Overview
The Heineken Experience is one of Amsterdam’s most exciting and interactive attractions — a must-visit for anyone who enjoys a good story, great design, and of course, world-class beer. Located inside the historic Heineken brewery on Stadhouderskade, this immersive museum offers visitors a fascinating journey through more than 150 years of Heineken heritage.
The original brewery, built in 1867, has been transformed into a modern multimedia experience that blends history, innovation, and entertainment. As you walk through the museum, you’ll discover the story of the Heineken family, learn about the brewing process, and see how a small local brewery grew into one of the most recognized brands worldwide.
The tour isn’t just about learning — it’s about feeling the Heineken spirit. You’ll participate in interactive exhibits, including the popular “Be the Bottle” ride, which simulates the life of a beer bottle inside the brewery. And, of course, no visit is complete without enjoying a perfectly chilled Heineken at the tasting bar, where friendly hosts guide you through the art of beer appreciation.
What to Expect
The Heineken Experience is self-guided and typically takes 1.5 to 2 hours to complete. Visitors can explore at their own pace, moving through four main sections:
- The Historical Brewery – Walk through the original copper tanks, vintage machinery, and old brewing halls that once produced millions of liters of Heineken beer.
- The Brewing Process – Discover how water, barley, hops, and Heineken’s famous “A-yeast” come together to create the perfect beer.
- Interactive Exhibits – Enjoy the “Brew U” simulator, play Heineken-themed games, and learn about global marketing campaigns.
- The Tasting Room – Finish the experience with two complimentary Heineken beers or soft drinks, served in a lively bar atmosphere.
Along the way, knowledgeable hosts and multimedia guides bring the story to life with humor, sound, and visuals. The experience is fully multilingual, available in English, Dutch, Spanish, French, Italian, German, and more.
For those who want a deeper insight, VIP tours and personal tasting sessions are also available.
