Brewing History at Amsterdam's Heineken Experience

Step into a historic brewery and industrial landmark

Walk into a space where the history of Dutch pilsner is tangible. The Heineken Experience is housed within the company's original 1867 brewery, an industrial facility that served as the primary brewing site for decades before moving operations to the city outskirts in 1988. Today, this historic landmark serves as a prominent anchor point on the European Route of Industrial Heritage.

The visitor center evolved from its origins as a "Treat and Information Centre" in 1991 into the modern experience you see today. After extensive remodeling to integrate high-tech multi-media technologies, it provides an immersive look at the brand’s evolution. The site is designed specifically to bring the history of brewing to life through sensory engagement.

Explore pilsner making and craft

The tour is structured to educate you on the technical process of pilsner brewing while bringing the brand's identity to your fingertips. Across four levels, you can navigate through:

• Historical artifacts that trace the brewery’s timeline.
• Interactive exhibits utilizing modern multi-media technology.
• Product exploration and sampling areas where you can taste the result of the brewing process.

Maximize your visit to the brewery

To make the most of your time, focus on the sensory elements of the tour: see, touch, and taste the history of the pilsner. The facility was recently expanded and renovated to improve the reception area, ensuring a smoother entry into the experience.

While you explore the brewery's history, you can also enjoy the vibrant atmosphere of Amsterdam. If you have time for more local landmarks after your visit, consider exploring nearby options such as a Canal Cruise or visiting the Rijksmuseum and Van Gogh Museum in the city center. Other nearby cultural highlights include the Anne Frank House or the Fabrique des Lumières.