Heineken Experience

The Heineken Experience is a brewery museum in the Amsterdam neighbourhood of De Pijp, housed in the old brewery building where the famous lager was made for more than a century. The Heineken company dates from 1864, when Gerard Adriaan Heineken bought an Amsterdam brewery, and in the late 1860s he built a new brewery in a spot that was then just outside the city centre. Production grew rapidly, and the company expanded abroad in the following decades, until Heineken became one of the best-known beer brands in the world. Brewing at this site ended in the late twentieth century, when production moved to larger plants elsewhere, and the building was converted into a visitor attraction.

The visit is a self-guided tour through several floors, mixing history, technology and sensory experiences. You begin with the story of the founding and the development of the brand, with old photographs, advertisements and family history, and then follow the process of brewing from ingredients to bottle. The raw materials, barley, hops, water and the yeast known as the A-yeast, are explained, and visitors can smell and touch them. Copper brewing kettles remain from the old brewery and give a feel for the scale of the original operation. Interactive displays and audiovisual experiences keep the pace brisk, and some rooms let you take part in games or activities.

A central feature is the tasting. At the end of the tour, visitors can taste freshly poured Heineken in a bar and learn how to pour a glass properly, with guidance from staff. The tasting is accompanied by a talk on the beer's characteristic flavour. Many visitors take part in photographs, personalised souvenirs and a chance to see the stables where the brewery's draught horses were once housed. Tickets can include extra features such as a rooftop view or a canal cruise, and the staff will explain the options.

The location is part of the appeal. De Pijp is a lively, multicultural neighbourhood known for the Albert Cuyp market, one of the largest street markets in the country, and for its cafes and restaurants. The Rijksmuseum and the Van Gogh Museum are a short walk away.

The attraction suits adults, groups of friends and anyone curious about beer and advertising. It is a busy attraction, so booking ahead online is advisable, especially at weekends and in summer. A visit takes about two hours. Note that tasting involves alcohol, and age limits apply.