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See it, touch it, taste it

Let us tell you the story of how a small, Dutch brewery became the world’s most premium brand of beer. The world of Heineken® is one best experienced through all the senses; we’ll let you feel the hops and smell the authentic scents of the brewery. It’s all there.

Discover the story behind Heineken®

We've been around for over 150 years, so you can imagine we have seen a thing or two. Take a walk through the halls where it all happened, let us serve you our heritage and see the evolution to the world-class brand we are today.

A sip from our stories

Two Breweries

Heineken®’s brew room is in the middle of two parts of the brewery. You can clearly see the different styles side by side.

The Grand Prix

Heineken® beer won the Grand Prix at the Paris World Fair in 1889, where the world’s greatest discoveries were gathered.

Heineken Collection

Deep dive into Heineken history from the comfort of your home. Available to all, you can now read up on your favourite beer brand and other beers of the Heineken family!

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Enjoy a beer with your friends

Of course, we won’t send you on your way without finishing strong - with a nice, cold Heineken® beer in the Best ‘Dam Bar. Meet tourists and locals alike, share memories and plan your next trip to make new ones.

Discover our tours


Immerse yourself into the world of Heineken®, at your own pace.

21, 00

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Experience the best Amsterdam has to offer; three major attractions in one.

39, 50

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Get the full connoisseur’s experience with behind-the-scenes access and a personal guide.

55, 00

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Frequently asked questions

  • What is the Heineken Experience?

    The Heineken Experience is a brand experience within Heineken’s oldest brewery, in the heart of Amsterdam. In 1988 the former brewery closed down, because we got too big for our boots. Today, the historical building serves as a venue where you can learn all about Heineken heritage, the brewing process, our sometimes crazy innovations, sponsoring and the story behind the star. You’ll also learn about the best way to taste and enjoy your Heineken beer.

  • Are you still brewing beers in the building?

    Unfortunately, we have stopped brewing beers in our building. Nowadays, our former brewery has been turned into a brand experience. But do not worry, you will still be able to take a look at the original brew room and enjoy one or two fresh Heineken beer(s).

  • Do you have an online Store?

    Unfortunately, the Heineken Experience does not have an online Store and we do not ship any merchandise. However, we do have a physical store located in our building. The store can be visited without a ticket to the Heineken Experience. The opening hours are the same as for the Heineken Experience. Please keep in mind that you cannot re-enter the Heineken Experience after your visit to the Store. We recommend that you schedule your visit to the Store after your visit to the Heineken Experience.

  • When are the online tickets released?

    Tickets for any date are usually released three months in advance on this website. Due to the current COVID-19 situation, our booking window is smaller than usual. This is the reason that ticket sale for 2022 has not started yet. Tickets for 20222 will be released soon. So, keep your eyes open, and our website refreshed.

  • Which languages does the Heineken Experience offer?

    All our tours are in English. But, since we’re a global brand, we understand that doesn’t offer the best solution for everyone. You can download the Heineken Experience app, to get the best out of your tour, as well as experience it in a different language. Our app will enhance your visit even further! The app is available in the following languages: English, Dutch, German, French, Italian, Spanish, Portuguese, Chinese and Russian.

    You can also get some quick help in your native language in the tour by checking the badges on our crew’s shirts; their pins show the languages they speak.