The global rise in craft beer produced by small and independent brewers has precipitated the development of craft beer tourism. Two concepts, neolocalism and authenticity, have emerged as critical for understanding the craft beer experience. However, established research on these topics, particularly from the consumer perspective, are still quite limited. To fulfill this gap, this study conducted 46 semi-structured in-depth interviews and observations in breweries located in the Midwest and Great Plains regions to explore the meaning of authenticity and neolocalism to craft brewery visitors. Analysis resulted in nine major themes, including 1) beer itself, 2) beer production, 3) brewery accessibility, 4) brewery design, 5) vibes of brewery, 6) brewery services, 7) brewery place identity, 8) community engagement, and 9) local ownership. These findings enhance our conceptual understanding of neolocalism and authenticity from the craft beer visitors' perspective. Potential implications and an agenda for future research are discussed.