Feel the heat and scale of the original Brew Hall, where massive copper kettles stand as silent witnesses to 150 years of brewing history.
The Heineken Experience is an immersive multisensory journey through the world’s most famous green bottle. Located in the brand's original 1867 brewery, you’ll transition from the industrial heritage of the Brew Hall to high-tech interactive zones.
Stepping inside the Heineken Experience feels like walking into a celebration of Dutch ingenuity. While the exterior is a stoic brick monument to 19th-century industry, the interior is a playground of light, sound, and scent.
First-timer focus: Prioritise the ‘Brew You’ ride mid-tour—it’s the peak of the interactive experience before you reach the social bars.
Global pro tip: Visit before 1pm or after 5pm on weekdays to avoid the peak tourist rush and enjoy a more relaxed pace at the tasting bars. Best time to visit
Not all tickets include rooftop access to the highest point of the building for a 360-degree view of Amsterdam.
This area serves as a living museum containing the HEINEKEN Collection Foundation. With nearly 200 historical objects on display, ranging from the original 1864 purchase deed to vintage neon signs, it brings 150 years of history to life.
Why it matters: It provides a quiet, high-value contrast to the louder interactive zones.
Pro tip: Check out the 7 Themes exhibit to see how marketing evolved from simple posters to global campaigns.
This area is a deep dive into the four natural ingredients: water, malted barley, hops, and the unique Heineken A-yeast.
Why it matters: It explains why Heineken has tasted the same since 1873. You can actually taste the ‘wort’ (unfermented beer) here.
Pro tip: Rub the hops between your palms to release the oils and take a moment to smell the different hop varieties; it helps you identify the floral notes in your final tasting.
Arguably the most breathtaking space in the building, this room contains eight gigantic copper kettles. Once the functional heart of the brewery, it now serves as a backdrop for the history of the craft.
Why it matters: It is a rare, preserved example of Victorian-era industrial scale.
Pro tip: Look at the floor tiles and the ornate details on the kettles—this was a showcase brewery even in the 1800s. The stained-glass windows depict the various stages of the brewing process.
Heineken still keeps a team of Shire horses on-site, continuing a tradition from when they were used to deliver beer across the city.
Why it matters: It connects the modern brand to its 19th-century logistical roots.
Pro tip: Check the daily schedule to see if the horses are out for a walk.
An immersive 4D experience where you ‘become’ a bottle of Heineken. You’ll stand on a moving platform and experience the heat of the brewing, the spray of the water, and the pressure of the capping.
Why it matters: It’s a fun, high-energy way to understand the mechanical bottling process.
Pro tip: Hold onto the railings—the floor movements can be surprisingly sharp during the ‘capping’ phase.
Located midway through the experience, this is where you receive your first official tasting.
Why it matters: An expert guide teaches you the Star Diamond ritual—how to properly see, smell, and sip the draught.
Pro tip: Listen closely to the two-finger foam rule here; it’s essential for the Star Player challenge later.
A high-tech station where you can personalise your own green Heineken bottle with a name or special message.
Why it matters: It’s a tactile way to engage with the bottling process and creates a unique, physical memory of your visit.
Pro tip: Double-check your spelling on the digital screen; once the laser starts, there is no undo button. Also, keep your message short; the larger the font, the more iconic it looks on the bottle.
Experience the brand’s connection to global music festivals through immersive light installations and interactive DJ booths.
Why it matters: It showcases Heineken’s modern identity beyond the brewery walls.
Pro tip: The acoustics in this room are designed for immersion; stand in the centre of the sound circles for the full effect.
Heineken is a long-standing partner of the UEFA Champions League. This dedicated zone features interactive football games and iconic memorabilia.
Why it matters: It captures the social side of the brand and its connection to global sports.
Pro tip: Test your skills at the digital penalty shootout—it’s a great photo op with the official trophy replica.
The final stop of the tour, this sleek, futuristic social hub is where you can use your remaining tokens for two full-sized chilled drinks (Heinekens or soft drinks).
Why it matters: It’s the liveliest part of the building, featuring global music and a Star Player pouring station.
Pro tip: This bar has a fast-pour station if you just want your Heineken, but the side bars are better for watching the professional Star Pours.
The brewery houses several distinct bars. Some are part of the public tour, while others are hidden gems for events or VIP guests.
| Ticket type | Access | Entry method | Drinks included | Best for |
|---|---|---|---|---|
| Heineken® Tour | Full brewery tour | Timed entry | 2 | Standard visitors |
| Rooftop-only | Rooftop access only | Timed entry | 2 | Quick views & photos |
| Tour + rooftop | Full tour + Rooftop | Timed entry | 3 | The complete experience |
| Combo tickets | Tour + additional attraction/experience | Scheduled | 2–5 (depending on the ticket chosen) | Sightseers |
Most visitors spend about 1.5 to 2 hours inside. If you’re really into the exhibits or doing a VIP tour, plan for up to 2.5 hours.
No, entry is restricted to visitors aged 18 and older, even if accompanied by an adult. This applies to all areas inside.
No, re-entry isn’t allowed. Once you’ve scanned your ticket and gone inside, it’s a one-time entry experience.
It’s optional but recommended. The QR-based audio content works best with headphones, and bringing your own will give you a better experience.
Yes. The tour focuses heavily on history, branding, and technology. Non-drinkers receive two complimentary soft drinks or water in place of the Heinekens.
Yes, you can purchase a rooftop-only ticket, which allows you to take the elevator directly to the top floor for 2 drinks and the view.
A standard tour or rooftop-only ticket includes two chilled glasses of Heineken at the end of the tour. A Heineken Experience + rooftop ticket gets you three drinks in total.
Yes, the station is part of the standard tour route, though the cost of the personalised bottle is an additional fee.
In the tasting areas, you can learn to pour the perfect Heineken with a two-finger head of foam at a 45-degree angle. If you succeed, you receive a Star Player certification.
There is no formal dress code, but as you will be walking through an old industrial building with stairs, comfortable shoes are highly recommended.
Yes, small lockers are available for coats and small bags, but large suitcases cannot be stored on-site.
Yes! Photography is welcome throughout the attraction. Flash is discouraged in some areas, but there are tons of photo-worthy moments.
Yes, the brewery has been modernised with lifts. However, due to the historic nature of the building, please notify staff upon arrival so they can guide you to the accessible routes.
Yes, the Flagship Store is located at the end of the tour. You can also visit the store without a tour ticket via a separate entrance.
Feel the heat and scale of the original Brew Hall, where massive copper kettles stand as silent witnesses to 150 years of brewing history.
The space opens up into vibrant, neon-lit zones dedicated to Heineken’s global sponsorships, where the atmosphere shifts from a museum to a high-energy fan zone.
You’ll move through the Quality from the Start zone, which deconstructs the four natural ingredients and the famous "A-yeast" that gives Heineken its specific crispness.
Move from history into high-tech 4D environments that simulate the life of a beer bottle, making the process feel kinetic and modern.
The journey culminates in the Best 'Dam Bar, a sleek, social space designed for the perfect pour and communal celebration.
The final stop of the tour, this sleek, futuristic social hub is where you can use your tokens for two full-sized chilled Heinekens or soft drinks.
Access: Included in all tour tickets.
Located in the former fermentation cellars beneath the building, this nightclub-style bar links the brewery’s heritage with Amsterdam’s modern nightlife.
Access: Typically used for the final tasting and social events.
Tucked away in the Heritage Quarter, this bar is named after the family’s scientist. It features an oval Chef’s Table design where you can watch the bartender work with five premium draughts on tap.
Access: Available for specialised tastings and intimate gatherings.
Named after the original De Hooiberg brewery, this space is located in the centre of the Heritage Quarter. It features glass walls that look directly into the foundation’s archives.
Access: Used for exclusive tastings and events.
A tribute to the marketing genius Freddy Heineken, this exclusive lounge is hidden behind a fridge door. It’s a sophisticated space designed to feel like a private club.
Access: Reserved for VIP Tour guests and private events.
Once the home of the malt mill, this space is now an ode to the 1889 Paris World Expo. It features Art Nouveau aesthetics mixed with industrial history.
Access: Primarily used for dinners and private parties.
The highest floor of the brewery was originally used to cool the hot wort using the open Dutch air. Today, it serves as a high-end event space with views over the city.
Access: Restricted to private events or specific rooftop ticket holders.
Go on an audio-guided tour through Heineken’s 158-year-old brewery & age-old brewing process.
Inclusions #
Entry to Heineken Experience
Live presentation in English
Audio guide in Dutch, German, French, Italian, Spanish, and Portuguese
2 complimentary Heinekens or soft drinks
Additional paid upgrades:
60-min Amsterdam canal cruise
Audio guide in Dutch, English, German, French, Spanish, Italian, Portuguese, Catalan, Turkish, Polish, Thai, Indonesian, Russian, Korean, Japanese, Chinese, Arabic, Hebrew, and Hindi on the boat
Rooftop access
3 glasses of Heineken
What to bring
What’s not allowed
Accessibility
Additional information
Experience Amsterdam’s most iconic 360-degree skyline views from this exclusive rooftop atop the Heineken Experience.
Inclusions #
Heineken rooftop access
2 complimentary Heinekens or soft drinks
Exclusions #
What to bring
What’s not allowed
Accessibility
Additional information
Learn the brewery secrets before heading up for expansive rooftop views over Amsterdam’s canals.
Inclusions #
Entry to Heineken Experience
Rooftop access
Live presentation in English
Audio guide in Dutch, German, French, Italian, Spanish, and Portuguese
3 complimentary Heinekens
What to bring
What’s not allowed
Accessibility
Additional information
What to bring
Heineken Experience
Amsterdam Canal Cruise
What’s not allowed
Heineken Experience
Amsterdam Canal Cruise
Accessibility
Heineken Experience
Amsterdam Canal Cruise
Additional information
Heineken Experience + Amsterdam Canal Cruise
Heineken Experience
Amsterdam Canal Cruise
Inclusions #
Heineken Experience
Entry to the Heineken Experience
1.5-hour self-guided tour of the Heineken Experience
Live presentation in English
Audio guide in Dutch, German, French, Italian, Spanish, and Portuguese
2 complimentary Heinekens
Amsterdam Canal Cruise
75-min Amsterdam canal cruise
Boarding opposite Hard Rock Cafe or Heineken Experience
Audioguide in English, French, Russian, Spanish, German, Chinese, Dutch, Italian, Portuguese, Arabic, Japanese, Turkish, Polish, Czech, Croatian, Indonesian, Cantonese, Korean, and Hindi
Kids audioguide and activity package
Complimentary earphones
Closed, heated boat
Additional paid upgrades:
Amsterdam Canal Cruise
Exclusions #
Heineken Experience + Amsterdam Canal Cruise
Transfers
Food and additional beverages
