The Heineken Experience – Learning All About Amsterdam’s Famous Beer

Heineken’s bright green bottles containing a light and refreshing brew have become well known and loved by many around the world. A visit to the Heineken Experience will give you some insight to the history of Amsterdam’s iconic beer and the work that goes into creating it. And you’ll get a cold glass to enjoy afterwards! This is one of Amsterdam’s most popular attractions, so here are some details to help you plan your visit.


Some Heineken History

The first Heineken brewery opened in 1864 in Amsterdam when Gerard Heineken took over a smaller brewery business. Consumption of his brew grew as it gained popularity with the wider public. By the 1880s, Heineken was available in many countries around the world, from France and Panama to Ghana and Fiji.

In 1988, operations outgrew the old Amsterdam brewery, so it closed. But, it was soon opened as an attraction where visitors could learn about this famous pilsner and tour through the brewery.

The Heineken brand is known globally today and there are various brewery locations. An estimated 25 million cans and bottles are served daily worldwide!

One of the first ever Heineken bottles!
One of the first ever Heineken bottles!

Getting to the Heineken Experience

The Heineken Experience is conveniently located near many other attractions in the city and is therefore commonly reached on foot.

There are various trams, buses, and metros that stop nearby too if you plan on taking public transport to the area. Tram 24 stops just by the museum at the Marie Heinekenplein stop.

Additionally, the nearest transport hub is Vijzelgracht, which is served by metro line 52 and tram lines 1, 7, 19, and 24. For more info on routes and schedules, click here.

If driving your own vehicle, there is a paid parking garage just around the block and some street parking in the area.

Pretty views over the river just by the Heineken Experience
Pretty views over the river just by the Heineken Experience

Heineken Experience Tickets

Tickets for the Heineken Experience begin at €23 per adult. This is for the basic Heineken Tour, which includes access to the exhibits and old brew room for 1h30m along with two Heineken beers to enjoy at the bar afterwards.

There are add-ons/combo tickets as well, including the Heineken Tour and Rooftop access for €27.50, Heineken Tour and Our House access for €34, the Heineken Tour and canal cruise for €36, and more.

If you’d like a guided tour through the Heineken Experience, there is also the option to book the VIP Tour for €59.50. You can also inquire about other guided options by contacting the staff by email at

Tickets must be purchased online in advance. There is no option to buy tickets onsite. Online, you’ll select your ticket type, date of visit, and time slot. Slots are available every 15 minutes, but certain ticket types and times do sell out, so we recommend booking in advance.

For more information on ticket options, click visit the ticketing page or the FAQs.

Amsterdam City Passes

If you have a GoCity Pass, the entrance to the Heineken Experience for the basic Heineken Tour is included. Book your timeslot here by entering your city pass number. This is the pass we used during our time in Amsterdam.

The I Amsterdam City Card offers a 25% discount on the Heineken Tour. You can buy tickets here.

For either option, make sure to have your ticket/time slot handy along with your pass upon arrival.

Heineken logos over the years
Some of the Heineken logos over the years

Hours & Regulations

The Heineken Experience is open year-round on:

  • Sundays through Thursdays from 10:30 a.m. to 7:30 p.m. with last entry at 5:15 p.m.
  • Fridays and Saturdays from 10:30 a.m. to 9 p.m. with last entry at 6:45 p.m.

The Rooftop bar, which is accessible with the Rooftop combo ticket, is open:

  • Sundays through Thursdays until 7 p.m.
  • Fridays and Saturdays until 8:30 p.m.

Individuals under the age of 18 cannot enter the Heineken Experience. Staff may ask you to present your ID, so we’d recommend bringing it along.

Visitors cannot bring large bags through the exhibits. There is a free cloakroom where you can leave umbrellas and other items smaller than 32 x 25.5 x 49.2 cm (12.6 x 10 x 19.4 in). They will not store large luggage, strollers, or other similar items.

Visitors can take photos within the Heineken Experience.

Learning about Heineken ingredients
Learning about Heineken ingredients

Visiting the Heineken Experience

A museum that includes a beer tasting? Count us in! After visiting the Moco Museum, Rijksmuseum, and walking all around the city, a visit to the Heineken Experience was a fun way to end a day of sightseeing.

When we checked in, we received a bracelet with two tabs on it to receive our drinks after the exhibits. We then began the tour with a group as a staff member gave us a brief intro and some information on the Heineken Experience. We were given a small glass of beer to try as well! Soon, we were free to explore the exhibits on our own.

We made our way through the old brewery, learning about how Heineken came to be and about this famous brand. The old brew room is also on display, and we were able to learn more about the process of making beer. The information throughout was provided in English, but they also have audio guides available in other languages.

Massive old brew tanks
Massive old brew tanks

After exploring the museum area, we reached the bar. This large space was all lit up, there was music playing, and bartenders were serving up ice cold beers to the many visitors. We enjoyed our two beers each and hung out here a bit. Before leaving, visitors can design a custom glass and visit the Heineken shop.

A silly 'Digital Memory' taken while on the tour
A silly ‘Digital Memory’ taken while on the tour

The Heineken Experience was a fun way to spend an evening and we really enjoyed learning about this proud Amsterdam brand. If you’re like Lia and prefer cocktails over beer, check out a similar experience at the House of Bols!

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