MillerCoors brewery tours, which were free, now cost $10 — with some extras added

MillerCoors, 4251 W. State St., this week began charging $10 for its brewery tour. Wisconsin residents with a state-issued ID get in for $5. 

That's a step up from free. But there are reasons.

The good news is that the 30-minute tour now includes specialty beer offerings, additional stops along the tour for beer tastings and a souvenir pint glass. Visitors 20 and younger will still get to take the tour for free. 

The tours also are free for designated drivers. 

"There were costs associated with elevating the tour, and we feel the price puts us in line with other experiences both in Milwaukee and across the country," said spokesman Martin Maloney.

Guests also receive a coin to redeem at participating local bars and restaurants for a beer as a thank you. The specialty beers are those not usually available elsewhere. Currently, a Hefeweizen and IPA from Miller Valley Brewery are both on draft for tour-goers.

Breweries in Milwaukee typically charge for tours, and include a souvenir glass and beers as part of the fee. Lakefront Brewery, 1872 N. Commerce St., charges $11 for a weekend tour, which includes four 6-ounce pours and a souvenir pint glass. Third Space Brewing, 1505 W. St. Paul Ave., charges $10. The price include a Third Space pint glass and two full-size Third Space brews.

The MillerCoors tour includes an indoor/outdoor guided walking tour that blends the history of Miller Brewing Co. with the modern technology of today’s brewing process. Tours begin with a beer and include a look in the underground caves and historic Miller Inn along with more modern operations including the brew house, packaging and distribution centers. 

Tours run every 30 minutes between 10:00 a.m. and 3:30 p.m.