In 1867, Gerard Adriaan Heineken bought the brewery on Stadhouderskade, where beer was subsequently brewed for more than a hundred years. When the production capacity of the historic building no longer met growing demand, beer production moved to Zoeterwoude in 1988. The Amsterdam location was then given a new life: first as the Heineken Reception Center and from May 2001 as the Heineken Experience.
Today, the Heineken Experience is among the city's most visited attractions. Visitors walk through the authentic brewing rooms, discover the original copper brewhouse and learn step by step how the famous lager is brewed. From malt and hops to fermentation and the perfect tapping of a beer, the experience combines history, entertainment and technology in a way that perfectly reflects Amsterdam's international character.
What makes the venue special is the mix of heritage and modern brand experience. Through interactive installations, audiovisual shows and tasting moments, visitors dive into the story behind the iconic green bottle and the world-famous red star. Heineken®'s international collaborations, from sporting events to music festivals, also receive extensive attention during the tour.
“The Heineken Experience is more than a museum - it is a living piece of Amsterdam history where tradition, innovation and conviviality come together.”
The Heineken Experience also shows how industrial heritage in Amsterdam can successfully be given a second life. Where brewers used to work day and night among the fermentation vats, visitors from all over the world now walk through one of the city's most characteristic buildings with a freshly tapped beer.