Heineken Experience

The Heineken Experience is well put together: part museum, part interactive tour, and part laid-back fun. It walks you through the history of the brand and the brewing process in a way that’s easy to follow even if you’re not a beer enthusiast. But it's even cooler if you are. The interactive parts (especially the tasting and the brewing simulation) are genuinely enjoyable, and the staff keep the atmosphere friendly and upbeat. The finale at the bar is a nice touch — a couple of cold beers in a good mood, surrounded by people from all over the world. Book ahead if you can; it gets busy, especially on weekends. Overall, a solid experience that mixes culture, branding, and fun in a way only Amsterdam could pull off.

Visited the Heineken Experience and really enjoyed it. The whole place is immersive and fun, especially the original brewery spaces and the tasting at the end. I also went up to the rooftop bar. Even though the weather didn’t really allow sitting outside, the view over Amsterdam was still worth it and added a nice ending to the visit. Overall, a well-organized experience with a good atmosphere — definitely worth checking out when you’re in the city.

This was such a fun experience! The tour guides were funny and friendly while still sharing lots of great information. Getting to enjoy a few beers along the way was an added bonus. I’d definitely recommend this tour if you’re a beer lover and have some time to spare in Amsterdam. 🍺

Absolutely blown away from start to finish! The Heineken Experience in Amsterdam is a truly polished, world-class attraction — not just for those with an interest in beer, but for anyone who enjoys a fun, interactive, and high-quality experience. From the moment we arrived, everything felt seamless and well thought out. The tour guides and staff are an absolute credit to Heineken — all so friendly, engaging, and genuinely enthusiastic about what they do. You can really tell they love being there, and it makes the whole visit that much better. As someone who works in facilities management, I have to mention the cleanliness — it’s impeccable. Not a speck of dust to be found anywhere! The toilets were spacious and spotless, not one light out or a single scuff mark on the walls — and believe me, I looked. This place is a genuine case study in operational excellence. The experience itself gives you a real sense of pride in Heineken; it’s now my go-to beer! The tasting sessions were fantastic, the beer was fresh and delicious, and the rooftop bar offered stunning views — the perfect way to end the tour. It’s not just a cash grab either — there are plenty of fun extras and freebies along the way, and at under €30 per person, it’s an absolute bargain. A must for anyone visiting Amsterdam — you’ll leave with a smile, a pint, and a newfound appreciation for one of the world’s most iconic beers. 🍺🌿🇳🇱

A great experience, even for those who aren't beer enthusiasts. Affordable tickets which include Heineken wristbands and two tasters of beer. I'm unsure if there are options to walk around without a tour guide, but if there is I'd recommend getting the guided tour. The guide was extremely knowledgeable, as would be expected, and gave a thorough and detailed account of Heineken's history and the process of making the beverage. The tour also includes a live 3D presentation. You get to pour your own beer, and can learn about Heineken's sponsorships.

Located in the brand’s original 1867 brewery, it has evolved from a simple museum into a high-tech, multi-sensory brand playground. The Heineken Experience is less about the technical "science" of brewing and more about the brand’s global identity. Highlights: ​The "Brew You" Ride: A standout 4D cinema experience The Freshness Factor: Many visitors claim the beer here tastes better than the bottled version at home Yes, if you enjoy brand history, interactive "Instagrammable" moments, and a lively atmosphere. It’s a perfect rainy-day activity. ​No, if you hate crowds or want a quiet, authentic "local" experience. For that, you might prefer Brouwerij ‘t IJ, a local craft brewery located inside a giant windmill. I loved their customization feature and the ambiance of the store. One-time must visit!!

The Heineken Experience in Amsterdam was fun and enjoyable, with plenty of energy and engaging moments throughout the tour. We went in hoping for a more interactive deep dive into the brewery’s history, but the historical elements felt like they took a back seat to the virtual brewing and distillation experiences. While those digital features were entertaining, we would have loved a richer, more immersive look at Heineken’s past and its brewing traditions. Overall, we had a good time, but a stronger focus on history would have made the experience even better.

I loved diving into Heineken’s story, it started back in 1864 when Gerard Adriaan Heineken kicked off this Amsterdam brewery that’s now everywhere. Those old copper kettles really bring the traditional brewing to life, showing how they nailed that fresh, crisp taste. Marketing today is all about sports, unity, and going green, with ads heading digital and sustainable next. Tour ends perfectly with cold draft beers; smooth, tasty, and just what you need after walking around.

The Heineken Experience in Amsterdam is such a fun and memorable tour! It's really well put together -- interactive, engaging, and full of history about the brand. The exhibits are modern and entertaining, and you get to learn not only about the brewing process but also about Heineken's place in Dutch culture. The atmosphere is lively, the staff are friendly, and of course, the tastings at the end are a highlight! It's the perfect mix of education and fun, and a great activity whether you're a beer lover or just looking for something unique to do in Amsterdam. Definitely worth a visit!

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.

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!

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!

Great tour. Informative. Interactive. Interesting. I suggest you go early rather than later in the day. We went at 1145 on a Wednesday and it was nice as far as accessibility to everything. The later tours appeared to be packed. Cool place, plan on spending 2 hours inside. Do the rooftop.

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.

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!

A must for every tourist! I'm not a huge fan of beer (vodka/fruity drinks for me) but this was a great experience to see how beer is made. From the history of Heineken to the smelly gross barley/yeast, you'll really see how everything is really made. You even get to try some freshly brewed beer. At some points during the tour it did get a little "Instagrammy". BEWARE: There are quite a lot of stairs. There is an elevator, but it wasn't very reliable. The staff were friendly and were able to answer questions. I highly recommend the full VIP service.

I was reluctant to go to this attraction, as I am not a beer drinker. However, when some fellow non beer drinkers told me they enjoyed the "experience", I put it on our itinerary. We made reservations online on the same day we visited. This is not just a tour of an old beer factory, but a multi-media experience. Your ticket includes two beers at the end of the tour. I recommend adding the rooftop option where you can get another beer or a beer cocktail. There are several options for cocktails and they were delicious.

Thought it was pretty fun! We did not order tickets in advance and just walked in to buy tickets. It was about 445 on a Saturday and they only had 545pm + timeslots, rooftop was sold out. Appreciated the check in desk- we had a ton of shopping bags and coats, so it was nice to drop off at no extra charge. Tour was crammed as maybe 80ish people were in it at a time. But near the end it became a bit more spaced out. TONS of steep tiny Amsterdamian stairs.. just an FYI. Was self guided yet there were hosts basically reaching the tour paragraphs out loud, but it was hard to hear. You couldnt really do an "audio" tour unless you brought headphones for your own device, which no one had. Some people were playing the audio tour clips on speakerphone in their language, which was distracting. I just read it via close caption option. Near the end you get a small taster then the roudy party started at the bar where you exchange your two plastic tokens for beers. Floor was very sticky lol, but bartenders were nice and served fast. Pro tip: Once you're ABOUT to exit the entire tour there is one more optional customizable machine. It's for wooden coasters or a bottle opener. Had we known, we would have skipped the customer bottle, but it was still a cute souvenir.

A trip to Amsterdam is incomplete without the Heineken Experience since it's the birthplace of the popular beer. If you don't drink alcohol, then this wouldn't really make sense for you but for the everyone else, it's a lot of fun and it even comes with two free beers! Purchase your timed tour tickets online ahead of time! Right before your tour starts, there are some bathrooms, free tap water, and free lockers to drop off your belongings. Each person gets two beer tokens to use at the end so don't lose them! As you go through the tour, there will be some opportunities to earn more tokens through trivia questions and even a beer pouring competition. The tour guides speak English and were very knowledgeable about the history and beer-making process. There are interactive exhibits, photo booths, and a show with very cool visuals. You can also purchase a beer bottle with your choice of engravement! At the end, you can trade your tokens for different types of Heineken beers. We were lucky to receive extra tokens from other visitors because they couldn't or didn't want to use up theirs. Definitely got a little buzzed! Like any bar/pub with a lot of foot traffic, the floors are extremely sticky here too. Really fun, especially with our large group of friends! It took us about two hours to complete the tour, which includes the time we spent at the end drinking. I would recommend if you've never experienced this tour but it's probably a one-and-done kind of thing. Beers are definitely cheaper in regular bars!

This was one of my favorite "wholesome" activities and experiences in Amsterdam. I highly recommend splurging for the VIP tour as you get access to behind the scenes beers and an overall amazing tour! The tour guide was friendly and entertaining as well as knowledgeable. Definitely recommend coming here with some friend and enjoying some brews!

For me, the Heineken Experience was a solid three star experience. It started off rocky because it just felt disjointed as it appeared that they were running behind. The ticket tells you to come 15 minutes prior, when you get there they tell you come back 5 minutes prior but then you see people lining up. Nothing made sense. Once inside there is a space to lock up your bag (for free) and another cattle call line where you'll get your coupons for drinks (more on that). Eventually they let you into the pre start of the tour. They start the epilogue of the tour to tell you it's a tour but not really because it's self guided. But there is a guide there so i really didn't follow that. Basically, once they opened the ropes i did my own thing. I enjoyed all of the interactive activities the most. At one point you're at a spot where you're able to personalize your own beer bottle for 7.50 euro. Once you got to the bar it was pure chaos. Lines everywhere. I was only able to use one token before I gave up and went to rooftop. The rooftop was nice but not large. You're given one token and can't buy anything there since it's a museum. The staff is great. The history is cool. The beer was nice but maybe figure out when an off day is because this was a lot.

You cannot visit Amsterdam without experiencing the Heineken Experience! Even if Heineken isn't your top beer choice, this tour is a slice of history that's well worth your time. There are several ticket options to choose from: the classic Heineken Tour (brewery only, $25 USD), tour+boat cruise, tour+rooftop, plus more. Tickets can be purchased in advance or you can take a gamble and book the day of based on availability. The tour: The tour lasts an hour and a half, where you're led by a guide who will talk about Heineken and guide you through its history. The tour features a variety of interactive exhibits and lots of fun souvenir ops. Note: lighting conditions aren't ideal, expect lots of shadows in the exhibits. At the end, you'll have the opportunity to purchase an engraved bottle and redeem your tokens for beers.

I'd say that the Heineken Experience is worth a visit when in Amsterdam. We chose the Heineken tour + rooftop tour for €29, 95. While there were some parts that I thought were a little cheesy, the rest was informative. You can also design your own label but the number of characters is very limited. We did not enjoy the rooftop experience so I would recommend just doing the tour. "There is always something happening around a beer" - Freddy Heineken

Visited the Old Heineken Brewery in Amsterdam. It no longer a working location so more of history lesson of the origins of Heineken, worth a visit ,

I visited Amsterdam and joined a city tour. The Heineken Experience was one of the sightseeing spots, and I was so excited to visit this iconic place. At first, the staff explained the history of Heineken, how the beer is brewed, the factory process, and the different types of beer. The entire story was very interesting. We received two tokens, which we used for two glasses of beer at the bar. It was a lot of fun! Afterward, we enjoyed shopping at the gift shop, which had a wide variety of Heineken-branded products. The most interesting part was the ability to create your own Heineken beer, where you could label the bottle with your name or a custom message. We got a few of them! I wish I could have stayed longer, but the tour had a time limit. Next time, I'd love to stay and enjoy more beer at the bar section.

If you're a fan of beer in general this is a must do. For me Heineken is an alright beer, definitely not a go to for me but I appreciate it for what it is. That being said the "experience" as they call this tour is absolutely worth the time of anyone that appreciate beer. This was my first major brewery tour which has now given me the itch to want to explore more major breweries around the world and learn this history first hand. Speaking of breweries, this location is now pretty much a museum they no longer make beer here the active breweries is a separate location. For the tour they have a couple different options. I ended up doing the tour that included a visit to the rooftop area after the tour. This came with two beer tokens for the regular tour, at the end of the regular tour you have to option to learn how to properly pour your own Heineken. Once you're done with the tasting at the regular tour you can head up to the rooftop check out the views and enjoy another beer there.

Best brewery tour ever. I feel like I can make my own beer now lol. The tour was very interactive and the staff were so informative and social with us. They really like their job and it seems like Heineken really looked out for their workers from day one. Love that it has remained a family brand and they are committed to a quality product and marketing. There were games to play and freebies along the tour with great photo opportunities. I went on a Monday at 11 and it was nice and empty and quiet.

Fun, fun, fun! This tour is very well done with lots of history and photo ops throughout the multiple floors. Steeped in history as the original Heineken Brewery, the iconic brick building stands out in the neighborhood. I had pre booked my tour online and after dropping off my backpack in free secure storage area, I was free to explore. Heineken sponsors several businesses including F1 racing and soccer (I mean, European Futbol!) so there are plenty of great photo opportunities with race cars, etc. throughout the tour. The tour is self-guided for the most part with certain areas having a host speak about a highlighted area of the history of Heineken. Along the way, you see some original brewing equipment, lots of photos of the brewery while in production and even get to go on a 4D experience where you roll along the entire process of being made and bottled into a Heineken. There is a mid tour tasting opportunity after the 4D experience and you get tokens to use at the end of the regular tour for your choice of tastings in the drinking/tasting room and can even participate in a pouring contest to get the perfect pour (I came in 4th place out of 4 contestants!). I paid for the rooftop experience which allowed me to go to the rooftop area and get an additional beer. This location has the trial Foam Infusions which essentially adds a flavor to the foam. I had the Bitter Bloodorange. Not bad. There is a nice outdoor rooftop seating area to mix and mingle and view the city skyline. I chatted with a security guy up there and had a great conversation. Overall, this tour is pretty cool. They spent a lot of time and money to make it appealing and it works. This is a good tour to take if you love Heineken or just beer in general. Thank you and Proost!!

Cheesy and fun. The fine folks in the Heineken marketing department has convinced tourists to spend €20 on an hour long commercial for their beer. Respect. It was on our Amsterdam pass and so in we went. They pump crowds through with great efficiency. There's no a ton of education but there are cool visual effects and a couple of beers at the end. The end bar has super friendly bartenders and few places to sit. Enjoy feeling like you're 21 again for a few moments and then exit through the inevitable gift shop.

Nice your!! The facility is nice and a brief history is provided along the way. There's some interactive trivia, games and a simulation. Of course a tasting and you're provided with two coins for beer in the bar at the end. I only wish, there was a bit more depth about the brewing process. The bar is almost a club feel with loud music and lots of beer flowing. The bartenders were fun and there's also an opportunity to do a proper beer pour.

A little touristy but a fun one time experience if you're into beer. There's a quick guided tour with some brief history and various displays to look at. Tour guides were friendly and engaging. There were also some cute photo ops at the end of the guided tour. There is a beer tasting about halfway through the tour, and then you also get 2 tokens that you can use to redeem for beers at the bar area at the very end. You can also choose to use one of your tokens to participate in a beer pour competition which was fun, and you still get the drink the beer afterwards! There were a ton of strangers who didn't want their tokens and kept giving theirs to our group, so it ended up pretty much being all-you-can-drink for us and I think because of that, we got really great value out of this experience. There's a gift shop at the very end, and if you're a Heineken fanatic, you can also pay to have your own personalized engraved Heineken glass to take home as a souvenir. Overall, a fun quick experience for beer lovers, but it's definitely a one-and-done type thing.

Excellent experience, well worth the time. I highly recommend adding the river cruise to the in house tour. The facility is beautiful and the tour guides are fantastic. The tour includes 2 beers per person at their bar. One turn off is after we took their river cruise, some folks needed to use the restroom at the brewery and we were told they were closed, meanwhile there were literally hundreds of people milling about. The brewery includes a. Huge gift shop and you can make your own custom labeled beer. Very worthwhile.

This was the perfect brewery tour experience ! We went on 10/1/24. During our wedding and honeymoon trip we also did Guinness and this was completely different. The tour is partially guided where certain rooms have employees telling the stories and history while you walk through the rest. The employees are beyond helpful and kind. Most employees speak two to three languages and are happy to find somebody who speaks your language to help. During the tour you can make custom beer bottle labels as well. They have a small tasting area and at the end of the tour you get two free beers. The gift shop at the end is so cool you don't scan anything you just put it in a bin and the machines know what you got down to the size and charge you. It was so much fun and definitely worth visiting. The ambiance is lively and bright and interactive. I loved every moment of this experience!

This is such a fun museum. I've visited twice on two separate Amsterdam trips and have had such a fun time on both occasions - completely different experiences. And honestly, I wouldn't mind going again. I didn't learn much about the history of Heineken because the groups are sometimes very big and if you're at the back, you're out of luck (especially if you arrive intoxicated). Nevertheless, this museum is very interactive and there's no way you won't enjoy yourself if you're not a grinch. Also, the staff are always amazing, I never came across someone who didn't appear to love the job. I highly recommend visiting if you've never been.

This experience was nothing like I imagined it was going to be in all the best ways! I've gone on my fair share of brewery tours in the United States and while the drinking beer part is great, the tours are always pretty simple and lackluster. Enter the Heineken Experience. This was truly a show! From the very start, we were greeted by an enthusiastic host who welcomed us with humor and laughter. We got insight into the history of Heineken, but in a very lively and entertaining way. As we went through the exhibits, we were able to self pace through early parts of the tour. We then entered into an all immersive tour component that was so unexpected but great! It felt like we were in a club. We all said 'prost' together as we enjoyed a beer mid way through our tour. The tour ends at the underground bar where you can turn your tickets in for beer. We purchased the tickets that also include rooftop access, which I highly recommend. To do so, you need to go to the website at least a day in advance as these tickets do sell out. The rooftop is beautiful and provides for great views of the city! They also offer some interesting beer cocktails. The Heineken Experience was great! It was a lot of fun and I would not describe it as boring by any means.

This was a nice tour. Best part is that you get 2 free beers at the end of the tour. It's pretty neat hearing/reading about the history and such. You are not allowed to carry any bags/backpacks inside. There are lockers available to store your bags for a fee I believe. I had a fanny pack and that was allowed. The tour was about an hour. I wasn't fond of the gimmicky experience at the end of the tour though. They make you wait in line to go in to another room where they were just showing videos and music. I thought it was a ride or something the way they presented it. I would skip it if you can. Go directly to the interactive areas. There's also a gift shop before you leave with some pretty nice stuff. I purchased a few of their bottle openers and gifted them to my co-workers. The cashier mentioned that if you spend $50 or something, you can get the tax refunded to you at the airport. We didn't bother doing that. But I would recommend this tour just to experience it 1 time.

When I came here years ago I had a fab time. We learned how to pour beer the right way and we got to taste fresh Heineken beer. If i remember correctly we got a tour too. There was some other fun activities we could do like photo booths. This is a must see. Everyone here was very friendly.

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

Mostly a self guided tour of the first Heineken factory! There is a ton of things to look at inside. You can spend around 1-2 hours here depending on how fast you go. A lot of information to take in and learn! The tour has some fun parts like the 4D section of the photo booths! You get two tokens for two beers at the end of the tour! Quick service at the bars but it is super crowded and packed with not much space.

Fun way to spend a few hours in Amsterdam and also learn a lot about Heineken. Plus it was a fairly inexpensive activity to do, and they give you beer! What more could you ask for? This isn't a regular old boring museum tour, they start off with a lot of history but quickly take you to rooms with huge vats and other big equipment. Then some more really modern fun stuff like loud music, bright lights, interactive photo and video ops. Overall I had a really fun time here.

Interactive experience and also learn about the history of Heineken. Gift shop is full of nice souvenirs I haven't seen anywhere else. Employees are enthusiastic and helpful.

I got tickets the day of and there was plenty of availability. I hadn't been here since 2013 so it has changed a bit and for the better. We queued up and got our 2 drink tokens and the tour started pretty quick. The first 5-10 mins there is a guide telling you about history and stuff. You have the option to hear it or you can walk ahead and do your own thing. There's fun experiences for photo ops. There's a nice redbull racing area and a football photo area and you can customize a bottle of beer to take home. It all ends with 2 beers in their Heineken lounge and then you leave the place to buy souvenirs. It was a fun experience for the family and then you can continue your walk back into city central.

We purchased our $25 timed tickets in advance on line. We had to be 18 or older. We checked our coats & stood on line to get into the tour. In the exhibit we started with the history of Heineken & the family. We moved through the production, interactive exhibits & tasting room. We were virtually made into beer & bottled then shipped around the world. The virtual experience was well done, we spent :90 here. We drove deliveries of Heineken, won trophies, were in the newspaper & were in a vat of beer. We could have made our own labels too. We were given 2 Heineken drafts at the end. Then we went onto the rooftop for Heineken cocktails & endless view of Amsterdam. The problem with this experience is that by the time I was done, I needed a nap.

I don't even like beer and I was obsessed with this place! My boyfriend and I had so much fun on the tour. I thought I wouldn't be interested learning so much about beer but the tour guides in the different rooms were funny and we loved how interactive the whole experience was. The staff are super kind and accommodating. Even before we got to the building, when we were running behind, my boyfriend and I were easily able to get our reservation time changed by just DMing the Instagram account for the experience. Everyone who worked at the experience was friendly, welcoming, and knowledgeable and we learned so much about beer that we didn't expect. I loved that there were also plenty of photo and digital souvenir opportunities. The little Formula 1 set was so adorable and I had so much fun taking tons of pictures. I just wish the lighting in this place was better, there are so many weird spots where there are lights that completely ruin photo opportunities with a weird glare. My favourite part of the trip was their underground bar which gave nightclub vibes. The music was so good I wish they had a dancefloor. My boyfriend and I tried multiple beers and the regular Heineken they have on tap is the freshest beer I have ever tried in my life. I don't normally like hoppy beers, which is why I don't drink Heineken, but the flavour of this one was just so crisp and smooth. If all beer tasted like that I would a hundred percent drink more of it. They were out of their non-alcoholic beer and were serving Pepsi instead so we didn't end up getting to try that. We ended our trip on the rooftop with more beer. It had rained in the morning so it was wet and cold out there but we were able to get some cute photos in the diffused light before heading back inside. The beer at the rooftop bar definitely wasn't as fresh as the beer in the basement. I would definitely recommend this experience to anyone visiting Amsterdam. Even if you think you don't love beer like me, it's definitely a cool experience.

Beer is not my first beverage of choice, but I'm always game for a different experience. Heineken provides a fun, informative experience in Amsterdam. A nice intro from an enthusiastic guide who then sets you loose to explore @ your own pace. I have a bum knee and was using a cane during the tour and they were quick to have me use their elevator to traverse the 3-story building. Gonzalo was my elevator host and was tickled when I shared that my husband's name is also Gonzalo. He dashed upstairs to go speak Spanish with him, such a character! Once we finished the informational portion, we experienced some multimedia rooms which had us "become beer" from brew to bottle. The finale has you hangout in a lively bar to claim your 2 included beers. Prost to Heineken!

I was here on September 15, 2023 and loved it! I wanted to do this tour for years and finally got the chance during my Norwegian Prima cruise. My parents and I did the Rock the City Experience: Heineken Tour & Canal Cruise. What was included: -Access to the brewery in a self-guided tour (1.5 hrs) -Two perfectly chilled Heineken® beers at the Best 'Dam Bar (Actually got a couple additional brews due to samples along the way and during the canal tour) -Canal cruise through Amsterdam with a guide (45 mins) -Explore the highlights and hidden gems of the city We started our day at the former Heineken brewery in the heart of Amsterdam, where we learn all about their perfectly brewed beer and the rich history of the Heineken brand. What better way to discover Amsterdam's sights and sounds than through a canal cruise on the official Heineken boat?! It was so much fun to learn the history, pretend to be "bottled" in a 4D experience, and have lots to drink. *Tips: -Must be 18+ to experience -Get tickets in advance as everything has timed entry but once we go there, they did not check. As long as you had a ticket, you were good to go. Also, self guided so great to go at own pace. -Do the Rock the City experience as the canal ride was magical -You can order non-alcoholic beer Will definitely be back!!

I never would've imagined going through a Willy Wonka-like experience dedicated to Heineken of all things. Yet here we are. Yes, Heineken is not my favorite beer, but the experience itself is what makes up for it. It is an absolute must if you are looking for a memorable vacation in Amsterdam. You not only learn about the history of the beer in an interactive setting--you get to travel around room to room: going behind the scenes of how the beer is made through their well-lit brewery, creating your own Heineken beer (with your name on it), traveling around interactive rooms that showcase just how much the beer has been promoted worldwide, and (the best part) chugging the beer down through their taste test and their bar. This entirety of this journey wasn't something I needed, but what I deserved in the end :DDDD.

I was least excited to try this attraction during my time in the Netherlands, as I am not a big drinker. However, because I had only a few days in Amsterdam, I figured I try something out of my comfort zone. It's so easy to do things you know you'll enjoy, but I wanted to see if I can go somewhere that's outside my comfort zone and still find the fun in it. I did find myself really enjoying the tour and learning about Heineken's history. I paid for the regular tour that doesn't include the rooftop or "Rock the City" option. I never knew how much effort it took to create Heineken into the way it is today, and the passion the founder and his workers had to bring joy to people's lives meant a lot to me. Alcohol can be debilitating if used in excess, but I could see that in our busy lives, a little beer or two doesn't hurt and what better beer than Heineken (probably others you can think of, but I digress). The tour itself was interesting, and the employees were very fun to talk to, but I don't think the setting is big enough to house so many guests at one time. When I started the tour, it was very difficult to read the signs without feeling pressured to keep it moving, as I felt like I was burdening others by standing in their way (coming from a 5'8 woman). I'd advise them to try and decrease the group sizes, so it'd be easier to maneuver through the museum without rush. I was likely one of the very few who didn't come for the free beers, but I have to admit, once we got to that part of the tour it was more freeing! The spaces did open up near the end of the tour, as we could disperse to areas that peeked our interest, like the room that talks about how Heineken got its first commercial, or the interactive games that guests could play with, etc. The final part of the tour ended in a bar where you can socialize with your buddies or strangers for as long as you like. You're given two tokens before you enter the museum that must be used in order to get a beer. I only used one, because even if I tried being a good sport and chugging down a glass, the taste still wasn't giving that creamy, delicious taste that everyone else was crazy about. Fortunately, it was easier to swallow as I spoke to a nice stranger that I ended up keeping a connection with through social media. So, if nothing else convinces you to visit this place, just know that it is an ADULT-ONLY attraction where you can hang out and make new connections that can turn into something more, whether it be romantic, networking, and so on. Would I go again? No. Even if I went with friends next time? Mayyybe, but I'll give them all my tokens, so they can have all the beers they want! I'll be the responsible one and call the uber back to our hotel.

Awesome experience for those who are in Amsterdam. We did the general tour which was about £30 and went through a guided/self guided tour. People could walk ahead on their own or listen to guides speaking at each section. The tour itself was pretty standard, you get to learn more about the history of Heineken and the brewing process. The brew room is huge and although not in use, can still see hops and malt being made. Towards the end of the tour there is a portion that is like a 2D ride that then transitions into a beer tasting. You also get 2 free beer tickets for any type of Heineken so definitely take advantage of that! All in all, awesome experience and environment and highly recommend for anyone looking for something to do in Amsterdam.

Wow, awesome! Tour was great and so unexpectedly fun. Made Heineken a better beer! Alex on rooftop was the best ever!

We did the VIP experience and it was such a great time. Our guide was so nice and knowledgeable. Getting to try the different beers was cool, but the pairings made it so much better. We learned a lot about the history of Heineken and some fun facts about different aspects of the company. Makes me want to reach for the beer that smiles back at me!

Whether you are a beer lover or not, this is a must do when in Amsterdam. But, I would never go again. The guided tour is short, but the rest of the experience is cool and very interactive. At the end, you are able to cash in two tokens for a beer. We do not drink beer and were told we could go back to the bar after our tour to get some water. The security guard was extremely rude and did not believe an employee told us that. So we left. It's not hard to be nice! Glad we went, but won't go again.

We had so much fun at the Heineken Experience! We purchased tickets for the tour and rooftop ahead of time and reserved our spots for a 5:30 bookin. The tour itself was short and sweet and allowed each person to go at their own pace. The tour guides gave small bits of information throughout and everyone was able to walk through leisurely. Once the informational part of the tour is over you make your way to a visual experience. We were placed in a few different rooms and went through a 4D experience of what a Heineken bottle goes through during the bottling process. After the tour and visual experience ends you make your way to the Heineken ad experience where you can take pictures of yourself within Heineken ads and even choose to place your name on a bottle. We then visited the tasting room and used the drink tokens given to us at the beginning of the tour to try the different types of beers. The atmosphere was super fun and if you want to you can stay for some time. After awhile we chose to make our way to the rooftop where there were cocktail drinks designed around Heineken's. The cocktails were included with the price of the rooftop ticket. This was nice way to end off the Heineken experience, although not necessary. We did not spend too much time on the actual rooftop due to the cold & it was a bit more crowded. Overall, a really fun time & a notable stop during our time in Amsterdam.

Let me start with this... I don't love beer (like - yes, some - yes... all - NO). The Heineken Experience is not your usual experience! I LOVED it!! It is a slick media, dance clubbish, multi media, interactive situation. I loved meeting people and participating in their media attractions. The music was great, and I highly recommend this for everyone 21 and over!!

MULTIMEDIA BREWERY TOUR. Learn all about the history of Heineken in a fun multimedia experience. Unlike boring American brewery tours, THIS tour is a self guided experience through the history and physical plant of this the original Heineken brewery. Fun photo booths, musical interaction displays and much knowledge of the history and contemporary standing of the most international beer in the world today. So the tour starts in the oldest part of the brewery. They no longer brew beer in this part of the brewery. They have had to remove the giant tanks to accommodate the experience. Em which includes, a museum, a ride (where you are brewed and bottled) and a bar. The tour includes 2 tokens for free.

While somewhat of a tourist spot, I thought the Heineken experience was worth it! Buy your tickets online first -- you'll still have to wait in a line to be let into the experience, but it'll save you a bit of time. It's a bit of history, plus interaction, plus included beers! It was a great tour and introduction to the brand and its history and how it became a worldwide icon. You start with a brief history intro to Heineken, then there's an "interactive" portion where you experience being "bottled" by Heineken. When you check in, you get a bracelet with 2 tokens for once you get to the end of the experience and reach the bar area, and a free tasting beer about mid-way through the experience. If you opt for the rooftop experience, you'll get another beer there as well. The rooftop had nice seating and a nice view, so worth checking out, but it is just a rooftop. You can hang out here as long as you like, they also have a few indoor seats in case the weather isn't great. All in all, pretty cool and worth a visit!

This was a really cool experience that mixed the history of Heineken with current advertising strategy. I went to that you could have your own bottle label and also all the different Heineken merchandise that they had. I often think the exhibition made excellent use of technology for an immersive experience. It also helpes that you get two full beers and another tasting beer as part of this experience :)