The Heineken Experience is located in the original Heineken Brewery. Gerard Adriaan Heineken bought this building back in 1863 when it was the De Hooiberg brewery. He then turned it towards the production of his eponymous beer. The building remained a brewery all the way up to 1988. It was then that it became a museum (and hotspot for Heineken consumption).
Located in the vibrant neighborhood of De Pijp, the Heineken Experience is ideally situated for a canal cruise, and some city exploration that takes you away from the hustle and bustle of Dam Square.
Since 2001, it's been the world-famous Heineken Experience. After a year-long update and redesign in 2008, the Heineken Experience is more Heineken-y and Experience-y than ever before.