Activity Overview

Located in the heart of Amsterdam, the Heineken Experience is an interactive museum housed in Heineken's century‑old brewery, making it a must‑visit destination to learn about this world‑famous pilsner brand. Stepping inside, you can explore the 4 main natural ingredients in Heineken's recipe, experience the amazing sensation of being inside a beer bottle through the "Brew U" interactive ride, and even see the Shire horses previously used for delivering beer.

The exhibition covers everything from brand stories and brewing processes to interactive entertainment, offering a joyful atmosphere just like a beer‑themed party. At the end of the tour, step into the world‑class tasting bar to enjoy a fresh glass of classic Heineken — your ticket includes 2 small glasses of beer or soft drinks, allowing you to truly savour its rich flavor while discovering the history of beer.

Activity Highlights

• Century‑old Brewery Transformation: Witness the journey of Heineken's brewery transforming into an interactive museum

• "Brew U" Interactive Ride: Experience the fun of feeling like you are inside a Heineken beer bottle

• Discover the Beer Recipe: Learn about the 4 main natural ingredients and brewing process of Heineken beer

• Shire Horses: See the English Shire horses used to deliver beer in the past

• Tasting Freshly Brewed Beer: Ticket includes 2 small glasses of beer or soft drinks to enjoy at the world‑class tasting bar

• Personalised Souvenir Bottle: Create a beer bottle with your own name printed on‑site, perfect as a gift or souvenir

Visiting Guide

1. Arrive at the Heineken Experience —— Located at Stadhouderskade 78, it is recommended to arrive at least 15 minutes early

2. Present E‑voucher for Entry —— Enter according to your booked time slot; admission will be denied if you miss your slot

3. Explore Brand History Exhibition —— Gain deep insights into Heineken's century‑old history and 4 natural ingredients

4. Interactive Experience Zone —— Join the "Brew U" ride, experience being inside a bottle, and see the Shire horses

5. World‑Class Tasting Bar —— Taste freshly brewed classic Heineken (2 glasses included)

6. End of Tour —— Create a personalised souvenir bottle to bring your experience to a perfect end

Attraction Introduction

"Century‑Old Brewery: From Brewery to Interactive Palace" This red‑brick building was once Heineken's actual working brewery. Today, it has been converted into an interactive museum while preserving the industrial‑era brewing vats and historical atmosphere. As you enter, the century‑old aroma of beer weaves with modern light effects, marking the start of a beer journey.

"Brew U: Become a Bottle of Heineken" In the Heineken Family area, the interactive ride "Brew U" lets you experience the fun of turning into a Heineken bottle — walk through the birth of a beer from bottling to refrigeration from a first‑person perspective, promising great fun for both adults and kids.

"Brewing Code: The Magic of 4 Natural Ingredients" Heineken's recipe contains only 4 main natural ingredients, yet it creates a classic flavour beloved worldwide. The brewery display zone clearly explains every step from raw materials to the finished product in a vivid manner, letting you understand the story behind this golden liquid before tasting it.

"Tasting Bar: The Perfect Ending with Freshly Brewed Beer" The journey ends at the world‑class tasting bar, where the atmosphere feels just like a lively pub or a house party abroad. Grab a glass of freshly brewed classic Heineken and clink glasses with friends — this is the most pleasant full stop to your Netherlands trip.