At Stadhouderskade 78 in Amsterdam’s De Pijp district, the Heineken Experience fills the company’s former brewery with a self-guided tour of its history and beer-making process. You can see the original copper tanks, explore multimedia exhibits and try interactive displays, including a 4D brewing simulation. The visit ends at a bar, where tickets include two beers; there is also a rooftop bar with canal and city views. It suits beer fans and anyone curious about Amsterdam’s brewing history, though much of the tour focuses on the Heineken brand.
A brewery in De Pijp
The Heineken Experience is in the company’s former brewery at Stadhouderskade 78, in Amsterdam’s De Pijp district. Gerard Adriaan Heineken established the brewery here in 1864. The red-brick building dates to the 19th century and was designed by Isaac Gosschalk in a mix of Renaissance Revival and Gothic Revival styles.
Heineken production moved to a modern facility in 1988. The old brewery became a museum and visitor attraction, with parts of the original brewing site still visible. The company’s beer is no longer brewed here, but the building’s tanks and historic spaces give the visit a connection to the place where the brewery began.
From ingredients to the 4D simulation
The tour traces the Heineken family and company history alongside an introduction to brewing. Exhibits cover ingredients and production, with original copper vessels among the objects on display. One part brings the ingredients into focus through smell and taste, including malt and barley.
The experience then shifts from the brewing story to multimedia and interactive displays. A 4D simulation puts you in the position of beer moving through the brewing and bottling process, with effects designed to make the sequence physical. There are also photo-friendly spaces, games and exhibits about Heineken’s advertising and sponsorships. The format mixes brewing information with brand history and entertainment, rather than a close-up demonstration of an operating brewery.
Tasting and the rooftop bar
Beer tasting is part of the visit, and the tour includes an explanation of how to taste and pour a beer. Ticket holders can also have two beers at the bar. The rooftop bar is a further stop for a drink and views across the city and canal; access is associated with the Heineken Experience visit, so check the details of your ticket before you go.
There is a Heineken souvenir shop, where personalized bottles are available as a keepsake. If you have booked a canal cruise alongside the attraction, leave enough time to get from the brewery to the boat departure point. The food choices inside are limited, so the attraction works better as a beer-and-exhibits stop than as a meal.
FAQ
How long does the Heineken Experience take?
Allow about 1.5 to 2 hours for the self-guided visit. Add extra time if your plans include a canal cruise.
What can you see at the Heineken Experience?
The former brewery has original copper tanks, exhibits on Heineken’s history and brewing process, multimedia displays and a 4D simulation.
Are drinks included with a Heineken Experience ticket?
The visit includes tasting, and ticket information in the supplied details describes two beers at the bar. Check your ticket’s inclusions when booking.
