Things to do in Amsterdam

Cheers to the Heineken Experience| A must-do in Amsterdam

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No trip to Amsterdam is truly fulfilling without experiencing the Heineken Experience. Nestled in the heart of the city, this venerable edifice stands as the cradle of the legendary Heineken brew, revered and relished worldwide. Once a bustling brewery operational until 1988, it has been ingeniously reimagined into a haven for aficionados of beer. Here, guests embark on an interactive odyssey delving into the rich heritage of Heineken, delving deep into the intricate art of brewing, and, naturally, savoring the renowned pilsner firsthand. This handbook offers a concise preview of what awaits you at the Heineken Experience, along with expert tips to optimize your visit and recommendations for complementary activities in the vicinity, ensuring a quintessential day in Amsterdam.

A Brief History Of Heineken

Heineken history

In 1984, Gerard Adriaan Heineken initiated the journey of Heineken by acquiring the quaint brewery 'De Hooiberg' nestled in Amsterdam's core. Across four generations, this humble family brewery burgeoned into a global enterprise, boasting ownership of over 170 beer labels worldwide. Heineken stands as a quintessential Dutch emblem, ubiquitous in nearly every nation. Yet, its appeal transcends borders; even after 150 years, this lager remains the preferred libation for countless in the Netherlands.

While exploring Amsterdam, you'll find that Heineken and its subsidiary, Amstel (under the ownership of Heineken), are ubiquitous choices in most cafés. Heineken's iconic green logo, adorned with a red star, is a familiar sight across the city, thanks to its sponsorship of various events ranging from sports to festivals. The former Heineken brewery, now a prominent landmark in the city center, offers visitors an opportunity to delve into the brand's rich history and understand its enduring influence on Dutch culture.

Heineken Experience Deconstructed

Heineken history

Explore the Heineken Experience, a captivating 1.5-hour self-directed journey through four immersive levels of historical and interactive displays. Delve into the evolution of a modest family brewery into a renowned global enterprise, setting unparalleled standards in international branding and distribution.

See remnants of the former brewery and get a first-hand feel for the brewing process when you peek into large copper kettles, stir the water in a massive barrel and grind barley. Enjoy the interactive ‘Brew U’ ride, in which the process is simulated from the perspective of being inside the barrel!

Experience the echoes of the old brewery as you explore remnants of its past. Immerse yourself in the brewing process by peering into the vast copper kettles, stirring the water within a colossal barrel, and grinding barley firsthand. Dive into the interactive 'Brew U' ride, where you'll simulate the brewing process from the unique perspective of being inside the barrel!

No trip to the brewery would be complete without indulging in a beer tasting session. Alongside the sample offered during your tour, your ticket grants you two complimentary beverages at the renowned "Best 'Dam Bar." Post-tour, feel free to linger at the bar for as much time as you desire. And be sure not to miss the souvenir shop, where you can personalize your very own Heineken bottle or glass, creating a lasting memento of your experience at one of the globe's most iconic breweries.

Top Recommended Heineken Experience Tickets

How To Make the Most Out of Your Heineken Amsterdam Visit

Most people only visit the Heineken Experience once in their lives. So get the most out of your visit by reading up on these tips and tricks before you go.

Buy Your Heineken Experience Tickets Beforehand
Due to its popularity, the lines to get into the Heineken Amsterdam are notoriously long. Avoid queuing up for hours on the small sidewalk outside the brewery by purchasing your tickets beforehand. Simply scan your ticket at the entrance and begin exploring the world of Heineken!

Download the Heineken Experience App
The Heineken Experience has designed a digital app that provides extra information and fun facts as you explore the brewery. Unlock the app when you enter the Heineken Experience to get the most out of your visit. While the exhibitions throughout the brewery are in English, the app is available in 9 different languages (English, Dutch, Portuguese, Russian, Italian, Chinese, German, French, and Spanish), giving you the comfort of enjoying the Heineken Experience in your native tongue.

Local Ambassadors to Enrich Your Heineken Experience
While your visit will be a self-guided tour, Heineken Experience Ambassadors are stationed throughout the brewery to answer any questions you may have and share additional information about the brewing process. They will also teach you how to pour the perfect beer and how to properly taste and drink one! Since most of them are Amsterdam locals, they can tell you all about how the legacy of Heineken is embedded in the city’s history and culture.

Practical Information

Heineken Amsterdam Opening Hours

The Heineken Experience is open every day and the opening hours are as follows:

  • Monday – Thursday: 10:30 AM to 7:30 PM. The last admission is at 5:30 PM.
  • Friday – Saturday: 10:30 AM to 9:00 PM. The last admission is at 7:00 PM.
  • December 24th – December 31st: 10:30 AM to 4:00 PM. The last admission is at 2:00 PM.

Getting To Heineken Amsterdam

The Heineken Experience is located in the centre of the city and is easy to reach by walking or by public transportation. Here are some of the best ways to reach the Heineken Experience:

  • By Tram: Go with tram 24 to the station Marie Heinekenplein. It is a two-minute walk from the station. Trams 1, 7, and 19 also stop less than a 5-minute walk from the Heineken Experience.
  • By Metro: Go with the M52 to the station Amsterdam, Vijzelgracht. It is a 4-minute walk from here to the Heineken Experience.


The Heineken Experience is wheelchair accessible. There is one wheelchair available upon reservation (please contact to make a reservation).

Things to Do After Your Heineken Experience

Your visit to the Heineken Experience is bound to leave you in good spirits, so why stop the fun there? The Heineken Experience is located in the centre of Amsterdam, with plenty of noteworthy attractions and experiences within hand’s reach. Here are some of our top picks for to-do’s in the area when you visit Heineken.

Hop On A Canal Cruise

canal cruise

Both locals and visitors concur that the ultimate way to enjoy an afternoon in Amsterdam is by gliding along its tranquil waterways. As you meander through the city's intricate canal network, you'll witness its charm at its peak: quaint traditional houses adorning the waterfront, a constant flow of cyclists traversing the bridges, and notable landmarks peppering the landscape, from the Anne Frank Museum to the Westerkerk. Maximize your Amsterdam adventure with an unbeatable deal—a combination ticket granting access to the Heineken Experience and a 75-minute canal cruise awaits you here.

Visit The Museumplein


Just a brief stroll from the Heineken Experience lies the renowned Museumplein in Amsterdam. This expansive public square is encompassed by some of the nation's most celebrated museums and landmarks, such as the Rijksmuseum, Van Gogh Museum, Stedelijk Museum, and the majestic 'Concertgebouw' (concert hall). Whether you're drawn to the masterpieces of Dutch painters showcased in the Rijksmuseum or Van Gogh Museum, intrigued by the contemporary exhibitions at the Stedelijk modern art museum, or simply captivated by the remarkable architecture of these globally recognized edifices, a visit to the Museumplein is an essential experience for any traveler to Amsterdam. Browse our selection of tickets for various Museumplein attractions.

Explore ‘De Pijp’


Experience the essence of local life this afternoon by immersing yourself in one of the city's most cherished neighborhoods: De Pijp. Adjacent to the vibrant Heineken Experience, this area is teeming with cozy cafes, unique boutiques, and an array of restaurants offering both authentic Dutch dishes and international flavors. Delight in a visit to the Albert Cuyp Market, hailed as Europe's largest daily market, just a brief six-minute stroll from the Heineken Experience. Here, you'll find a treasure trove of goods, from apparel to fresh produce, Dutch cheeses, and snacks. Operating daily from 9:00 am to 5:00 pm, the market provides a window into Amsterdam's relaxed ambiance and wry sense of humor. Should the Heineken Experience whet your appetite for more, venture into one of De Pijp's charming brown bars for another round of Heineken accompanied by traditional Dutch bar snacks like "bitterballen" or "kaasstengels." Proost!

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The Heineken Experience is located in the centre of Amsterdam and is surrounded by plenty of other attractions that are worth a visit. Here are the top 5 noteworthy museums near the Heineken Experience:

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