What is the Heineken Experience?
The Heineken Experience is an interactive self-guided tour through Heineken's original 1867 Amsterdam brewery on the Stadhouderskade. The building served as Heineken's main production facility until 1988, when production moved to larger plants in Zoeterwoude. The historic building was transformed into a branded visitor experience that now draws over 1 million visitors per year.
The tour takes you through the brewing process, the history of the Heineken brand, and ends with two complimentary beers — either draught in the bar or in souvenir cups to take away. The experience is slick, entertaining, and clearly designed with groups and stag parties in mind — but it delivers solid value for beer enthusiasts and curious visitors alike.
What to Expect Inside
The Brewing Process
The tour begins with the history of Gerard Adriaan Heineken, who bought the brewery in 1864 at age 22. You'll walk through the original copper brewing kettles (no longer in use), learn about the malting and fermentation process, and discover why Heineken still uses the “A-yeast” strain that gives the beer its characteristic flavour.
The Stable
Heineken still maintains a stable of Shire horses in Amsterdam — used for ceremonial deliveries. The horses are a beloved part of the experience and usually visible during your visit.
Interactive Experiences
The experience includes several immersive installations: a “Brew U” module where you virtually experience being inside the brewing process (mild sensory ride), a pop-art installation exploring Heineken's iconic bottle design, and a VR experience showing Amsterdam's canal system from a delivery perspective.
The World Bar
The tour ends in the World Bar, where your two included beers await. The bar serves Heineken and Heineken 0.0 (non-alcoholic). The bartenders will pour you a proper draught glass and demonstrate the Heineken-approved pouring technique if you ask.
Practical Information
- Address: Stadhouderskade 78, 1072 AE Amsterdam
- Opening hours: Mon–Thu 10:30–21:00 | Fri–Sun 10:30–22:30
- Tickets: Standard €23 | Star Experience (extra cocktail & snacks) €35
- Duration: 90 minutes to 2 hours self-paced
- Age: Under-18s must be accompanied by an adult; beer tickets require 18+ ID
Tips for the Best Visit
- Go on a weekday afternoon: Friday and Saturday evenings are the busiest (stag parties, groups) and can feel very crowded. Tuesday to Thursday 14:00–17:00 is the sweet spot — quieter and more relaxed.
- Eat beforehand: The two included beers on an empty stomach can be potent. The experience itself doesn't include food beyond the Star Experience package.
- Upgrade your experience: The Star Experience ticket adds a Heineken cocktail, branded snacks, and priority entry — worth it if you want a more premium feel.
- The gift shop: The shop at the exit sells well-designed Heineken merchandise — branded glasses, bottle openers, and clothing that are genuinely good quality compared to most tourist souvenirs.
- Combine with nearby attractions: The Rijksmuseum is a 15-minute walk north. The Albert Cuyp Market (Amsterdam's largest street market, Mon–Sat) is just around the corner on Albert Cuypstraat.
Getting There
Tram line 24 stops directly outside. From Amsterdam Centraal, take tram 24 southbound to Stadhouderskade (approximately 20 minutes). The Vondelpark is a 15-minute walk west.