessels are the centrepiece of the room. You can walk right up to them to see how the ‘wort’ (the sugary liquid that becomes beer) was boiled and flavoured.

The ingredient stations

Located around the perimeter, these interactive displays allow you to touch and smell the high-quality barley and hops used in the recipe.

Stained glass artistry

Look up to see the beautiful windows that bathe the copper in a warm glow. These windows date back to the brewery's early years and celebrate the labourers who built the brand.

The A-yeast exhibits

Learn about the secret ingredient discovered in 1886 that gives Heineken its unique fruity notes, a strain still used in every bottle today.

Brewing innovations and techniques

Beer glasses on display at Heineken Experience tour in Amsterdam brewery.
Woman enjoying Heineken beer.
Visitors exploring brewing equipment at the Heineken Experience in Amsterdam.
Heineken bottles on ice at Amsterdam Heineken shop.
Heineken Brewery building exterior with clock in Amsterdam.
Visitors pouring beer at Heineken Experience in Amsterdam.
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Development of the A-yeast strain

In 1886, Heineken’s in-house lab developed a proprietary yeast with the help of Dr H. Elion, a student of Louis Pasteur. This breakthrough ensured consistent taste and quality, supporting long-term global production without sacrificing flavour stability.

Using natural materials only

Heineken’s approach emphasised brewing with only natural inputs. Every batch began with clean water, carefully selected barley and hops, and its special yeast strain, establishing a consistent, reliable foundation that stood apart from more heavily modified industry practices.

Gaining better control with horizontal tanks

Horizontal tanks increased the surface area where yeast met wort, encouraging more effective fermentation. This helped streamline the process while improving consistency across batches—a thoughtful design choice rooted in both scientific logic and attention to detail.

The extended 28-day process

After fermentation, each batch underwent a six-week ageing period at near-freezing temperatures. This technique helped flavours settle and develop fully, contributing to consistency and a refined final product without the need for rushed timelines.

Introduction of steam power

By switching to steam engines, Heineken ensured stable temperatures during brewing. This shift minimised inconsistencies, increased batch reliability, and marked a major step forward in bringing industrial precision to traditional production methods.

Laboratory-driven quality control

One of Heineken’s standout innovations was integrating science directly into operations. By establishing laboratory oversight early on, the brewery ensured that each batch met the same standards, no matter when or where it was produced.

Architectural highlights of the Brew Room

Historical and cultural significance of the Brew Room

This room is where the Heineken family transformed a small local brewery into an international powerhouse. It was here that Gerard Adriaan Heineken implemented groundbreaking quality controls, making it the first brewery in the world to house a dedicated laboratory. The Brew Room symbolises the shift from traditional ‘top-fermenting’ ales to the clear, consistent ‘bottom-fermenting’ lager that revolutionised the global beer market. It remains a sacred site for beer enthusiasts as the birthplace of one of the world's most recognised brands.

When Heineken stopped brewing at its original site in 1988, Freddy Heineken decided to keep the historic building alive. It reopened in 1991 as an engaging visitor centre, showcasing the brewery’s rich past through interactive tours and exhibits. Major updates in 2008 and 2022 modernised the space, making the Heineken Experience a must-see destination blending history, technology, and storytelling in Amsterdam.

​Explore the full history of Heineken

Notable figures of the Brew Room

Know before you go

Open Sunday to Thursday from 10:30am to 7:30pm; Friday and Saturday until 9pm.

Last entry is 2 hours before closing.

​Detailed timings

Stadhouderskade 78, 1072 AE Amsterdam.

It is easily reachable via Trams 1, 7, 19 (Vijzelgracht stop) or the Metro line 52.

​Get directions

The historic building has been modernised with elevators, making the Brew Room accessible to those with reduced mobility.

​Plan your visit

The Brew Room is roughly halfway through the tour. If you are a photography enthusiast, wait a few minutes for the tour groups to cycle through to get a clear shot of the copper kettles.

Frequently asked questions about Brew Room tickets

No, it is a standard part of every Heineken Experience tour.