Heineken Experience
Heineken Experience is a single-site brand-experience attraction in central Amsterdam, operated by Heineken Brouwerijen B.V. (a subsidiary of Heineken N.V.), offering self-guided and VIP brewery tours, rooftop innovation bar, corporate event hire, and the only official Heineken Flagship Store.
- Company typePrivate
- Founded1991
- HeadquartersAmsterdam, Netherlands
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Heineken Experience does
Heineken Experience is a single-site brand-experience attraction located in Heineken N.V.'s oldest (1867) brewery building at Stadhouderskade 78 in central Amsterdam. Opened in 1991 after the original brewing operation closed in 1988, the attraction offers a portfolio of self-guided and VIP tour products (priced €15-€65) covering Heineken's heritage, brewing process, sponsorships, and beer-tasting experiences, supported by a proprietary Heineken Experience app that delivers audio/video guidance in nine languages. The rooftop houses Heineken Studio, an innovation showcase featuring an AI-powered personalised draught system with 135 customization options, Flavoured Foam Top infusions, and Pilot Brews.
The business operates four revenue streams: timed-entry ticket sales (directly via heinekenexperience.com and on-site), event venue rental for groups of 5 to 1,300 persons through a dedicated corporate sales team, merchandise sales through the on-site Flagship Store (the only official Heineken Store globally) and via the Beerwulf e-commerce partnership across five European countries, and two-year gift cards. Distribution includes direct-to-consumer online ticketing powered by CM.com with Adyen payment processing, third-party resale via I Amsterdam citycard and Amsterdam Pass, and combo-ticket bundling with five anchor Amsterdam attractions (Moco Museum, AMAZE, A'DAM Lookout, Johan Cruijff ArenA, canal cruise).
Customer segments span international tourists (primary), corporate event clients, football fans, and merchandise buyers. Entry is restricted to guests aged 18 and over. The attraction is wholly owned by Heineken Brouwerijen B.V., a subsidiary of Heineken N.V. (Euronext Amsterdam), and operates with 251-500 employees, leaning on the parent's brand equity, multilingual marketing scale, and global merchandising channels rather than raising external capital.
Heineken Experience firmographics
Firmographics- Name
- Heineken Experience
- Legal name
- Heineken Brouwerijen B.V.
- Website
- https://heinekenexperience.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Heineken Experience is a single-site brand-experience attraction in central Amsterdam, operated by Heineken Brouwerijen B.V. (a subsidiary of Heineken N.V.), offering self-guided and VIP brewery tours, rooftop innovation bar, corporate event hire, and the only official Heineken Flagship Store.
- Ownership category
- akta.pro rank
Heineken Experience industry classification
Industry- Product category
- Brand Experience Tourism / Brewery Tour Attractions
- NAICS
- Drinking Places (Alcoholic Beverages) (7224), Tour Operators (56152), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Beer, Brewery & Craft Beverage Tastings (THAJAGAE)
- akta.pro secondary industries
- Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Food, Market & Culinary Culture Tours (THAJAAAG)
Keywords
Where Heineken Experience is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Heineken Experience business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Ticket Sales: Primary revenue stream from sale of timed-entry tickets to experience attractions including Heineken Tour, VIP Tour, Rooftop Bar, combo tickets with partner attractions (Moco Museum, AMAZE, A'DAM Lookout, Johan Cruijff ArenA), and Rock the City package.
- Event Venue Rental: Private event bookings for meetings, exhibitions, product launches, and dinners. Spaces accommodate 5 to 1,300 persons. Freddy's Friends team experience package at €1,600 for groups up to 25. Sales handled via events team at [email protected].
- Merchandise Sales: Heineken Flagship Store sells hundreds of branded products including bar materials, heritage items, and trendy textiles. Online sales via Beerwulf partnership in Netherlands, UK, Germany, Belgium, and Austria. Heineken x Filling Pieces collaboration products available at Heineken Experience Kiosk.
- Gift Cards: Gift cards valid for 2 years, redeemable for Heineken Tour, Heineken Tour + Rooftop, VIP Tour, or Rock the City. Purchased online, recipient selects date/time when redeeming.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Heineken Tour - Self-guided brewery experience with 1 beer |
| One time/ perpetual license | Pay-as-you-go | Heineken Tour + Rooftop - Full tour with rooftop access and 2 drinks |
| One time/ perpetual license | Pay-as-you-go | VIP Tour - Premium guided experience with 5 beer tasting |
| One time/ perpetual license | Pay-as-you-go | Rooftop Bar Only - Access to rooftop and Heineken Studio without full tour |
| One time/ perpetual license | Pay-as-you-go | Heineken Flagship Cruise - Tour plus 1-hour canal cruise |
| One time/ perpetual license | Pay-as-you-go | Rock the City - Tour, canal cruise, and A'DAM Lookout |
| One time/ perpetual license | Pay-as-you-go | Heineken Experience x Moco Museum - Tour plus modern art museum |
| One time/ perpetual license | Pay-as-you-go | Heineken Tour x AMAZE - Tour plus immersive audiovisual experience |
| One time/ perpetual license | Pay-as-you-go | The Perfect Match - Tour plus Johan Cruijff ArenA |
| One time/ perpetual license | Pay-as-you-go | Freddy's Friends - Private team experience for up to 25 guests |
| Unit Pricing | Pay-as-you-go | I Amsterdam City Card Discount |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
Heineken Experience product offering
Product offeringCore offering
The Heineken Experience operates an immersive brand-experience attraction inside Heineken's oldest Amsterdam brewery, selling timed-entry self-guided and guided tours with beer tasting, a rooftop bar, premium VIP experiences, combi tickets with five Amsterdam partner attractions, private group tours (Freddy's Friends), and corporate/private event venue hire for 5–1,300 guests. It also retails Heineken-branded merchandise on-site and via the Beerwulf online partnership across five European countries.
Product overview
The Heineken Experience is a brand experience attraction located in Heineken's oldest brewery in Amsterdam, offering a portfolio of tour products centered around beer heritage and brand storytelling. The core product is the self-guided Heineken Tour (1.5 hours, €24.95), enhanced by premium offerings including the VIP Tour (2.5 hours, €65) with behind-the-scenes access and five-beer tasting. Rooftop access is available as an add-on (€29.95) or standalone (€15). Combi tickets pair the main experience with partner attractions: Heineken Flagship Cruise (canal cruise), Rock the City (cruise + A'DAM Lookout), Moco Museum, AMAZE immersive experience, and Johan Cruijff ArenA stadium tours. The Heineken Studio serves as an innovation hub at the rooftop featuring experimental beers and AI-powered personalization. The venue also hosts private events (5-1,300 guests) and operates the world's only official Heineken Flagship Store. Freddy's Friends offers private group tours (up to 25 people, €1,600 package). All guests must be 18+ years old. Online ticketing is handled through CM.com with Adyen payment processing.
Differentiator
Problem solved
Functional benefit
Brands
- Heineken Studio: Innovation playground and creative hub at the rooftop bar where Heineken experiments with new beers, flavors, and concepts including Flavoured Foam Top, Pilot Brews, Personalised Draught, and Limited Editions.
- Freddy's Friends
- Heineken Rooftop Bar
- Best 'Dam Bar
- Freddy's Bar
- Henry's Bar
Products and services
- Heineken® Tour A 1.5-hour self-guided immersive tour through Heineken's oldest brewery in Amsterdam featuring interactive exhibits on Heineken heritage, brewing process, innovations and global sponsorships, including one complimentary Heineken beer at the bar.
- Heineken® Tour + Rooftop Combines the standard Heineken Tour with rooftop access and Heineken Studio entry for panoramic Amsterdam views, including two drinks. Duration ~2 hours.
- VIP Tour A 2.5-hour premium experience with a personal English-speaking guide, behind-the-scenes access to areas not available to regular visitors, a tasting of five premium beers paired with Dutch cheese, a personalised gift and access to a private tasting bar. Limited to groups of up to 10.
- Heineken® Rooftop Bar Rooftop-only ticket granting access to the Heineken Studio and terrace without the full tour, including two drinks and panoramic Amsterdam city views.
- Heineken® Flagship Cruise Combi ticket combining the Heineken Experience tour with a 1-hour canal cruise on a premium sloop boat for up to 30 people, including two drinks (one at tour, one on cruise).
- Rock the City Combi ticket combining the Heineken Experience tour, a 45-minute Heineken-branded canal cruise and A'DAM Lookout panoramic tower entry, with two drinks included.
- Heineken Experience x Moco Museum Combi ticket granting access to both the Heineken Experience and Moco Museum (modern and contemporary art featuring Banksy, Warhol, KAWS, Basquiat, Haring, Hirst and Kusama), visits at guest's own pace.
- Heineken® Tour x AMAZE Combi ticket combining the Heineken Experience with AMAZE, an immersive audiovisual experience inspired by Dutch electronic dance festival culture featuring lights, sound and visual effects.
- The Perfect Match Combi ticket combining the Heineken Experience tour with the Johan Cruijff ArenA stadium tour for beer and football enthusiasts (transportation not included).
- Heineken® Studio Innovation hub and creative rooftop bar featuring experimental beer concepts including Flavoured Foam Top infusions, Pilot Brews (small-batch experimental lagers), Personalised Draught (AI-powered tap with 135 customisation possibilities) and Limited Editions & Collabs.
- Heineken® Flagship Store The only official Heineken store in the world, located inside the Heineken Experience building, offering hundreds of branded products including bar materials, heritage items and trendy textiles. Accessible without a tour ticket.
- Gift Card Gift voucher that can be exchanged for any of several tour options (Heineken Tour, Tour + Rooftop, VIP Tour, Rock the City). Valid for 2 years from purchase; recipient chooses their own date/timeslot.
- Freddy's Friends Private behind-the-scenes group experience for up to 25 guests, with access to hidden areas, two expert guides, five seasonal beers, wine, soft drinks, snacks and a special gift. Offered Sunday–Thursday, 10:30–16:15 (not available 1 July–1 September). €1,600 package rate, non-refundable.
- Meeting & Events (Venue Rental) Event venue rental for meetings, exhibitions, product launches, dinners and parties. Multiple indoor and outdoor spaces accommodate groups from 5 to 1,300 persons, with AV facilities, free Wi-Fi and Heineken Ambassador support. Booked via dedicated sales team.
Quantifiable outcome
- TripAdvisor Certificate of Excellence (implied by consistent 5-star reviews)
- +1 more outcomes
Companies that use Heineken Experience
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Heineken Experience technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
Heineken Experience partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, supporting and minor.
- A'DAM LookoutcorePartnership for Rock the City combo ticket offering three Amsterdam attractions in one: Heineken Experience tour, canal cruise, and A'DAM Lookout access. Boat departs from canal in front of Heineken Experience and drops off at A'DAM Tower (one-way). Tickets €49.95.
- Johan Cruijff ArenAcorePartnership for The Perfect Match combo ticket combining Heineken Experience with Johan Cruijff Arena stadium tour. Visitors explore brewery and stadium at own pace. Transportation not included between venues. €34 online.
- Moco MuseumcoreHeineken Experience x Moco Museum combo ticket offering access to both Heineken Experience and Moco Museum (modern/contemporary art featuring Banksy, Warhol, KAWS, Basquiat, Hirst, Kusama). €39 online. Minimum 2 hours between visits.
- AMAZEcoreHeineken Experience x AMAZE combo ticket for immersive audiovisual experience inspired by Dutch electronic dance culture. €39.50 online. Minimum 2.5 hours between tour start and AMAZE visit.
- BeerwulfsupportingOnline merchandise partnership with Beerwulf for selling Heineken merchandise and accessories. Products available in Netherlands, UK, Germany, Belgium, and Austria through dedicated Heineken collection pages.
- Filling PiecessupportingExclusive capsule collection collaboration between Heineken and streetwear brand Filling Pieces. Products available at Heineken Experience Kiosk. Part of brand's fashion/lifestyle extension strategy.
- CM.comsupportingProvides online ticketing platform (tickets.heinekenexperience.com) enabling ticket sales, booking management, and voucher redemption. Powers self-service date change functionality.
- AdyensupportingPayment service provider enabling secure payment processing for online ticket purchases, gift cards, and merchandise orders.
- Hidden Disabilities SunflowersupportingHeineken Experience is a member of the Hidden Disabilities Sunflower programme. Staff can offer guidance and understanding to wearers of the Sunflower as needed, supporting accessibility initiatives.
- I AmsterdamsupportingPartnership with I Amsterdam citycard for visitor discounts. Cardholders receive 25% discount on tickets purchased at venue (€15.75 vs €18 regular price). Online discount not applicable.
- Lockerpoint Luggage StorageminorNearest luggage storage facility recommended for items exceeding cloakroom size limits (320 x 255 x 492 mm). Located at Marie Heinekenplein 12, 1072 MH Amsterdam for oversized luggage.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Heineken Experience competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights7 records
Customer concentration
Heineken Experience social profiles
Digital presenceHeineken Experience financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heineken Experience leadership team
Management profileNumber of profiles
Heineken Experience funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heineken Experience M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heineken Experience
What does Heineken Experience do?
The Heineken Experience operates an immersive brand-experience attraction inside Heineken's oldest Amsterdam brewery, selling timed-entry self-guided and guided tours with beer tasting, a rooftop bar, premium VIP experiences, combi tickets with five Amsterdam partner attractions, private group tours (Freddy's Friends), and corporate/private event venue hire for 5–1,300 guests. It also retails Heineken-branded merchandise on-site and via the Beerwulf online partnership across five European countries.
Is Heineken Experience a public or private company?
Heineken Experience is a private company. It is classified as corporate owned and is currently operating.
When was Heineken Experience founded?
Heineken Experience was founded in 1991. It employs 251 to 500 people.
Where is Heineken Experience based?
Heineken Experience is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Heineken Experience make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are event Venue Rental, merchandise Sales and gift Cards.
Does Heineken Experience have an API?
No public API is recorded for Heineken Experience.
What industry is Heineken Experience in?
Heineken Experience's product category is Brand Experience Tourism / Brewery Tour Attractions. Its primary akta.pro industry code is THAJAGAE, Beer, Brewery & Craft Beverage Tastings, with a secondary code of THAFALAA, Brewpubs & Taprooms (On-site Beer Service). Its NAICS code is 7224 and its SIC code is 5810.