The Heineken Experience: Stop and Smell the Beer

I’ll admit it. I didn’t have the highest expectations when I headed off to the Heineken Experience in Amsterdam. I even seriously considered skipping it.

I’m not a huge beer drinker, so the “free” drinks weren’t going to be the highlight of my visit. But I am a sucker for anything that involves going behind the scenes or experiencing things hands-on. Luckily both are a feature of the former brewery.

I had read a few reviews that the attraction was not worth the admission price but I am a true believer that you get out of something as much as you decide to take from it. Sure, you can buzz through the Heineken Experience at break-neck speed grabbing a few beers along the way and then find yourself deposited in the gift shop before you know it. And then you’ll probably be disappointed.

I am not saying you need to read every piece of text there is or walk along making scholarly comments, but at least make sure you find some of the bits below.

-> Grab the Guide – After you arrive, dump your coat and buy your ticket (including the nifty Heineken bracelet), you’ll have your ticket scanned. Just after this is an area on the right with small guide books in many different languages. Take one, they’re free. Plus they help you figure out where you are going and why.

-> Smell the Ingredients – If you have the chance to smell products or taste something non-alcoholic, go for it. It makes the whole experience a little more special

-> Stick Your Head Inside – In the historic brew room take some time to stick your head into the large coppers. Each one is not the same and some have little videos and slideshows to look at.

-> Don’t Skip the Ride – You were going to skip the 4D ride? Are you crazy? It is by far one of the best bits of the whole place. Get in that queue!

-> Listen to the Beer Presentation – Just after the 4D ride, you’ll be handed your first bit of Heineken. It is tempting to gulp it down and run out of the room, arms flapping and yelling “moooorrrrreeee beeeeeeerrrrr” as you go. But don’t. Hang on for a few seconds and listen to the presentation about the best way to drink and enjoy your glass of Heineken.

-> Decide What to Spend Your Tokens On – Once you reach the beer mecca, you have to make decisions. Do you learn how to pour beer (in the bar on the right) or do you drink beer on the left. Decide before you start handing over your tokens. Learning to pour beer is cool and you get a certificate (plus a beer) but it is very likely that you will also spend some time in a queue. If you go for the beer only option, you still need to decide if you are going for the Extra Cold or Normal version and they cost different amounts of tokens. You can get a non-alcoholic drink from the bar as well.

-> Take Lots of Pictures – Heineken provides plenty of opportunities to take creative photos, so don’t forget to bring your camera along.

Tip: Tickets are cheaper if you buy them online and the Holland Pass provides you with free admission.