Thing to do
Albert Cuyp Market
A long-running street market on Albert Cuypstraat in De Pijp, with around 300 stalls selling food, fabrics and household goods six days a week.
Heineken Experience
A self-guided visitor experience inside Heineken's original 1867 brewery on Stadhouderskade, covering brewing, the brand's history and a tasting.
At a glance
- Type
- Brewery experience
- Area
- De Pijp, Amsterdam, Netherlands
- Official site
- heinekenexperience.com
Good to know
- Two drinks included
- Rooftop bar option
- Online booking
Why we recommend it
The Heineken Experience occupies the brewery that Heineken built on Stadhouderskade in 1867. Beer was brewed here for more than a century until 1988, when production moved to a larger, more modern plant outside the city. Three years later the old brewery opened to the public as a visitor centre, and it has since been remodelled and expanded several times, most recently in a 14-month renovation that finished in November 2022.
The visit is mostly self-guided and takes you through the historic brewery buildings, including halls with large copper brewing kettles, and through a sequence of interactive rooms. You learn how beer is brewed from water, malted barley, hops and yeast, follow the story of the Heineken family and company, and see how the brand's advertising, innovations, sponsorships and red star logo developed. Tasting moments are built into the route, and the experience ends in a bar.
Several ticket types are offered. The standard Heineken Tour includes two drinks, while the Tour plus Rooftop, which lasts about two hours, adds access to a rooftop bar with views over the city. A guided version is also available. Tickets are booked online for a time slot, and booking ahead is sensible at weekends and in the late afternoon, which tends to be the busiest time. Standard adult tickets are for visitors aged 18 and over, and the website has a separate page explaining the rules for children and minors.
The experience suits beer enthusiasts, groups of friends and anyone interested in Dutch business history, and it is a popular choice on a rainy day. Allow around 90 minutes for the standard tour and about two hours if you include the rooftop. Opening hours vary through the year, and the last entry is well before closing, so check the website for your date.
The building faces the Singelgracht on the northern edge of De Pijp, a short walk from the Albert Cuyp Market and about 15 minutes on foot from the Rijksmuseum. Trams stop on Stadhouderskade, and the De Pijp metro station is a few minutes' walk away. Afterwards, the cafés and restaurants of De Pijp are on the doorstep for food.
Heineken Experience FAQs
How long does the visit take?
Allow around 90 minutes; the tour with rooftop access is listed at two hours with two drinks.
Is it the original brewery?
Yes, it is Heineken's oldest brewery, built in 1867 and used for brewing until 1988.
How many drinks are included?
The standard Heineken Tour includes two drinks.
Do you need to book?
Booking online for a time slot is recommended, especially at weekends.
Can children visit?
Standard adult tickets are for 18 and over; the website explains separate rules for children and minors.
When did it open to visitors?
In 1991, three years after brewing stopped.
What is nearby?
The Albert Cuyp Market and the cafés of De Pijp.