Amsterdam Travel Guide

Heineken Brewery The Heineken Experience

30 years ago, you used to be able to visit the Heineken brewery for the equivalent of a couple of euros and get the grand tour. A peek into the inner workings of a functional brewery in a city famous for its beer. Plus they gave you a free drink (or five) and a bunch of free gouda to go along with it. The ultimate Dutch experience.

Well, it's not like that anymore. But while the Heineken brewery (which has now been renamed the Heineken Experience) is no longer a working brewery, and the price has skyrocketed, it can still be worth a visit. Instead of a drinking hall and a bunch of free cheese, you get two slick and sophisticated bars. Instead of a pocket-change entrance fee, entrance into the brewery now costs a hefty 11 euros.

I never toured the Heineken brewery in its heyday, but seeing it now proves it's still worth a visit. Especially if you like beer, you should definitely set a couple of hours aside for the Heineken Experience. It takes you through a tour of the Heineken museum, where you can watch the gradual conversion of the company into a leader in the international beer market. Then they take you up a beautiful clear glass staircase into the area where the now non-functional copper beer vats take up a whole floor. There's even a theatre and studio where you can make your own video and add your own music to it. It's pretty fun.

While 11 euros is a pretty heft price tag for a trip to what is essentially a beer museum, there's one more bonus in store. Along with your entrance fee you get three large beers (Heinekens, of course!) and a free gift. Which is definitely worth the 11 euros.

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