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.

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.

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.

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.

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.

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.

Book your visit using your I Amsterdam City Card at 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.

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. Holders of the I Amsterdam City Card can book via a dedicated link. See the question above.

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.

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

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. Gift cards are only available for Heineken® Tour, Heineken® Tour + Rooftop & VIP Tour.

Redeem your gift card at tickets.heinekenexperience.com/voucher. Enter the unique voucher code, select your preferred date and timeslot, and your tickets will be sent to your inbox.

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

The Heineken Experience is available as a private event venue for groups of 50 to 1400 people. The building includes seven distinct spaces suitable for meetings, product launches, corporate dinners, exhibitions, team-building sessions and private parties. All spaces include AV facilities, free Wi-Fi and on-site Heineken Ambassadors. To enquire, email heinekenexperience.events@heineken.com or call +31 (0)20 721 5300 (Monday to Friday, 09:00 to 17:00).

Yes. The Heineken Experience hosts private parties and celebrations. With seven event spaces and capacity for up to 1400 guests, we can accommodate everything from small birthday dinners to large private events. Contact our events team at heinekenexperience.events@heineken.com for availability and a tailored proposal.

Combining all spaces, the Heineken Experience can host events for up to 1400 people. Contact heinekenexperience.events@heineken.com for a layout overview and availability.

All event spaces at the Heineken Experience are equipped with AV facilities. Additional services include free Wi-Fi, on-site Heineken Ambassadors, access to coffee and tea, and support from our dedicated events team. The venue is conveniently located in Amsterdam's city centre. Contact heinekenexperience.events@heineken.com for a full overview of services.

Email heinekenexperience.events@heineken.com or call +31 (0)20 721 5300. Our events team is available Monday to Friday, 09:00 to 17:00 CET.