Since it began brewing in Amsterdam in 1864, Heineken has become a global juggernaut: upwards of 25 million serves of its pilsner are drunk daily worldwide. Production at its old De Pijp brewery ceased in 1988, but it's been repurposed as the whizz-bang, multisensory Heineken Experience (heinekenexperience.com; tours from €24.95).
On high-spirited 90-minute self-guided tours, you experience the brewing process from the inside out as you're immersed in the production process via 360-degree multimedia wizardry. Tours include two tastings. Various upgrade options are available, including canal cruises on Heineken-bedecked boats.
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.