Heineken Experience tickets: €24.95, no one under 18, and which ticket to buy

💡 The Short Version: The Heineken Tour is €24.95 (self-guided, about 1½ hours, one beer) and Tour + Rooftop is €29.95, from heinekenexperience.com. No one under 18 is admitted, even with an adult, and you may be asked for ID. Book a slot: they fill quickly at weekends, only a limited number of tickets are sold at the door, and weekday mornings before 13:00 are quietest. The I amsterdam City Card gives 25% off, not free entry. GetYourGuide’s ticket is the same price as the official Tour, so the reasons to book there are the bundles. Or book a tour: the new guided tour, €44.95 on Fridays and Saturdays from 2 October 2026, is limited to 15 people.

The tickets, compared

Official prices from the Heineken Experience’s site, 1 October 2026, converted at the ECB rate of 30 September 2026 (€1 = £0.855). GetYourGuide prices are its lowest “from” price on the same day. The September anniversary prices applied to visits from 1 to 30 September only.

• Walk-up is limited. The Heineken Experience says walk-up tickets are limited and that on busy days slots can be full.
• Tickets are not personal. A QR code on a phone is enough, and another person can use it. One booking can take up to 25 tickets, and there are no group bookings on Saturdays.
• The order is fixed on the Tour + Rooftop ticket: tour first, rooftop second. You cannot do the rooftop first.
• The tour is in English, with an audio guide in English, Dutch, German, French, Italian, Spanish, Portuguese and Chinese.

How to buy

• Online: at heinekenexperience.com, for a date and a time slot. Print nothing: the ticket is scanned from a phone.
• At the entrance: a limited number of tickets, subject to availability.
• With the City Card: book at tickets.heinekenexperience.com/iamsterdam and enter the card’s voucher code, or the card ID if it is already activated. The card must be valid on the date. Book before you go; see is the I amsterdam City Card worth it?.
• Changing a booking: Tour, Tour + Rooftop and Rooftop Bar tickets can be rescheduled up to one hour before the visit at tickets.heinekenexperience.com/en/self-service, with the ticket number and the email used. For other tickets, email service.experience@heineken.com up to 24 hours before.
• No refunds, including for illness or transport disruption.
• Paying inside: by contactless card only. The Heineken Experience takes no cash.
• Late: tell the staff at the entrance. Entry then depends on availability.

Tours worth paying for

The self-guided tour is the standard ticket. What you pay more for is a guide, a smaller group or a cruise. Prices are the Heineken Experience’s own and GetYourGuide’s lowest “from” price on 1 October 2026, per person.

The Heineken Guided Tour

€44.95 · 1½ hours · up to 15 people · Fridays and Saturdays

The guided tour starts on 2 October 2026 and leaves at 11:15, 13:15 and 15:15, in English only. A guide takes the group through the brewery, you draw your own beer at the Draft Instruction, and the ticket includes the rooftop and a tasting paddle of three Heineken Studio beers. Two drinks are included.

The VIP Tour

€65 at Heineken, from £55.52 on GetYourGuide · 4.8 stars from 1,083 reviews · 2½ hours

Heineken’s VIP Tour takes a personal guide through the whole tour and into parts of the old brewery that other visitors do not see. It ends in a private bar, Freddy’s or Henry’s, with five premium beers and matching Dutch bites. GetYourGuide’s Exclusive Heineken Experience VIP Tour Ticketad is the same tour at the same price. Free cancellation. Under-18s are not admitted.

Heineken Experience with a Heineken boat cruise

From £34.17 · 4.5 stars from 5,625 reviews · about 3 hours

Amsterdam: Heineken Cruise with Drinks & Heineken Experiencead is run with the Blue Boat Company. The Heineken Experience ticket, with two beers, has a fixed time slot; the cruise is an open ticket from the dock opposite the Heineken Experience, on a Heineken-branded boat with one or two drinks, snacks and a live host. The 45-minute cruises are one-way and the 75-minute cruises return to the dock. Departures from the Heineken Experience dock are at 12:30, 14:00, 16:00, 17:30 and 19:00. The Heineken Experience’s own Flagship Cruise is €38.50 (about £32.92) for a one-hour cruise from the Rijksmuseum canal. Free cancellation.

Rock the City: tour, cruise and the A’DAM Lookout

€49.95 at the Heineken Experience · 45-minute cruise

Rock the City bundles the three: the Tour is €24.95 and the Lookout €16.50 (see the A’DAM Lookout tickets guide), so the cruise between them costs €8.50 on top. It ends at the A’DAM Tower in Amsterdam North, not where you started. Ages 18 and over.

What to see

The Heineken Experience is in Heineken’s oldest brewery, which stopped brewing in 1988. Allow 1½ to 2 hours for the tour, and 30 to 45 minutes more for the rooftop.

1. The tour. Four floors of interactive exhibits on the brand’s history, the brewing process, its sponsorships and the story behind the star. You can see the original brew room and the old brewing equipment. It ends at the Best ‘Dam Bar.
2. The rooftop. On the top floor, in the former malt attic, a lift takes Tour + Rooftop visitors to a bar and terrace over the city, where Heineken Studio shows its experimental beers. It opens at 12:00, and access starts about 90 minutes after you enter the tour.
3. The store. Open without a ticket until 19:00 on weekdays and 20:30 at weekends.

What to skip: the Flagship Cruise if you already have a canal cruise booked. It leaves from beside the Rijksmuseum, a 15-minute walk away, and the Heineken Experience suggests 30 minutes between the end of the tour and the boat. See Amsterdam canal cruises for the others.

Hours, rules and getting there

• Open every day. 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 bar is open 12:00 to 19:00, or to 20:30 on Fridays and Saturdays. Hours can change on public holidays.
• Age: 18 and over only. The Heineken Experience says it does not admit minors, with or without an adult, and that you may be asked for a passport, national ID card or driving licence.
• Bags: a free cloakroom takes items up to 32 × 25.5 × 49 cm. Trolley suitcases and carry-on luggage cannot be stored: the Lockerpoint luggage storage is at Marie Heinekenplein 12.
• Photos: allowed for personal use.
• Dogs: not allowed, except trained service dogs.
• Getting there: the entrance is at Stadhouderskade 78. Trams stop at Marie Heinekenplein and Weteringschans, and metro line 52 stops at Vijzelgracht and De Pijp, five minutes’ walk away. GVB changed its tram map on 29 March 2026, so ask the planner for the tram from where you are staying; Amsterdam public transport has the fares. It is about 30 minutes’ walk from Amsterdam Centraal and 15 minutes by bike.

The Rijksmuseum is a 15-minute walk away. The Lookout is at the other end of Rock the City: see the A’DAM Lookout tickets guide. For the card with a 25% discount on this ticket, see is the I amsterdam City Card worth it?. For tastings rather than a brewery, Amsterdam food tours and classes compared sets the walks, stroopwafel workshops and food cruises side by side, and 3 days in Amsterdam offers this visit as the alternative to an afternoon in De Pijp. For the rest of the city’s bookings, see what to book before you go in Amsterdam.