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Travel bucket list idea:

Last updated: 26 March, 2024
Expert travel writer: Jennifer Ceaser

While Heineken is now brewed elsewhere in The Netherlands, this redbrick former brewery is where the brand started, back in 1867. A 1.5-hour self-guided tour here is a high-tech interactive experience, covering the history of Heineken, the heritage building, and the brewing process.

One of the highlights is visiting the original brewing room with its enormous vintage copper vats. Along the way you’ll see displays of antique Heineken signs, coasters, and other promotional materials.

At the end of the tour, you’ll learn how to pull the perfect draught at the Best ‘Dam Bar, located underground in the former fermentation cellar of the brewery, plus try two beers (included in the price of admission). And of course, you’ll exit through the gift shop — chock-full of Heineken-embossed items, from T-shirts to keychains to bottle openers.

If you’re really into beer, consider booking a pricier 2.5-hour VIP tour featuring a live guide, behind-the-scenes access (including a visit to the roof), and tastings of multiple beers from the Heineken portfolio.


Price from: £18
Minimum age: 18
Age suitable: 18+
When: All year around

Getting there & doing it

The brewery is located in De Pijp, at the tram stop Marie Heinekenplein or the Vijzelgracht Metro stop.

The original self-guided Heineken Tour takes around 1.5 hours; tickets are only available online and must be booked with a timeslot. With admission you get two tokens to redeem for two beers at the end of the tour. Everything on the tour is in English but you can download an app for other languages. There are other tours available, including a VIP tour and The Perfect Match, which includes a visit to the Johan Cruijff Arena, home to the football club AFC Ajax.

If you have purchased an I Amsterdam City Card, you get a 25 percent discount off a standard Heineken tour.

When to do it

The Heineken Experience is open daily, all year round. There are timed entry slots but you can stay as long as you wish. The busiest days tend to be Saturdays.

Destination guides


Destination guides including or relevant to this experience


North Holland, Netherlands

Rows of houses near a canal in daytime

Picturesque Golden Age canals, premier league art, cosy cafés, and liberal urban living combine to make Amsterdam one of Europe’s most vibrant capitals.