museum
Heineken Experience
An interactive tour through the historic Heineken brewery, ending with a tasting.
Photo: Vincent Lee / Google
The Heineken Experience is an interactive tour through the company's original Amsterdam brewery on the Stadhouderskade, at the edge of De Pijp, where Heineken brewed its beer from 1867 until 1988.
What to see
The self-guided route winds through the old brewhouse and copper kettles, the story of the brand, a few playful multimedia rides and tastings along the way — ending with a couple of fresh Heinekens in the bar.
It's a slick, commercial experience rather than a museum, and it leans into the fun.
Good to know
It's popular, so book online ahead and allow around 90 minutes. You'll find it by the Albert Cuyp Market in De Pijp.
The route includes beer, so bring ID; there are soft-drink options for non-drinkers and under-18s.
What to expect
Standard ticket €25 (online), €27 (door), €32 (VIP with tasting + extra beer). Includes two beers at the end. Tour is 90-120 minutes self-paced. Open 10:00-19:00 (last entry 18:00, varies by season).
Strollers welcome. Children under 18 enter free with parents but only get non-alcoholic drinks at the end. Cameras allowed throughout. Wheelchair accessible. Bag check available.
Tips from locals
Book online — €25 is €2 less than door price, and walk-up tickets can have 30-60 minute waits during summer.
Don't expect deep beer education. For that, go to Brouwerij 't IJ in Oost — €11 for a real tour at a real working brewery.
The early morning slot (10:00) is the quietest. By midday tour groups arrive and the interactive stations queue up.
Combine with a De Pijp walk afterward — the brewery is 5 minutes from Albert Cuypmarkt, ideal for a lunch break before continuing your day.
Did you know?
It's set in Heineken's original brewery, built in 1867, which actually brewed beer here until 1988.
Gerard Adriaan Heineken founded the company in 1864 at the age of 22.
The old stables on site still house the brewery's dray horses.
A ride called 'Brew U' lets you experience the brewing process as if you were the beer.
The distinctive green bottle and red star have made it one of the most recognised beer brands in the world.
FAQ
- Is the Heineken Experience worth the €25?
- If you go expecting a brand-marketing experience with two beers included and an interesting industrial building, yes. If you go expecting a serious beer museum or brewery, no — try Brouwerij 't IJ in Oost instead.
- How long does the visit take?
- 90-120 minutes self-paced. Most visitors finish in 90 minutes; tasters and history lovers take longer.
- Are children allowed?
- Yes, under 18 enter free with a paying adult. Children receive a non-alcoholic drink at the end instead of beer. Strollers are welcome.
- Should I book online or at the door?
- Online — €25 instead of €27 at the door, and walk-up tickets can have 30-60 minute waits in summer.
- Is the original brewery still active?
- No, production moved to Zoeterwoude (outside Amsterdam) in 1988. The building functions as a museum/experience only.
Heineken Experience, Amsterdam
Stadhouderskade 78, 1072 AE, Amsterdam