The Heineken Experience is one of Amsterdam’s most popular attractions: an interactive brewery museum set inside Heineken’s very first brewery, where you walk through 150+ years of brewing history, finish with a tasting and visit a rooftop terrace. Here’s what it costs and how to plan your visit in 2026.
To visit, you need to book tickets with a selected time slot in advance.
In this guide
Last updated: 18 October 2026 by Anastasia Dudina
Heineken Experience ticket prices in 2026
There are five ways to visit, from a quick rooftop drink to a full VIP tasting tour:
| Ticket | Price | What’s included | Book |
|---|---|---|---|
| Heineken Tour (self-guided) | € 24,95 | 1.5 to 2 hour brewery tour, 1 beer | Book >> |
| Heineken Tour + Rooftop | € 29,95 | Same tour, plus rooftop bar access, 3 drinks total | Book >> |
| Heineken Rooftop Bar (no tour) | € 15,00 | Rooftop bar, terrace & Heineken Studio access, 2 drinks | Book >> |
| Heineken Guided Tour (new) | € 44,95 | Tour with a guide, plus rooftop bar and Heineken Studio access, limited spots | Book >> |
| VIP Tour | € 65,00 | ~2.5 hours, personal guide, 5 premium beers & Dutch bites | Book >> |
You can also combine your visit with a canal cruise on a single combi-ticket.
Visiting in winter? From 26 November 2026 to 17 January 2027 you can book an evening cruise past the light art of the Amsterdam Light Festival, a nice way to end a day that starts at the Heineken Experience.
Is the Heineken Experience included with the I amsterdam City Card?
No, entry isn’t free with the I amsterdam City Card, but it does get you 25% off the standard ticket price. You’ll still need to reserve a time slot online in advance, even with the discount card.
How to book with your I amsterdam City Card:
- Activate your I amsterdam City Card first, through the I amsterdam app or at an activation point. You’ll need an activated card before you can book.
- Go to tickets.heinekenexperience.com/iamsterdam and enter your activated card ID, or voucher code, to reserve your time slot.
Not sure if the card is worth it for your trip? Check our full I amsterdam City Card guide with prices and what’s included.
Heineken Experience and museum passes: what’s included?
If you consider buying a museum pass for your trip, here’s where the Heineken Experience fits in:
- Museumkaart: not included. The Heineken Experience is a brand experience, not a registered museum, so the Dutch Museumkaart doesn’t cover it.
- I amsterdam City Card: 25% off, not free entry. See the booking steps above.
- Go City’s Amsterdam All-Inclusive Pass: included. The Heineken Experience is one of the 40+ attractions covered by the pass, so if you already have one, you can visit at no extra cost. Just remember to pre-book your time slot.
Already have, or thinking about, the Amsterdam All-Inclusive Pass? It’s valid for 1, 2, 3 or 5 calendar days from your first attraction visit, and covers each attraction once.
Minimum age and ID requirements
You must be 18 or older to enter the Heineken Experience: there are no exceptions, and minors aren’t admitted even when accompanied by a parent. Bring a valid photo ID, as staff may ask to see one at the entrance. This applies to the rooftop-only ticket too.
Heineken Experience opening hours in 2026
Opening hours for the Heineken Tour (with or without rooftop):
- Monday to Thursday and Sunday: 10:30 to 19:30 (last entry 17:15)
- Friday and Saturday: 10:30 to 21:00 (last entry 18:45)
The rooftop-only ticket runs on its own, later schedule:
- Monday to Thursday and Sunday: 12:00 to 19:30 (last entry 18:15)
- Friday and Saturday: 12:00 to 21:00 (last entry 19:45)
Hours can change around public holidays, so it’s worth double-checking before you book.
Heineken Experience address in Amsterdam
The museum occupies Heineken’s original brewery building, a monumental red-brick building in the De Pijp neighbourhood that actually brewed beer from 1867 until 1988, before reopening as a visitor attraction in 1991. It’s a short walk from the Van Gogh Museum and Rijksmuseum, so the three combine easily into one day out.
- Address: Stadhouderskade 78, 1072 AE Amsterdam
How to get to the Heineken Experience?
You can reach the Heineken Experience by public transport:
- Tram: lines 1, 7, 19 or 24, stop Marie Heinekenplein, right around the corner
- Metro: line 52, stop Vijzelgracht + short walk
It’s also an easy 20 to 25 minute walk from Amsterdam city centre.
FAQ about the Heineken Experience
Is the Heineken Experience free?
No, the Heineken Experience is not free. Standard tickets start from € 24,95, rising to € 65,00 for the VIP tour. The I amsterdam City Card gets you around 25% off rather than free admission.
Is there an age restriction at the Heineken Experience?
Yes. You must be 18 or older to enter, with no exceptions for minors accompanied by an adult. Bring a valid ID, as staff may check your age at the entrance.
How long does the Heineken Experience take?
The standard self-guided tour takes about 1.5 to 2 hours. Adding rooftop access brings that to roughly 2 hours total, and the VIP tour, with its personal guide and tasting session, takes around 2.5 hours.
Do I need to book Heineken Experience tickets in advance?
Yes, it’s strongly recommended. Time slots fill up fast, especially on weekends and during the busy April to October season, and walk-in entry isn’t guaranteed if your preferred slot has sold out.
How can I get a discount on Heineken Experience tickets?
The easiest ways to pay less are the I amsterdam City Card, which gives 25% off the standard ticket, and the Go City Amsterdam All-Inclusive Pass, which includes entry. If you also plan a canal cruise, a combi ticket with the cruise is usually cheaper than buying both separately.
What are the Heineken Experience opening hours?
The Heineken Tour is open from 10:30 to 19:30 (last entry 17:15) from Sunday to Thursday, and from 10:30 to 21:00 (last entry 18:45) on Friday and Saturday. The rooftop-only ticket starts at 12:00.
Enjoy your visit to the Heineken Experience in Amsterdam!
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- I amsterdam City Card: prices, discounts and tips
- Rijksmuseum: tickets, prices and opening hours
- Van Gogh Museum: tickets, prices, opening hours and tips
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- Moco Museum: tickets, prices and opening hours
- Best canal cruises in Amsterdam: tickets and tips
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About the author:
Written by a local
Anastasia Dudina
I’ve been living in the Netherlands since 2013 and exploring it ever since. I write and update all articles on Amsterdam Explorer and Holland Explorer myself: real tips, not tourist traps.