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.

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.

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.

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.

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.

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

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.

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.

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.

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.