The Heineken Experience is a classic on any trip to Amsterdam. Basically, you can’t go to the Capital of the Netherlands and not have stopped by to toast the Heineken Experience.
This experience is lived in what used to be the original brewery, which is now the largest in Europe (and is currently located about an hour from Amsterdam).
Although it is not “operational”. or rather beer is no longer produced here, it is possible to experience a small part of its origins: it is possible to observe where production took place, touch the hops and also see the first “packaging” of the famous beer with the green bottle.
Upon your arrival at the Heineken Experience, (by the way, we recommend that you book and purchase tickets online at the official website), you will be given the famous rubber bracelets with 2 pins attached that you will need later.
A member of the Heineken staff will guide you for the first 5 minutes of the tour, explaining in a friendly manner, in English, the history of the brewery and its rise to worldwide success.
After this brief historical introduction, you will walk through what used to be the fermentation room and then arrive at a fully digital experience.
You will be divided into groups and you will enter in some rooms where you will live the Heineken MOOD, through an immersive experience: darkness, psychedelic LED lights, videos projected on the walls, vibrating floor, music and sounds will envelop you completely.
When the light comes back, it will be time to toast and you will do it in perfect Dutch style: kiss the glass and then upwards shouting “Proost”!
Become a beer…you can do that too!
No kidding! After your Dutch toast you can personalize your Heineken with your name and also see how the label customization is done and how it is applied on the bottles.
The cost is 6 € for the personalized bottle.
At the Heineken Experience it’s always time to toast
If you thought that with the quart of beer he received to yell “proost” , your experience was over, you were sadly mistaken!
Remember the bracelet pins we told you about at the beginning of this article?
Well, these two pins act as fish to receive 2 mugs of beer per person, in the exclusive underground bar that looks like a secret nightclub with LEDs (green of course), loud music and a huge map of Amsterdam on the ceiling.
How much does the Heineken Experience cost?
The classic tour of about an hour and a half that we told you about in this post costs €21.
(Purchase tickets HERE)
Where the Heineken Experience is located
You can easily reach it from the center of Amsterdam. It is located at Stadhouderskade 78. You will recognize the large brick building from afar.
When to go?
Day and time are practically indifferent as you have to book the visit in advance, in order to ensure a certain distance between people (although as of today, March 2022, in the Netherlands this is no longer compulsory, as is the mask indoors).
The Heineken Experience is open daily.
Monday through Thursday from 10:30 a.m. to 7:30 p.m. (last admission at 5:30 p.m.);
From Friday to Sunday from 10:30 to 21:00 (last entry at 19:00)
If you really want a personal advice, then choose to go around 18:00 so around 20:00 you will be finished and ready for dinner(in Amsterdam restaurants close at 22:00, you better hurry up).
Can I buy souvenirs?
Sure! There is the official store that has very competitive prices (we expected it to be very expensive and instead we were surprised).
REMEMBER that you can only pay by ATM, Credit or Debit Card or Apple Pay. Cash is not accepted.