In Amsterdam: The Heineken Experience

Heineken's original brewing facilities, still as shiny as new!

Was it corny? Undoubtedly. Was it fun? Yes, it certainly was! As much as we enjoyed the Riijksmuseum, it had been a stoic, serious affair. It was fun to loosen up with the help of a few good pints at the Heineken Experience, just a short walk from the Museum District.

Disclaimer: I don't pretend to know a whole lot about the brewing process, and also, this trip took place six months ago. So if some of the details aren't quite up to par, I apologize! 

The first time I visited Holland, back in 2008, I was not really a beer drinker. I was not yet 21, so coming to England as a student abroad was my first real experimentation with alcohol, and I still didn't know what I liked. So when I found myself at the pub in Rotterdam with a Heineken in my hand, I had apprehensions. However, I was pleasantly surprised by the taste of the stuff, and over that long weekend, that was the only beverage I had. I've had them occasionally back in the US, but honestly, Heineken is never better than it is in Holland, especially from draft, all golden and bubbly. On this trip, Tony and I fast lost track of all the Heinekens we drank! 

The factory that houses the Heineken Experience no longer does any brewing; however, it is the original facility that was purchased by Gerard Adriaan Heineken after he obtained the Haystack Brewing Company in 1873. Heineken perfected his own personal yeast mixture in 1886, and that yeast has been used to brew Heineken until this very day! The building also houses the official Heineken draft horses, which are used to pull the beer wagon for parades or other occasions, much like the Budweiser Clydesdales.

A display of water, barley, hops, and yeast.

Upon entry, you pay for admission (18 Euro for adults; 16 Euro if purchased online) and receive a green rubber wristband, which contains two plugs that you can redeem for pints at the end of the tour; that's right, two! The wristband will also get you one of two things: 1. Free transportation up the canal to the official gift shop, or 2. ten percent off your purchase at said gift shop. Talk about a good deal! They will also take your baggage and coats for free, which was much appreciated.

The tour is self guided, and begins with a museum-like display of early advertising and facts about the company's history. The first interactive part of the tour involves a stop in front of great columns of brewing ingredients, where an employee talks you through the basics of the brewing process. After that, the tour moves into the airy and bright brewing area, which houses the copper vats that blend, toast, and ferment. The whole room smelled deliciously of barley and yeast; almost like bread baking.

After that, a staircase takes you up to the next level and offers views of the Heineken stables, their horses in repose. Upstairs is a short display demonstrating bottling, and where, for a small fee, you can create your own label and have it slapped on a bottle to take home with you.

After that, a ride of sorts: moving platforms in front of a large screen take the visitor on a tour of the brewing process from the point of view of the hops; we are toasted (via an overhead heater), slide down to the fermenter, doused with water, etc. It's fun, but visitors who would rather skip it have the option to. After that is the official tasting room, where staff takes us through the perfect pour. According to him, a good pour of Heineken should have a large head. He says the British in particular, used to a small head on their ale, will give him crap for this: "You cheap Dutchman, give me more beer!" Once everyone was given a half-pint, we all admired its amber color and bubbles, toasted, and, at last imbibed. Underage visitors were given water so as to be able to participate as well.

Tony and I cheesing in blacklights at the Heineken Experience.

After that the last few rooms, admittedly, felt like overkill; we navigated a maze of rooms all adorned in the styles of different ad campaigns, the music blaring from speakers, commercials flashing across flat-screen televisions, tourists reclining and giggling on couches made to look the ones the happily-Heineken-sipping extras had utilized in the commercials. We enjoyed the blacklight room, obviously, as you can see to the right. Then we used one of the touch screen computers to send an e-card to our parents, complete with an unflattering screen-shot of us flashing wide smiles. After that we rushed through the last few rooms to get to what we had come for: the pub, and our free pints!

A dark, club-like area houses two bars: one full-service, and the other where visitors have the opportunity to pour their own pint. Two pints are on the house, but after that you'll have to pay up! If you do visit, beware; the floors were sticky and most of the stools and benches full. Tony and I managed to find a quiet corner in which to enjoy our pints. I only had one, since I had been sick the last few days (because I am ALWAYS sick on vacation), but Tony took full advantage of both of his!

There is a sizeable gift shop on the premises, full of postcards, jerseys and other apparel, hats, jewelry, magnets, glasses, soccer balls, and more. I can only imagine the size of the "official" gift shop! Like most official merchandise, everything was rather pricey, so I chose not to buy anything, although I was sorely tempted by a ladies' sweatshirt/jacket that felt incredibly soft and warm. Temptation was resisted, however, and after picking up our things at coat check, we embarked back out into the warm Amsterdam streets in search of our hotel, a bite, and a bit of well-deserved rest.

Tony with an antique Heineken wagon!

The Heineken Experience is open every day of the year save three: Christmas Day, New Year's Day, and April 30, a national holiday.

Underage visitors are welcome, though they will not be allowed to sample! Children under age eight are admitted for free, and though the facility is wheelchair-accessible, strollers and prams must be checked at the front.

All photos and text by me. Please credit.