Frequently Asked Questions

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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

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.