Below you'll find visitor information and highlights of this popular Amsterdam attraction, which reopened in November 2008 after a year-long renovation.
What to Expect at the Heineken Experience
Comprising four levels of historical and interactive exhibits, the Heineken Experience tracks the journey of the global company, beginning with its 19th-century roots as a small business run by the Heineken family, following its rise to one of the best examples of international branding and distribution success, and ending with the innovative ways in which it still brews quality beer today.
Along the way, visitors can see and smell Heineken's ingredients, taste the pre-beer "wort" in the former brew room and enjoy freshly-poured pilsner in a modern tasting room and "World Bar."
The 2007-08 renovation brought about new elements such as an interactive "ride" through the brewing process, called "Brew U," and an opportunity to create a personalized bottle of Heineken.
Perhaps my favorite part of the tour is the stable walk, an up-close visit with the stunning Heineken shire horses, which draw wagons that still help deliver Heineken to some parts of the Netherlands.
The Heineken Experience tour lasts about an hour and a half.
- Location: Stadhouderskade 78 (just east of the Rijksmuseum), in De Pijp neighborhood.
- Hours: Open daily 11 a.m. - 7 p.m. Last ticket sales at 5:30 p.m.
- Closed: January 1, April 30, December 25 and 26
- Phone: +31 (0)20 523 92 22
- Admission (includes two drinks): Adults: € 15; children (1 - 15 years old): €1 for each year of age. Group rates on request.
- Tickets in Advance: Those who don't want to wait in line at the ticket desk may purchase them online.
- Age Issues: Visitors under 18 must be accompanied by an adult. In accordance with Dutch law, beer will not be served to anyone under 16.
- Accessibility: All sections of the Heineken Experience are wheelchair-accessible except for the stables area, which is acessible by escalator. Wheelchairs are available free of charge, but must be booked in advance.
- By Tram: Line 7, 10 or 25 to the Weteringcircuit stop. Line 16 or 24 to the Stadhouderskade stop.
- By Water: The Canal Bus and Museum Boat both make stops on the Singelgracht (canal running along the street Stadhouderskade), just across from the Rijksmuseum; the Heineken Experience is about a 10-minute walk from here.
- By Car: Parking is available in the parking garage at adjacent to the Heineken building. Use the entrance on Eerste van der Helststraat.
There is a gift shop selling all manner of things emblazoned 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 chock-full of dining options.