Traverse City has become a craft brewing haven, thanks to its abundance of innovative breweries and the surrounding scenic vineyards. It’s no surprise that beer lovers flock here to sample local lagers, IPAs, and even experimental brews. What makes Traverse City stand out is the variety of tour options — whether you’re after a personalized experience or a VIP outing with connoisseur guides, there’s something to match your style. These tours not only bring you closer to the region’s best beers and wines but also offer a chance to enjoy the town’s vibrant downtown and picturesque scenery without the hassle of driving.
If you’re planning a trip to this lively Michigan city, choosing the right brewery tour depends on your budget, group size, and how much personalized attention you want. From intimate private tours to exclusive VIP outings, we’ve rounded up the best options to help you find your perfect match. Read on to see which tour fits your style and make the most of your visit.
Quick Overview
Our list features two standout brewery tours. The first is a Private Traverse City Winery or Brewery Tour that offers a fully customizable, half-day experience with up to four stops and a private vehicle—ideal for celebrating special occasions. The second is a NON BUS VIP Traverse City Brewery And Distillery Tour, which skips the bus and delivers a more exclusive, guide-led experience with visits to two iconic breweries and a distillery, perfect for those who want personalized service and insider knowledge.
1. Private Traverse City Winery or Brewery Tour
This private tour combines the flexibility of choosing your stops with the convenience of a tailored experience. You’ll meet your guide in downtown Traverse City, then travel in a private, air-conditioned vehicle to up to four of the region’s top-rated wineries or breweries—your choice. The tour lasts around four hours and is priced at $699.99 per group of up to 14 people, making it an accessible option for larger groups or celebrations like birthdays.
What sets this tour apart is its complete customization. After booking, you’ll specify which wineries or breweries you want to visit—options include well-known spots like Chateau Chantal and Black Star Farms or other favorites such as Brys Estate and Mari Vineyards. The tour includes time to explore each location and purchase drinks (own expense). The guides are experienced and flexible, ensuring your experience matches your interests—whether that’s tasting innovative wines or sampling craft beers.
Guests consistently praise the tour for its personalized service, with reviews highlighting how the guide adapts the stops and makes everyone feel comfortable. One reviewer mentioned, “Ken was fantastic. We just sat back and enjoyed the ride, wine, and scenery.” It’s an ideal choice for groups looking for a relaxed, tailored experience and is especially popular for celebrations.
Bottom Line: This private tour offers the most customization, making it perfect for groups wanting a personalized tasting day without the hassle of driving. It’s good value given the private vehicle and tailored stops, especially for larger groups or special occasions.
2. NON BUS VIP Traverse City Brewery And Distillery Tour
If avoiding the loud party bus scene sounds appealing, this VIP tour is a great alternative. Priced at $68 per person, it’s a guided experience designed for those who want to enjoy iconic breweries and distilleries in style and comfort. With two start times—11:45 AM and 4:30 PM—it suits both morning and afternoon plans, and the tiered pricing makes it flexible for different group sizes.
What makes this tour unique is its focus on quality over quantity. You’ll visit two of Traverse City’s acclaimed spots, like Silver Spruce Brewing Company and Earthen Ales. Silver Spruce opened in 2018 and is renowned for its lagers, Pilsners, and IPAs, offering a memorable experience with tastings and merchandise. Earthen Ales, on the other hand, is known for experimenting with small batches, often shared with tour guests, and has a laid-back vibe perfect for beer enthusiasts wanting to learn more about brewing techniques.
Guests rave about the “amazing” service and the insider knowledge the guides provide, with one noting, “Tracey was amazing! We had so much fun and will return to see the team.” Since there’s no bus noise or rushing, this tour feels more like a VIP experience—focused on quality and personal interaction.
Bottom Line: This tour is ideal for small groups wanting a relaxed, guided visit with expert guides, a focus on quality brews, and personalized service. It offers good value for a premium experience.
How to Choose
When selecting between these options, consider your group size, budget, and what kind of experience you want. The private Traverse City Winery or Brewery Tour is best for larger groups, celebrations, or those wanting total customization. If you prefer a more intimate, guide-led experience with premium service, the VIP brewery and distillery tour is a perfect fit. Budget-conscious travelers who want to visit iconic spots without the bus might lean toward the VIP experience, while those interested in exploring a broader range of wineries or breweries might prefer the private tour.
Booking early is recommended, especially during peak summer months, and consider your group’s interests—whether it’s tasting wine, exploring craft beers, or learning about distilling. Both tours are flexible, so communicate your preferences when booking.
Final Thoughts
Traverse City offers a variety of brewery and winery tours suited to different tastes and budgets. For a personalized, celebration-ready experience, the private Traverse City Winery or Brewery Tour delivers tailored stops and a comfortable ride. Meanwhile, the VIP brewery and distillery tour provides an exclusive, guide-led experience perfect for small groups wanting insider access and stellar service.
If you’re planning your trip, think about what kind of experience will make your visit memorable—whether that’s a leisurely private day with friends or an upscale VIP tasting tour. Booking early ensures you secure your preferred date, so get your plans in gear now and toast to a great trip in Traverse City.