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The Heineken experience in Amsterdam

The former Heineken Brewery in Amsterdam, in use until 1988, now houses what is known as the ‘Heineken Experience’, where visitors can learn the history of one of the most recognized beer brands in the world and even taste the famous Dutch Pilsner beer.

Below you will find visitor information and highlights from this popular Amsterdam attraction, which reopened in November 2008 after a year-long renovation.

What to expect

The Heineken Experience tour lasts about an hour and a half. With four levels of historical and interactive exhibits, Heineken Experience follows the journey of the global company, beginning with its roots in the 19th century as a small business run by the Heineken family, then becoming one of the best examples of international brand and successful distribution, and ending the innovative ways you still brew quality beer today.

Along the way, visitors can see and smell Heineken ingredients, taste the ‘wort’ before beer in the old brewing room, and enjoy fresh pilsner in a modern tasting room and the ‘World Bar’.

The 2007-08 renovation brought with it new elements, such as an interactive ‘walk’ through the brewing process, called ‘Brew U’, and an opportunity to create a custom Heineken bottle.

One of the most interesting parts of the tour is the stable walk, an up-close visit with the impressive Heineken Shire horses, drawing chariots that still help carry Heineken to some parts of the Netherlands.

Visitor information

For tour information, times / location, and to purchase tickets, visit the official Heineken Experience website.

Visitors under the age of 18 must be accompanied by an adult. According to Dutch law, beer will not be served to children under 16 years of age.

All sections of the Heineken Experience are wheelchair accessible, except for the stables area, which is accessible via an escalator. Wheelchairs are available free of charge, but must be reserved in advance.

Transportation and parking

  • By tram: lines 7, 10 or 25 to the Weteringcircuit stop. Line 16 or 24 to the Stadhouderskade stop.
  • By Water – Various canal tour operators offer combo tickets that include both a canal tour and admission to the Heineken Experience. Boats stop in front of or near the brewery. Amsterdam Canal Cruises has a city canal tour that stops in front of the Heineken Experience, while the Canal Bus offers a hop-on, hop-off bus service that stops at the Albert Cuyp Market, just a few minutes away.
  • By Car: Parking is available in the Apcoa parking lot adjacent to the Heineken building. Use the entrance at Eerste van der Helststraat.

Shops and restaurants

There is a gift shop that sells all kinds of things stamped with the Heineken logo. Don’t worry that the Heineken Experience doesn’t include a restaurant (or even snacks); The neighborhood, called De Pijp, is packed with dining options.

Edited by Kristen de Joseph.

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