The Hooiberg

Here once stood De Hooiberg, the brewery where the Heineken story began. The complex stretched between Nieuwezijds Voorburgwal and what was then Nieuwezijds Achterburgwal — the canal filled in during 1867–1868 and renamed Spuistraat. De Hooiberg had a long history: beer was brewed here as early as 1592, centuries before Gerard Adriaan Heineken took over. 

On 15 February 1864, at the age of 22, Heineken bought the brewery, determined to raise the quality of Dutch beer. He modernised operations and focused on craftsmanship and consistency. In 1869 the brewery switched to bottom-fermentation, producing fresher, more stable beer. Four years later, in 1873, Heineken founded the Heineken’s Bierbrouwerij Maatschappij (HBM), laying the groundwork for an international brand. While a new modern brewery rose on the Stadhouderskade, this site gained a new role. 

On the Voorburgwal side, the beer hall Die Port van Cleve opened in 1870, followed in 1888 by the bodega De Blauwe Parade, famous for its Delft Blue tiles and early use of electric lighting — symbols of innovation and Amsterdam flair.