On the company’s former brewery site, the Heineken Experience provides an entertaining overview of the brewing process. The 90-minute self-guided visit incorporates a multimedia exhibit where you "become" a beer by getting shaken up, sprayed with water and subjected to heat; tours include two tastings, and the opportunity to personalise your own Heineken bottle. Upgraded ticket options include the Rooftop experience, viewing the former malt attic and panoramic views over Amsterdam, or Rock the City featuring a 45-minute canal cruise.
Guided 2½-hour VIP tours end with a five-beer tasting and cheese pairing.
There are various combination tickets with other Amsterdam attractions.
The Heineken Experience is wheelchair accessible (tick the box when booking); as a historic building, it's advised to book a slot on weekday mornings when it's less busy.
