Amsterdam · Book ahead

Heineken Experience: Amsterdam's Original Brewery Tour

An interactive, self-guided tour through the original 1867 Heineken brewery in De Pijp — copper kettles, brewing history, hands-on exhibits and a tasting at the end. Here's what to expect and how to book.

By the AllTrips Editorial Team ·

The former Heineken brewery building on Stadhouderskade in Amsterdam, now home to the Heineken Experience
The original Heineken brewery on Stadhouderskade, now the Heineken Experience.

Heineken Experience at a glance

Area: De Pijp, at Stadhouderskade 78. Allow: about 1.5–2 hours. Entry: timed ticket, book ahead. Nearby: the Albert Cuyp Market, Museumplein's museums and the Canal Ring are all within a short walk or tram ride.

Why it is famous

Heineken was founded in Amsterdam in 1864, and this building — with its landmark red-brick facade reading "Heineken's Bierbrouwerij-Maatschappij" — was the company's first brewery, in operation from 1867 until 1988. When production moved to a modern plant, the building was converted into the Heineken Experience, which opened in 1991 and has become one of Amsterdam's most-visited attractions.

It is not a working brewery anymore — it is an interactive museum about the brand, the brewing process and 150 years of advertising, ending with what most visitors consider the highlight: the tasting.

The red-brick facade of the original Heineken brewery in Amsterdam with the historic Heineken's Bierbrouwerij-Maatschappij lettering
The historic facade of the 1867 brewery.

What to see and do

  • The historic brew house — the heart of the tour: towering copper kettles in the original tiled brewing hall, one of the most photographed interiors in Amsterdam.
  • The brewing process — interactive exhibits on the four ingredients (water, barley, hops and yeast) and how Heineken is brewed, including the famous "Brew You" 4D-style ride that simulates being brewed and bottled.
  • Heritage and advertising galleries — vintage posters, bottles, delivery wagons and the story of the Heineken family across four generations.
  • The stables — the brewery's original horse stables, still home to the Heineken Shire horses.
  • The tasting rooms — learn how to pour and taste a proper Heineken; your ticket includes two drinks.
  • The rooftop bar — a panoramic terrace over De Pijp, a good spot to finish the visit.
The historic copper brewing kettles inside the original Heineken brewery in Amsterdam
The original copper kettles in the historic brew house.

Tickets and booking

Entry is by timed ticket and the Experience regularly sells out on weekends and in summer — book ahead. The standard ticket covers the full self-guided tour plus two drinks in the tasting bars; upgraded options add extras such as a rooftop visit or a VIP guided tour with additional tastings. Check the official site for current prices and time slots, or compare availability through a reseller below.

Official information

Heineken Experience — official site

Current ticket prices, time slots, VIP tours, opening hours and house rules.

Visit heinekenexperience.com

Book tickets

Heineken Experience tickets on Tiqets

Compare time slots and book skip-the-line tickets for the Heineken Experience — handy when the official site is sold out for your date.

Check prices on Tiqets

Affiliate link — we may earn a commission at no extra cost to you.

Getting there

The entrance is at Stadhouderskade 78, on the edge of De Pijp. Trams stop nearby on Stadhouderskade and Ferdinand Bolstraat, and the Vijzelgracht metro station (North–South line) is a short walk away. From Museumplein it is about 15 minutes on foot; from Centraal Station take the metro to Vijzelgracht.

Visitors queuing at the entrance of the Heineken Experience on Stadhouderskade in Amsterdam
The entrance at Stadhouderskade 78 — arrive at your booked time slot.

Practical tips

  • Book a morning or early-afternoon slot — the last slots of the day feel rushed if you want to linger in the tasting rooms.
  • Arrive at your booked time; latecomers may have to wait for the next available slot.
  • Combine with the Albert Cuyp Market, a five-minute walk away — good for lunch before or after the tour.
  • Visitors under 18 are welcome with an adult but are not served alcohol; the tour content is aimed at adults.
  • Bring ID if you look under 25 — the tasting bars check.

See every stop on our Amsterdam attractions map, and plan the rest of the day with our Museumplein guide and Vondelpark guide.

Frequently asked questions

How long does the Heineken Experience take?

The self-guided tour takes about 1.5 hours on average, plus time in the tasting rooms and rooftop bar at the end. Allow around 2 hours in total.

Is the Heineken Experience suitable for children?

Visitors under 18 are allowed in when accompanied by an adult, but they are not served alcohol. The tour is designed primarily for adults — the interactive exhibits and tasting are the main draw.

Do you need to book the Heineken Experience in advance?

Strongly recommended. Entry is by timed ticket and popular slots — especially weekends and summer afternoons — sell out. Booking online ahead of time also usually costs less than the door price.

Is beer included in the ticket?

Yes. The standard ticket includes two drinks in the tasting bars at the end of the tour (soft drinks are available too). Visitors under 18 receive soft drinks only.

Where is the Heineken Experience?

At Stadhouderskade 78, in De Pijp, on the southern edge of the city centre. It is about a 15-minute walk from Museumplein and a short tram ride from Centraal Station.

Sources

Reviewed October 2026. Confirm current prices, time slots and opening hours on the official site before visiting.