The tour was basically self-guided. At the main level, a table was setup with free pins and brochures. Up a flight of stairs and beginning the tour sat several displays giving the history of Bell’s brewery from 1985 to present. Even die-hards were likely to learn something new as the displays were very informative and full of trivia including many quotes from Larry Bell. Historic events at the brewery were also noted such as a visit in December 1994 by the late great beer critic Michael Jackson. (I did have to explain to one guest which Michael Jackson was being referred to here!)

Brewing equipment such as the mash tun where the malts are converted to sugar and the whirlpool to spin the wort were all clearly labelled and easily accessible to the many tourists. The bottling line which fills over 40,000 bottles a day was visible through windows from the upper level as well. At the end of the tour, guests exiting outside the rear of the brewhouse were treated to free soda and grilled food. Several downtown Kalamazoo local restaurants offered specials to coincide with the event. An expansion of this magnitude is certainly a major milestone for Michigan breweries and a reason for celebration; as one banner inside the brewery proudly proclaims, “We’re growing so more beer will be flowing.”