Heineken Experience

What it is:

• The Heineken Experience is an interactive brand attraction inside Heineken®’s oldest brewery, located in the centre of Amsterdam.

Historic setting:

• The original brewery closed in 1988 because it had become too small for the growing company.

• The historic building is now a visitor venue celebrating Heineken’s past and present.

What you learn/see:

• Heineken® heritage and brand story.

• The brewing process from ingredients to beer.

• Heineken’s innovations and major sponsorships.

• The story behind the famous red star.

• Tips on the best way to taste and enjoy Heineken® beer.

Tour duration:

• Around 1.5 hours.

Top-floor finale:

• After the tour, visitors take a special elevator inside one of the old silos up to the top floor.

• More insight into how ingredients were once brought in via Amsterdam’s canals.

• Explanation of the former “Moutzolder” (malt attic) function.

Highlight:

• Access to an exclusive roof terrace with one of Amsterdam’s most impressive panoramic views.