




Guided tour in English
2 free drinks (beer or soft drinks) at the Heineken Bar
The minimum age is 18 due to the Legal Purchase and/or Drinking Age
Sunday - Thursday: 10.30 - 19.30
Friday - Saturday: 10.30 - 21.00
Ticket is directly available on smartphones
Tickets can be rescheduled up to 48 hours in advance, tickets cannot be cancelled
For questions about the product, please contact [email protected]
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.
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.
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!
290 Reviews
katiewW2034HK
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.
A8873DKjacobb
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.
jimbR7419IH
Excellent experience, very very friendly staff. Highly recommend. Definitely a place to visit when in Amsterdam. Made to feel very welcome whilst here.
van70
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.
AustintoBoston
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.
paigestribs14
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.
Explorer25429032362
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!
acoupleflights
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.
easyriderrr
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.
Angrysister29
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.
debsiesek2013
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.
mjames19
Fantastic visit. Lots of things to do and plenty of beer to drink! A must visit when coming to Amsterdam. Staff all friendly too!
Coastal32914045587
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
Mairsy8
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.
JRodriguez136
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!
deano900
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.
MattG282
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.
M9311WMcharliel
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.
garyhI893NL
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.
danielmgoodman
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
lucy_mcauley
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!
zehrag2016
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.
robertorV262CR
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
L8908MNtravism
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.
Southport_UK
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.
scottcV8119IS
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 .
hugobE5311RM
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.
michaelkX8218NP
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.
BSlinger
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!
mcmonScotland
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!
SEALteamSib
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.
Scrotu
Great experience, for someone who isn’t a massive fan of beer and only went because the rest of the group likes beer I had a great time. You get to try the nicest, freshest heineken I have ever tasted! The tour guides were enthusiastic, informative, friendly, and made the experience great and interactive! I would highly recommend and would go back if I returned to Amsterdam.
TheRealAndyD
Good fun, staff enthusiasm lifted the experience, the themes explaining the brewing process and beers at the end were good.
BrandyS2925
This place was my favourite attraction in Amsterdam. It was just amazing, they provided historical information which was really valuable and interesting. But it’s the tour itself that is great. There are interactive rooms with photo opportunities and you get 3 half pints accross your whole journey. Me and my partner (who doenst like lager) loved the experience and the bar at the end was amazing. If you have epilepsy it may not be the best place but overall it was well run and a fun experience for both of us. The stuff were great as well.
nezd2016
The Heineken Experience is definitely a touristy activity, but we had a blast! It’s a completely high-tech, interactive experience that’s fun and unique, though there are certainly more intimate brewery or distillery tours out there. The Pros: First and foremost, the staff is fantastic—friendly, funny, and genuinely happy to be there. They were more than willing to answer questions and made the experience enjoyable. The interactive displays and high-tech features were impressive and added an extra layer of fun. The beer itself was good, though the free drink options were very limited (alcoholic or nonalcoholic). The Cons: It can feel very overcrowded, especially during peak times. Locker space is limited, and they stopped accepting coats around 5 PM, which was inconvenient. We also did the rooftop experience, but since it was raining, we couldn’t sit or hang out outside, and the one drink included felt a bit underwhelming for the extra cost. Overall, I’m glad I did it as it was a fun and different kind of tour, but I probably wouldn’t do it again or recommend it to someone with limited time in Amsterdam. It’s worth trying if you’re looking for something lighthearted and entertaining, but it’s not a must-see.
ronial2023
Probably one of the coolest things you can do in Amsterdam. Wonderful staff, great tour/experience. Couldn’t recommend it more !!
J1561KHkennyk
It was a fantastic experience! From the moment you walked through the door people were friendly. You get what you want out of it and if you pay attention you can win prizes!
sarahsW153XC
Great day at the Heineken tour. Greeted by friendly welcoming staff. All very helpful. The tour was really good, lots to see and learn about the history. Interactive/fun things to do. The bar at the end is great, lively with great music. We paid extra and went to the rooftop bar, great view and extra beers to try.
MrsNik23
Guys don't miss this attraction!! Is very interesting and super super crazy! You can also make a tasting beer with them, learning a lot knowledge regarding this beer. you can play different games, take pictures , strange photo and even relax after tasting. Very curious and charming place to visit.
472mikaelab
The best tour I did in Amsterdam! The staff were great and made learning the story of Heineken fun and interactive. The bar at the end of the tour was fantastic and a great place to hang out afterwards. You can even have a go at pouring your own Heineken from the tap.
287caydenw
You have not been to the Netherlands if you have not tried the Heineken experience – that's what I've been told, and because me and my girlfriend are beer lovers, I really liked the experience. It's definitely one of a kind.
Tourist03453726282
The history of the brewing of this brand in the historic building was so interesting. The beer at the end was delicious! We also took the canal cruise and it was fascinating.
crazyfairyx
We had a blast at Heineken on a rainy Monday. Plenty of information, and lots of interesting bits of history. Highlights really were the sheer amount of beer available however! We bought the package with 2 beers on the tour, and 1 on the rooftop, however we ended up with quite a few more beers than that, by learning how to pour our own, winning extra beer by saying 'proost' the loudest etc. It was really fun and interactive.
I7868VImollyh
This is probably one of my favourite attractions in Amsterdam. We both had a lot of fun during our time here, and thought it was very well valued for money. You get a small taster heineken in the middle of the tour, and then you get two drinks in a bar at the end of the tour. However, we had paid extra for the rooftop bar too, which includes another drink. The atmosphere at both the bar at the end of the tour and the rooftop bar were fantastic. The way the tour was self-guided helped a lot with the flow, as you are able to hang back and take everything in without being too rushed. It was very interesting learning about the history of heineken and also looking around the old brewery. The ‘ride’ was a silly but fun touch to the experience too. Every staff member we encountered was brilliant and so friendly. Top notch customer service. If you’re wondering for something to do in Amsterdam, and you like beer, then this is definitely a must-do!
RuneL141
We did hear lots of mix review on the Heineken Experience and desided to try it. We did not regret, it was a nice tour where we can see and learn al from the History and how it was made from the start to precent day. Give it a try.
liamrC52FF
When we got there we waited about 5 mins to put our coats and jumpers away. We queued about 10 mins to start our tour of the Heineken Museum. After we queued we got 2 free drink tokens too! When we started the tour we were shown how they first stared making bottles and how little they were making. Myself found it very interesting and you find how they become a international beer company. After that we walked upstairs into this bog box with around 30 people where we became bottles and we saw how the bottles were made and cleaned in a bottle POV. You move on into a tasting drink of where the beer is no more then 28 days fresh. After having aa refreshment you walk into a little room all about Verstapen, Football pitch bench, PS4 if your with your pals, photo booths, real life F1 lights and a bath where you can claim your 2 free drinks.
BluePete
A short walk from the Rijksmuseum, I didn't have a booked ticket however no problems getting a ticket from a machine, there are free luggage lockers in the reception area. I enjoyed the tour, the scale of the current beer production is staggering. Lots of information, electronic visual displays and flashing lights . The culmination is of course tasting the beer , you leave through the gift shop all things Heineken on sale. An interesting way to spend an hour at such an iconic spot.
caitlinkayg
It was a very enjoyable experience, and we enjoyed learning about the history, it was great to learn about the process of making it too. All the staff we engaged with right from walking through the door into the building were great! I definitely think this is a must do for anyone coming to Amsterdam! It would have been better if there were actual guides with audios for non English speakers, the staff there were excellent and engaging and they could have been better utilised!
595kama
Had a very fun time at this tour of the brewery and the rooftop was a bonus with an extra *special* drink and amazing views of the city. The staff were all light hearted and fun. Would highly recommend if you are a beer fan
vygurl
Did the Heineken Experience Tour & Canal Cruise—such a great time! Highly recommend doing this tour because you get to learn about the history of Heineken while sampling some beer and you get a boat cruise to view the city! There’s a gift store too if you want to bring souvenirs!