Heineken Experience Tours

Heineken Experience which includes interior views as well as an individual male
Heineken Experience featuring interior views and heritage elements as well as an individual male
Heineken Experience showing street scenes, a city and cycling
Heineken Experience which includes drinks or beverages
Heineken Experience showing a bar and drinks or beverages as well as an individual femail


Learn how a well-known Dutch beer is made, then drink a sample at this famous former brewery.

The Heineken Experience is a self-guided tour through interactive exhibits housed in the former Heineken brewery. The exhibits and displays aim to provide historical insight into the well-known Heineken pilsner as well as the brewing process. You’ll learn how the hop and malted barley are turned into this tasty pride of Holland, all from the point of view of a bottle of beer.

The brand name is clearly visible as you approach the old brick Bierbrouwerij building, which was a working brewery until 1988. A thorough 2008 renovation transformed the Heineken Experience into four levels of interactive multimedia exhibits, but much of its authentic interior was preserved.

At the beginning of the tour, you’ll learn how Gerard Adriaan Heineken bought the old Haystack brewery in 1864. He became one of the most famous beer brewers in the world because of his award-winning recipe. These days, Heineken is actually brewed in Zoeterwoude instead of here.

Take the self-guided tour and visit the Old Brew Room. You’ll see big mash tuns, or casks, where the barley was once boiled. Staff are on-hand to answer any questions.

Visit the Stable Walk to see the magnificent Clydesdales, the horses that still tow wooden beer carts around Amsterdam for promotional purposes. Ride the 4-D “roller-coaster” movie, and attempt to pour and bottle your own Heineken.

The tour concludes in the futuristic-looking Tasting Bar, where you’ll sample fresh Heineken, with a couple of free beers for each visitor. Enter the party atmosphere of the disco or just stand at the bar. There is no lack of Heineken merchandise, with the shop selling souvenirs to beer lovers. Give yourself two hours to complete the tour.

The Heineken Experience is just south of the Canal Ring and open daily, except a few major public holidays. From Central Station, take the tram to Stadhouderskade, or a hop-on, hop-off cruise to the Heineken landing stage. There are parking lots in the city center, but spaces are limited.

To avoid lines, come before beer o’clock, or book the tickets ahead.

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Reviews of Heineken Experience

4.4
Top Destination
5 - Excellent
411
5 - Excellent 57%
4 - Good
200
4 - Good 28%
3 - Okay
82
3 - Okay 11%
2 - Disappointing
17
2 - Disappointing 2%
1 - Terrible
11
1 - Terrible 2%

4/5 - Good

Verified traveler

Fun experience but a bit hokey. Learn the history of Heineken and you do get some tastings.

5/5 - Excellent

Verified traveler

Sign up before hand! This is a must if you visit Amsterdam!

2/5 - Disappointing

Verified traveler

Douche bag ad experience for Heineken. There were parts that were OK, I’d strongly recommends being plowed before signing up for this.

4/5 - Good

Verified traveler

We old folks wouldn't have gone without the 20-somethings in our party, but it was a fun group activity albeit not fabulous. The "free" beers at the end are served at a bar with nowhere to sit which was very disappointing since we really wanted to plop down and relax at that point.

1/5 - Terrible

Verified traveler

Just go to a bar and buy one. Dealing with a huge crowd for a self guided walk through a commercial with a small beer at the end isn't worth it.

2/5 - Disappointing

Verified traveler

Waste of time. Just buy one in a club.

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