Frequently Asked Questions

The Heineken Experience is located at Stadhouderskade 78, 1072 AE Amsterdam, in the heart of the city, just a short walk from Museumplein and the Rijksmuseum. It sits in Heineken®'s original brewery building, which has been a landmark in Amsterdam's De Pijp neighbourhood since 1867.

From Amsterdam Centraal, the easiest route is tram 24. It stops directly at Marie Heinekenplein, right outside the entrance (this tram takes around 20 minutes). Trams 1, 7 and 19 also stop nearby. By metro, take line 52 to Vijzelgracht or De Pijp station (5-minute walk from there). You can also walk from Centraal in around 30 minutes via the city centre. We strongly recommend public transport, parking in the area is limited and paid.

The closest stops are Marie Heinekenplein (tram 24, directly outside), Weteringschans (trams 7 and 19) and Vijzelgracht and De Pijp metro station (line 52). All are within a 5-minute walk of the entrance at Stadhouderskade 78.

The Heineken Experience does not operate its own parking facilities. Paid parking garages are available nearby. Use Google Maps to find the closest option. Note that Amsterdam city centre parking is expensive and theft from cars does occur, so we recommend leaving valuables at home and using public transport where possible.

Yes. The Heineken Experience is easily reachable by bike. It is about 15 minutes from Amsterdam Centraal by bicycle. Bike parking is available on the street around Marie Heinekenplein. Amsterdam has excellent cycling infrastructure throughout the route.

Heineken® Essentials bring together the core experiences of the Heineken Experience, all located inside Heineken®’s former brewery in the heart of Amsterdam. The Heineken® Essentials Tours include the Heineken® Tour, Heineken® Tour + Rooftop, VIP Tour & Heineken® Rooftop Bar.

Our combi tickets bring together the Heineken Experience and other iconic Amsterdam attractions, giving you access to two carefully paired experiences in one booking. Our curreny combi tickets are Heineken® Flagship Cruise, Heineken Experience x Moco Museum, Rock the City (Heineken Experience + Canal Cruise), Heineken Experience x AMAZE & The Perfect Match (Heineken Experience + Johan Cruijff ArenA)

The Heineken® Tour is a self-guided tour through the Heineken Experience in Amsterdam. In approximately 1.5 hours, you'll explore Heineken®'s original 1867 brewery across four floors of interactive exhibits covering our brand's heritage, the brewing process, global sponsorships and the story behind the iconic red star. The tour ends at the Best 'Dam Bar with an included beer. Book at heinekenexperience.com/en/discover-our-tours/heineken-tour.

The Heineken® Tour + Rooftop combines the standard 1.5-hour self-guided tour with exclusive access to the Heineken Experience rooftop bar, one of the best viewpoints over Amsterdam's canal ring. After the tour and a beer at the Best 'Dam Bar, a special elevator takes you up to the rooftop's former malt attic (Moutzolder), where a second drink is included. Rooftop access starts approximately 90 minutes after your tour entry time. Book at heinekenexperience.com/en/discover-our-tours/heineken-tour-rooftop.

The rooftop bar is open daily from 12.00 - 20:30. Access to the rooftop requires a Heineken® Tour + Rooftop ticket or a Heineken® Rooftop Bar ticket. Check availability at heinekenexperience.com/checkout.

No. If you have booked the Heineken® Tour + Rooftop combi, the order is fixed. You start with the Heineken® Tour and access the rooftop approximately 90 minutes after your tour start time. If you have a standard Heineken® Tour ticket and want to add rooftop access, ask our staff at the entrance hall.

The VIP Tour is a 2.5-hour guided experience that takes you behind the scenes of Heineken®'s historic Amsterdam brewery, including areas not accessible to regular visitors. It ends in a private, secret bar, where a personal guide will serve 5 premium beers from the Heineken® portfolio, paired with Dutch bites. Book at heinekenexperience.com/en/discover-our-tours/vip-tour.

The Heineken Flagship Cruise is a combi ticket combining the 1.5-hour Heineken® Tour (including one beer) with a 60-minute guided canal cruise through Amsterdam's UNESCO-listed waterways. The cruise departs from the canal across from the Rijksmuseum (a 15-minute walk from the Heineken Experience) and includes 1 drink on board. Additional drinks can be purchased. The boat accommodates up to 30 people and is open in summer, covered in winter. Book at heinekenexperience.com/en/discover-our-tours/heineken-flagship-cruise.

The Rock the City Tour is a combi ticket combining the 1.5‑hour Heineken® Experience (inlcuding one beer), a 45‑minute guided canal cruise with an extra drink, and access to the A’DAM Lookout observation deck with panoramic city views. The cruise departs from the canal accros from the Heineken Experience and takes you directly to the A’DAM Tower, which is the final stop of the tour. Book at heinekenexperience.com/en/discover-our-tours/rock-the-city.

Both tours include the 1.5-hour Heineken Tour (including 1 drink) followed by a guided Amsterdam canal cruise with 1 extra included drink. Key differences: Flagship Cruise offers a 60-minute cruise on a boat for up to 30 people, departing from Museumbrug 2 near the Rijksmuseum (15-minute walk). Rock the City offers a 45-minute cruise on a larger boat for up to 50 people with a Heineken-branded interior, departing from the canal directly in front of the Heineken Experience (5-minute walk). Lastly, the Rock the City inlcudes a third attraction: entrance to the A'DAM Tower, which is the final stop of the tour. The Flagship Cruise ends after the canal cruise, and brings you back to the departing deck.

The Perfect Match is a combi ticket combining the self-guided Heineken® Tour at Heineken Experience with a self-guided tour of the Johan Cruijff Arena. Both venues can be visited in any order on the same day, at your own pace. Note that transport between the two venues is not included. The Johan Cruijff Arena is located outside the city centre. Book at heinekenexperience.com/en/discover-our-tours/perfect-match.

Heineken Experience X Moco Museum is a combi ticket giving access to both the Heineken Experience and Moco Museum, home to works by Banksy, Jean-Michel Basquiat and other contemporary artists. Both are located near Museumplein and can be visited on the same day. Book at heinekenexperience.com/en/discover-our-tours/heineken-experience-x-moco-museum.

Heineken Experience X AMAZE combines the Heineken® Tour with AMAZE Amsterdam, an immersive digital art experience. It is a great pairing for visitors looking to combine two of Amsterdam's most unique sensory experiences in one day. Book at heinekenexperience.com/en/discover-our-tours/heineken-tour-x-amaze.

Guided tours are available subject to group size and availability. For enquiries, email sales.experience@heineken.com. Alternatively, the VIP Tour and Freddy's Friends Tour both include a personal guide as standard.

Freddy's Friends is an exclusive private group tour at the Heineken Experience in Amsterdam, designed for groups of up to 25 people. It includes a behind-the-scenes journey through hidden areas of the historic brewery not accessible to regular visitors, ending with drinks and snacks at Freddy's, one of the private secret bars at the Heineken Experience. Available Sunday to Thursday, 10:30 to 16:15, not available from July 1 to September 1. To book, contact sales.experience@heineken.com.

Yes. Groups are welcome at the Heineken Experience. You can buy up to 25 tickets in a single online booking. Group bookings on Saturdays are not available due to high visitor volumes. For larger groups or tailored experiences, contact our sales team at sales.experience@heineken.com.

Freddy's Friends is an exclusive private group tour at the Heineken Experience, designed for groups of up to 25 people. It includes behind-the-scenes access to areas of the historic Heineken brewery not open to the public, ending with drinks and snacks at Freddy's, one of the secret bars of the Heineken Experience. It is ideal for corporate outings, team building and private group celebrations. Available Sunday to Thursday, 10:30 to 16:15. Not available from July 1 to September 1.

The Freddy's Friends Tour can only be booked via our sales team. Contact them at sales.experience@heineken.com to check availability and receive a tailored proposal.