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A sneak peek of the Heineken Experience
An immersive brand experience that takes you through the story of Heineken®
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The Heineken Experience
The Heineken Experience is a brand experience within Heineken®’s oldest brewery, in the heart of Amsterdam. In 1988 the former brewery closed down, because we got too big for our boots. Today, the historical building serves as a venue where you can learn all about our Heineken® heritage, the brewing process, our sometimes crazy innovations, our sponsorings and the story behind the star. You’ll also learn about the best way to taste and enjoy your Heineken® beer.
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Discover our different tours
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Heineken® Tour
Immerse yourself into the world of Heineken®, at your own pace.
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Heineken® Tour + Rooftop
Enjoy our Heineken® tour and end with a breath-taking view over Amsterdam
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Heineken® Flagship Cruise
Heineken® Tour + 1h canal cruise
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VIP Tour
Get the full experience with behind-the-scenes access and a personal guide.
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The Perfect Match
The world’s greatest combination: beer and football.
Enter the world of Heineken®
Let us tell you the story of how a small, Dutch brewery became the world’s most premium brand of beer. The world of Heineken® is one best experienced through all the senses; we’ll let you feel the hops and smell the authentic scents of the brewery. It’s all there.
Of course, we won’t send you on your way without finishing strong - with a nice, fresh Heineken® beer in the Best ‘Dam Bar. Meet tourists and locals alike, share memories and plan your next trip to make new ones.
Plan your visit
Check out our opening hours and where to find us
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