About the Heineken Experience
Housed inside Heineken’s original De Pijp brewery — active from 1867 to 1988 — the Heineken Experience is one of Amsterdam’s most popular attractions. It’s part museum, part interactive theme park, and part bar, taking you behind the scenes of one of the world’s most recognised beer brands.
Highlights
- Brew Your World — step inside a giant brewing kettle via immersive VR
- Stable Tour — meet the famous Heineken shire horses up close
- Brand history — the full story from Gerard Adriaan Heineken’s 1864 vision
- Two complimentary beers included with every ticket at the rooftop bar
- Personalised bottle station — print your own label as a souvenir
What to Expect
The self-guided tour takes around 1.5–2 hours. You move through interactive exhibits covering ingredients, brewing science, and global marketing campaigns before finishing at the tasting bar. The experience is genuinely fun even if you’re not a beer enthusiast — the production design and interactives are well done.
Tips for Visiting
- Book online to skip the ticket queue — walk-up capacity is limited
- Evening slots are quieter and more atmospheric
- Located in De Pijp — combine with the Albert Cuyp Market (Mon–Sat) nearby
- The on-site gift shop stocks exclusive Heineken merchandise
- Minimum age 18 for alcohol; under-18s can still visit but won’t receive beer tokens