Heineken Experience
Taste the story of the world's most famous beer
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An iconic Amsterdam experience
The Heineken Experience is a brand experience located in Heineken®’s oldest brewery, in the heart of Amsterdam. The former brewery closed in 1988, when production outgrew the historic building. Today, it has been transformed into an immersive visitor experience and one of Amsterdam’s most recognisable attractions.
Inside, you will learn all about Heineken®’s heritage, the brewing process, key innovations and global sponsorships, as well as the story behind the iconic star. Through interactive exhibits and tasting moments along the way, you will also discover how to best taste and enjoy a perfectly served Heineken® beer.
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Choose your experience
Whether you are visiting the Heineken Experience for the first time or looking to make the most of your day in Amsterdam, there is a ticket option to suit every type of visit.
Choose between our Heineken® Essentials and our Combi tickets, which pair the Heineken Experience with another top attraction in Amsterdam.
Heineken® Essentials
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Heineken® Tour
Immerse yourself into the world of Heineken®, at your own pace.
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Heineken® Tour + Rooftop
Enjoy our Heineken® tour and end with a breath-taking view over Amsterdam
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VIP Tour
Get the full experience with behind-the-scenes access and a personal guide.
Combi tickets
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Heineken® Flagship Cruise
Heineken® Tour + 1h canal cruise
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Heineken Experience x Moco Museum
In cheers we trust
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Heineken® Tour x AMAZE
The City’s Most Immersive Duo
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The Perfect Match
The world’s greatest combination: beer and football.
Heineken® x Filling Pieces
Discover our exclusive capsule collection in collaboration with Filling Pieces. Available at the Heineken Experience Kiosk.
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What our guests say about us
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