Heineken Experience

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.

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

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

• Brewery tours
• Beer tasting experiences
• Brand experience attraction
• Tourist venue rental
• Branded merchandise retail

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. 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.
2. 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].
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, supporting and minor.

• A'DAM LookoutcoreStrategic or Co-development PartnerPartnership 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 ArenAcoreStrategic or Co-development PartnerPartnership 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 MuseumcoreStrategic or Co-development PartnerHeineken 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.
• AMAZEcoreStrategic or Co-development PartnerHeineken 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.
• BeerwulfsupportingChannel Partner/ Reseller/ DistributorOnline 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 PiecessupportingStrategic or Co-development PartnerExclusive 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.comsupportingTechnology or IntegrationProvides online ticketing platform (tickets.heinekenexperience.com) enabling ticket sales, booking management, and voucher redemption. Powers self-service date change functionality.
• AdyensupportingTechnology or IntegrationPayment service provider enabling secure payment processing for online ticket purchases, gift cards, and merchandise orders.
• Hidden Disabilities SunflowersupportingStrategic or Co-development PartnerHeineken 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 AmsterdamsupportingChannel Partner/ Reseller/ DistributorPartnership 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 StorageminorOthersNearest 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

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Heineken-Experience-100089809213950
• Instagraminstagram.com/heinekenexperience
• Xx.com/heineken_exp
• LinkedInlinkedin.com/company/heinekenexperience

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heineken Experience