Question 1

What is the Heineken Experience?

Accepted Answer

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.

Question 2

What are the opening hours of the Heineken Experience in Amsterdam?

Accepted Answer

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.](https://www.heinekenexperience.com/en/checkout)

Question 3

How long does the Heineken Experience tour take?

Accepted Answer

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.

Question 4

How much do Heineken Experience tickets cost?

Accepted Answer

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.](https://www.heinekenexperience.com/en/checkout)

Question 5

Should I book Heineken Experience tickets in advance?

Accepted Answer

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.](https://www.heinekenexperience.com/en/checkout)

Question 6

Can I buy Heineken Experience tickets at the door?

Accepted Answer

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.

Question 7

What is the best time to visit the Heineken Experience in Amsterdam?

Accepted Answer

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.

Question 8

Are children allowed in the Heineken Experience?

Accepted Answer

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](https://www.heinekenexperience.com/en/children-and-minors)

Question 9

What is the legal drinking age in the Netherlands?

Accepted Answer

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.

Question 10

Do I need to bring ID to the Heineken Experience?

Accepted Answer

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.

Question 11

Are pets allowed at the Heineken Experience?

Accepted Answer

Pets are not permitted inside the Heineken Experience. The only exception is trained service dogs accompanying visitors with disabilities.

Question 12

Where is the Heineken Experience located in Amsterdam?

Accepted Answer

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.

Question 13

How do I get to the Heineken Experience from Amsterdam Centraal Station?

Accepted Answer

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.

Question 14

Which public transport stops are closest to the Heineken Experience?

Accepted Answer

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.

Question 15

Is there parking near the Heineken Experience?

Accepted Answer

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.

Question 16

Can I cycle to the Heineken Experience?

Accepted Answer

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.

Question 17

Do I have to print my Heineken Experience ticket?

Accepted Answer

No. Your ticket can be scanned directly from the screen of your smartphone or tablet. There is no need to print anything, just have your QR code ready at the entrance.

Question 18

Can someone else use my Heineken Experience ticket?

Accepted Answer

Yes. Heineken Experience tickets are not personal and can be used by another person. Just make sure they have the QR code available on their phone or printed out.

Question 19

How many tickets can I buy at once for the Heineken Experience?

Accepted Answer

You can buy up to 25 tickets in a single booking online. Note that group bookings on Saturdays are not available due to high visitor volumes. For groups of 25 or more, or for a tailored group experience, please contact our sales team at sales.experience@heineken.com.

Question 20

What payment methods are accepted at the Heineken Experience?

Accepted Answer

Online ticket purchases support the payment methods available through our ticketing platform, including major cards and local payment options. Inside the Experience and at the Flagship Store, we accept contactless card payments only. Cash is not accepted.

Question 21

I have a voucher or discount code. How do I use it?

Accepted Answer

Enter your voucher or discount code at checkout when booking online at heinekenexperience.com/checkout. If you experience any issues applying your code, contact service.experience@heineken.com.

Question 22

I have an I Amsterdam City Card. How do I book tickets?

Accepted Answer

Book your visit using your I Amsterdam City Card at [tickets.heinekenexperience.com/iamsterdam](https://tickets.heinekenexperience.com/iamsterdam). Enter your card voucher code to reserve a timeslot. Make sure your card is valid on the date of your visit.

Question 23

Does the Heineken Experience offer student discounts or other concessions?

Accepted Answer

The Heineken Experience does not currently offer student discounts. If you have a discount code or voucher, you can apply it at the [voucher page](https://tickets.heinekenexperience.com/voucher#). Holders of the I Amsterdam City Card can book via a dedicated link. See the question above.

Question 24

Can I change the date or time of my Heineken Experience booking?

Accepted Answer

Yes. You can reschedule your Heineken® Tour, Heineken® Tour + Rooftop & Heineken® Rooftop Bar tickets up to one hour before your visit starts at tickets.heinekenexperience.com/en/self-service. Enter your ticket number (starting with 77) and email address to request a new date or time. For changes in other tours email service.experience@heineken.com up to 24 hours before your visit.

Question 25

Can I get a refund on my Heineken Experience tickets?

Accepted Answer

Heineken Experience tickets are non-refundable, including in cases of illness, transport disruption or other personal circumstances. However, we will always try to rebook your tickets for another date. For assistance, contact service.experience@heineken.com

Question 26

What is the Heineken Experience gift card and how does it work?

Accepted Answer

The Heineken Experience gift card lets you gift a visit to a friend or family member. Choose a tour type and the number of tickets. The recipient receives a unique voucher code they can exchange for tickets on any available date within 2 years of purchase. Exchange your gift card at [tickets.heinekenexperience.com/voucher](https://tickets.heinekenexperience.com/voucher#). Gift cards are only available for Heineken® Tour, Heineken® Tour + Rooftop & VIP Tour.

Question 27

How do I redeem a Heineken Experience gift card?

Accepted Answer

Redeem your gift card at [tickets.heinekenexperience.com/voucher](https://tickets.heinekenexperience.com/voucher#). Enter the unique voucher code, select your preferred date and timeslot, and your tickets will be sent to your inbox.

Question 28

How long is the Heineken Experience gift card valid?

Accepted Answer

The Heineken Experience gift card is valid for 2 years from the date of purchase.

Question 29

What are the Heineken® Essentials tours?

Accepted Answer

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.

Question 30

What are the Heineken Experience combi tickets?

Accepted Answer

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)

Question 31

What is the Heineken® Tour?

Accepted Answer

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.](/pages/discover-our-tours/heineken-tour)

Question 32

What is included in the Heineken® Tour + Rooftop?

Accepted Answer

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.](/pages/discover-our-tours/heineken-tour-rooftop)

Question 33

What are the rooftop bar opening hours at the Heineken Experience?

Accepted Answer

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.](https://www.heinekenexperience.com/en/checkout)

Question 34

Can I visit the rooftop first and then do the Heineken® tour?

Accepted Answer

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.

Question 35

What is the VIP Tour at the Heineken Experience?

Accepted Answer

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.](/pages/discover-our-tours/vip-tour)

Question 36

What is the Heineken Flagship Cruise?

Accepted Answer

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.](/pages/discover-our-tours/heineken-flagship-cruise)

Question 37

What is the Rock The City?

Accepted Answer

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.](/pages/discover-our-tours/rock-the-city)

Question 38

What is the difference between the Heineken Flagship Cruise and the Rock the City tour?

Accepted Answer

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.

Question 39

What is The Perfect Match tour?

Accepted Answer

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.](/pages/discover-our-tours/perfect-match)

Question 40

What is Heineken Experience X Moco Museum?

Accepted Answer

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.](/pages/discover-our-tours/heineken-experience-x-moco-museum)

Question 41

What is Heineken Experience X AMAZE?

Accepted Answer

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.](/pages/discover-our-tours/heineken-tour-x-amaze)

Question 42

Can I book a guided tour at the Heineken Experience?

Accepted Answer

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.

Question 43

What is the Freddy's Friends Tour?

Accepted Answer

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.

Question 44

What happens if I arrive late for my timeslot?

Accepted Answer

We ask all visitors to arrive on time for their booked timeslot, as this helps us manage capacity throughout the day. If you are running a few minutes late, let our staff at the entrance know and we will do our best to accommodate you. Entry is subject to availability at the time of arrival.

Question 45

Can I bring a bag or luggage to the Heineken Experience?

Accepted Answer

Small bags and backpacks are welcome. We offer a free cloakroom for items up to 32 x 25.5 x 49 cm. Larger items, including trolley suitcases and carry-on luggage, cannot be stored on-site. Please leave larger luggage at Lockerpoint Luggage Storage at Marie Heinekenplein 12, a short walk from the entrance.

Question 46

Is there a cloakroom at the Heineken Experience?

Accepted Answer

Yes. We offer a free cloakroom service for bags and personal items up to 32 x 25.5 x 49 cm (H x W x D). Items that exceed this size, such as suitcases or carry-on luggage, cannot be stored. Lockerpoint Luggage Storage is located nearby at Marie Heinekenplein 12.

Question 47

Can I take photos and videos inside the Heineken Experience?

Accepted Answer

Yes. Photography and filming are welcome for personal, non-commercial use. We just ask that you treat our Heineken Ambassadors with respect. Share your photos on Instagram or Facebook using #heinekenexperience. For professional or commercial filming, contact service.experience@heineken.com.

Question 48

Is the Heineken Experience tour available in my language?

Accepted Answer

The main tour experience is in English. Our staff does wear language pins on their uniform. Look for the flag of your preferred language if you need help on the spot

Question 49

Does the Heineken Experience tour include beer?

Accepted Answer

Yes. The standard Heineken® Tour includes 1 cold beer at the end of the tour. The Heineken® Tour + Rooftop includes 2 drinks total (1 during the tour and 1 on the rooftop). The VIP Tour includes a tasting of 5 premium beers from the Heineken portfolio, paired with Dutch bites. Non-alcoholic alternatives are available at all tasting moments.

Question 50

Can I buy extra drinks and food at the Heineken Experience?

Accepted Answer

Yes, you can purchase beer and soft drinks at the Best Dam'Bar and the Heineken® Rooftop Bar. You can also buy snacks at those same locations.

Question 51

Is Heineken® still brewed at the Heineken Experience building?

Accepted Answer

No. Brewing at this site stopped in 1988, when Heineken® outgrew the historic building and moved production to a larger, modern facility. Today, the former brewery is Amsterdam's most visited beer experience. You can still visit the original brew room, see the historic brewing equipment, and enjoy a fresh Heineken® beer as part of the tour.

Question 52

Is there food available at the Heineken Experience?

Accepted Answer

The VIP Tour includes Dutch bites paired with the beer tasting. The Rooftop bar serves snacks. Canal cruise combi tickets (Rock the City) include a variety of nuts on board. A full dining experience is not available on-site, but there are many restaurants in the surrounding De Pijp neighbourhood.

Question 53

Can I leave a review?

Accepted Answer

We’re always working to improve the Heineken Experience, and your feedback helps us do just that. Whether there was something you loved or something we could do better, we’d love to hear from you. You can rate your visit through the post-visit email you’ll receive from us, or leave a review on platforms such as [TripAdvisor](https://www.tripadvisor.com/Attraction_Review-g188590-d240813-Reviews-Heineken_Experience-Amsterdam_North_Holland_Province.html) or [Google Reviews](https://maps.app.goo.gl/hRj2dCX6nGn5T89j6). Thank you for helping us create even better experiences for our guests!

Question 54

Can I follow the Heineken Experience social media profiles?

Accepted Answer

Yes, of course! You can follow us on Instagram (@heinekenexperience), Facebook (Heineken Experience) and LinkedIn (/heinekenexperience) for the latest updates and behind-the-scenes content. If you share your visit on social media, don’t forget to tag us or use #heinekenexperience. We’d love to see your photos and stories!

Question 55

Is there a Lost & Found at the Heineken Experience?

Accepted Answer

Please ask one of our colleagues on site, or contact us at service.experience@heineken.com. We’ll be happy to help and will do our best to assist you as quickly as possible.

Question 56

How do I get in touch with the Heineken Experience?

Accepted Answer

We would be happy to answer any and all questions you have. Give us a call (+31 20 2050593), send us an email (service.experience@heineken.com), or send us a message on Facebook or Instagram. We are available from Monday to Friday from 09:00 to 17:00.

Question 57

Can I visit the Heineken® Flagship Store without a tour ticket?

Accepted Answer

Yes. The Heineken® Flagship Store is open to anyone and can be visited without a tour ticket.

Question 58

What are the opening hours of the Heineken® Flagship Store?

Accepted Answer

The Heineken® Flagship Store follows the same opening hours as the Heineken Experience: 10:30 to 21:00. Visitors without a tour ticket can visit the store until 20:30.

Question 59

Does the Heineken Experience have an online store?

Accepted Answer

Yes. A selection of Heineken® merchandise is available online through Beerwulf, with delivery to the Netherlands, UK, Germany, Belgium and Austria. Visit beerwulf.com to shop online.

Question 60

How long does it take to receive my digital photo souvenirs from the Heineken Experience?

Accepted Answer

Digital souvenirs are usually emailed within a few hours, but can sometimes take up to a few days. If you have not received yours, check your spam folder first. Still nothing? Email service.experience@heineken.com.

Question 61

I did not receive my digital souvenirs from the Heineken Experience. What should I do?

Accepted Answer

First, check your spam or junk folder. If your digital souvenirs are not there, contact service.experience@heineken.com with your booking details and we will help you out.

Question 62

Can I visit the Heineken Experience as a group?

Accepted Answer

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.

Question 63

What is the Freddy's Friends Tour and who is it for?

Accepted Answer

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.

Question 64

How do I book the Freddy's Friends Tour?

Accepted Answer

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.

Frequently Asked Questions

Groups and experiences

Can I visit the Heineken Experience as a group?

What is the Freddy's Friends Tour and who is it for?

How do I book the Freddy's Friends Tour?