At Heineken's self-guided Experience, located on the site of their former brewery, visitors can explore the brewing process with a multimedia exhibit where they will 'become' a beer by getting shaken up, sprayed with water and exposed to heat. Adults can save €3 by booking tickets online, avoiding long ticket queues, and those wanting an even more in-depth experience can opt for the 2½-hour VIP tour. This ends with a five-beer tasting and cheese pairing. There's also the Rock the City ticket which includes a 45-minute canal cruise to A'DAM Tower.