Heineken Experience: Entry Ticket

Housed in the brewery where Heineken first began producing beer in 1867, this attraction sits in the heart of Amsterdam and combines brewing history with interactive entertainment. You'll wander through the original production halls, now transformed into a self-guided, semi-interactive experience that traces the brand's growth from a local brewery into a name recognized around the world.

What sets the Heineken Experience apart is the mix of storytelling and participation. Multimedia exhibits walk you through the brewing process and the company's advertising history, while a virtual beer ride adds a bit of motion-simulator fun to the mix. Tastings are built into the visit, so you'll get to sample the beer at a few points along the way rather than just at the end.

It's a self-paced visit, meaning you can linger at the exhibits that interest you and move quickly through the rest. Given the tastings and interactive elements, it works well as a stand-alone stop or paired with other things to do in Amsterdam's city centre.

Once inside the former brewery, you'll move through a series of rooms that trace Heineken's story, starting with the building's origins in 1867 and continuing through its expansion into a global brand. Interactive screens, historic brewing equipment and advertising displays fill the route, giving you a hands-on look at how the beer is made and marketed.

Along the way, you'll stop for a few included tastings and take a turn on the virtual beer ride, a short simulator-style activity that adds some movement and fun to the historical content. The tasting room near the end of the route is where you can sit down, sample more beer and take in the atmosphere before heading back out into Amsterdam.