The training consisted of one dedicated week with all new hires. We covered company culture, company history, and company products. We also learned how to taste beer, brew beer, and the different styles of beer. There was also team building and customer service exercises. Towards the end of the week we were given our “spiels” which was a 26 page document covering everything we were supposed to say during our 1 hour tour. We spent a few days memorizing these and then reciting portions to our supervisors to get checked off. After this week we started giving portions of the tour with current tour guides to learn the tricks and get better at giving the spiel. Before we were allowed to give tours independently we had to have one of our supervisors follow us the whole way and give the entire tour from memory as well as answer questions and provide quality customer service. After all of this basic tour guide training, we also got trained to serve beer in the bar, operate the register in the gift shop, teach beer school, and eventually give master brewer tours.
The training program included up to two weeks of practicing the tour guide script, learning the beers and following other guides. However as soon as a tour guide felt comfortable, they were welcome to do a tour and stop for help from another tour guide if needed. All tour guides are also required to be TIPS certified, meaning you learn when to cut off a guest’s alcohol consumption and how to identify false IDs.