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Step Inside the World of Heineken®
An immersive journey through the story of Heineken®, in the brewery where it all began.
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What is the Heineken Experience?
The Heineken Experience is an interactive tour and museum set inside Heineken®'s original brewery, in the heart of Amsterdam. The building brewed Heineken® from 1867 until 1988, and today it's a self-guided journey through the brand's heritage, the brewing process, and the story behind the star. You'll get hands-on with the craft of brewing, learn how to pour and taste the perfect beer, and finish with a fresh Heineken®. Upgrade your experience with a rooftop ticket, with panoramic views over Amsterdam and the latest Heineken® innovations from the Heineken® Studio.
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What you will experience
More than a walk-through. A journey through the world of Heineken®, told through all your senses, from the original brew room to our exclusive rooftop with the best Amsterdam views.
Highlights:
The story behind the star. How a small Dutch brewery in 1864 became the world's most famous beer.
The brewing process, up close. See, smell and feel how Heineken® is made, from hops to bottle.
Interactive and immersive. Hands-on exhibits and the "Brew U Ride" that puts you inside a bottle of Heineken®.
Taste like a master. Learn the perfect pour and how to enjoy Heineken® at its best.
The Best 'Dam Bar. Toast with tourists and locals alike over a fresh Heineken®.
The Heineken® rooftop and Heineken® Studio. Finish above the city at our rooftop bar, with panoramic views over Amsterdam and exclusive brews to taste at the Heineken® Studio.
Plan your visit
Check out our opening hours and where to find us
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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.
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Heineken® Rooftop Bar
Discover Heineken Studio at the rooftop and enjoy a breath-taking view over Amsterdam, including 2 drinks
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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Rock the City
Heineken® Tour + canal cruise + A’DAM Lookout
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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.
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Heineken® Flagship Store
The only official Heineken® Store in the world
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Heineken Collection Foundation
Deep dive into Heineken history from the comfort of your home
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FAQ
View all questions & answers
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Frequently asked questions
What is the Heineken 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.
What are the opening hours of the Heineken Experience in Amsterdam?
The Heineken Experience in Amsterdam is open every day of the year from 10:30 to 21:00 (last entry 18:45). The store can be visited without a ticket until 20:30. Opening hours may vary on public holidays. Check our website for the latest availability: heinekenexperience.com/checkout.
How long does the Heineken Experience tour take?
The self-guided Heineken Tour takes approximately 1.5 to 2 hours. You can move at your own pace, only your entry timeslot is fixed. The VIP Tour lasts around 2.5 hours. If you add the Rooftop, allow an extra 30 to 45 minutes. Canal cruise combi tickets add another 45 to 60 minutes on top.
How much do Heineken Experience tickets cost?
Ticket prices at the Heineken Experience start from €24.95 for the standard Heineken Tour, which includes 1 beer. The Heineken Tour + Rooftop is €29.95 (2 drinks included). The VIP Tour is €65.00 and includes a personal guide, 5 premium beers and Dutch bites. Combi tickets pairing the Heineken Experience with a canal cruise, Moco Museum, AMAZE or the Johan Cruijff Arena are available at varying prices. See all tickets and current prices at heinekenexperience.com/checkout.
Should I book Heineken Experience tickets in advance?
Yes. We strongly recommend booking online in advance. Timeslots fill quickly, especially on weekends and during Amsterdam's peak tourist season (April to October). Booking ahead guarantees your entry time. Tickets can be purchased at heinekenexperience.com/checkout.
Can I buy Heineken Experience tickets at the door?
Walk-up tickets are limited available at the entrance, but we recommend booking online in advance to secure your preferred timeslot, especially on Saturdays and during summer. On busy days, walk-up visitors may find slots fully booked.
What is the best time to visit the Heineken Experience in Amsterdam?
Saturdays are the busiest days at the Heineken Experience. For a more relaxed visit, we recommend weekday mornings, ideally before 13:00. The Heineken Experience is open year-round, so any weekday morning is a good option. Booking your timeslot in advance is always recommended.
Are children allowed in the Heineken Experience?
Children are not allowed in the Heineken Experience. If you wish to know more about it, please visit our webpage https://www.heinekenexperience.com/en/children-and-minors
What is the legal drinking age in the Netherlands?
The legal drinking and purchasing age for alcohol in the Netherlands is 18. The Heineken Experience strictly enforces this. You may be asked to show a valid ID on arrival. Please enjoy responsibly.
Do I need to bring ID to the Heineken Experience?
Yes, you may be asked to show a valid ID (passport, national ID card or driving licence) at the entrance. This is to verify that all visitors are 18 or older.
Are pets allowed at the Heineken Experience?
Pets are not permitted inside the Heineken Experience. The only exception is trained service dogs accompanying visitors with disabilities.