6 Takeaways from the Top Beer Tourism Destinations in the USA

Right alongside the decade-and-a-half-long craft beer boom, the industry saw the growth of beer tourism. Admittedly, craft beer’s sales have relaxed due to a mature and competitive market, however, beer tourism has braced itself against all odds.

Although pandemic-related travel and gathering restrictions put a damper on it, in the past two years, local breweries offering unique, locally brewed beers, beer festivals, and the growth in road travel have helped beer tourism bounce back.

Industry experts agree about the rise of beer tourism:

Bart Watson of Brewers Association says, “I think beer tourism held up better than we would have expected, and is probably poised to rebound. These numbers suggest that the fundamental demand [for beer tourism] didn’t really go anywhere.”

In fact, beer tour organizer Allan Wright of Zephyr United says, “We not only are back to where we were before, we are well ahead of our numbers from 2019.”

Long-time beer blogger Chris O’Leary who has visited 2,267 craft breweries around the world finds “[Breweries] are as busy now, if not busier, than I’ve ever seen them. People are just ready to get back out there.”

Why Craft Brewers Should Pay Attention to the Rise of Beer Tourism

Tourism centered on visiting local craft breweries, sampling local and unique craft brews, learning about the process of beer making, and attending beer festivals all bring new customers to local small breweries.

Beer tourism has become popular in many regions of the US, and now, there are well-established craft beer trails that involve local breweries. Tourists, visitors, and beer enthusiasts are eager to try new products and are happy to spend money on them, resulting in economic prosperity for both craft breweries and the local community.

One state that has been pioneering the intersection of state-sponsored tourism and sustainability in the craft beer industry is Virginia. In 2007, the state launched the Virginia Green Travel program, which encourages and certifies tourism businesses, including breweries, that adopt environmentally friendly practices. Over 1,800 Virginia tourism operations, many of them craft breweries, have been recognized as Certified Virginia Green Travel Partners, helping position the state as a leader in promoting beer tourism while prioritizing sustainability.

Wine tourism has existed for decades, but beer tourism has only taken off recently. Hence, what exactly it entails needs to be better outlined. At its most basic, beer tourism could imply visitors taking time out of their vacation or work travel to visit a brewery. On the other hand, beer could be the whole purpose of their trip to that area. A study uncovered “72 percent of beer drinkers have dedicated vacation time to go to a beer tasting at a local brewery.”

Beyond taproom sales, beer tourism can have a big impact on the local craft brewery’s bottom line. To make the most of the economic relevance, craft breweries should pay attention to the finer points about beer tourism:

1. The demographics of beer tourists vary from the typical craft beer drinkers. Beer tour organizer Allan Wright found, “While craft beer drinkers tend to skew younger, tourists (those with the money and time to travel) traditionally skew older. So we are actually seeing that beer tourism can include people from across the spectrum.”
2. Research from Visit Anaheim found that 7 out of 10 “Americans have traveled to a destination specifically to sample the alcohol in the region.”
3. Although some regions, like the Midwest, have made a name for themselves and are considered popular beer destinations, tourists are on the lookout for lesser-known, off-the-beaten-track destinations.
4. Events and major festivals are making beer tourism even more popular. Portland and Denver see tens of thousands of visitors during big festivals.
5. The director of market and industry analysts at Anderson Economic Group, Dr. Cristina Benton, conducted a study in which she found beer tourists spend more per trip than other groups: $1,060 per party per trip compared to $959.
6. Beer tourists are looking for “experience-driven hospitality” when they visit. Bart Watson of Brewer’s Association says, “People don’t go [to breweries] necessarily just to look at the shiny tanks. They go for the knowledge, for learning, for the experience.”

The most popular beer tourism destinations invariably include a tour, insights into their R&D, food pairing, souvenirs, and the like. But a few top destinations, like Spoetzl Brewery in Texas, share about the impact the brewery has had on its community, and it’s easy to see how craft breweries are drivers of local economic growth.

Why Every Local Craft Brewery Can Become a Beer Tourism Destination

The California Craft Brewers Association managing director Leia Bailey says,“Craft brewery owners are part entrepreneur, part artist and part scientist, and every brewery has its own unique story.” This implies that virtually any craft brewery has the potential to become a beer tourism destination.

It has potential worth testing, given the financial aspects. A 2019 Economic Impact Study commissioned by Experience Grand Rapids, one of the most popular beer tourist destinations, found that beer tourism brought in 94,000 visitors that year who spent “$23.9 million in Kent County on craft beer, accommodations, food, transportation, and other expenses. This spending generated a net new economic impact of $38.5 million.” In the region, craft breweries’ success has also spurred other craft beverage makers like meaderies, cideries, distilleries, and more.

Small, local breweries are perfectly placed to tailor their offerings to meet the requirements of the beer tourists and create cyclical economic value for the entire community. Visitors come for more than just great-tasting high-quality craft beers. They’re eager to learn about the local values and culture, which breweries reflect.

When tourists buy from a local craft brewery, the value they generate is distributed along the beer value chain and local small businesses, including local farmers and suppliers. Craft breweries are closely knit with their local communities and regularly support local events, artists, and charities, all of which contribute to the region’s economic growth.

Craft Beer Tourism as a Way to Build Business Sustainability

Ultimately, the rise of beer tourism presents a unique opportunity for craft breweries to embrace the principles of hospitality, education, and community engagement to attract new customers and contribute to their communities’ economic vitality. As the industry continues to evolve, understanding the impact of sustainable brewing practices becomes increasingly crucial.

Are you ready to explore how these practices can benefit your brewery and your community? Dive deeper into the impact of sustainable brewing with our infographic, Crafting Community: The Impact of Sustainable Brewing