The Heineken Experience is an immersive brand attraction housed in Heineken's original brewery, built in 1867 and used to brew beer until 1988, in Amsterdam's De Pijp neighbourhood. It first opened as a visitor centre in 1991, was rebranded the 'Heineken Experience' in 2001, and after major renovations in 2008 and 2021-22 has become one of the city's most-visited attractions, with four floors of interactive exhibits, tastings and a rooftop bar. As of 2026 it runs as a self-guided tour and gets especially busy in the summer high season. Rather than a passive museum, it is best approached as a roughly 1.5-2 hour sensory journey through Heineken's history and brewing process, ending with a proper tasting.
The Brew Room, dominated by eight massive copper kettles where beer was made for over a century
'Brew Your Ride', a 4D ride that puts you inside the brewing process from the beer's point of view
The Stable Walk, where you can see the eight English Shire horses that once pulled Heineken's delivery wagons
The Tasting Room, which teaches the proper way to pour and appreciate the pilsner, and the social finishing bar (Best 'Dam Bar)
A rooftop bar with views over Amsterdam (available as a separate ticket option)
Good to know
RulesStrictly 18+; under-18s are not admitted even with an adult. Staff may check ID for age verification, so carry your passport.
RulesBook a timed-entry ticket online in advance via the official site — same-day tickets at the door are rare, and weekend and summer slots sell out fast.
CautionBuy only from the official site (heinekenexperience.com) or authorised resellers. Avoid street touts near the entrance and heavily marked-up third-party resale sites.
SafetyDe Pijp, the central canals and crowded trams are pickpocket spots. Wear your bag in front and keep your phone and wallet out of outer pockets.
SeasonJuly and August are peak season with extended hours (daily 10:30-21:00) but heavy crowds; a morning or weekday slot makes for a calmer visit.
MannersTipping is not obligatory in the Netherlands and service is included in the price; rounding up is plenty — there is no need for US-style tips.
SafetyThe standard ticket includes two beers; don't cycle afterwards and pace yourself. Non-alcoholic drinks are available if you'd rather not drink.
Practical info
The address is Stadhouderskade 78, 1072 AE Amsterdam. It is about a 300 m walk from Vijzelgracht station on Metro 52 (North/South line); tram 24 to Marie Heinekenplein stops right behind the building (trams 1, 7 and 19 also stop nearby). It generally opens from 10:30 into the evening with last entry about 45 minutes before closing, extending to 21:00 in summer, but confirm exact hours, prices and ticket types on the official website before you go.
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