heineken tour amsterdam english

Rock the City

Heineken® Tour

Immerse yourself in the world of Heineken®, at your own pace.

The Heineken Experience

The Heineken Experience is a brand experience within Heineken®’s oldest brewery, in the heart of Amsterdam. In 1988 the former brewery closed down, because we got too big for our boots. Today, the historical building serves as a venue where you can learn all about our Heineken® heritage, the brewing process, our sometimes crazy innovations, our sponsorings and the story behind the star. You’ll also learn about the best way to taste and enjoy your Heineken® beer.

End your visit with the best 'Dam view

Get one of our limited Heineken® Tour + Rooftop tickets and finish your tour with an extra Heineken® beer in our rooftop bar.

Adult (18+)

€   23 , 00

• Please note the Heineken® Tour is in English. Audiotour available in 6 languages.
• We are very proud of our historical building. Unfortunately, this also makes it more difficult to be wheelchair friendly. Please be advised that our less busy entry hours are during weekdays before 13:00h CET

Heineken® Tour + Rooftop

Enjoy our Heineken® Tour and end with a breath-taking view over Amsterdam

Heineken® Tour + Canal cruise

Get the full experience with behind-the-scenes access and a personal guide.

Live Your Music

Heineken® Tour + Our House

The Perfect Match

Heineken® Tour + Johan Cruijff ArenA

Frequently asked questions

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The Heineken Experience is a brand experience within Heineken®’s oldest brewery, in the heart of Amsterdam. The historical building serves as a venue where you can learn all about Heineken® heritage, the brewing process, our sometimes crazy innovations, sponsoring and the story behind the star. You’ll also learn about the best way to taste and enjoy your Heineken® beer.

Where is the Heineken Experience located?

Our building is located at Stadhouderskade 78, 1072AE, Amsterdam, The Netherlands.

What are your opening hours?

We are open year-round, just like the city of Amsterdam! Unlike Amsterdam, we need our beauty sleep. We would love for you to visit us during our opening hours:

- Monday: 10:30 to 19:30 (last entry 17:15)

- Tuesday: 10:30 to 19:30 (last entry 17:15)

- Wednesday: 10:30 to 19:30 (last entry 17:15)

- Thursday: 10:30 to 19:30 (last entry 17:15)

- Friday: 10:30 to 21:00 (last entry 18:45)

- Saturday: 10:30 to 21:00 (last entry 18:45)

- Sunday: 10:30 to 19:30 (last entry 17:15)

Are children allowed in the Experience?

Children are not allowed in the Heineken Experience. If you wish to know more about it, please visit our webpage https://www.heinekenexperience.com/en/children-and-minors/

Minor accompanied by an adult are also not allowed inside the Heineken Experience.

Does a tour include Heineken beer?

Yes, of course you get to taste our delicious beer. Our Heineken tours include two cold Heineken® beers, and the VIP tour includes some of our finest craft beers, paired with Dutch bites.

Heineken Experience - Attraction

The world-famous Heineken brewery, opened in 1867, has today been transformed into the Heineken Experience - a must-see attraction in the heart of Amsterdam . This immersive, semi-guided attraction in the old Heineken brewery is a mecca for beer enthusiasts and an iconic Amsterdam experience.

What Can You Expect?

A must-see for beer enthusiasts.

The Heineken Experience is an unforgettable attraction for anyone interested in the art of brewing, the history of one of the world's most iconic beer brands, and the unique experience of interactive exhibitions.

Practical Information:

The Heineken Experience is an immersive and educational experience that takes you on a journey through the fascinating world of Heineken . From historic brewing techniques to modern marketing, this experience will not only make you understand the international language of beer but also speak it.

Cheers to an unforgettable adventure at the Heineken Experience , Amsterdam !

Furthermore Heineken Experience is near the following sights: Blue Boat Company (±20 m), Albert Cuyp Market (±350 m), Rijksmuseum Gardens (±400 m), Rijksmuseum (±450 m) & Diamond Museum (±650 m).

For information

Make the most of your heineken experience trip, location of heineken experience.

Amsterdam » Museums » Attractions » Heineken Experience

Amsterdam Heineken Experience

The brewery was established in Amsterdam in 1864 and today Heineken is one of the three largest beer producers in the world. Heinekens rich and successful history has been presented in their old defunct brewery in Amsterdam. With several amusement park attractions added to the exhibit and renamed as Amsterdam Heineken Experience.

From beer museum to an amusement gallery

In 1988 Heineken closed an old Amsterdam brewery, which spread its smell over the popular De Pijp district, and opened a tour for the fans of its beer. For a small admission charge, you could learn something about the famous pilsner and drink as much as you wanted.

The museum part of the show still remains interesting. The architecture of the 19th century Heineken brewery buildings, authentic interiors, old photographs and state decorations Heineken family received, famous gold medal from The Universal Exhibition in Paris in 1889, which you may see reproduced on each can of Heineken, impressive brass beer tanks and a quiet horse stable.

The amusement part is a matter of taste. Some will like its light-hearted nature, some might not. Examples are screenings of very old beer commercials or a silly movie where an actor swims in pool of beer.

Still, Heineken remains an institution. Thus Heineken Experience in Amsterdam will be interesting for beer lovers and fun seeking people alike.

Heineken Experience Tickets

Ticket is included if you get an Amsterdam city pass . It is a good way to make your visit easier. Look at our comparison of various versions .

Visiting with a group? You can arrange your visit with the service organizing group travel in Amsterdam .

Minors below the age of 18 will be admitted only with an adult and beverages with alcohol content will not be served to them (Dutch law).

The adult ticket includes tokens for two glasses of Heineken, which you receive at the end of the tour.

Amsterdam Heineken Experience is accessible for the visitors on wheelchairs. Free wheelchairs are available at the reception with €100 reimbursable guarantee payment (please book 48 hours earlier).

A shop with Heineken memorabilia is accessible without an admission ticket.

Heineken Experience opening hours

Monday till Thursday 10:30 - 21:30 with the last person admitted at 19:00

Friday, Saturday and Sunday 10:30 - 19:30 with the last person admitted at 17:00

On December 24 and 31 shorter working hours 12:30 - 16:00 with the last person admitted at 14:00

The guided tour is led in groups and it will take approx. 1,5 hour. You will not be able to move to the groups in front of you to speed up the visit.

How to get to the Heineken Experience

Walking: from the Rijksmuseum, ca. 10 minutes walk along Stadhouderskade West, from the Munt Tower and the Flower Market – 15 minutes walk South  along Vijzelgracht Public transport: from Central Station tram 16, 24, 25: get out at Stadhouderskade; from Leidseplein tram 7, 10, exit at stop Weteringcircuit By car: from the Amsterdam ring A10 take an exit S110, follow the boards ‘Centrum’ and ‘Stadhouderskade’; Indoor parking in the Heinekenplein garage and several other parking possibilities in the area. By boat: several boat tours offer Amsterdam Heineken Experience combined with their canal tour, the boat stops in front of the brewery.

Amsterdam Heineken Experience on the map

• Things to do in Amsterdam

Heineken Experience

Did you know that one of the most famous and most drunk beers in the world is neither Belgian nor German but Dutch? That’s right: the blond Heineken , a true icon in the history of beer, is brewed in Amsterdam and one of the most visited attractions in the Dutch capital is dedicated to it.

Housed in a historic building that was once the site of the first Heineken brewery, the Heineken Experience is an interactive museum celebrating the popular Dutch beer with the green bottle.

Don’t expect a boring visit made up only of long information panels to read: prepare yourself for an exciting experience that will engage all your senses, at the end of which an unmissable tasting awaits you.

Both entertaining and informative, a visit to the Heineken Experience is one of the things to do in Amsterdam that you will most enjoy telling your friends about.

It is also the perfect start (or end) to a walking tour of the charming De Pijp neighbourhood, an island connected to the centre of Amsterdam by 16 bridges: a former poor neighbourhood, it is now a shopping paradise with shops of all kinds and a lively daily market. The district is also full of characteristic pubs with an intimate and cosy atmosphere where you can deepen your knowledge of the Dutch brewing tradition .

Visit the Heineken Experience

Founded in the 19th century as a small local brewery and later becoming one of the world’s most productive breweries, the red-brick building that houses the Heineken Experience is the historic site of Heineken’s first beer production plant . The exterior has a nostalgic industrial archaeology charm, but the interior will amaze you with its modernity and futuristic attractions.

The factory has not been in operation since 1988, when production was moved to a larger and more modern plant to meet growing demand.

The building is therefore now entirely occupied by the Heineken Experience and rooms for corporate events and meetings. It can be visited by choosing between an independent tour (standard tour) and a guided tour (VIP tour).

Rock the City

The ‘Rock the City’ package allows you to combine a visit to the Heineken Experience with a fun cruise along the Amsterdam canals .

A grand finale awaits you at the A’DAM Lookout , Amsterdam’s tourist attraction with the most beautiful views of the city; if you’re a daredevil, you can also climb Europe’s highest swing and let yourself swing 100 metres above the ground.

The perfect match

The ‘The perfect match’ package is for football fans: it includes a guided tour of the Heineken Experience, bus transfer to the Johan Cruyff Arena with pub quiz and a beer, tour of the Johan Cruyff Arena (including a visit to the Heineken Sky Lounge).

Admission tickets for the Heineken Experience

Entrance tickets can no longer be bought at the Heineken Experience ticket offices , but must be purchased in advance online , even well in advance, as it is one of the most visited attractions in Amsterdam .

The standard tour is in English, but you can follow it in other languages by downloading a free app; if you don’t have a device connected to the internet, you can rent one for a small additional fee. The VIP tour and the activities in the Rock the City and The Perfect Match packages are in English only.

Admission with standard tour

The Heineken Experience tour is a comprehensive overview of one of the world’s most popular beers. You will learn about the history of the Heineken family, how the beer was born, how it is brewed today, how to tap it to perfection, how the brand logo evolved and more.

The production process is explained in detail at all stages, from ingredients to bottling. Ample space is also given to marketing: you will see historical Heineken advertisements from around the world and the major sporting, musical and other events to which Heineken has linked its name through sponsorship.

During the tour you can experience all sorts of things: sniffing malt and hops, visiting the former stables, making a music video and of course drinking a beer… actually two!

The standard tour is a fun attraction for everyone, but if you love beer, treat yourself to a VIP tour and be accompanied by a Heineken Connoisseur, a knowledgeable guide who will explain in more detail how the perfect pint of Heineken is brewed and served, with lots of behind-the-scenes information and trivia not available to standard tour participants.

With the VIP tour you get access to one of the exclusive Heineken Experience bars not open to the public and are presented with a personalised bottle of Heineken – a nice souvenir to take home and keep even when the beer is gone!

There are 5 beers for tasting with the VIP tour (on the standard tour there are 2).

Admission Heineken Experience + canal cruise

If you would like to treat yourself to a canal cruise in addition to the Heineken Experience, consider buying a combination ticket to save on the final cost.

Free or discounted admission with city cards

The Heineken Experience is one of the attractions included free of charge in the Amsterdam city cards of the Go City Explorer Pass and the All-Inclusive Pass . However, if you have purchased the official I Amsterdam City Card , you can save 25% on the entrance fee. You can see which card is cheaper for you on the Amsterdam city card page.

Opening hours

The Heineken Experience is open 7 days a week, all year round (including public holidays) from 10:30 until 19:30 on weekdays and until 21:00 at weekends. In the busiest months, i.e. July and August, the 9 p.m. closing time is also extended to midweek days. Reduced hours are only offered on 24 and 31 December.

No VIP tours are conducted on Saturdays.

Tour duration is approximately 90 minutes; for the VIP tour please allow at least two and a half hours. Please note that from two hours before closing time it is no longer possible to enter.

Visiting the Heineken Experience with children

As of November 2021, it is no longer permitted for children under 18 to visit the Heineken Experience.

How to get to the Heineken Experience

The Heineken Experience is located in De Pijp , a central district of Amsterdam, and is easily accessible on foot or by public transport.

The quickest way to get there is by metro : Vijzelgracht station (marked with the number 52) is only a 4-minute walk away. The tram is also a convenient way to get to the Heineken Experience: lines 1, 7, 19 and 24 stop close to the entrance.

Driving in Amsterdam is not easy, but if you want to get to the Heineken Experience by car, you will find 24-hour paid parking spaces nearby.

Useful information

Entrance ticket.

• Monday: 10:30 - 19:30
• Tuesday: 10:30 - 19:30
• Wednesday: 10:30 - 19:30
• Thursday: 10:30 - 19:30
• Friday: 10:30 - 21:00
• Saturday: 10:30 - 21:00
• Sunday: 10:30 - 19:30

Metro stops

• Vijzelgracht (195 mt)
• Amsterdam, Weteringcircuit (85 mt)

Where is located Heineken Experience

The Heineken Experience is located in the district of De Pijp , south of the historical city centre, along the Stadhouderskade street, close to the river Amstel and the famous Albert Cuyp market.

How to save on transport and entrance fees

City Card allow you to save on public transport and / or on the entrances to the main tourist attractions.

Attractions around

• Amsterdam Attractions
• Amsterdam Tours
• Amsterdam Heineken Experience Tickets
• Plan Your Visit
• Keukenhof Gardens Tickets
• Amsterdam Canal Cruises
• Johan Cruijff Arena
• Madame Tussauds Amsterdam Museum Tickets
• Anne Frank Tours
• WONDR Experience Tickets
• Moco Museum Amsterdam
• AMAZE Amsterdam
• NEMO Science Museum Tickets
• Boom Chicago Tickets
• Amsterdam Dungeon Tickets
• Zaanse Schans Windmills Tours
• Van Gogh Museum Tickets
• Rijksmuseum Tickets
• National Maritime Museum Tickets
• Body Worlds Amsterdam Tickets
• Stedelijk Museum Tickets
• Walking Tours
• Guided Tours
• Hop-On Hop-Off Tours
• Bikes & Segway
• Sightseeing Cruises
• Dinner Cruises
• Travel Guide

Book Heineken Experience Tickets

Headout is an authorized and trusted partner of the venue, offering curated experiences to enjoy this attraction. This is not the venue's website.

Heineken Experience Tickets

• Take an immersive journey at Heineken®’s original brewery, diving deep into its beer-making legacy and iconic branding.
• Engage with a live presentation in English unveiling Heineken’s storied past, complemented by an enlightening audio guide in 6 languages.
• Walk through the monumental old building to see the copper tanks that were used to brew the original Heineken beer.
• Taste 2 refreshing Heineken beers, served as a testament to the brand's mastery in brewing.
• Don't miss out on the rare opportunity to marvel at Max Verstappen's RB14 car, also known as "excellence on wheels", displayed at the Heineken Experience.
• Entry to Heineken Experience, the first built Heineken brewery
• 2 perfectly chilled Heineken beers
• Self-guided tour with presentation in English
• Audio guide in Dutch, German, French, Italian, Spanish and Portuguese
• Rooftop view with access to Rooftop bar & garden (optional)
• Tip: Don't miss out on discovering how ingredients were transported via city canals and the role of the "Moutzolder" (malt attic) on the top floor.
• Guide dogs are allowed for this experience.
• Minors are restricted from participating in this experience.
• These tickets can't be cancelled or rescheduled.

Combo: Heineken Experience Direct Entry + Amsterdam Canal Cruise Tickets

• This ticket is a brilliant combination of 2 truly Dutch experiences! Save time and money with this combo with a canal cruise and entry to the Heineken Brewery.
• Enjoy a 75-min cruise along Venice of the North and learn more about this UNESCO World Heritage site with an audio guide available in 14 languages.
• You can choose to upgrade your cruise to include a snackbox, which you'll receive before boarding the cruise.
• The ticket also gives you entry into the Heineken Experience; go on a 90-min self-guided tour of the gigantic brewery.
• Find out about the ins and outs of this massive beer producer while sipping on 2 complimentary drinks!
• 75-minute cruise down the Amsterdam Canal
• Skip-the-line Heineken Experience ticket
• 90-minute self-guided tour of the Heineken brewery
• A snackbox containing chips, popcorn, cheese biscuits, salted peanuts, and a soft drink of your choice (optional)

Heineken Experience Pier

• 1-min walk from Heineken Experience and Amsterdam, Weteringcircuit

Hard Rock Cafe

• 1-min walk from Rembrandts Amsterdam Experience

Click here for a detailed map of the boarding points.

• Wheelchairs will be provided at the Heineken Experience once a reimbursable €100 fee is deposited.
• The cruise is also wheelchair accessible.

Combo (Save 5%): Heineken Experience + Johan Cruijff ArenA Classic Tour Tickets

• You can cancel these tickets up to 24 hours before the experience begins and get a full refund.
• Score a combo ticket to the Heineken Experience and Johan Cruijff ArenA Classic Tour, exploring Amsterdam's beer heritage and football passion.
• Learn how Heineken brews its iconic beer and perfect your pouring technique with 2 complimentary drinks at the Heineken Experience.
• Get the inside scoop on Heineken's history and brewing process with a live presentation and a multilingual audio guide.
• Access the Ajax dressing room, pitch, and more usually off-limits areas on the Johan Cruijff ArenA Classic Tour.
• Explore the Johan Cruijff ArenA with an audio guide, unlocking secrets and feeling the atmosphere where legends were made.

Heineken Experience

• Heineken Experience tour
• Entry to the first built Heineken brewery
• Live presentation in English

Johan Cruijff ArenA Classic Tour

• Self-guided tour of Johan Cruijff ArenA Classic Tour
• Entry to the Johan Cruijff ArenA Stadium
• Entry to Ajax dressing room
• Entry to dressing room opponent
• Entry to the mixed zone
• Access to players' tunnel
• Entry to the pitch
• Entry to the manager's dug-out
• Entry to the press room
• Entry to Ajax Gallery of Fame
• Audio guide in Dutch, English, French, German, Italian, and Spanish
• Tip: After savoring your complimentary Heinekens, head to De Pizzakamer, located just a few blocks away on Tweede Jan Stienstraat for fresh pizzas.
• Safety is a priority so this experience is restricted for guests under the age of 18 years.
• Due to venue restrictions, pets cannot tag along for this experience.
• This experience is wheelchair accessible. As it is a historic building, it is recommended to visit on weekdays with fewer crowds for easier mobility.
• Your guide dogs are welcome at the venue.
• Tip: If you have extra time, take a stroll through the nearby Amsterdam Arena Park for scenic views of the stadium's exterior.
• This experience is wheelchair and pram/stroller accessible.
• Access to the Ajax dressing room may be restricted on days when the team has a home or away match.
• The route can change due to operational reasons.

Top things to do in Amsterdam

The Heineken Experience | A Glimpse into the Iconic World of Beer

Amsterdam, the capital of the Netherlands, captivates everyone with its picturesque canals, historic architecture, and vibrant cultural scene. To make the most of your trip to the Venice of the North, visit the brewing brilliance at the Heineken Experience. Here, you will discover the rich heritage of the iconic Dutch beer through interactive exhibits, brewing insights, and a sensory journey. It's a must-visit for any craft beer lover wanting to uncover the secrets behind Heineken's craftsmanship and understand the art of brewing. Read on to learn about the tickets, timings, how to reach the site, and more.

Why Visit Heineken Experience in Amsterdam?

• Unique Brewery Heritage: Embark on a captivating journey through Heineken's illustrious brewing history, tracing its origins back to the 19th century.
• Interactive Brewing Experience: Immerse yourself in a hands-on tour, witnessing the beer-making process firsthand, and even try your hand at virtual brewing simulations.
• Fascinating Behind-the-Scenes Tour: Gain an exclusive peek into Heineken's modern brewing facilities, exploring the cutting-edge technology and innovation that defines its production today.
• Engaging Multimedia Exhibits: Experience state-of-the-art displays that combine multimedia elements, sensory enhancements, and compelling storytelling, offering a dynamic and informative exploration of Heineken's legacy.
• Fun-Filled Activities and Tastings: Indulge in a lively tasting session, savoring the distinctive flavors of freshly brewed Heineken beers. Make sure to participate in interactive activities that promise to create lasting and enjoyable memories.

Things To Know Before Booking Your Heineken Experience Tickets

• You cannot bring children and young adults under 18 to this experience.
• To make the most of your day, combine the Heineken Experience with a Dutch Canal Cruise experience by getting a combo ticket.
• For a more convenient and well-rounded visit to Amsterdam, consider buying an 'I Amsterdam City Card.' It will allow you access to over 70 attractions, including the Heineken Experience, at a reasonable price. A great purchase, especially if you are on a tight budget and want to maximize your time in Amsterdam!
• The Heineken Experience tickets cannot be canceled or rescheduled, so keep that in mind before buying the ticket.

Which Heineken Experience Ticket is Best for You?

If You Are on a Budget

Go for: Access tickets Duration: Flexible Guide: Audio guide

• With these tickets, you will be able to enjoy access to the behind-the-scenes tour of the old brewery at Heineken Experience.
• Enjoy two free beer samples so you can enjoy the trip in high spirits.
• Experience a live presentation in English, complemented by an audio guide available in Dutch, German, French, Italian, Spanish, and Portuguese for a multilingual and immersive exploration at its best.

Recommended Tours:

• Tickets to Heineken Experience with Free Drinks

If You Want to Explore Beyond

Go for:  Combo tickets Duration:  Flexible Guide:  Self-guided

• This super-saver combo ticket will allow you to enjoy two of Amsterdam's major attractions — The Heineken Experience and the Amsterdam Canal.
• Go on a 75-minute cruise down the Amsterdam canals. With the help of audio commentary in 21 languages, get in-depth knowledge about the UNESCO World Heritage Site.
• Enjoy fast-track access to the Heineken Experience, and head on to a 90-minute self-guided tour.

Recommended Tours

• Skip-The-Line Tickets to Heineken® Experience with Free Drinks + 1 Hour Cruise

Download the Heineken Experience App

The Heineken Experience has designed a digital app that provides extra information and fun facts as you explore the brewery. Unlock the app when you enter the Heineken Experience to get the most out of your visit. While the exhibitions throughout the brewery are in English, the app is available in 9 different languages (English, Dutch, Portuguese, Russian, Italian, Chinese, German, French, and Spanish), giving you the comfort of enjoying the Heineken Experience in your native tongue.

Local Ambassadors to Enrich Your Heineken Experience

While your visit will be a self-guided tour, Heineken Experience Ambassadors are stationed throughout the brewery to answer any questions you may have and share additional information about the brewing process. They will also teach you how to pour the perfect beer and how to properly taste and drink one! Since most of them are Amsterdam locals, they can tell you all about how the legacy of Heineken is embedded in the city’s history and culture.

What to Do at the Heineken Experience?

Learn about the Heineken story

Experience history as you walk through this 150-year-old brewery. Learn how a small family-run Dutch brewery grew to become one of the world’s most famous beers. You will be able to feel the hops, taste the wort and smell the scents of the brewery as you learn about all the processes involved, from collecting water to bottling the beer.

Explore the Heineken collection

Today, the brewery houses old photographs, decorations, brass beer tanks, and more, which will help you delve deep into the history of the institution. View the yeast vats, old advertisement prints, and other items of an extensive collection of memorabilia collected over 150 years.

Enjoy beer tasting

A trip to a brewery would not be complete without trying out some beer. Finish your tour with some nice, chilled beer at the Best ‘Dam Bar,' a nightclub-style bar located under the building. Dance the night away as you gulp down a few cold ones.

Check out Max Verstappen's RB14 car

The illustrious Max Verstappen's RB14 car is up for display at Heinkein Experience. This exhibition unveils the Oracle Red Bull Racing F1 car, so you can witness its racing prowess up close. Crafted for the 2018 Formula One season, the RB14, piloted by Verstappen and Daniel Ricciardo, made a powerful mark on the track, debuting triumphantly at the Australian Grand Prix!

Plan Your Visit To Heineken Experience

The Heineken Experience is open every day and the opening hours are as follows:

• Timings: Sunday to Thursday: 10:30 AM to 7:30 PM (last entry 5:15 PM) Friday & Saturday: 10:30 AM to 9:00 PM (last entry 6:45 PM)
• Note: Please take note of the special timings for the last week of December: December 24th, December 25th, and December 31st: 10:30 AM to 4:00 PM (last entry at 2:00 PM) December 26th to December 30th: 10:30 AM to 9:00 PM (last entry at 6:45 PM)
• Duration: It will take you approximately 1 hour and 30 minutes to complete the tour of the house. 
• Best time to visit: Amsterdam is a great city to visit all year around, with Spring offering the best weather and views of the city. When planning a visit to the Heineken Experience book your tickets for the morning hours on a weekday to avoid crowds.

Address: Heineken Experience Stadhouderskade 78 1072 AE Amsterdam

Find on Map 

The Heineken Experience is located in the center of the city and is easy to reach by walking or by public transportation. Here are some of the best ways to reach the Heineken Experience:

• By Tram : Go with tram 24 to the station Marie Heinekenplein. It is a two-minute walk from the station. Trams 1, 7, and 19 also stop less than a 5-minute walk from the Heineken Experience.
• By Metro : Go with the M52 to the station Amsterdam, Vijzelgracht. It is a 4-minute walk from here to the Heineken Experience.

• There is a cloakroom and lockers on the site for the visitors to store their possessions.
• Audio-guide is offered in 6 languages, including Dutch, French, German, Italian, Portuguese and Spanish.
• There is a Heineken Flagship store on site.
• The Heineken Experience is equipped with free Wi-Fi.

• The Heineken Experience is housed in its original brewery, an old historical building, making it a bit tough for wheelchair accessibility. If you are visiting the brewery anyway, inform them beforehand so they can prepare for your smooth visit.
• Additionally, visit before 1 PM on weekdays for fewer crowds, allowing you to tour more freely.

• Visitors under the age of 18 are not allowed inside.
• To access the rooftop at Heineken Experience, you would either need a Heineken Experience + Rooftop ticket or contact the staff in the entrance hall for the same.
• Pets are not allowed on the premises except for guide dogs.
• Bags bigger than 320 x 255 x 492 mm will not be kept in the cloakroom.
• Please respect the Heineken Ambassadors with respect and follow their guidelines.
• Photography and videography are only allowed for non-commercial purposes.
• Consume alcoholic beverages responsibly and maintain the privacy of fellow visitors.

• Poké Bowl Olakino Amsterdam (100 m): Strategically located near the renowned Heineken Experience, Poké Bowl is celebrated for its distinctive Hawaiian poké bowls, recognized for their robust flavors and health-conscious composition.
• Taj Indian Restaurant (130 m): A short walk away from Heineken Experience, Taj Indian Restaurant stands as a captivating Indian culinary destination, distinguished by its offering of traditional South Indian cuisine within an exceptional dining ambiance.
• Broodje Bert (3 km): One of the most popular Amsterdam eatery, Broodje Bert is acclaimed for its inviting ambiance and delectable sandwiches. It offers a diverse menu with salads and traditional Dutch cuisine in affordable prices.

• Luxury: Hotel Okura Amsterdam (2.2 km), Breitner House (2.8 km), Pestana Amsterdam Riverside (3.2 km)
• Mid-Budget: Hotel V Frederiksplein (700 m), CitizenM Amsterdam South (3 km), Hotel Not Hotel (3.1 km)
• Low-Budget: Hotel Aalders (900 m), Conscious Hotel The Tire Station (2.9 km), Eden Hotel Amsterdam (4 km)

• Canal Cruise: Hop on a canal cruise and view the city at its finest, from the traditional houses lined up on the banks of the water, to the impressive monuments dotted throughout the city.
• Rijksmuseum : Visit the museum that is home to more than 1 million works of art and historical objects.
• Van Gogh Museum : Visit the museum that houses the world’s largest collection of works by this famous Dutch painter.
• Museumplein: Located a mere 10-minute walk from the Heineken Experience., this large public square is surrounded by several of the country’s most iconic museums and monuments.

• Book tickets online in advance to avoid the long queues. 
• The Heineken Experience is only open for those aged 18 and above.
• Make sure to be there 15 minutes before your Heineken Experience time slot.
• Download the Heineken Experience app beforehand so you can enjoy additional information and fun facts about the brewery in your choice of language.
• Pair your Heineken brewery visit with a Dutch cruise to make the most of your day.

All Your Questions About Heineken Experience Tickets Answered

Yes, you can purchase Heineken Experience tickets online.

Heineken Experience ticket price start at €19.50. You can find all tours and tickets for Heineken Experience here .

The Heineken Experience tickets cannot be canceled, amended, or rescheduled.

Children up to 11 years can go for free and students and youth aged 12-17 enjoy reduced ticket pricing on the Heineken Experience tickets.

The best way to buy Heineken Experience tickets is to purchase them online as it allows you to book your tickets for the day of your choice, avoid the long lines, avail great discounts, and more importantly, enjoy cashless transactions.

The Heineken Experience is located at Heineken Experience Stadhouderskade 78 1072 AE Amsterdam.

The Heineken Experience opening hours are as follows: Sunday to Thursday: 10:30 AM to 7:30 PM (last entry 5:15 PM) and Friday & Saturday: 10:30 AM to 9:00 PM (last entry 6:45 PM).

To avoid the crowds, visit Heineken Experience during the early hours on a weekday.

Yes, the attraction is wheelchair-accessible. You can also borrow a wheelchair from the attraction on request.

• Top attractions

Heineken Experience

Heineken Experience is an interactive tour around the original Heineken brewery , where visitors will discover the history and evolution of this world-famous beer. 

The Heineken Experience takes place in the company’s first brewery, built in 1867 in the center of Amsterdam .

In this unique location you will discover the beer’s brewing process and how the Heineken business and family has evolved.

Discovering Heineken

Although the brewery-museum has been practically completely renovated, each room of the old building maintains its essence. The museum has even kept the enormous ancient boiler used during the brewing process.

During the 1,5-hour guided tour visitors will feel the various ingredients used in the beer process , as well as follow each of the beer bottles ’ steps until they are ready to be sold during an interesting 4D tour.

Once you discover everything there is to know about Heineken ’s heritage and distillation process, you can enjoy up to two Heineken beers included in the experience.

For beer fans

The Heineken Experience is quite fun if you enjoy this alcoholic beverage and want to learn more about the world of beer or publicity. If this isn’t your case, we recommend visiting other top attractions in Amsterdam.

Stadhouderskade 78, Amsterdam.

Open every day of the year.  Monday to Thursday: 10:30am - 7:30pm (last admission 5:30pm) Friday to Sunday: 10:30am - 9pm (last admission 7pm) 24, 31 December: 10:30am until 4pm (last admission 2pm)

Adults: € 21 ( US$ 22.60) Youth (aged 12-17): € 14.50 ( US$ 15.60) Youth (under 11): free admission I Amsterdam Card : 25% discount 

Tram : lines 7, 10, 16, 24, 25, 78. 

Nearby places

Rijksmuseum (492 m) Museum Van Loon (630 m) Van Gogh Museum (720 m) Leidseplein (908 m) Flower Market in Amsterdam (964 m)

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Cheers to the Heineken Experience| A must-do in Amsterdam

Things to do in Amsterdam Amsterdam Attractions Landmarks in Amsterdam Heineken Experience

No trip to Amsterdam is truly fulfilling without experiencing the Heineken Experience. Nestled in the heart of the city, this venerable edifice stands as the cradle of the legendary Heineken brew, revered and relished worldwide. Once a bustling brewery operational until 1988, it has been ingeniously reimagined into a haven for aficionados of beer. Here, guests embark on an interactive odyssey delving into the rich heritage of Heineken, delving deep into the intricate art of brewing, and, naturally, savoring the renowned pilsner firsthand. This handbook offers a concise preview of what awaits you at the Heineken Experience, along with expert tips to optimize your visit and recommendations for complementary activities in the vicinity, ensuring a quintessential day in Amsterdam.

Quick Jumplinks to Navigate the Guide

A brief history of heineken, heineken experience deconstructed.

• Make the Most Out of Your Heineken Amsterdam Visit
• Practical Information - Opening Hours, Directions & Accessibility

Things to Do After Your Heineken Experience

Museums around heineken amsterdam.

• More Amsterdam Guides

In 1984, Gerard Adriaan Heineken initiated the journey of Heineken by acquiring the quaint brewery 'De Hooiberg' nestled in Amsterdam's core. Across four generations, this humble family brewery burgeoned into a global enterprise, boasting ownership of over 170 beer labels worldwide. Heineken stands as a quintessential Dutch emblem, ubiquitous in nearly every nation. Yet, its appeal transcends borders; even after 150 years, this lager remains the preferred libation for countless in the Netherlands.

While exploring Amsterdam, you'll find that Heineken and its subsidiary, Amstel (under the ownership of Heineken), are ubiquitous choices in most cafés. Heineken's iconic green logo, adorned with a red star, is a familiar sight across the city, thanks to its sponsorship of various events ranging from sports to festivals. The former Heineken brewery, now a prominent landmark in the city center, offers visitors an opportunity to delve into the brand's rich history and understand its enduring influence on Dutch culture.

Explore the Heineken Experience, a captivating 1.5-hour self-directed journey through four immersive levels of historical and interactive displays. Delve into the evolution of a modest family brewery into a renowned global enterprise, setting unparalleled standards in international branding and distribution.

See remnants of the former brewery and get a first-hand feel for the brewing process when you peek into large copper kettles, stir the water in a massive barrel and grind barley. Enjoy the interactive ‘Brew U’ ride, in which the process is simulated from the perspective of being inside the barrel!

Experience the echoes of the old brewery as you explore remnants of its past. Immerse yourself in the brewing process by peering into the vast copper kettles, stirring the water within a colossal barrel, and grinding barley firsthand. Dive into the interactive 'Brew U' ride, where you'll simulate the brewing process from the unique perspective of being inside the barrel!

No trip to the brewery would be complete without indulging in a beer tasting session. Alongside the sample offered during your tour, your ticket grants you two complimentary beverages at the renowned "Best 'Dam Bar." Post-tour, feel free to linger at the bar for as much time as you desire. And be sure not to miss the souvenir shop, where you can personalize your very own Heineken bottle or glass, creating a lasting memento of your experience at one of the globe's most iconic breweries.

Top Recommended Heineken Experience Tickets

How to make the most out of your heineken amsterdam visit.

Most people only visit the Heineken Experience once in their lives. So get the most out of your visit by reading up on these tips and tricks before you go. Buy Your Heineken Experience Tickets Beforehand Due to its popularity, the lines to get into the Heineken Amsterdam are notoriously long. Avoid queuing up for hours on the small sidewalk outside the brewery by purchasing your tickets beforehand. Simply scan your ticket at the entrance and begin exploring the world of Heineken! Download the Heineken Experience App The Heineken Experience has designed a digital app that provides extra information and fun facts as you explore the brewery. Unlock the app when you enter the Heineken Experience to get the most out of your visit. While the exhibitions throughout the brewery are in English, the app is available in 9 different languages (English, Dutch, Portuguese, Russian, Italian, Chinese, German, French, and Spanish), giving you the comfort of enjoying the Heineken Experience in your native tongue. Local Ambassadors to Enrich Your Heineken Experience While your visit will be a self-guided tour, Heineken Experience Ambassadors are stationed throughout the brewery to answer any questions you may have and share additional information about the brewing process. They will also teach you how to pour the perfect beer and how to properly taste and drink one! Since most of them are Amsterdam locals, they can tell you all about how the legacy of Heineken is embedded in the city’s history and culture.

Practical Information

Heineken amsterdam opening hours.

The Heineken Experience is open every day and the opening hours are as follows:

• Monday – Thursday: 10:30 AM to 7:30 PM. The last admission is at 5:30 PM.
• Friday – Saturday: 10:30 AM to 9:00 PM. The last admission is at 7:00 PM.
• December 24th – December 31st: 10:30 AM to 4:00 PM. The last admission is at 2:00 PM.

Getting To Heineken Amsterdam

The Heineken Experience is located in the centre of the city and is easy to reach by walking or by public transportation. Here are some of the best ways to reach the Heineken Experience:

• By Tram : Go with tram 24 to the station Marie Heinekenplein. It is a two-minute walk from the station. Trams 1, 7, and 19 also stop less than a 5-minute walk from the Heineken Experience.
• By Metro : Go with the M52 to the station Amsterdam, Vijzelgracht. It is a 4-minute walk from here to the Heineken Experience.

Accessibility

The Heineken Experience is wheelchair accessible. There is one wheelchair available upon reservation (please contact [email protected] to make a reservation).

Your visit to the Heineken Experience is bound to leave you in good spirits, so why stop the fun there? The Heineken Experience is located in the centre of Amsterdam, with plenty of noteworthy attractions and experiences within hand’s reach. Here are some of our top picks for to-do’s in the area when you visit Heineken.

Hop On A Canal Cruise

Both locals and visitors concur that the ultimate way to enjoy an afternoon in Amsterdam is by gliding along its tranquil waterways. As you meander through the city's intricate canal network, you'll witness its charm at its peak: quaint traditional houses adorning the waterfront, a constant flow of cyclists traversing the bridges, and notable landmarks peppering the landscape, from the Anne Frank Museum to the Westerkerk. Maximize your Amsterdam adventure with an unbeatable deal—a combination ticket granting access to the Heineken Experience and a 75-minute canal cruise awaits you here.

Visit The Museumplein

Just a brief stroll from the Heineken Experience lies the renowned Museumplein in Amsterdam. This expansive public square is encompassed by some of the nation's most celebrated museums and landmarks, such as the Rijksmuseum, Van Gogh Museum, Stedelijk Museum, and the majestic 'Concertgebouw' (concert hall). Whether you're drawn to the masterpieces of Dutch painters showcased in the Rijksmuseum or Van Gogh Museum, intrigued by the contemporary exhibitions at the Stedelijk modern art museum, or simply captivated by the remarkable architecture of these globally recognized edifices, a visit to the Museumplein is an essential experience for any traveler to Amsterdam. Browse our selection of tickets for various Museumplein attractions .

Explore ‘De Pijp’

Experience the essence of local life this afternoon by immersing yourself in one of the city's most cherished neighborhoods: De Pijp. Adjacent to the vibrant Heineken Experience, this area is teeming with cozy cafes, unique boutiques, and an array of restaurants offering both authentic Dutch dishes and international flavors. Delight in a visit to the Albert Cuyp Market, hailed as Europe's largest daily market, just a brief six-minute stroll from the Heineken Experience. Here, you'll find a treasure trove of goods, from apparel to fresh produce, Dutch cheeses, and snacks. Operating daily from 9:00 am to 5:00 pm, the market provides a window into Amsterdam's relaxed ambiance and wry sense of humor. Should the Heineken Experience whet your appetite for more, venture into one of De Pijp's charming brown bars for another round of Heineken accompanied by traditional Dutch bar snacks like "bitterballen" or "kaasstengels." Proost!

House of Bols Amsterdam

The Heineken Experience is located in the centre of Amsterdam and is surrounded by plenty of other attractions that are worth a visit. Here are the top 5 noteworthy museums near the Heineken Experience:

Rijksmuseum

Rijksmuseum is home to more than 1 million works of art and historical objects, including a vast collection of works from classic Dutch painters such as Rembrandt, Frans Hals and Vermeer. Don’t miss your chance to see Rembrandt van Rijn’s iconic ‘De Nachtwacht’ (the Night Watch), along with countless other Dutch masterpieces from the Golden Age, at the Rijksmuseum.

Van Gogh Museum

The Van Gogh Museum houses the world’s largest collection of works by this famous Dutch painter. Step into the world of the man known as ‘the painter of Sunflowers,’ admire both his most famous and lesser-known works, and learn more about Van Gogh’s personal life and artistic development.

Stedelijk Museum

Recognized as one of Europe’s most impressive modern art museums, the Stedelijk houses an impressive collection of works by some of the most renowned artists from the 19th, 20th and 21st centuries, including Matisse, Mondrian, and Warhol. The sleek, modern architecture of the museum, a stark contrast to the traditional buildings surrounding it, is reason enough to pay a visit to the Stedelijk Museum.

Museum van Loon

Discover the luxurious lifestyle of regent Dutch families in the Golden Age by visiting the home of the Van Loon family, whose heritage dates back to the early 1600s. The elegant canal house features an impressive collection of paintings, furniture, silver and porcelain. Step back in time to the Golden Age as you explore the dining room, kitchen and private quarters, stroll through the peaceful gardens and visit the coach house.

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Are Heineken Experience tickets available online?

Yes, you can purchase Heineken Experience tickets online.

How much do the Heineken Experience tickets cost?

Heineken Experience ticket price start at €19.50. You can find all tours and tickets for Heineken Experience here .

Is the Heineken Experience open post Covid-19?

Yes the Heineken Experience tours reopened on 3 June 2020 following a closure due the Covid-19 pandemic.

Are Heineken Experience tickets refundable?

The Heineken Experience tickets cannot be canceled, amended, or rescheduled.

Are discounts available on Heineken Experience tickets?

Children up to 11 years can go for free and students, youth aged 12-17 enjoy reduced ticket pricing on the Heineken Experience tickets.

What is the best way to buy tickets to Heineken Experience?

The best way to buy Heineken Experience tickets is to purchase them online as it allows you to book your tickets for the day of your choice, avoid the long lines, avail great discounts, and more importantly, enjoy cashless transactions.

What is the cancellation policy for Heineken Experience tickets?

What is the best time to go for the heineken experience tour.

To avoid the crowds, visit Heineken Experience during the early hours on a weekday.

Elize van der Laan

Travel has been an integral part of Elize van der Laan’s life for as long as she can remember. Elize was born in the Netherlands, but was raised in Sisters, Oregon, a small mountain town on the West coast of the United States. Her eagerness to experience new cultures led her to India, where she lived for two years while attending the Mahindra United World College near Pune. She studied at the University of Amsterdam and attained her BSc in Politics, Psychology, Law and Economics (PPLE). Elize is currently based in Berlin, where she continues to pursue her passion for travel through her writing.

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Taste the story of the world's most famous beer.

The Heineken® Experience is an attraction located at Heineken’s® first built brewery in Amsterdam’s city centre.

The Heineken® Experience and more…

Learn about Heineken’s® heritage, brewing process, innovations, sponsorships and what it takes to serve a star in a 1.5 hour self-guided tour. At the end of the tour you can enjoy a Heineken® or two.

The Heineken® Experience draws people from all over the world curious about how a small Amsterdam brewery could grow to become one of the world’s leading beer brands. But there is more to the building than that. It is also a versatile venue to brew the perfect event. From a party to a meeting, from a lunch to a presentation, the Heineken® Experience promises to make it unforgettable. And just remember, some of the biggest ideas started on something as small as a beer coaster.

The Best ‘Dam Welcome

Amsterdam has got it all. And we should know, because we were born here. So, when you visit Amsterdam, see us first, and let the Heineken® Experience crew be some of your local friends.

More about The Heineken® Experience

What is the heineken® experience.

The Heineken® Experience is an attraction located at the Heineken's® first built brewery in Amsterdam's city centre. In 1988, the brewery was closed due to the inability to meet the high demand. Nowadays, you can learn about Heineken's® heritage, brewing process, innovations, sponsorships and what it takes to serve a star in a 1.5 hour self-guided tour. At the end of the tour you can, of course, enjoy two Heinekens.

Opening hours

Contact and route, is the heineken® experience wheelchair accessible.

The Heineken Experience is a historic monumental building currently undergoing renovation, partly intended to improve the safety and accessibility of our building. For this reason, the Heineken Experience will not be wheelchair accessible until further notice.

Are children allowed in the Heineken Experience?

Is there a cloakroom.

We do have a cloakroom available in the attraction and it is free of charge. So you can just leave your belongings safe with us and enjoy the tour with your hands free.

What language is the Heineken® Experience in?

All our tours are in English. You can also get some quick help in your native language in the tour by checking the badges on our crew’s shirts; their pins show the languages they speak.

Brew your perfect event

We love hosting events just as much as we love the first sip of a freshly draughted Heineken®. With seven different event spaces, we are almost certain we can accommodate your every need. Our highly dedicated and experienced team is here to support you in all your catering and planning needs. Whether it's a meeting or a large dinner party, we've got you covered.

The Heineken® story

Heineken® heritage

Brewing beer

Brewing a better world

• [email protected]

Holland Welcome

• Attractions

Heineken Experience & 1-hour Canal Cruise

3 - 5 hours

First Timers, Uniquely Dutch

Dutch, English

Discover the fascinating Heineken Brewery Tour combined with a 1-hour Canal Cruise in Amsterdam!

A visit to the Heineken Experience and a fun boat trip through the famous canals are essential to the complete Amsterdam experience.

Enjoy an interactive, self-guided tour of the original Heineken factory and learn about how this world-famous beer is produced. Afterwards, discover the beautiful historic canal district and see some of the city’s most iconic landmarks.

Select participants and date

• Number of adults Number of adults

Checking Availability With Our Providers

• Enjoy a self-guiding tour through the history of Dutch beer 
• Quench your thirst with the option of enjoying two free Heineken beers 
• Learn more on the History, the Champions League, Rugby and browse through the great merchandise
• Discover the best of the city from the water
• Cruise the canals while passing iconic sights, such as 'The Skinny Bridge' and The Anne Frank Museum
• Take your best holiday pictures during this unique canal cruise
• Entrance Heineken Experience 
• 3 free drinks in the Heineken Bar
• 1-hour canal cruise 
• Audio guide in several languages on canal cruise 

Meeting Point

Plan ahead risk free. Cancel at least 24hrs before your booking for a full refund

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Terms and conditions.

Every visitor to the museum must show a valid admission ticket. That includes children (aged 0-17).

Visitors under 18 are admitted only if accompanied by an adult and do not get any alcoholic drinks.

There is no need to print your ticket, we will scan it from your smartphone or tablet.

We are open 365 days a year: Monday to Thursday 10:30-19:30, last admission at 17:30 and Friday to Sunday 10:30-21:00, last admission at 19:00. In July and August we are open every day 10:30-21:00, last admission at 19:00. On December 24 and 31 last admission is at 14:00.

Purchased tickets are non-refundable.

Frequently Asked Questions

• Heineken Experience The Heineken Experience is an attraction located at the Heineken's first built brewery in Amsterdam's city centre. In 1988, the brewery was closed due to the inability to meet the high demand. Nowadays, you can learn about Heineken's® heritage, brewing process, innovations, sponsorships and what it takes to serve a star in a 1.5 hour self-guided tour. At the end of the tour you can, of course, enjoy two Heinekens.

Before booking your ticket, you will be asked to select the most convenient date and time for your visit. You can still come within half an hour before or after the time slot printed on your ticket but the visitors with the correct time slot will have the priority.

Please note that the hours in red indicate our busiest times, so it is possible to have longer waiting times throughout the tour.

If for any reason you would like to visit us at a different time/date than the one indicated on your ticket, please contact [email protected]

The Heineken Experience tour is self-guided and takes about 90 minutes. It includes two beers or soft drinks at the bar, so we would advise you to plan 2 hours of your day in order to avoid rushing your well-deserved beer.

Considering that we experience particularly busy times on Saturdays, it is not possible to book groups during the afternoon.

The Heineken Experience is in English. However, our app will enhance your visit even further! The Heineken Experience app is an audio and video guide, which will provide you with additional tour information in English, Dutch, German, French, Italian, Spanish, Portuguese, Chinese and Russian.

The VIP Tour takes place at a set date and time. It lasts approximately 2,5 hours and gives you access to:

• Heineken Experience tour, with an English speaking personal guide.
• A tasting session of 5 premium beers paired with Dutch cheese.
• An exclusive behind the scenes experience.
• Personalised gift.

From Monday to Wednesday times: 10am, 12pm, 2pm and 4pm. Thursday times: 10:00, 11:00, 12:00, 13:00, 14:00, 15:00, 16:00. Friday and Sunday times: 10am, 11am, 12pm, 1pm, 2pm, 3pm and 4pm. *Unfortunately, we currently do not offer any VIP tours on Saturday. Please note that the VIP tour is only available for visitors who are 18 years of age or older. The maximum number of participants per tour is 10, so make sure you book your tickets on time. If you would like to have a private VIP Tour, please, contact our Sales team via: [email protected]

As it is the busiest day of the week, we don't offer VIP tours on Saturday.

This is a unique combi ticket that gives you access to three Amsterdam attractions in one! The ticket includes:

• Entrance to the Heineken Experience (incl. 2 drinks)
• Canal cruise with a Heineken Experience guide
• Entrance to the A'DAM Lookout

You will start with a tour at the Heineken Experience, so we would advise you to arrive on time. After that, the boat will depart from the canal in front of the Heineken Experience and will drop you off at the A'DAM Tower (which is your final destination). Please note that the boat is one-way.

Children are allowed in the attraction as long as they are accompanied by an adult. We do not serve alcoholic beverages to visitors under the age of 18. In this case, they will receive 2 complimentary glasses of a soft drink or water. Please note that prams are not allowed on the tour. You can leave it in our cloakroom (free of charge).

We do have a cloakroom available at the attraction and it is free of charge. So you can just leave your belongings safe with us and go enjoy the tour with your hands free.

Unfortunately, the IAmsterdam citycard discount does not apply in our online ticket shop. However, you can purchase your discounted tickets at the Heineken Experience register. Tickets at the register cost €18 but with your 25% discount, the price of your ticket will be €15,75 per person.

Is your question not listed? Please contact our support team .