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.

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.

The Heineken Experience is housed in a historic 19th-century brewery with stairs and tight spaces in some areas. Wheelchair access is available for part of the experience. We recommend booking in advance and indicating your accessibility requirements during checkout. For specific questions, contact service.experience@heineken.com or visit our Accessibility Guide at heinekenexperience.com/en/accessibility-guide.

The Heineken Experience is a historic 19th-century brewery and accessibility is limited due to the building's listed status. Wheelchair access is possible for part of the experience. To ensure we can make the necessary preparations, please tick the wheelchair box when booking your ticket online. We recommend visiting on a weekday before 13:00 to avoid crowds. Note that canal cruise boats (Rock the City & Heineken Flagship® Cruise) are not wheelchair accessible. For full accessibility details, visit heinekenexperience.com/en/accessibility-guide.

The Rock the City and the Heineken® Flagship Cruise boats are not wheelchair accessible. If you are a wheelchair user, we recommend the standard Heineken Tour or the Heineken Tour + Rooftop instead. Contact us at service.experience@heineken.com if you have specific accessibility needs before booking.

Yes. Trained service dogs are welcome at the Heineken Experience. All other pets are not permitted on the premises.

A free ticket for a sign language interpreter is available for visitors with hearing impairments. Please contact us in advance at service.experience@heineken.com so we can prepare appropriately.

Limited seating is available in the entrance area and on the rooftop. There are no seating areas during the tour, however wheelchairs are available to use during your visit and can be requested from our friendly colleagues upon arrival.