Guide to visiting the Heineken Experience

Will you be visiting the Heineken Experience? Here’s what you need to know…

One of the most popular attractions in Amsterdam, the Heineken Experience is not to be missed and with the Amsterdam Pass you’ll get free entry!


  • Learn how to pour the perfect Heineken
  • Become beer as you enjoy the “Brew Your Ride” virtual reality rollercoaster
  • Get your own customised Heineken

Ever since Heineken was first founded in 1864, the Dutch beer has gone on to be one of the most loved drinks in the world. An iconic beverage that is well known to the taste buds of beer enthusiasts, Heineken started its journey in Amsterdam when Gerard Adriaan Heineken set out to make a great tasting beer.


Tour details

Step inside the company’s first built factory where it all began over 150 years ago. Visiting the Heineken experience will take you through the drink’s long and storied history, teaching you about the special brewing process that gives the beer its crisp taste and beautiful golden colour.

Across the four floors you’ll have the chance to enjoy the various interactive exhibits including the “Brew Your Ride” 4D adventure. Here you can see the life cycle of beer as you shoot through pipes and become one of the worlds most enjoyed beverages. You’ll also see the brand’s innovations over the years as well as getting the chance to create your very own customised bottle of Heineken beer. After being shown how to pour the perfect Heineken beer you will be able to enjoy two free Heinekens so you can fully appreciate why 500,000 people visit the brewery every year.

Before visiting you must pre-book your tour’s time slot, which you’ll need your unique Amsterdam Pass number to do. You may also want to know that the last admission is always two hours before closing time. Remember that you must be over 18 to partake in the beer tasting aspects of the experience and that children must always be accompanied by an adult.

Opening hours
Monday - Thursday: 10:30am - 7:30pm
Friday - Sunday: 10:30am - 9pm 
Last admission: Monday to Thursday 5:30pm and Friday to Sunday 7pm

July - August opening hours
Daily: 10:30am - 9pm
Last admission: 7pm

24 December - 31 December opening hours
10:30am - 4pm
Last admission: 2pm


How to get to the Heineken Experience

If you’re looking to visit the Heineken Experience you will need to go to Stadhouderskade 78, 1072 AE in Amsterdam.

If you don’t fancy walking or biking, you can take Trams 7, 10 and 24 which all stop just around the corner.

History of the attraction

The Heineken Experience is the first purpose-built home of Heineken beer but back in 1988 the brewery couldn’t produce enough beer to meet the staggering demand set by the drink’s lovers. However, instead of tearing down the amazing building, the owners decided to create an interactive museum and enjoyable experience. Opening in 1991, fans of the drink have come in their millions to learn about the heritage of Heineken in the centre of its native Amsterdam.


Top tips when visiting

If you are bringing children note that prams are not allowed on the tour. If you have one you can leave in the Heineken museum cloakroom free of charge.

The Heineken Experience will be in English but by downloading the museum’s own app you’ll be able to access additional tour information in English, Dutch, German, French, Italian, Spanish, Portuguese, Chinese and Russian. 

Booking using the Amsterdam Pass will mean you can miss the huge queue that forms to get inside and enter the museum at a specific time that suits you.

Did you know?

  • How old is Heineken?
    Heineken was originally set up in 1864 making it over 150 years old (154 to be precise) but it wasn’t until 1873 when the first bottle of Heineken branded beer was produced.
  • How long is the Heineken Experience take?
    The self-guided tour of the museum is estimated to take 1.5 hours to complete as you walk around the former brewery.
  • How much beer does Heineken make?
    Back in 2011, Heineken stated that beer lovers around the world enjoyed 2.74 billion litres of the Dutch beer.
  • What other brands of beer do Heineken produce?
    To name a few, Heineken owns the likes of Birra Moretti Red Stripe, Tecate, Tiger, Sol, Desperados and fellow dutch beer, Amstel.