Cool Heineken Store

Heineken is cool, frothy and Dutch. Heineken smiles at you. Take a Heineken can or bottle and have a good look at the letter ‘e’. The slight slant makes it into a smiling letter.

What other Dutch beer brand do you know, Amstel? I was surprised to find Heineken: The City Store in Amstelstraat. Not all that surprised, because the Amstel Brewery was taken over by Heineken. Heineken brews beer for the Amstel brand.

Heineken the City allows you to view, wear, listen and go on a trip with Heineken. Six historic building in Amsterdam centre around beer. Most remarkable is the three-storey high fridge stuffed with Heineken bottles from around the world.

The store is divided into four sections
* Beer shop and The Fridge
* Fashion department featuring clothes specially designed for the Heineken brand
* Refreshing Sounds Studio, a fully equipped recording studio for young musicians
* Ticket and Travel Bureau for Heineken sponsored trips and events.

For all six pack fans
Heineken hooded six pack sweater to store Heineken cans ready to drink.

QUICK FACTS:
WHAT: Heineken, The City
WHERE: Amstelstraat 31 (map)
OPENING HOURS:
Tuesday – Saturday: 10:00-18:00
Monday: 12:00 – 18:00
Sunday closed

photo credit: personal collection