Heineken Experience

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.

Heineken’s Amsterdam story began before the brewery you visit today. Gerard Adriaan Heineken entered the trade by buying De Hooiberg, an established brewery in the city centre, before moving production to the Stadhouderskade as the business expanded. That move connects the company’s history with Amsterdam’s growth beyond its old canal neighbourhoods. The building is a reminder that this part of the city was also a place of industry, not just the cafés and terraces visitors know today.

After the visit, head further into De Pijp rather than straight back towards the centre. Around the Ferdinand Bolstraat, side streets offer plenty of cafés and places to eat, while Sarphatipark provides a quieter stop among the neighbourhood’s busy shopping streets. If you prefer to continue towards the canals, cross the Stadhouderskade towards the Weteringbuurt. Its residential streets make a change of pace after the brewery’s branded spectacle and lead you towards the canal belt.