Check out Hearst’s newest brand showcasing Michigan Breweries at MiBrewTrail.com.
Back to Top
Home
In the world of craft beer, you would be hard-pressed to find another state as passionate as Michigan. Recently named, “Number One Beer State”, based on a specialized set of rankings, Michigan shines like no other.
Visitors and residents alike flock to any one of over 400 craft breweries located throughout the state. Each brewery is unique and boasts their own recipes, guaranteed to tickle your tastebuds.
It has been reported that the industry has “pumped a staggering 9.9 billion into the economy, supporting 67,000 jobs.” In fact, the craft beer industry is so large in Michigan, tourism is directly affected in a big way. The popularity of craft beer in The Great Lake State is undeniable and tourists have made a positive impact on the overall economy.
Michigan is currently ranked sixth in the number of breweries per state in the US. It doesn’t matter if you try a new brewery each weekend or have an old favorite for weekly meet-ups, craft beer in Michigan has taken on a life of its own.
Let's take a quick trip down the Michigan Brew Trail and have a closer look at how a tasty beverage has such a major impact on the local economy.
By Kristi Hill
In Michigan, Craft Beer Isn’t Just a Beverage–It’s An Essential Part of the Economy
MIBREW TRAIL MAGAZINE
SUMMER 2023
The craft beer market is serious in Grand Rapids! With a number of breweries located in historical buildings, this area is teeming with a vibrant social scene. From former hotels to previous funeral homes, Grand Rapids taprooms won’t let you down. Quantity and quality make Grand Rapids the top choice of beer lovers. There are more than 40 craft breweries within a 30-minute drive and each of them produces a distinctly delicious lineup of liquid bliss.
“Grand Rapids has been named Beer City USA, Best Beer Town, Best Beer City, The Craft Beverage Capital of America, and more. We fully embrace and support craft beverages as a tourism driver in the Grand Rapids area,” said Katie Lieto of Experience Grand Rapids.
“We run multiple marketing campaigns to specifically attract craft beverage travelers to our area, as well as to enhance their visits while they are here for other purposes. Namely, our Beer City Brewsader® passport program has been a big success since launching in 2015. The concept is that a person visits breweries, checking in along the way. When they reach the 8th brewery they officially become a Beer City Brewsader and earn a free t-shirt. To date, we have given out over 22,000 shirts!”, said Lieto.
“We also have a brand new promotion (launched June 21) that is centered around craft beverages and food: Flights of Flavor. Flights of Flavor aims to bring the food and beverage scene to the next level. Customers can choose from over 30+ flights offered all around the Grand Rapids area. They can earn points as they try the flights, and then redeem the points for merchandise. Or- they can opt to donate their points to charity. The charity of choice is the Grand Rapids Community College Secchia Institute for Culinary Education scholarship fund, established by Experience Grand Rapids”, according to Lieto.
In 2019 Experience Grand Rapids conducted a Beer Tourism-specific study. You can read that study here.
“All of that to say – Beer and Craft Beverage tourism is big business in the Grand Rapids area and we will continue to market and support it,” Lieto said.
Check out Hearst’s newest brand showcasing Michigan Breweries at MiBrewTrail.com.
Back to Top
Home
grand rapids
Traverse City
When visiting Traverse City, you will find that there are more than enough options to fill your calendar with hops and barley. Microbreweries abound in Traverse City with options that include Right Brain Brewery, North Peak Brewing Company, Hop Lot Brewing Co., and Stormcloud Brewing Company.
“We are seeing dramatic increases with overall Beverage Tourism. Traverse City was voted as one of the top small town beer scenes in the country, but the interest is far more than micro-breweries, the interest extends to wineries and distilleries”, said Trevor Tkach, President of Traverse City Tourism. We are constantly fielding calls and hosting writers, both domestically and internationally, that want to cover the beverage scene in the area. In fact, we were just featured in a public television show, called Wine First, that brought a crew from Norway to taste our wines and pair them with local food. It’s all an extension of a vibrant Agri-Tourism scene in Michigan. This state grows more variety of fruits and vegetables than any other state, with the exception of California. It results in a strong farm-to-table drive. The public wants to know where the food they eat and the beverages they drink come from. In the Traverse City region, you can see the hops growing in farm fields next to the road, you can take scenic drives along Grand Traverse Bay and see rows and rows of grape vines, you can see the rye fields growing for the spirits,” according to Tkach.
“Due to the dramatic uptick in Beverage Tourism, we do promote the craftsmanship of our local beverage producers. In May, we host Traverse City Uncorked and use a mobile passport to encourage visits to multiple wineries. In November we host Beer Week and again use a mobile passport to encourage participants to taste the brews from multiple locations. With five “check-ins” Traverse City Tourism gives them a t-shirt, “ said Tkach.
Per Tkach, “All of these promotions include a message of drinking responsibility. We have many beverage tour bus operators and we encourage their use. We encourage having a designated driver. We also emphasize that this is an opportunity to sip, to taste, to appreciate the creativity and craftsmanship that goes into the production of these beverages.”
Local Breweries, distilleries and wineries abound on Michigan’s Thumbcoast. The area celebrates Michigan’s craft beverage affinity with several local brewers, wineries, and distilleries. Enjoy a drink on a waterfront patio, from the garden of a vineyard, or while pedaling around a quaint downtown. For something truly unique, give the Pedal & Pour a try for your next night out. Thumb Brewing offers an intimate vibe and flavorful pours.
“It's another experience option and certainly helpful to have as far as tourism goes. Visitors come for the beach and the blue water but part of the unwinding & relaxing will be having a beer or cocktail. When you're in vacation-mode, you want to try something you can't get at home from a local crafter,” said Katie Stepp of Blue Water Area Convention & Visitors Bureau.
“The craft beverage industry is on the rise here in the Thumbcoast region! Our Beer, Wine, & Spirits tour has a challenge called, Wet Your Whistle, and visitors love it! How it works is you make a purchase at 12 of the 19 locations within the calendar year, turn in your receipts to us & you'll get a free hotel stay. It's exciting that we keep expanding the tour because of the growth!”, said Stepp.
Blue Water/Thumbcoast
Downtown Cadillac has a very unique set-up, perfectly suited to craft beer connoisseurs. The Cadillac Social District has everything you could ever want for a night out on the town or beer-hopping with your buddies.
In terms of breweries, Cadillac’s number is few, but they make up for it in other ways. “We don't have many breweries operating in our area but we do have several places that offer a great variety of craft beverage options as well as our annual Cadillac Craft Beer Festival, which just had its biggest year ever in 2022, so there is a definite demand for it here. We know that if we had more brewers come into the area it would be something that was a benefit to our tourism economy here,” said Lindsey Westdorp of Cadillac Area Visitors Bureau.
The Cadillac Area Visitors Bureau markets specifically to beer and spirits seekers. “Our city has an established social district so we have print and digital guides to help visitors and locals navigate the stops within the district. We also support the local beer festival with some additional out of market advertising as one of Cadillac's signature events,” said Westdorp.
“Having a variety of craft beverages available (especially those made here in Michigan!) certainly enhances the visitor experience while they’re enjoying dining and local recreational activities. The better their experience in our community, the more likely they are to visit us again,” according to Westdorp.
The next time you are near Cadillac, be sure to stop by the Cadillac Social District. While in the area, patrons can purchase beverages in an approved container, and enjoy visiting locations such as Clam Lake Beer Co., Roaring 20s Saloon, and Raven Social.
“Oh, we just talked about that this morning when we blew the back wall out of the building," Andrew replied. "That was like the moment where it's like, okay, we're going to, there's not really a clean exit strategy at this point, and we're not going to go back. No, it was before that, though. Well, let's be perfectly honest. Some of you might remember our Kickstarter campaign, and some of you gave us some money for that. So, once you accept money or something like that, there's a bunch of motivation to go forward. And really, it wasn't about the money; it was more about people communicating with us at that moment that they want something like this.”
Andrew handed off to Troy for his thoughts on when the brewery became real, and he laughed, “When we signed our banknote.” This sparked laughs around the pub.
Downtown Cadillac has a very unique set-up, perfectly suited to craft beer connoisseurs. The Cadillac Social District has everything you could ever want for a night out on the town or beer-hopping with your buddies.
In terms of breweries, Cadillac’s number is few, but they make up for it in other ways. “We don't have many breweries operating in our area but we do have several places that offer a great variety of craft beverage options as well as our annual Cadillac Craft Beer Festival, which just had its biggest year ever in 2022, so there is a definite demand for it here. We know that if we had more brewers come into the area it would be something that was a benefit to our tourism economy here,” said Lindsey Westdorp of Cadillac Area Visitors Bureau.
The Cadillac Area Visitors Bureau markets specifically to beer and spirits seekers. “Our city has an established social district so we have print and digital guides to help visitors and locals navigate the stops within the district. We also support the local beer festival with some additional out of market advertising as one of Cadillac's signature events,” said Westdorp.
“Having a variety of craft beverages available (especially those made here in Michigan!) certainly enhances the visitor experience while they’re enjoying dining and local recreational activities. The better their experience in our community, the more likely they are to visit us again,” according to Westdorp.
The next time you are near Cadillac, be sure to stop by the Cadillac Social District. While in the area, patrons can purchase beverages in an approved container, and enjoy visiting locations such as Clam Lake Beer Co., Roaring 20s Saloon, and Raven Social.
CADILLAC
The Makers & Shakers Trail provides an unforgettable experience in Greater Lansing. Bad Brewing Company has a rotating menu of beers, slushies, ciders, and seltzers. Brickhaven Brewing Company, located in a former church, features small-batch creations with a full food menu to pair them with.
“Among all Greater Lansing’s multiple tourism assets, the craft beverage scene is most definitely an added bonus for so many of our visitors. And those people that come to Lansing for various reasons including meetings or conventions, leisure weekend getaways, sporting events or tournaments or to visit Michigan State University, certainly enjoy the opportunity. Both visitors and residents alike can pull up a seat, relax and discover some great craft beverages at any of our over 20 locally owned craft breweries, unique distilleries, and boutique wineries,” said Lori Lanspeary of Greater Lansing Convention & Visitors Bureau.
“Early in 2023 we launched our Greater Lansing Craft Beverage Pass and have had specific marketing campaigns targeting that demographic. The pass allows users to download this gamified pass, check in to our local craft beverage places and earn points that can be redeemed for all kinds of merchandise,” said Lanspeary.
You can get your Greater Lansing Craft Beverage Pass here. The pass is free and helps to guide you along the craft beer scene, all while allowing you to gain discounts and rewards.
Greater Lansing
Home to seven craft breweries, Muskegon County is a beer lovers paradise. Fetch Brewing Company is just one option to choose from and their unique location was once a bank. The building that Fetch occupies was built in 1912, and lies right on Colby Street, the main drive through town. It was originally built as the State Bank, in response to the booming lumber business in the area. Gorgeous views of nearby White Lake provide the perfect backdrop for date night.
Pigeon Hill Brewing, named for the legendary sand dune that once towered over Muskegon Lake, is another local brewery serving up a slice of history and a great pint. A game of darts or pinball awaits as you sip on one of several brews on tap.
“Since the earliest days of Pigeon Hill (and Unruly Brewing) in Muskegon, we’ve encountered numerous travelers who make their way to Muskegon solely for the purpose of enjoying locally crafted beer. As our distribution footprint grew, so did the traffic of tourists (from all over Michigan, Chicago, etc), who trekked to Muskegon primarily to enjoy their preferred beverages “direct from the source.” These days, as tourism has burgeoned in Muskegon, we find that many tourists choose Muskegon for the “full package” - which is to say that they choose to vacation or visit here because of the combination of outdoor activities, cultural events/institutions, and beverage alcohol manufacturers. The growth of our tourism and hospitality industry, combined with our breweries and distilleries, makes Muskegon attractive to tourists of all types - and provides them with a full range of activities, which can fill more than a single evening, said Michael Brower Co-Founder of Pigeon Hill Brewing.
The folks at Pigeon Hill recently opened Socibowl in Muskegon’s Downtown Social District. Socibowl is home to duckpin bowling, darts, pinball, oversized yard games and, of course, Pigeon Hill’s famous brews.
“We market to anyone and everyone who enjoys craft beer and goofy people! Because we don’t spend money on marketing, we don’t use specific tools to target tourists or travelers. That being said, we do strive to market to broad audiences - not only those who are local - and in the last few years have also begun marketing “Muskegon” and other local businesses in our social media. Our hope in doing so is that we can highlight all of the great aspects of our hometown and, in doing so, appeal to those who might not otherwise include us/Muskegon in their travel plans”, said Brower.
The Muskegon area is home to three social districts. The Downtown Social District includes sixteen participating establishments so visitors can enjoy a craft beverage while strolling along Western Avenue’s shopping and museums. The district includes Rake Beer Project, but also two craft distilleries. The Lakeside Social District includes Wonderland Distillery recently named #2 Best New Craft Distillery in a USA Today poll while, the Whitehall Social District includes Fetch Brewing Company and a great view of beautiful White Lake.
Muskegon
When you visit Frankenmuth, you might think that you have been transported to a beautiful, European village. This quaint town is appropriately known as “Michigan’s Little Bavaria”. When visiting, be sure to visit the oldest microbrewery in America, Frankenmuth Brewery.
“Visitors love to discover local and Michigan brews throughout the state and because of our German heritage, Frankenmuth is also well-known for beer”, said Brooke Huested, Director of Marketing at Frankenmuth Chamber of Commerce and Convention & Visitors Bureau. “Whether guests discover a local beer at the Frankenmuth Brewery, one of many craft brews on tap in our restaurants and pubs, or even experience a new favorite at one of our festivals, the craft beverage industry is often a part of the Bavarian experience. We offer a beer passport, Bavarian Bierpass, which is a fun way for people to explore all of the great beer we have in Frankenmuth”, said Huested.
Tourism revenue is thriving in Frankenmuth. “Since craft beer is part of the fun in 1-800-FUN-TOWN, and often contributes to the Bavarian experience, it does have an impact on the overall tourism economy because tourism is the leading economic driver in our community”, said Huested.
It's obvious that craft beer is making a large impact on Michigan’s economy. Several local convention & visitors bureaus have a specific marketing plan to draw beer-lovers in. Buying locally-sourced beer in a beautiful state–what’s not to love?
Frankenmuth
CADILLAC
Local Breweries, distilleries and wineries abound on Michigan’s Thumbcoast. The area celebrates Michigan’s craft beverage affinity with several local brewers, wineries, and distilleries. Enjoy a drink on a waterfront patio, from the garden of a vineyard, or while pedaling around a quaint downtown. For something truly unique, give the Pedal & Pour a try for your next night out. Thumb Brewing offers an intimate vibe and flavorful pours.
“It's another experience option and certainly helpful to have as far as tourism goes. Visitors come for the beach and the blue water but part of the unwinding & relaxing will be having a beer or cocktail. When you're in vacation-mode, you want to try something you can't get at home from a local crafter,” said Katie Stepp of Blue Water Area Convention & Visitors Bureau.
“The craft beverage industry is on the rise here in the Thumbcoast region! Our Beer, Wine, & Spirits tour has a challenge called, Wet Your Whistle, and visitors love it! How it works is you make a purchase at 12 of the 19 locations within the calendar year, turn in your receipts to us & you'll get a free hotel stay. It's exciting that we keep expanding the tour because of the growth!”, said Stepp.
Blue Water/Thumbcoast
Home to seven craft breweries, Muskegon County is a beer lovers paradise. Fetch Brewing Company is just one option to choose from and their unique location was once a bank. The building that Fetch occupies was built in 1912, and lies right on Colby Street, the main drive through town. It was originally built as the State Bank, in response to the booming lumber business in the area. Gorgeous views of nearby White Lake provide the perfect backdrop for date night.
Pigeon Hill Brewing, named for the legendary sand dune that once towered over Muskegon Lake, is another local brewery serving up a slice of history and a great pint. A game of darts or pinball awaits as you sip on one of several brews on tap.
“Since the earliest days of Pigeon Hill (and Unruly Brewing) in Muskegon, we’ve encountered numerous travelers who make their way to Muskegon solely for the purpose of enjoying locally crafted beer. As our distribution footprint grew, so did the traffic of tourists (from all over Michigan, Chicago, etc), who trekked to Muskegon primarily to enjoy their preferred beverages “direct from the source.” These days, as tourism has burgeoned in Muskegon, we find that many tourists choose Muskegon for the “full package” - which is to say that they choose to vacation or visit here because of the combination of outdoor activities, cultural events/institutions, and beverage alcohol manufacturers. The growth of our tourism and hospitality industry, combined with our breweries and distilleries, makes Muskegon attractive to tourists of all types - and provides them with a full range of activities, which can fill more than a single evening, said Michael Brower Co-Founder of Pigeon Hill Brewing.
The folks at Pigeon Hill recently opened Socibowl in Muskegon’s Downtown Social District. Socibowl is home to duckpin bowling, darts, pinball, oversized yard games and, of course, Pigeon Hill’s famous brews.
“We market to anyone and everyone who enjoys craft beer and goofy people! Because we don’t spend money on marketing, we don’t use specific tools to target tourists or travelers. That being said, we do strive to market to broad audiences - not only those who are local - and in the last few years have also begun marketing “Muskegon” and other local businesses in our social media. Our hope in doing so is that we can highlight all of the great aspects of our hometown and, in doing so, appeal to those who might not otherwise include us/Muskegon in their travel plans”, said Brower.
The Muskegon area is home to three social districts. The Downtown Social District includes sixteen participating establishments so visitors can enjoy a craft beverage while strolling along Western Avenue’s shopping and museums. The district includes Rake Beer Project, but also two craft distilleries. The Lakeside Social District includes Wonderland Distillery recently named #2 Best New Craft Distillery in a USA Today poll while, the Whitehall Social District includes Fetch Brewing Company and a great view of beautiful White Lake.
Muskegon
When you visit Frankenmuth, you might think that you have been transported to a beautiful, European village. This quaint town is appropriately known as “Michigan’s Little Bavaria”. When visiting, be sure to visit the oldest microbrewery in America, Frankenmuth Brewery.
“Visitors love to discover local and Michigan brews throughout the state and because of our German heritage, Frankenmuth is also well-known for beer”, said Brooke Huested, Director of Marketing at Frankenmuth Chamber of Commerce and Convention & Visitors Bureau. “Whether guests discover a local beer at the Frankenmuth Brewery, one of many craft brews on tap in our restaurants and pubs, or even experience a new favorite at one of our festivals, the craft beverage industry is often a part of the Bavarian experience. We offer a beer passport, Bavarian Bierpass, which is a fun way for people to explore all of the great beer we have in Frankenmuth”, said Huested.
Tourism revenue is thriving in Frankenmuth. “Since craft beer is part of the fun in 1-800-FUN-TOWN, and often contributes to the Bavarian experience, it does have an impact on the overall tourism economy because tourism is the leading economic driver in our community”, said Huested.
It's obvious that craft beer is making a large impact on Michigan’s economy. Several local convention & visitors bureaus have a specific marketing plan to draw beer-lovers in. Buying locally-sourced beer in a beautiful state–what’s not to love?
Frankenmuth
Grand Rapids
Perrin Brewing
Traverse City
Cadillac
Muskegon
Perrin Brewing
Founders Brewing Co.
Right Brain Brewery
Right Brain Brewery
Blue Water/Thumbcoast
Lansing
Founders Brewing Co.