Duration
Open 12:30–9:00pm — most visits take 1.5 hours
Amsterdam · experience
Heineken Experience, with optional rooftop
An interactive brand museum in Heineken’s original brewery — the Brew U ride, a pouring lesson and one beer included, with an optional rooftop upgrade for the view.
Open 12:30–9:00pm — most visits take 1.5 hoursEntry ticket, any group sizeFrom €20
The experience
A well-run brand museum inside Heineken’s original brewery, more interactive tasting-and-ride than lecture.
This is squarely a brand experience rather than an independent cultural institution, and it makes no pretence otherwise — but it is a genuinely well-produced one, set inside the company’s original 19th-century brewery, with over 150 years of brewing heritage told through interactive exhibits, a ride simulating the brewing and bottling process, and a lesson in pouring the perfect draft.
One beer is included in the standard ticket, with an optional rooftop upgrade adding panoramic canal and skyline views and a second drink. Reviewers consistently praise the friendly staff and interactive format, with the audio guide’s reliability the one recurring niggle.
It is aimed squarely at adults — entry is restricted to 18 and over — and reads as a lighter, more playful couple of hours than Museumplein’s art museums, best treated as exactly that rather than expected to be more.
Group
Entry ticket, any group size
Languages
Confirmed with the option
Format
Self-guided, interactive visit
Meeting point
Confirmed with the option
Pickup and drop-off
Not included — direct entry at the former brewery for the booked timeslot.
Who this suits
A good choice when it matches the way you want to use the city.
- An easy, sociable couple of hours rather than a serious museum visit.
- Groups and couples who enjoy an interactive brand experience.
- Pairing the rooftop upgrade with an early-evening view over the city.
Itinerary
The route at a glance.
The guide and exact sequence are confirmed on the day. Times below are a useful indication of how this visit is normally structured.
- 1At your booked timeslot
Direct entry
Self-guided route through the former brewery.
What the visit includes
The practical detail before you choose a date.
Highlights
- The Brew U ride, simulating the brewing and bottling process
- A lesson in pouring the perfect draft Heineken
- One beer included, with an optional rooftop upgrade
- Housed in the brand’s original 19th-century Amsterdam brewery
Included
- ✓ Entrance ticket
- ✓ Live presentations in English
- ✓ Audio guide in seven languages
- ✓ One beer
Not included
- • Rooftop access and a second beer, unless the rooftop option is selected
- • Food and additional drinks
Before you go
A few essentials for the day.
- Guests must be 18 or older — no exceptions.
- Bring a passport or ID card, as age is checked on entry.
- Likely to sell out; free cancellation up to 24 hours before.