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Heineken Experience

4.1 (595 reviews)
ModerateMuseums, Breweries
Closed • 10:30 am - 7:30 pm
Updated over 3 months ago

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Tasting room bar
Cassandra H.

This was a pretty cool experience. We went at 4:30pm on a Thursday so it was pretty busy but not overwhelming. We had the ticket including the rooftop. The museum was first and it was interesting but I did find it moved quick and could be a bit surface level. I may be judging too harshly after visiting another brewery earlier in the year. Where I think Heineken did an excellent job was the tasting room at the end. The pint pulling option was a fun addition and the space itself really cool and welcoming. I also enjoyed the rooftop despite there being scaffolding. I also appreciated the rooms on FIFA and Formula 1. Lastly, since I was in Amsterdam for the Dutch Grand Prix I loved being able to design my own bottle for a unique souvenir.

Janet L.

I was informed by several travel blogs that this is a tourist trap, but honestly, SO WHAT IF IT IS?? In my opinion, t's absolutely worth the time and money for a 90-minute Heineken experience! Not to mention, my husband and I each got 2 beers for free!! We had to wait a little bit to get in, even though it was a weekday. The lockers were almost full, but I heard that there was a coat check area. The tour guide was very interactive with the audience and we also had moments to sit down and watch a 360 degree video in an elevator. I didn't pay for the roof top extra access, because I wanted to spend more on souvenirs and customized beer bottles. Next time if I ever go back to Amsterdam, I would absolutely go back again just for the gift shop and the beer.

Old brewing room where Heineken beer was made.
Keenan T.

Touring the original Heineken brewery and learning how their beer is made was a delight. There is a small walk-through history exhibit in the old grain silo area that describes Heineken's origins and how the business grew. I appreciated the honest look at the company's humble beginnings. Every great business venture has to start somewhere. The most critical lesson: success is rarely an overnight feat. It takes years of dedication, effort, and learning. Learning not just from your mistakes, but from other people who've gone before you. My experience featured a "Brew You" immersive attraction that puts you in the brew chamber and production line. The bottling line is (not really) transformed into a roller coaster, ending in a taste of the Heineken signature beer. There's a brewery-style bar where you can hang out and enjoy your beer. I opted to go up to the rooftop. You get a few more options for your drink and you get to enjoy views of the Amsterdam skyline. I liked their rooftop and will happily go up there again. I can see it from my hotel.

Karla D.

This brewery tour was so much fun. It was interactive, informational, and educational. A really big and spacious campus. We learned all about the history of Heineken, what goes into the process to make the beer, and so much more. At the end of the tour we were treated to complimentary pours. There were fun activities as well as a gift shop. We had a blast.

Shane J.

The Heineken Experience could do so much more to make the history come alive! I have traveled a bit and been on many tours! This tour lacked the sharing of knowledge about the roots of Heineken and didn't lean into the tech they have for visitors to experience! Get VR Headsets...share more history and engage the groups more with questions. I feel with this museum..you have an opportunity to have an impact vs. feeling like you scamming people on an experience that doesn't deliver!

Gilbert R.

Way better than I expected. Been to a lot of brewery tours, most of which were a bit boring. This stands out from all of them. Lots of effort put into their walkthrough. Your ticket comes with two tokens that are good for two half pints of Heineken at the end of the tour (you end up at a bar where fresh, crisp half pint Heinekens are on tap). Coolest part of the tour is sort of a 3D ride inside an enclosed room. Lots of dazzling visuals. Probably not a good idea if you're claustrophobic or easily affected by visual stimuli. Near the end of the tour, there are kiosks where you can order a Heineken bottle that you can customize with your name (or whatever you'd want to put there that doesn't go over the word count limit). Costs about 17 euro, but I think it's a nice souvenir. Check this museum out if you're out here. Well worth it.

Dj L.

Heineken is a well worth stop during your time in Amsterdam! A Dutch staple of course!! It's super cool to see the origin of Heineken, where it made and how. I recommend purchasing tours ahead of time and including the roof top in your tour. You get to explore the factory on a guided tour and at the end, you can go to the rooftop to enjoy the views and have another beer complementary. At the end of the tour you can enjoy a Heineken at the "Best Dam Bar". Enjoying a Heineken where it originated, what can be better?! This is for sure a must visit, even if you're not extremely into beer everyone knows the name Heineken, so it's informative at the least!

Gina L.

Purchased walk-in tickets on a Monday for ~5pm. Experience starts off with a history lesson (as expected). Then comes the "immersive" portion, which was a lot of augmented reality, video games (FIFA, etc), photobooths, and more. Don't forget to email the photobooth pics to yourself! Our ticket tier gave us 2 tokens to use for drinks. Our guide threw an extra token on the ground at the beginning of the tour if you're keen on getting an extra drink. Lots of walking, decent amount of stairs. The drinking area floor was pretty sticky, and there are staff who are constantly floating around to take away empty glasses *immediately*. Bathroom attendants also very attentive. You can purchase a personalized bottle mid-tour, which becomes ready for pick-up at the end. Overall, pretty fun experience for all ages whether or not you like beer (but especially the male audience). Definitely on the pricey side, but still fun. Don't forget about the tax refund if you purchase more than $50.

The evolution of the Heineken logo.
Stephen T.

I'll be honest, I am not the biggest support of Heineken beer, living in the US with so many craft breweries around. But when in Amsterdam... This venue and experience was on prior to leaving the for Amsterdam, but I would not have been upset had we not made it. Thankfully on our last full day in the city we walked from Amsterdam-Noord, took the ferry across the IJ and made our way south to arrive at a large red bricked building off S100 or Stadhouderskade. We entered the building with Heineken bottles lining the ceiling and using the self service machines wanted to purchased two tickets with roof top access. Unfortunately, not reserving prior to arriving, the roof top experience was sold out, so we opted for the cheaper tour tickets. Yes, we would still get a free Heineken or two or four. MY girlfriend checked her coat and bag as we queued in the line waiting to be admitted to the start of the tour, as our tickets were validated, we made our way into a stone and brick waiting area that designated the start of the tour. after about 20 minutes our guide finally welcomed us to the experience. We just happened to be standing in front of the guide, who was speaking to the group from up on a rounder and tossed me a circular plastic coin good for "1 consumptie." We had already been give two prior to entering. These would be redeemed later for our free beers. The tour was quite interesting and informational. The guides discussed the history of the Heineken, how it came to the US, the ingredients and brewing and bottling process. I'll admit it did get a bit "commercial" after learning about the beer and process it goes through. Heineken is tied world wide with advertising, so it wasn't surprising to see this included in the tour. The tour ended and we had the opportunity to purchase personalized bottles of the beer. I spent the extra money and picked one up for a friend of mine who loves his Heine! It was finally time to consume some fresh Heineken. Now, like I started this review, I will be honest, it was damn good! Maybe I was just thirsty and yearning for a beer, but the flavor was so much better than what I'd tasted in the US. Think I knocked back 4 beers before we left the bar and picked up our personalized bottle. But here was the cool part. My girlfriend went to pick up her bag and coat and started talking to the gal behind the desk. A few minutes later a young guy working for the Experience appeared and the four of us started talking. They asked where we were from, we did the same and about 20 minutes later, the guy asked if we were going to the rooftop experience. I said tickets were sold out, so he provided us with some drink chits and escorted us to the elevator for the rooftop. We got to the rooftop, grabbed our two beers and joined everyone else out of the roof that provided a beautiful view of Amsterdam. The beer? Fantastic! I had some special version of the beer only brewed for the Heineken Experience. Recommend? Oh hell yes! Great fun. Great experience! Just make sure you secure reservations if you want to visit the rooftop. Cheers!

Lisa F.

We wanted to find something beyond the art museums to explore to break up our time in Amsterdam. The Heineken Experience turned out to be a perfect option for all the history, education, entertainment and fun it provided. https://lisaefreedman.com/inside-the-heineken-experience-a-journey-through-amsterdams-most-famous-brewery/

Heineken logos over the years
Vy T.

It was a fun experience to learn about Heineken. The place tells you all about the history and there is a tour guide who explains the process. Your ticket comes with 2.5 beers which is plenty. The end of the tour is the bar where there's lots of people, and then exits through the gift shop. The experience is pleasant and staff are friendly.

Thuy Dan T.

Overall a cool experience thats like a one and done kind of thing. It's pretty made up, but not as intense as the Guiness museum in Ireland. You start on the ground floor and see come racecar displays and then go up where it more of a self-guided walking tour, seeing the barrels. Once you get into the room where you get your pint glass, there's someone speaking to you. Then there's various photobooths (meant for tall people, I was on my tippy toes to get my floating head in) and semi-random activations like a biking activity. The top floor is like a frat house where the floor is so sticky from beer so opt to drink in the rooftop area instead.

Jill R.

Fun interactive place in Amsterdam we visited a while ago and forgot to post. There is an age restriction on young children I noticed to keep in mind if visiting with children. We had a great time visiting and loved all the interactive things we could do there. I am not a beer fan but still had a nice time ... they also had a bar inside with a free beer that I gave to my husband to enjoy. We would come back again if we had the chance- we had a fun time!

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1 year ago

Henry was so kind and fantastic! Fancy bow tie as well :) lovely time at the Heineken Experience!

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2 years ago

On second thought, 3 stars for the tour, personnel, and space and minus 2 for the beer.

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Heineken Experience Reviews in Other Languages

Review Highlights - Heineken Experience

“Afterward, visitors are given the opportunity to taste the freshest Heineken beer they will ever have.”

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The Lion's Head - Bar

The Lion's Head

4.9(8 reviews)
0.5 km•De Pijp, Zuid

My first meal since arriving in Amsterdam, a couple Negronis & a couple of beers. They have a…read morebrewery set up in the basement, the beers were spot on,, the food was prepared perfectly and tasty & of course I had to have a Negroni or two, from the country that invented the modern day Gin....I really enjoyed my conversations with the 2 younger super nice people behind the bar, they gave me some great information on Amsterdam and the service was impeccable. Thank you for entertaining me while I was trying to revive myself after the long flight from Portland, OR.....

If you're looking for a cold beer in Amsterdam, Lions Head is a great option! I really liked the…read moremangose, it was sour but not overwhelmingly so. To eat I got the peri peri chicken sandwich. I was expecting it to be a little spicer than it was--so I added some of their hot sauce which is excellent. The one thing I didn't like about the sandwich is they use American cheese. There are SO many amazing cheeses out there--I'll never understand why any restaurant--aside from fast food ones--use American cheese. It would be a lot better with real cheese. Their fries were good, and their bartender Sean is attentive and makes good conversation. I'll come back, but I'd order something else next time

Photos
The Lion's Head - Funny to walk in and see a Goose Island non operational tap for aesthetics. Solid spot all the way around.

Funny to walk in and see a Goose Island non operational tap for aesthetics. Solid spot all the way around.

The Lion's Head
The Lion's Head - Peri peri chicken burger

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Peri peri chicken burger

Heineken Experience - museums - Updated October 2026

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