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Discover in this unique brand experience how a small, Dutch brewery rose to world fame and take a tour through the company’s old brewery.
Read more
- Explore the historic brewery of the iconic beer brand
- Learn all about the brewing process and the best way to enjoy Heineken beer
- Enjoy two free Heineken beers or soft drinks
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
Opening hours
Sunday - Thursday: 10.30 - 19.30
Friday - Saturday: 10.30 - 21.00
Ticket information
Ticket is directly available on smartphones
Tickets can be rescheduled up to 48 hours in advance, tickets cannot be cancelled
More information
For questions about the product, please contact [email protected]
Accessibility
- Free access to bathroom
Heineken Experience
Amsterdam
Amsterdam
Public Transport
The nearest stops are Vijzelgracht (metro 52) and Marie Heinekenplein (tram 24).
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Discover Heineken’s oldest brewery
The Heineken Tour takes you on a unique brand experience through the golden halls of the original historic Heineken brewery right in the heart of Amsterdam, where the company brewed its beer until 1988. Learn more about the history of a small, Dutch brewery that rose to world fame. The Heineken Experience is not only an informative tour – you will experience it through all your senses, hands-on and delicious!
The building was converted into a museum and visitor centre and opened its gates to the public in 1991. Since then, it has become one of Amsterdam’s most popular tourist attractions. Take a tour through the historic facilities that were originally built in 1867 and get an exclusive glimpse behind the scenes of one of the largest beer companies in the world.
The heart of a world famous beer brand
Wander through the golden halls of the original historic brewery from the 19th century and discover the company’s history in a fun and interactive way. Take a look at old advertisements and the gigantic copper tanks that were once used for brewing Heineken beer while wandering through the impressive old building. The exciting high-tech multimedia experience is further enriched by knowledgeable tour guides.
You’ll learn about Dutch beer drinking traditions, witness the Heineken brewing process first-hand and relish the distinct flavour of the original Heineken beer. Heineken Experience is a feast for all of your senses: feel the hops, taste the wort and take in the authentic scents of the brewery. Besides enjoying three complementary drinks (both alcoholic and soft drinks are available), you can even learn how to perfectly draft beer at the Heineken bar.
Book your Heineken Experience tickets here!
This state-of-the-art interactive tour through the historic brewery of Heineken is a must-see when visiting Amsterdam. Don’t miss out on this unique experience and get your tickets now!
Do you also want to experience the beauty of Amsterdam’s historic city centre and its canal belt from the 17th century? Then check out our Heineken Experience + Amsterdam Canal Cruise combination deal to save money and make the most out of your trip to Amsterdam!
318 Reviews
4.7
Average rating from
Tripadvisor
NorthStar55949958984
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, 2025Dream42922954943
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, 2025samjh2023
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, 2025ainon570
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, 2025sarajoler
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, 2025theflyingball
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, 2025caminitoamor
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, 2025Andersonfw
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, 2025JK1Gloucestershire
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, 2025520js
Excellent Tour
I wasn’t expecting much so it was a very pleasant surprise. The tour of the brewery and explanation of the beer making process was terrific. I also became a convert to the Heineken Silver served at the end. Well worth it,
Apr 30, 2025Sunshine58424681972
Highly recommend!
Was an excellent tour. I loved the unexpected details and history. It was fun, entertaining and the beer was delightful!
Apr 30, 2025mayccm2018
Must a visit
Pre-booked for tour was necessary. The brewery tour introduced history of brewery and beer-making process was interesting and informative. The guide was knowledgeable and enthusiastic. Good atmosphere. During the tour, we received total three drinks. The only negative thing was the group was quite big. Great experiences. Must a visit in Amsterdam.
Apr 26, 2025TanielV1918
Cheers!
The boys certainly enjoyed it. Beyond the "sampling", of course, thanks to the bar at the rooftop terrace - which has an extraordinary view indeed, until it starts to get more and more blurry... lol... - . (But I drink alone… re: the George Thorogood song…)
Apr 24, 2025mikerG6648TN
Impulsive visit
We visited in April as part of a trip to the city. It was better than we weee expecting and really clever how they made the experience interactive. We did the rooftop experience as well.
Apr 24, 2025waynethomass
Whomever gives this a bad review, should stop reviewing!
Wow! Totally not what expected. What a great tour/experience. My wife went along for the ride, and had more fun than I did! Would highly recommend to anyone visiting Amsterdam!
Apr 22, 2025jgelsey
Not your typical brewery tour!
Having been on a few brewery tours before, I wasn't sure what to expect from one that calls itself an "experience." Well, it is worth the name. Sure, you get the history of Heineken and get to see the original brewery, but there are some fun and very interactive elements that elevate the whole thing and distinguish it from your run-of-the-mill brewery tour. If you're looking for a fun way to spend 90 minutes, either as a way of kicking off your evening out (2 beers are included) or an afternoon with friends, definitely worth considering. Highly recommend.
Apr 20, 2025681ninah
Interactive, fun, and informative
I’ve been on a few brewery tours. This rates S one of the best. The guides are enthusiastic and the interactive components make it extraordinary. Photos and videos that you can immediately post and 2 and 1/2 beers.
Apr 14, 2025RKinfo
Worth a Visit!
Well worth a visit. Staff are very polite and helpful. The experience was very interesting. Well worth spending a few quid more to go to the roof terrace which has a fab view and lovely in the sunshine.
Apr 13, 2025sidrog28
As expected good tour
I think it’s worth the visit & see the journey of the beer. You get 2 1/2 beers at the end, there is an option for nonalcoholic beer too.
Apr 8, 2025katiewW2034HK
Nice experience
We enjoyed our visit to the Heineken Experience. We booked on the day as we walked to it. All the staff were super friendly and really enthusiastic. The experience is really for beer lovers, we aren't but it was still interesting. I did think it was more of a factory tour, but it's all in the old parts that have been converted. The bar at the end was nice, however we would've love to sit down to enjoy our drinks but it was standing only. We also did the rooftop bar - the foam infusions made the drinks nice and it was a nice view. Overall a good visit but probably wouldn't do it again.
Mar 27, 2025A8873DKjacobb
Nice looking staff members
On arrival to the Heineken experience we were greeted by a lovely store Clark who noticed my sister was holding a folder which the front cover of showed it was my birthday. Little did the store clerk know he wished my sister a happy birthday and gave her a birthday hat. I made them very aware that it was indeed my birthday not my sisters in which they were very apologetic about and passed the hat on to me in future. I think it would be nice to clarify which guest‘s birthday is before handing out gifts to strangers. Anyways moving onto the experience once we were let in there was lockers which we could use to store our belongings in which was ideal. We then had to line up in a very long queue which was extremely sticky and smelly, full of a lot of squid. Once the line was moving on we were then moved onto the beginning of the tour. The tour store clerks were very enthusiastic about their job and stated to us that the quickest anyone has ever done the tour was 12 minutes well me and my sister looked at each other and smirked and thought “hey I reckon we could do this in 10 minutes!!!”. As the tour continued the store Clarks did talk a lot and of course they’re were very informative and if you are interested about this beer (we’re not) then I think it would’ve been very beneficial to hear all this information however we were here for a good time not a long time so I think some self guided tour and potentially some headphones may have been useful in the future. This tour overall was very interactive however there was no sections about Miffy (nijntje) which I think could’ve been a nice way to include some more Dutch history into it and to potentially get some more customers. There was an interactive ride during this tour which made you experience what it’s like to be a beer such as how you are made, how you are packaged and how you are sent over the world it was very fun! however at some stage it did make me feel nauseous and quite frankly I felt sad for the beer what they have to go through how much travelling they do just to be drunk…. It’s SAD. Moving onto the final stage of the tour which was finally where you could get some free drinks (it would have been nice to have some drinks throughout the tour) the store clerk which greeted us at the beginning was now working behind the bar and recognise us. He remembered it was my birthday and gave us another free token which was amazing however when announcing it was my birthday all the staff members stopped and screamed at us and made sure everyone was made aware that it was my birthday this was slightly humiliating but also slightly fun. I understand why they do it however I think they may they could’ve been a little bit more subtle about it. The bar area was very cramped and very busy. I would suggest that they have more stools or benches to sit on. Is this to something that I would do again? Probably not however I’m glad that I did it and it’s something ticked off the bucket list. The staff members were very very nice and may I say they were the best part of the tour… very nice queer French men. VERY nice to look at . When exiting this experience my sister was very cold so a complimentary scarf would’ve been really nice as she was too embarrassed to buy one from the gift shop.
Mar 25, 2025jimbR7419IH
Heineken experience
Excellent experience, very very friendly staff. Highly recommend. Definitely a place to visit when in Amsterdam. Made to feel very welcome whilst here.
Mar 24, 2025van70
Nice Place
This was very well done. You learn about history, there are some fun experiences and the staff are all friendly. However, it is very busy! We bought our tickets a few weeks ago but it wouldn’t have mattered as you can buy tickets on the spot and everyone ends up in the same giant line. I would say it’s more for the 20 years.
Mar 23, 2025AustintoBoston
Fun!
Great way to spend an afternoon in Amsterdam. The experience is really interactive and immersive into the beer-making process. The tour is self-guided, apart from 1 or two points where a guide explained something particular. Plenty of time to linger with a few beers at the end. The chance to pour the perfect Heineken was fun. We purchased the rooftop ticket, as well. The weather was overcast and chilly, but in the summer I'm sure it would be lovely up there.
Mar 23, 2025paigestribs14
Good experience
The hosts were great, we were shown around and told about how the beer is made and it was interactive with questions. Not a whole guided tour as you have the chance to go off on your own. They have good photo booths and interactive games and experiences like walk through shows. One thing is I don’t actually enjoy the drink so having another drink option at the bar at the end would have been nice 😂 but I enjoyed the experience and my partner and I enjoyed making our own bottle.
Mar 23, 2025Explorer25429032362
Amazing experience, definitely worth a visit
Brilliant! As a bartender it was amazing to find out about the history of the Heineken beans. The staff were great, super enthusiastic and genuinely looked like they wanted to be there. Bonus points for hiring multilingual staff!
Mar 19, 2025acoupleflights
Fun experience
Fun, interactive experience. The company put together a great tour and tasting. We learned a lot about the history and process of the facility. Added bonus was the pouring class in the bar at the end. You drink what you pour! Really glad we went. Great gift shop as well. Makes it easier to buy tickets online as the lines get long.
Mar 19, 2025easyriderrr
Must do in Amsterdam
Great activity to do whilst visiting Amsterdam! The tour guides were extremely knowledgeable and very friendly. It’s an interest tour with lots of different interactive elements to it. You get two tokens for two beers which you redeem at the end of the tour in the bar area which has great music! We also got a small beer half way around the tour too. The only negative thing I would of said is that our time slot was quite a large group of people, I would of preferred it to be less people so you can see more in the first part of the tour. But overall a great experience and a must-do in Amsterdam.
Mar 18, 2025Angrysister29
Great experience
We booked online in advance for the Heineken Tour and Flagship Canal Cruise which was €40 each. They advise to leave around 2.5/3 hours between starting the brewery tour and the canal cruise. So we started our brewery tour at 2pm and the cruise at 5pm. The brewery tour was really interactive, interesting and informative. I learnt lots of things I didn’t already know about Heineken. At the start there is a cloakroom and lockers if you want to leave your stuff. The staff throughout the tour were friendly. My boyfriend loved the free beers at the end and the design your own bottle. There is a reasonably priced gift shop at the end also. After we left we had a while to wait for the cruise and a member of staff wouldn’t allow us back inside to wait so we had to just wait in the street. The staff running the cruise were really friendly and helpful, they knew lots of facts and information about Amsterdam and the canals. However, the free “beer” you get included is either a Birra Moretti or a 0% Heineken, unless you want to buy a Heineken or another alcoholic drink. The cruise felt really overbooked and cramped, that much so we could barely turn to see out off the windows. Overall, we really enjoyed the experience and it was one of our favourite things we did whilst in Amsterdam.
Mar 12, 2025debsiesek2013
Loved it
We were told this experience was a waste of time and not to bother ! We ignored this and went anyway. What a great time!!! Lots of free beer and really interesting.
Mar 10, 2025mjames19
Great visit
Fantastic visit. Lots of things to do and plenty of beer to drink! A must visit when coming to Amsterdam. Staff all friendly too!
Mar 9, 2025Coastal32914045587
Fun afternoon!
We had a great afternoon here. Some of the interactive areas were a bit pointless, created to fill the space but we had a laugh and got to drink beer which and pour our own!! The roof top is lovely for the photo op but in February it was a bit cold to be drinking ice cold beer (for me anyway). We had discounted tickets, so glad I didn’t pay the full price but overall a nice experience
Feb 28, 2025Mairsy8
Must do when in Amsterdam
Very interesting experience. The staff are very friendly and show great energy towards the tour. The tour itself is pretty interesting, with facts about history of the beer, how its made, stored and more! Its very interactive which some might find slightly gimmicky, but we loved it. The beer is extremely fresh and we received x2 tokens each at the start of the tour which can be redeemed at the end. You also receive a half pint of beer towards the middle of the tour. You do not have to drink as there is water available, just give your tokens back or better - to someone else! You can personalise your own bottle for 7.50 Euros - which is a bit steep, but worth it if you want memories. Our favourite part was actually at the end of the tour in the bar on the bottom floor. The tunes were flowing and people were in good form - they also run a beer pouring contest where if you win you receive a free half pint. This was excellent.
Feb 24, 2025JRodriguez136
Heineken Experience Tour in Amsterdam
Great Heineken Tour. Great/friendly staff. Delicious beer! One must do tour in Amsterdam! Definitely recommended and get your name or a Heineken Beer bottle to bring home!
Feb 22, 2025deano900
Fun tour with cold fresh ones
An interesting tour with plenty of information on the history of Heineken and how their beer is brewed. There are also some interactive parts of the tour with photo opportunities which adds fun for a group of friends. You also get some fresh cold beers at the end, which were perfect for shaking off the morning hang.
Feb 21, 2025MattG282
Great interactive experience
I love beer but my wife isn't a fan so I wasn't sure how this would be for both of us. No need to be worried, it's a great experience finding out about the history of the company, interactive elements to get involved with including design your own bottle label. Very good value for money with beer samples thrown in.
Feb 20, 2025M9311WMcharliel
Great experience and Beer
We did the tour of the factory and had a great time, it cost roughly £20 each and that varies on different websites but I can honestly say it was worth every penny. We’ve done several beer and cider tours and this one ranks highly, the staff are friendly and informative and the interactive elements were a great touch. Within our tour we had 2 free drinks each and had several opportunities to win more throughout the tour. I would recommend this to anyone visiting Amsterdam who might have a couple hours spare.
Feb 20, 2025garyhI893NL
Heineken not just a brewery it's an Experience
What a trip. I've visited many breweries but Heineken Experience is another level. The tours are guided but you can wander between the areas during the tour. Samples and freebies available at different points during the tour. Helpful knowledgeable staff guide you through the history of the plant and brewing process before sampling the three types of Heineken brews. Original, silver and zero %. Interactive exhibits are available throughout the tour and you are actively encouraged to join in. 5min walk from the Rijks Museum and Van Gogh museum so lots to see in one day all together.
Feb 20, 2025danielmgoodman
A must visit
Brilliant Beer and Brilliant Staff makes an combination. From the moment you walk in you are made to feel welcomed it is obvious these guys and girls love their job. Lots to take in a round history then free beers and a fabulous little bar at the end which had live competitions going where guests got to practice pulling the perfect Heineken pints. This was a definitely a highlight of our trip. We got some personalised bottles which were reasonably priced and then enjoyed the rooftop bar for an extra drink. I would say this was slightly underwhelming however it was a grey and very cold day so I would not read into that too much
Feb 18, 2025lucy_mcauley
A Must See!
We visited this tour as part of a short break and really was brilliant! The tour is very interactive with lots of taster opportunities and then a brill bar at the end where you can partake in your free drinks!! It is very informative and you can move around at your own pace but there is always staff on hand to assist. There is a cloak room to leave coats and bags and we had the opportunity to take part in a 'Pull the Perfect Pint' Challenge and even made our very own personalised bottle to take away! However what really makes this place is the staff - they are the most friendly bunch - right from the front door to the bouncers directing you to the exit. They are all young and full of life and enthusiasm which really helps. We would definitely to again!
Feb 14, 2025zehrag2016
Fun
Before I went there I thought it was just another rip off but we all had fun, young and old. Especially the part we we impersonated the beer bottles was the best. I recommend the experience to every visitor to Amsterdam.
Feb 4, 2025robertorV262CR
VIP tour well worth the money
This was amazing beyond any expectation Jordan was an incredible tour guide and Jewels was always there with a great compliment to make this a true VIP experience. From check in manager Alex made us feel special
Feb 3, 2025L8908MNtravism
Brilliant tour
Far better than we expected, very worthwhile tour! Staff were a lof of fun, beer just 2 days old to try. Maybe an option of different alcohol at the roof top bar for the non beer drinks would be good but it did not ruin the experience.
Feb 3, 2025Southport_UK
If Carlsberg did brewery tours
You can turn up and book at the machines in the foyer or pre book on an app, either way it seems really flexible and you can just turn up at any time. We did the self guided tour where you get a quick introduction and then you’re free to make your way through the brewery. You get two tokens for beers at the start that can be redeemed in the bar upstairs. Also upstairs there’s the Heineken challenge where “Marcus” talks you through pouring the perfect pint. We really enjoyed this. We ended the tour on the rooftop with great views of Amsterdam and now come home with a Heineken habit. Would definitely recommend.
Feb 2, 2025scottcV8119IS
A must do and staff super friendly
Went here on the reccomendation of our son and we were not dissapointed. From the moment we got there the staff were absolutely amazing and a credit to heineken and the Netherlands. Tour was very informative and extremely interactive which we loved. This tour is a must do and well worth the money. The beer tasted great and loved the heineken silver beer. Made our own heineken bottle which was a nice souvenir and is a must do . Big shout out to the guy where you get your bottle you made from as he was friendly ,polite and a joy to talk to and very helpful. Just cant remember his name but top guy. I would do the tour again the next time we visit Amsterdam as it was enjoyable .
Feb 1, 2025hugobE5311RM
Tasting
The best part is the tasting at the end, where you get to sample freshly brewed Heineken, straight from the source. Staff are very knowledgable.
Jan 31, 2025michaelkX8218NP
Amazing tour
Was a great overall experience, went with friends and had an amazing time. One young man named Thiago was an absolute gentleman and improved our overall experience greatly. Will definitely come again.
Jan 28, 2025BSlinger
Good value attraction, great fun!
Great way to spend a couple of fun hours! All the staff are so enthusiastic and helpful. The actual brewery bit is really interesting, but doesn’t take that long. You do get a great insight in to the history of the company and how it came to be so much of well known brand. The fun bit is the interactive exhibits and picture opportunities. Good selection of historical objects and sporting connections. In addition, the ‘free’ beers,which were really appreciated!
Jan 26, 2025mcmonScotland
Excellent!!
A great experience that exceeded expectations. Staff were friendly and helpful. It was more than a typical brewery tour that included some neat things to do and see. I highly recommend it!
Jan 23, 2025SEALteamSib
Absolutely worthwhile experience!
We booked the VIP experience and were very impressed with both the quality of the exhibits and the knowledge of our guide, Suzanne. Absolutely recommended for anyone who loves beer and wants to learn more about it.
Jan 18, 2025
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