Step inside the birthplace of one of the world’s most iconic beer brands.
Most popular
4.7
78535 bookings
90 minutes
Heineken Experience
25 pts
Normal price:
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- Your pass is valid for 1 year
- A central app for all your bookings
- Free Hop-on Hop-off bus included
Location
Essentials
- Learn all about the brewing process and the best way to enjoy Heineken beer
- Enjoy two free Heineken beers or soft drinks
- Dive into high-tech multimedia installations
Practical info
Includes
Guided tour in English
2 free drinks (beer or soft drinks) at the Heineken Bar
Children
The minimum age is 18 due to the Legal Purchase and/or Drinking Age
More information
For more information and opening times, go to heinekenexperience.com
Accessibility
Free access to bathroom
Getting there
Heineken Experience
Amsterdam
Public Transport
The nearest stops are Vijzelgracht (metro 52) and Marie Heinekenplein (tram 24).
Parking
You can park at a reduced daily rate with Qpark via this link.
About
With the Explore Pass Amsterdam, you unlock access to the legendary Heineken Experience: an immersive, high-energy journey through Heineken’s original 19th-century brewery in the heart of the city. This isn’t just a museum. It’s a full-on brand experience that hits all five senses! Welcome to where it all started.
Discover Heineken’s Oldest Brewery
Before Heineken became a global icon, it was a small Dutch brewery founded in 1867. The original brewing site operated here until 1988. Today the beautifully restored building is an interactive experience space where history meets innovation. Admire the massive copper brewing tanks, and explore vintage ads that shaped the brand’s global identity.
It’s Dutch heritage, but make it immersive.
The Best Part? The Tasting
Your visit includes complimentary drinks (beer or soft drinks, your choice). You’ll also learn how to draft the perfect beer at the Heineken bar. Instantly upgrade your dinner party credibility! Relax, sip, and soak in the atmosphere of the brand’s original home.
Reviews
372 reviews
marklD8173IX
★
★
★
★
★
Slick PR Exercise
'Experience' rather than 'Brewery Tour' as no brewing now takes place here. A very slick history of Heineken with lots of PR. Enjoyable if you like history, maybe less so of you want moving parts and machinery. Try and avoid Friday afternoon as lots of 'Lads' Weekend' groups.
Feb 10, 2026
lewy11
★
★
★
★
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Did the VIP tour and if you can, upgrade!
Turned up on my birthday, was given a free gift on arrival. Prebooked online and booked the VIP tour. Amazing guide, the Brazilian lady and the other staff were friendly. Nice private tour and tasting session. Great birthday
Feb 8, 2026
M9674QPmanuelm
★
★
★
★
★
great treatment
My friends and I went to do something different and we loved it. Isis, a girl who explained some parts of the tour, did a great job, with excellent service and a lot of kindness.
Feb 7, 2026
muttibey
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★
★
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Nice
Coffee shops, red light, canal tour yes but this must be at the top of your list as well. This is my second time here and I enjoyed both. It takes you from historical sight to modern times, from the making of Heineken to the shapes of bottles in time. The only thing was before there was CL cup replica and I had a photo but now they don’t have it. But they brought different stuff as well. At the end of the tour you can enjoy your Heineken.
Nov 4, 2025
brunchkindagal
★
★
★
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★
Must do! Even if you’re not a beer drinker!!
⭐️⭐️⭐️⭐️⭐️ We absolutely loved the Heineken Experience! The staff were incredibly friendly, welcoming, knowledgeable, and made the whole tour so much fun. Everything was really well put together – informative without ever feeling boring, and such a great atmosphere throughout. The whole experience was a highlight for our trip, and we left with a whole new appreciation for the beer. Would definitely recommend it to anyone visiting Amsterdam, and we’d go again for sure! 🍻
Aug 28, 2025
F5640EBsamw
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★
Completely amazing and felt like I can be myself here 😊😊😊 can't wait to come back when I visit Amsterdam again
It was one of the most amazing tours I had this year. I was super nervous as it was my 1st time as a femboy going out. jules was an amazing tour guide, and unfortunately, I forgot to say thank you 😔
Aug 14, 2025
MonicaK614
★
★
★
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★
A must see with friendly employees.
Lana introduced us to the experience. She was amazing. Her energy got us all excited. She involved us too. Camilla was our guide in the brewing room. She was terrific. I spoke to her afterwards learning she’s from Italy. I spoke Italian with her. Max not only greeted us at the door with a HUGE smile, but he was present at our first tasting. There were fun, interactive rooms. Videos. Pictures. Personalize your own Heineken bottle. Free with ticket. The tasting room was fun. Music. Draft your own beer. Zero alcohol choice. Regular. Silver. Silver was smoother. We had access to the Rooftop with our ticket. It was worth it. Quiet on roof. Sun music. Breeze. Relaxing. View of Amsterdam.
Aug 13, 2025
billvD8272NI
★
★
★
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★
Prost op Mokum
An interesting walking tour through the old brewery, that allowed had a good mix of digital information and guide commentary. It included some tasting, including some new brews being assessed for release
Aug 12, 2025
DSR1964
★
★
★
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★
A very fun way to experience Amsterdam!
OMG this tour is super fun and and absolute thing to do if you love beer! I don't want to say too much since it's better to have it be a suprise, but get ready to dink A LOT of beer. I added the rooftop to the ticket and it's not a must since it's windy, wet and a bit cold at the top. It would be fun if you have a group of friends.
Aug 10, 2025
bobbih827
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★
★
★
★
A fun, light tour!
Went to the Heineken Experience on a last minute trip to Amsterdam. Seems one must always take the "beverage" experiences when traveling! The 4 rating versus a 5 is that there isn't much substance if you are looking for that type of experience. This is an easy fun option to add when you are visiting Amsterdam and for all adult ages. Tickets are reasonable in price and ability to get. Staff are friendly and fun. You start out with a little history and then can move on at your pace through a more marketing type experience meaning you will see Heineken and the process everywhere in a virtual reality type video experience. And of course, when you get to the end plenty of beer! You can take your time more as well and read the information along the way. The tour and facility you go through are modern. A fun, light experience with a couple of good beers at the end.
Aug 9, 2025
1983marcinj
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★
★
★
★
Great 4D experience
4 D experience, because you see a lot, you hear a lot, you can touch things and you can taste great Heineken beer. I had about 5-6 glasses. They say you get two glasses but it's possible to do a few more. I was in Guinness Brewery in Dublin. Heineken is very similar. Great time. We also took a guided boat trip offered by Heineken. Great time. Rare chance to look at Amsterdam from the level of canals. Truly recomennd
Aug 4, 2025
toril730
★
★
★
★
★
Fun experience, must-do in Amsterdam!
This was a fun experience! It was interesting to learn about the history of Heineken beer, but the tour groups are pretty large so it is hard to hear and follow along with the group. When we lost the group, we were about to walk through the museum at our own pace and enjoy the beer samples. The tasting room was really fun as they had a DJ playing music. We thought it was funny to do the picture and video opportunities, which are free and sent to your phone. The rooftop is nice and has a pretty view of the city. We enjoyed this experience and would recommend it!
Jul 30, 2025
SharonDavies69
★
★
★
★
★
Totally worth a visit.
Absolutely fantastic, excellent experience. Loads of information, interactive games, bar fun and the rooftop bar was amazing.
Jul 24, 2025
DaveW87
★
★
★
★
★
Well worth the money
We thoroughly enjoyed our VIP experience with our guide Storm. He was informative, engaging and knowledgeable and was as integral to our great experience as the beer, meat and cheese we tasted.
Jul 22, 2025
mlc072018
★
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★
★
★
Fun experience!
This was a fun experience! Definitely do the video on the bikes and have someone film it from the other side, it’s hilarious! We did the rooftop experience which had a nice view but I’m sure the canal experience would be fun as well.
Jul 20, 2025
109jakev
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★
Awesome staff!
The tour, drinks and exhibits were fun, but the customer service is what made this an incredible experience. The bar manager, Alex, went above and beyond to ensure our group was taken care of (even gave us an extra drink token at the rooftop!). The customer engagement manager, Max, was also extremely charismatic and showed us a few hidden gems within the old brewery. Staff is a 10/10!
Jul 18, 2025
sarakN1418LJ
★
★
★
★
★
Great experience
It was great. The guide was friendly and knowledgeable and he knew what is he doing. We lived every single second of the tour.
Jul 5, 2025
kaisar853
★
★
★
★
★
Best ever, don't miss!
I personally don't enjoy museums, so I definitely recommend this to everyone and all ages! Definitely the highlight of our trip!🤩
Jul 5, 2025
Q9391OKnataliem
★
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★
★
★
Best experience in Amsterdam
We loved every minute of this, as non beer drinkers our expectations were not that high, however the staff changed this. Lola and the team were incredible! We started off with a tour of the old brewery and the history of Heineken, followed by a interactive experience about how the beer is made and we then enter the bar to use our 2 tokens included in the price.The beer pouring competition was a standout, all the staff were incredible, welcoming, loved to chat to all of us l, and hand out prizes. Special shoutout to Lola, thank you so much, highly recommend for everyone to go for a bit of fun and some beers!
Jul 4, 2025
Voyager58413448138
★
★
★
★
★
Vibes were immaculate!
An absolutely amazing experience! Rory was fantastic at introducing the tour and the tour itself was very informative, and the games and photo opps were amazing! The bar itself was wonderful, the draught challenge was a highlight and the vibes were immaculate. We then went to the rooftop bar where Lola was the best part of the experience and was the best at running the cornhole game, she really made our trip a highlight! Would absolutely recommend and tou should need at least 3 hours because you will spend forever in the bar!
Jul 4, 2025
pauljhh2023
★
★
★
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Pretty good
Not too shabby a trip.to be honest. The guides knew their history and spoke with enthusiasm. The history and experience was good and plenty to see. The beer of course is an essential part of the experience and we did the rooftop add on, which was worth it for the views, but don't do it in bad weather, we were lucky enough to have excellent weather, hot with plenty of sun. My only fault was the size of the gear at the end for buying. Sixes up to 2xL only. So if your a cuddly or muscle guy your going to struggle with the merch. Otherwise a good trip.
Jul 4, 2025
hugha834
★
★
★
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Great experience
Wow the service was incredible. Lana was a great host and really fun! I would highly recommend coming here, educational, interactive, social.
Jul 3, 2025
haleymZ702QJ
★
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★
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★
Amazing VIP Experience
The VIP tour was incredible! Our guide Tom was friendly, funny and very knowledgeable of the history of Heineken. I couldn't drink alcohol at the time of the tour and fully expected to only have Heineken 0.0, but to my surprise I was served 4 different beers at 0.0 while my group was given the full tasting experience. It was so enjoyable, I felt fully immersed in the experience and would speak highly of this tour to any and all.
Jul 1, 2025
W3146MIjoannal
★
★
★
★
★
Fun experience
The experience was educational and interesting . The taste of Beer at the end was nice touch not very expensive experience . we moved threw the building without wasting time.
Jul 1, 2025
Stevetarn2014
★
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★
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★
Pricey but really good
Initially I thought that this experience was overpriced but on reflection it probably delivers just about value for money. You start off by exploring the history of the beer right through to modern day and there are free photo opportunities as you go round plus a couple of samples.
Jun 24, 2025
Avaladez00
★
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★
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★
Beer, Boats, and Great Vibes
We did the Heineken Experience with the canal cruise add-on, and it was a blast from start to finish. The Heineken tour was interactive and fun—not just about beer, but the brand's history, brewing process, and even a bit of VR. The free beers at the end were a nice touch too. After that, we hopped on the canal cruise, which was the perfect way to wind down. Christina and Tim were our hosts, and they were amazing—funny, friendly, and full of cool facts about Amsterdam. The combo of chill vibes, and great views made it one of the best parts of the day.
Jun 22, 2025
Manicrose
★
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★
★
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Rooftop bar good addition
We had previously done this tour a few years ago. This time it felt more rushed. A lot more people and the tours are self guided so you get people constantly talking over the staff who are giving talks. The bar at the end was very crowded. Definitely pleased we opted to do the rooftop bar. Only about an extra €10 for the both of us. Great views over the city, less crowded and an additional drink.
Jun 22, 2025
Nelscole
★
★
★
★
★
Suprisingly FUN!
I didn't expect to enjoy this tour as much as I did. We learned a lot about how they make Heineken and beer in general. The young people were fun to interact with, and you get a couple of beers for what is a pretty cheap ticket of around $25. It's not high culture, but neither is the Red Light District, and we did that too. So I recommend this if you are looking for something to do in Amsterdam besides museums and canal cruises.
Jun 17, 2025
68madmax
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Adult Family fun.
The Heineken Experience was a good fun time. My two adult kids made this tour for the family in Amsterdam and my wife is not a big beer drinker but she enjoyed it a lot. The only down side we could say was the "Rooftop Experience" Wasn't to good for the added price.
Jun 14, 2025
Mrs_Shrops
★
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Enable experience
We spent an enjoyable couple of hours here learning the history of Heineken beer. Parts of the tour are interactive to keep it interesting. The free beers were a bonus, but the bar did get busy around lunchtime and limited seating area.
Jun 13, 2025
NLK2833
★
★
★
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10/10 must visit.
There is so much history behind Heineken, and the story of its journey was told very well by the staff completing the tours. It was a very interesting couple of hours filled with experiences, Heineken and the opportunity to create a great souvenir. I’d recommend this to anyone visiting Amsterdam.
Jun 8, 2025
michellephiferoli
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★
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★
Fun for beer lovers / F1 fans / and travelers
One of the coolest experiences I’ve had while traveling. Got to see the entire process, try lots of beer, and chat with the friendly guides and employees. Everyone was super helpful, the facility was extremely clean and well maintained, and overall a fun time! I would recommend everyone coming to Amsterdam to visit the Heineken experience, even if you’re not a huge fan of beer, you’ll love the behind-the-scenes tour and fun aspects.
Jun 6, 2025
Dankamo
★
★
★
★
★
Heineken experience - Amsterdam
The Heineken experience is very famous in the Netherlands. I really enjoyed it. You can buy tickets at the building or online. The ticket includes two small beers, the tour and some explanations. You can take photos and explore different rooms also the experience offers a souvenir photo or video.
Jun 2, 2025
_mitak_nd
★
★
★
★
★
Heineken Experience
This place is a heritage of beer! You learn, you feel, you see, and you taste! And the last stop, you have fun with Heineken flavors! You should try!
Jun 1, 2025
larryhQ982LY
★
★
★
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★
If You Want to Drink 3 Beers - Go
Fun experience with 3 beers included (one at rooftop bar). Enjoyed it. (Better than Guinness tour!). Tour book said it was like a 90 minute commercial, I thought it was fun.
May 30, 2025
LishyorkesCheshire
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★
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Great thing to do whilst in Amsterdam.
This was a really good experience! Great value for money. Not too busy as they don’t pile too many in at once. The guides are enthusiastic and knowledgeable. We really enjoyed ourselves!
May 29, 2025
746fraserc
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★
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Worth of Visit 🍻
Brilliant place to visit. Very interesting and the tour provided by the staff was very informative and they were great at engaging with the crowd. 3x free beers included. Option to produce your own label for a bottle of Heineken Beer for around €7.50. Print your name or something else (nothing rude or they won't give you it) and collect it at the end. You do this on an easy to use self service machine part way through the tour. Plenty if options to take photographs in interactive ares which you can e-mail to yourself. Shop at the end has a wide variety if merchandise that you can purchase at reasonable prices. Definitely worth a visit.
May 25, 2025
stuartlU4709JL
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★
★
★
A must see in Amsterdam
This was a great experience, the people who ran the tour were wonderful and quite knowledgeable. My wife and I meet people from all over the world on the tour and while tasting the beer. We thoughtfully enjoyed this experience.
May 25, 2025
sdpz
★
★
★
★
★
So fun 🤩 must visit!
I booked as part of hubby’s bday trip to Amsterdam. I didn’t know what to expect when booking this but wow was this a great experience! It was engaging, enjoyed learning the history and ofcourse trying the beer.! There were lots of interactive parts which kept the experience fun. We both had a great time! I definitely recommend visiting if you’re in Amsterdam
May 24, 2025
A125HQlouise
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Beer included!
We didn't know what to expect at the Heineken Brewery in Amsterdam, but it definitely exceeded our expectations. It was fun and informative! A must visit! Beer included!
May 23, 2025
G2424JVrobt
★
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Highly recommend
We really didn't know what to expect from this place. But went for it anyways. It was above all expectations. We really injoyed the mix of information about the brewing process and just fun details about Heineken. Definitely worth a visit.
May 22, 2025
NorthStar55949958984
★
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★
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★
Fun day out
Really good experience, very good to learn the history of Heineken. Enjoyed the pint pouring at the end of the tour. Would recommend to others.
May 19, 2025
Dream42922954943
★
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★
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★
Freshest beer experience
Good experience to learn the history and to taste the famous and freshest Heineken beer in Amsterdam. A must experience on your visit to Amsterdam.
May 19, 2025
samjh2023
★
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★
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★
10 stars
I'd give it 10 stars if I could. Heineken Experience was unforgettable visit. From your staff who are friendly and helpful, right through to the end where we got 2 free beers. We did the roof top experience too, with a free beer and the view from the top was amazing. I did notice, it's not a bad point and no marks taken away. If you go, do a early tour, we did 1pm and it relatively quite, but finished both experiences at around 1530 and it was VERY busy.
May 17, 2025
ainon570
★
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★
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Must do
This was a highlight of our Amsterdam holiday! Such an amazing staff, Danny for example, brilliant! This is something we would recommend to anyone coming to AMS! This experience was much better that written on the website!
May 16, 2025
sarajoler
★
★
★
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★
An average beer factory tour...
It's alright, if you like beer and especially Heineken. Guides' story-telling is interesting but the museum/tour is not overly exciting. You can do it in an hour, the best part for many is the free beer you get in the end!
May 14, 2025
theflyingball
★
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★
★
★
Fun Time
Must do experience if you’re in Amsterdam. Draughting beer challenge at the end was a great way to top off an already excellent tour
May 13, 2025
caminitoamor
★
★
★
★
★
Grab the Rock the City ticket — such a great combo!
We had such a great time at the Heineken Experience! From the moment you walk in, everything is super interactive and well-designed. We learned all about the history of Heineken and how the beer is made and even got to see some cool vintage ads and brewing equipment. I recommend trying the Rock the City experience, which combines the Heineken Experience with a 45-minute boat ride through the canals—such a great combo! The best part? The tastings! You get to enjoy freshly poured Heineken and hang out in a fun bar setting at the end. The staff is friendly, the vibe is great, and it’s perfect whether you’re a beer lover or just looking for a fun activity in Amsterdam. I definitely recommend it!
May 7, 2025
Andersonfw
★
★
★
★
★
It’s worth doing if you like beer
Good and worth doing. It’s not a huge history lesson or anything, but the ‘experience’ is pretty cool and certainly better than most brewery tours. Should do it if you at all like Heineken or beer in general.
May 3, 2025
JK1Gloucestershire
★
★
★
★
★
Underwhelming
Not a fully guided tour, we had a large group and were left to find our way around the building after a couple of explanations about the making of the beer
May 1, 2025
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