The original Heineken brewery transformed into an interactive museum telling the story of this iconic Dutch beer. The self-guided tour includes brewing history, marketing exhibits, tasting sessions, and a rooftop bar with Amsterdam views in the former 1867 brewery building.
The Heineken Experience at Stadhouderskade 78 in Amsterdam occupies the original Heineken brewery building constructed in 1867, which produced the brand's beer until 1988 when production relocated to larger facilities outside the city. The self-guided interactive tour takes visitors through four floors of exhibits covering the history of the Heineken family, the brewing process from raw ingredients to bottling, global marketing campaigns spanning more than 150 years, and the brand's involvement in sports sponsorship. The most engaging sections simulate the brewing process in an immersive 4D room where visitors experience the sensory journey of becoming a Heineken beer — described as an absurdist but crowd-pleasing theatrical moment. Brewing kettles, fermentation tanks, and original industrial equipment from the working brewery period remain in situ throughout the building, providing authentic industrial heritage alongside the marketing-focused exhibits. The admission price includes two standard Heineken beers or soft drinks, served at the rooftop bar on the top floor with views over the nearby Rijksmuseum and Vondelpark area. An additional tasting bar in the lower floors offers premium and limited-edition products at extra cost. The tour runs independently without guides; most visitors complete it in 75 to 90 minutes. The venue is very popular with stag and hen groups and international tourists. The building is a seven-minute walk from the Rijksmuseum and the Leidseplein entertainment area.
Good to know
- Hours
- Monday-Thursday 10:30 AM - 7:30 PM, Friday-Sunday 10:30 AM - 9:00 PM
- Best for
- beer enthusiasts, groups, adults
Location
Stadhouderskade 78, 1072 AE Amsterdam
52.3579, 4.8918 View on map
Highlights
- Original 1867 Heineken brewery building with industrial equipment in situ
- Immersive 4D simulation of the beer-brewing process
- Admission includes two Heineken beers served at the rooftop terrace bar
- 150 years of global marketing and sports sponsorship exhibits
- Rooftop bar with views toward the Rijksmuseum and Vondelpark
Tips for visiting
- Book online for cheaper tickets and time slot
- Visit early or late to avoid peak crowds
- Ticket includes 2 beer tastings or soft drinks
- The rooftop terrace offers great city views
When to visit
Weekday mornings from opening (10:30 AM) until noon are the quietest; the venue becomes significantly busier from mid-afternoon and on weekend evenings. Late-session Friday and Saturday slots are the most crowded.
Accessibility
The Heineken Experience has a lift serving all four floors, making it accessible for wheelchair users. The tour route is navigable throughout with lift access. Accessible toilets are available. The rooftop terrace is accessible by lift.
Frequently asked questions
Is the Heineken Experience suitable for non-beer drinkers?
Yes, non-alcoholic soft drinks are provided as an alternative to the included beer tasting. The brewing history and marketing exhibits do not require beer consumption to enjoy.
What is the minimum age for the Heineken Experience?
Visitors must be aged 18 or over to enter the Heineken Experience. ID is checked at entry. There are no exceptions, including for accompanied minors.
How long does the Heineken Experience tour take?
Most visitors complete the self-guided tour in 75 to 90 minutes including time at the rooftop bar. Those who spend time at the additional tasting station or gift shop may take longer.
Are tickets cheaper when booked online?
Yes, booking online in advance typically offers a small discount compared to door prices, and also guarantees a specific entry time slot to avoid waiting at busy periods.