By Aly Eggart, MSPR, CATP, Executive Director for Visit Billings managed by the Billings Chamber
The craft beer scene in Billings is more than a trend; it’s an integral part of the local culture and economy. Billings’ vibrant community of brewers plays a key role in bringing people together over a shared appreciation for craft beer and supporting local business, as well as contributing to our appeal as a destination.
Craft beer tourism has become a significant factor in the travel industry, bringing economic growth to the communities that embrace it. For Billings, the craft beer scene isn’t just about great brews, it’s about building community pride, fostering economic vitality, and creating a distinctive cultural identity. Local breweries offer spaces for social interaction, entertainment, and collaboration, all of which contribute to a sense of community in Billings. The economic impact of these breweries is substantial. By supporting local brewers, Billings is investing in local jobs, entrepreneurs, and small business development.
Learning from Grand Rapids, Michigan: A Model for Craft Beer Tourism
The Billings Chamber of Commerce has looked to other cities that have successfully integrated craft beer tourism into their strategies. In June, the Chamber’s Aspirational City visit to Grand Rapids provided valuable insights into how craft beer can play a central role in attracting visitors and driving community engagement. Known as “Beer City USA,” Grand Rapids has built a national reputation as a craft beer hub, drawing not only beer enthusiasts, but building product for all visitors to enjoy while spending time in their city. The city’s breweries have not only boosted local tourism but have also helped shape Grand Rapids’ cultural identity, making it an exciting example for Billings to follow.
The Billings Brew Trail: A Unique and Evolving Experience
A cornerstone of Billings’ craft beer tourism, the Billings Brew Trail connects visitors and locals with the city’s breweries, offering a welcoming path to explore and support the local craft beer scene. Originally launched in 2013, Visit Billings’ first brew trail map highlighted downtown breweries by packaging Montana’s First Walkable Brewery District. Over the years, the Brew Trail has grown and now includes all breweries across the city, along with three distilleries and a winery, capturing the full diversity of Billings’ craft culture. In 2021, the trail future evolved with the addition of a digital passport, making it easier to explore.
The Billings Brew Trail digital passport, managed by Visit Billings, enhances the experience by providing detailed information, special offers, and updates on events. More than just a guide, the passport rewards users who visit the trail with prizes, encouraging deeper engagement with the local craft beer scene. Through regional and national marketing, Visit Billings is promoting the Brew Trail as a must-visit attraction that highlights the quality and diversity of Billings’ brews while supporting local businesses.
Billings Craft Beer Week
Another key initiative the Billings’ brewers, in partnership with Visit Billings and the Billings Chamber of Commerce, are working towards is Billings Craft Beer Week, which will take place this year from May 11th through the 17th. This week-long celebration highlights the creativity and collaboration of Billings’ brewers and includes a variety of events designed to bring the community together. The first Craft Beer Week took place in 2019 and continues to grow each year. The week culminates in the Last Best Craft Beer Run and 5k which includes a costume contest, beer tasting, and a finish line street party! Craft Beer Week not only celebrates the contribution of local brewers to our economy but also brings in visitors who want to experience the festive atmosphere and unique flavors of Billings.
This article originally published in Winter 2025 Edition of LiNK, powered by Simply Local.
