farm brewery business plan

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Brewery business plan templates and examples [Free and paid]

• Published on August 16, 2024
• by Oguzhan Uyar
• Last updated: 3 weeks ago

Securing funding for your brewery dream in 2024? It all starts with a rock-solid business plan.

But where do you begin? How do you make your plan stand out from the crowd and convince investors to take a chance on your sudsy vision?

Fear not, aspiring brewery owner. We’ve got you covered with 7 brewery business plan templates that will help you navigate the planning process and impress potential funders.

From crafting a compelling executive summary to nailing your financial projections, these templates will guide you every step of the way.

So grab a cold one, and let’s dive into creating a business plan that will make your brewery dreams a reality.

Brewery Business Plan Templates: Key Elements for Success

Creating a comprehensive and compelling business plan is crucial for any aspiring brewery owner seeking to secure funding and establish a successful venture. By incorporating key elements and following a structured template, you can effectively communicate your brewery’s unique value proposition, target market, and growth potential to investors and stakeholders. Learn how to craft an effective plan for your brewery business , ensuring your vision comes to life by understanding what constitutes an impactful brewery business plan.

Executive Summary: Your Brewery’s Unique Value Proposition

The executive summary is the first and most critical section of your brewery business plan. It should provide a concise overview of your brewery’s mission, goals, and unique selling points. This section is your opportunity to capture the attention of potential investors and convince them to read further. Interested in structuring an effective brewery business plan? Learn how to craft a compelling executive summary and other key components for success.

Crafting a Compelling Overview

Begin by stating your brewery’s mission statement, which should encapsulate your core values and long-term objectives. Highlight your brewery’s unique selling points, such as your focus on locally sourced ingredients, innovative brewing techniques, or commitment to sustainability. Clearly define your target market, including demographics, preferences, and buying habits.

Summarizing Financial Projections and Funding Requirements

Provide a brief summary of your financial projections, including revenue, expenses, and profitability over the next 3-5 years. Clearly state your funding requirements and how you plan to allocate the funds to support your brewery’s growth and operations.

TIP: Ensure that your financial projections are realistic and well-researched. Consider using industry benchmarks and consulting with financial experts to validate your assumptions.

Company Description: Showcasing Your Brewery’s Identity

The company description section should provide a detailed overview of your brewery’s history, ownership structure, and physical location. This section helps investors understand your brewery’s background and sets the stage for your future growth plans.

Detailing Your Brewery’s History and Ownership

Begin by outlining your brewery’s history, including when and how it was founded, as well as any significant milestones or achievements. Provide information about the ownership structure, including the names and backgrounds of the key stakeholders and their roles within the company. Eager to ensure your brewery becomes a financial success ? Make sure to revisit and refine your business plan regularly to stay aligned with your profitability goals.

Describing Your Brewery’s Location and Facilities

Provide a detailed description of your brewery’s physical location, including the size of the facility, production capacity, and any unique features or amenities. Discuss the advantages of your location, such as proximity to key suppliers, distribution channels, or a thriving craft beer scene.

TIP: Include images or floor plans of your brewery to help investors visualize your facility and production capabilities.

Showcasing Your Brewery’s Core Values and Brand Personality

Discuss your brewery’s core values and how they shape your brand identity and company culture. Describe your brand personality, including the tone, voice, and visual elements that set your brewery apart from competitors. Outline your vision for growth, including plans for expansion, new product lines, or distribution strategies.

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Crafting a Winning Brewery Business Plan Outline

Creating a well-structured and engaging business plan outline is crucial for securing funding and guiding your brewery’s growth. A winning outline should cover all essential aspects of your business, from market analysis to financial projections, while being easy to navigate and compelling to potential investors.

Market Analysis: Understanding Your Target Audience and Competition

Conducting thorough market research is the foundation of a solid business plan. Start by identifying your target audience, including their demographics, preferences, and buying habits. Analyze consumer trends in the craft beer industry, such as the growing demand for unique flavors and local offerings.

Next, evaluate your competition at both local and regional levels. Identify their strengths and weaknesses, and look for opportunities to differentiate your brewery. Consider factors such as their product offerings, pricing, taproom experience, and distribution reach.

Conducting Market Research

Survey potential customers to gather insights on their preferences and expectations

Attend local beer festivals and events to observe consumer behavior and trends

Analyze sales data and market reports from industry associations and research firms, such as the Craft Beer Market Research Report by IBISWorld

Check what a detailed Market Analysis can bring to the table wth this template

Product Line and Services: Showcasing Your Brewery’s Offerings

Your product line is the heart of your brewery business plan. Describe your core beer styles, seasonal offerings, and any limited-edition or experimental brews. Highlight the unique aspects of your products, such as locally-sourced ingredients, innovative brewing techniques, or eye-catching packaging.

In addition to your beer offerings, outline any additional services or experiences your brewery provides. This may include a taproom, beer garden, or event space. Describe how these services contribute to your brand identity and customer loyalty.

Marketing and Sales Strategy: Reaching and Engaging Your Target Audience

A comprehensive marketing and sales strategy is essential for attracting customers and driving revenue. Develop a strong brand identity that reflects your brewery’s unique personality and values. Create a marketing plan that includes tactics such as social media campaigns, email marketing, and partnerships with local businesses or events.

Your sales strategy should outline your distribution channels, pricing structure, and sales targets. Consider the balance between on-premise sales (taproom) and off-premise sales (retail distribution). Establish relationships with local bars, restaurants, and liquor stores to expand your reach.

Building Your Brand

Design a memorable logo and packaging that stands out on shelves and social media

Develop a consistent brand voice and messaging across all marketing channels

Engage with your audience through storytelling, behind-the-scenes content, and user-generated content, as seen in successful campaigns by breweries like Stone Brewing

By crafting a detailed and compelling business plan outline, you’ll be well-equipped to secure funding and guide your brewery’s growth. Remember to keep your plan concise, visually appealing, and easy to navigate for potential investors and partners.

Mastering Brewery Business Plan Financials

Startup costs and funding requirements: planning for success.

Crafting a detailed breakdown of your brewery’s startup costs is crucial for securing funding and ensuring a smooth launch. Begin by listing all the necessary equipment, such as brewing systems, fermentation tanks, and packaging machinery. Include the costs of any facility improvements or renovations required to accommodate your brewery’s operations. Don’t forget to account for inventory expenses, including raw materials like hops, malt, and yeast.

Developing a Funding Strategy

Once you have a clear understanding of your startup costs, outline your funding requirements and sources. Determine how much personal investment you can contribute and explore additional options, such as business loans or attracting investors. Be realistic about the amount of funding you need and the timeline for securing it.

Average Rates: According to the Nerd Wallet , the average interest rate for business loans range from 6.14% to 12.47% as of July 2024.

Creating a Launch Timeline

Develop a detailed timeline that outlines the steps from securing funding to launching your brewery. Include milestones such as equipment installation, facility preparation, and obtaining necessary licenses and permits. This timeline will help you stay on track and demonstrate to potential investors that you have a well-thought-out plan.

This template will ensure you’re on track for your launch

Financial Projections: Forecasting Your Brewery’s Growth and Profitability

To showcase your brewery’s potential, create a 3-5 year financial projection that includes revenue, expenses, and cash flow. Start by estimating your production capacity and expected sales volume based on market research and competitor analysis. Factor in the costs of raw materials, labor, utilities, and other operating expenses. Use this information to generate projected income statements and cash flow statements.

Identifying Key Assumptions and Drivers

Be transparent about the key assumptions and drivers behind your financial projections. Explain how factors such as production efficiency, pricing strategy, and distribution channels impact your revenue and expenses. Identify potential risks and challenges that could affect your projections, and outline strategies for mitigating these risks. Industry benchmarks suggest that breweries with efficient production processes can reduce costs by up to 15%.

Scenario Planning for Financial Resilience

To demonstrate your brewery’s financial resilience, develop best-case, worst-case, and realistic scenarios. The best-case scenario should showcase your brewery’s potential for rapid growth and profitability, while the worst-case scenario should address potential challenges and how you plan to overcome them. The realistic scenario should provide a balanced view of your brewery’s expected performance based on current market conditions and your competitive advantages. A break-even analysis can help illustrate when your brewery will become profitable under each scenario.

By presenting a comprehensive financial plan that includes detailed startup costs, funding requirements, and realistic projections, you’ll be well-positioned to secure the necessary funding and support to launch and grow your brewery business.

Operations and Management: Ensuring Smooth Brewery Operations

Production and quality control: crafting consistently exceptional beer.

A well-designed production process is the foundation of any successful brewery. Start by outlining your brewing process, including the equipment you’ll be using, the ingredients you’ll source, and the quality control measures you’ll implement at each stage.

Brewing Equipment and Facilities

Invest in high-quality brewing equipment that can handle your production volume and ensure consistent results. Consider factors such as:

🍺 Brewhouse size and capacity

🍺 Fermentation and conditioning tanks

🍺 Packaging equipment (bottling, canning, or kegging)

🍺 Laboratory equipment for quality control testing

Ingredient Sourcing and Quality

The quality of your ingredients directly impacts the quality of your beer. Develop relationships with reliable suppliers who can provide consistent, high-quality ingredients:

🌾 Malted grains (barley, wheat, rye, etc.)

🌾 Hops (pellets, whole leaf, or extracts)

🌾 Yeast strains (ale, lager, or specialty strains)

🌾 Water (treated or filtered to ensure consistency)

Quality Control and Testing

Implement a robust quality control program to ensure consistency and prevent off-flavors or contamination:

🔎 Regularly calibrate and maintain brewing equipment

🔎 Conduct sensory evaluations at each stage of the brewing process

🔎 Perform laboratory tests (gravity, pH, IBU, etc.) to monitor fermentation and ensure product consistency

🔎 Implement a recall plan in case of any quality issues

Inventory Management and Supply Chain Partnerships: Optimizing Efficiency

Effective inventory management and strong supply chain partnerships are essential for optimizing efficiency and minimizing waste in your brewery operations.

Inventory Management System

Implement an inventory management system to track raw materials, finished products, and packaging supplies:

🍺 Use software solutions (e.g., BeerBoard, Ekos Brewmaster) to monitor inventory levels and automate reordering

🍺 Conduct regular physical inventory counts to ensure accuracy

🍺 Establish par levels for each item to avoid stockouts or overstocking

🍺 Analyze sales data to forecast demand and optimize production schedules

Supply Chain Partnerships

Develop strategic partnerships with suppliers to ensure a reliable and cost-effective supply of raw materials and packaging:

📈 Negotiate long-term contracts with favorable pricing and delivery terms

📈 Collaborate with suppliers on forecasting and production planning to avoid shortages or delays

📈 Explore opportunities for bulk purchasing or group buying with other local breweries to reduce costs

Sustainability and Environmental Responsibility

Highlight your commitment to sustainability and environmental responsibility in your brewery operations:

🌾 Implement water conservation measures, such as reclaiming rinse water or using low-flow fixtures

🌾 Explore energy-efficient equipment and renewable energy sources (e.g., solar panels)

🌾 Develop a waste reduction and recycling program for spent grain, packaging materials, and other byproducts

🌾 Partner with local farmers or food producers to repurpose spent grain as animal feed or compost

🌾 Get inspired by Sierra Nevada’s solar array , which generates 20% of the brewery’s electricity

🌾 Check out New Belgium’s wastewater treatment system : it produces biogas for energy production

By focusing on production quality, management structure, inventory efficiency, and sustainability, you can create a solid foundation for your brewery’s long-term success. These elements demonstrate to investors that you have a well-conceived plan for ensuring smooth and profitable operations.

Appendices and Supporting Documents: Strengthening Your Business Plan

Financial statements and projections.

A strong business plan requires detailed financial statements and projections to demonstrate the viability of your brewery. Include balance sheets, income statements, and cash flow projections for the next 3-5 years. These documents should be based on realistic assumptions and supported by thorough research.

Additionally, provide supporting documentation such as tax returns, contracts, and lease agreements. This level of transparency builds trust with potential investors and lenders, showing that you have a solid understanding of your brewery’s financial health and future potential.

Learn about your business’ future with this financial projection template

Market Research and Competitive Analysis

Investors want to see that you have a deep understanding of your target market and the competitive landscape. Include relevant market research data, such as industry reports, consumer surveys, and competitor profiles. This information should highlight the demand for craft beer in your area and identify any gaps in the market that your brewery can fill.

Provide a detailed SWOT analysis of your brewery, identifying its strengths, weaknesses, opportunities, and threats. This analysis should demonstrate your ability to capitalize on your unique selling points while mitigating potential risks.

Learn everything you need to know about your brewery with this SWOT template

Industry Reports and Consumer Surveys

📦 Craft Beer Market Size and Growth Projections

📦 Consumer Preferences and Buying Habits

📦 Local and Regional Market Trends

Competitor Profiles

🍻 Established Breweries in Your Area

🍻 Emerging Craft Beer Brands

🍻 Unique Selling Points and Market Positioning

Product and Packaging Samples

Your brewery’s products and packaging are the face of your brand. Include high-quality images of your beer labels, packaging designs, and merchandise in your business plan’s appendices. These visuals should showcase your brand’s unique identity and appeal to your target audience.

Provide samples of your marketing materials, such as brochures, flyers, and social media content. These materials should demonstrate your ability to effectively promote your brewery and engage with potential customers.

Beer Labels and Packaging Designs

👁️ Unique and Eye-Catching Artwork

👁️ Consistent Branding Across Product Lines

👁️ Sustainable and Environmentally-Friendly Materials

Merchandise and Promotional Items

🛍️ Branded Glassware and Apparel

🛍️ Custom Tap Handles and Signage

🛍️ Promotional Giveaways and Loyalty Program

Legal Documents and Permits

Demonstrating your commitment to compliance and due diligence is crucial when seeking funding for your brewery. Include copies of all necessary legal documents and permits in your business plan’s appendices, such as:

👉 Business License and Registration

👉 Federal Brewer’s Notice (TTB Form 5130.10)

👉 State and Local Alcohol Permits

👉 Food Service Licenses (if applicable)

👉 Lease Agreements or Property Deeds

👉 Insurance Policies

Having these documents readily available shows potential investors and lenders that you have taken all the necessary steps to operate your brewery legally and responsibly.

Personnel and Management Team

Your brewery’s success depends on the strength of your team. Include detailed biographies of your key personnel and management team, highlighting their relevant experience, skills, and qualifications. This section should demonstrate that you have assembled a well-rounded team capable of executing your business plan and achieving your goals.

Founder and Head Brewer

👥 Professional Background and Brewing Experience

👥 Awards and Recognition in the Craft Beer Industry

👥 Vision for the Brewery’s Future

Sales and Marketing Manager

🗣️ Experience in Craft Beer Sales and Distribution

🗣️ Proven Track Record of Building Brand Awareness

🗣️ Strategies for Expanding Market Share

By including these essential appendices and supporting documents, you will strengthen your brewery’s business plan and increase your chances of securing the funding needed to bring your vision to life. Potential investors and lenders will appreciate the level of detail and transparency provided, demonstrating your commitment to building a successful and sustainable craft beer brand.

Your Recipe for Brewery Success

You now have the essential ingredients to craft a compelling brewery business plan that will impress investors and set your brewery up for success. By showcasing your unique value proposition, understanding your target market, and developing a solid financial strategy, you’ll be well on your way to securing the funding you need to bring your vision to life.

Remember, a well-crafted business plan is more than just a document – it’s a roadmap for your brewery’s future. As you navigate the exciting world of craft brewing, refer back to your plan regularly, adjusting and refining as needed to stay on course.

Are you ready to take the next step in your brewery journey? Start by choosing one of the templates we’ve discussed and begin filling in the details of your plan. With dedication, passion, and a solid plan in place, you’ll be pouring your first pint before you know it.

Cheers to your brewing success!

What is a good brewery business plan?

Do you have a profitable brewery? review your business plan

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How To Write A Comprehensive Brewery Business Plan

Starting a successful brewery is a big dream for many. To achieve this dream, you need to start with a solid brewery business plan.

Your business plan includes everything you need to organize before opening your business, from your business goals and operations to your brewery name, beer menu, and everything in-between. Getting this plan right is one of the most important steps toward your business's success.

In this guide, we’ll outline everything craft breweries should include in their business plan template.

What is a Business Plan?

A business plan is a document that lays out your entire strategy for starting a brewery. This includes business objectives, operations, and how your brewery will be profitable and viable. A business plan is a roadmap you follow when setting up your new venture.

Your business plan must include details of how you will set up your brewery and what you aim to achieve. Doing this helps you prepare for the new challenge and know what to expect throughout the entrepreneurship journey.

Why Do You Need a Brewery Business Plan?

Your business plan ensures you open up your brewery as smoothly and efficiently as possible. It helps you avoid surprises along the way, getting your establishment off the ground by following all the proper steps. A well-thought-out plan will boost the chances of your brewery’s success in a big way.

A brewery business plan is also necessary if you need to secure funding. Nobody will put money behind a new venture without a clear plan on how it will operate and what kind of revenue and profits are projected.

What to Include in Your Brewery Business Plan

There’s a lot to consider when you write a brewery business plan. To help you out, here are some of the essential features to include in this document:

Business Description Section

Start with an executive summary of your business. This should be a description with the basic outline of what your brewery business will look like, what it will do, and why it exists. The executive summary should include details like your brewery name, its purpose for being, and why you want to start it.

Also include the type of brewery you plan to start and the proposed size. Do you imagine a lively beer hall, a country brewery, a trendy gastropub? A clear concept and vision to work toward are essential. You should also include goals that you want to achieve.

The craft brewery industry is highly competitive, so it’s vital that your brewery stands out. Make sure to include your mission statement, what will make your brewery unique, and why this is important.

Business Operations Section

A vital part of the planning process is outlining exactly how your business will operate. When creating a plan for your craft brewery, try to detail exactly how the establishment will work - from sourcing ingredients to selling beer to customers.

Will you have a restaurant in your brewery? Will you sell beer to liquor stores, or will it only be available to consume on-site? If you do sell beer off premises, will you have sales reps? How far around the country do you plan to stock your beer? These are all important things to consider in your business model.

When you write a brewery business plan, include every detail of your operations. Think about transporting your beer, whether your brews will change over seasons, whether you will bottle or can your brews, and so on.

Management and Team Overview

A key part of your brewery business plan is outlining the people behind your business. You will need to have a plan for staffing and management requirements. Who will be in charge of which jobs? Having a clear management and staffing team structure will help you understand your brewery operations realistically.

You will certainly need a head brewer and a general manager. Depending on your business model, you might also need a chef/kitchen manager, a sales manager, and various support staff roles, such as assistant brewers, cooks, bartenders, and wait staff.

As a brewery owner, outline why you are the right fit for the job. Outline your brewery-related qualifications, experience, and interests. Repeat this for any other management positions that you have secured.

Menu Overview

If your brewery is going to be a success, it will need a great product. Carefully planned menus are vital parts of all breweries' business plans. Ideally, you should have already perfected your recipes and have some sample products and home brews available if you need to convince investors.

As a brewery, start with your beverage menu. Outline precisely what brews you will produce.

Will you have a flagship beer that your brewery is known for? Will you offer seasonal or limited-edition beers?

Make sure that the style of beers you brew makes sense to your location and target market. Having tried-and-tested recipes for your beers is essential. You will also need to know exactly what equipment you require for brewing all of your beers.

Then you will probably also need a food or snack menu. Some breweries are known for their food, while others serve light snacks to compliment their beers. Figure out a sample menu for your brewery and match it to your brewery concept. Will you do beer pairings? Will your brewery have a theme (like German or all-American BBQ)?

Again, testing this out and getting feedback on it is crucial. You will also need to make sure you understand the exact kitchen and equipment requirements for your menu.

You might be an amazing brewer with a killer business idea, but choosing the wrong location could be the downfall of your brewery. Location plays a massive role in the success of any brewery so try to be as specific about your location as possible in your microbrewery business plan. Take the time to carefully research different location options.

Ideally, you should open your brewery in an area with minimal competition and high demand. When choosing your business address, look for features like foot traffic, visibility, parking, and a great view. Some breweries are opened as “destination” breweries and could be in a remote or unique area that people want to travel to. Others do well in busy areas full of hungry and thirsty customers, like tourist destinations or shopping malls.

Of course, your brewery space will also need to be large enough to brew beer and seat customers or do tastings. However, some breweries have separate premises for brewing and serving the public.

Market Research

No business plan summary is complete without in-depth local market research. You need to understand your market and target customers. Use this to provide evidence of why your brewery idea will be viable. This should include an analysis of market trends, competitors, and customer segments.

Do some detailed competitive analysis of the area you plan to open your brewery. Understand who your main competitors will be and how your business will be different from them.

You will also need to understand the demand for a brewery. Asking locals and even sending out questionnaires can help here. You could also try to do a market or a “pop-up” brewery event in the area, partnering with another local business. This will help you understand demand and how people react to your craft beers.

Another central bit of market research is to create a detailed target customer persona. This should include your ideal clients' demographics, interests, income, age, and other relevant details.

Your competitive analysis section should also cover the general market price of craft beer and food in your area. When you conduct research, try to visit as many direct competitors as possible to understand how they operate, what they do well, and what you can do better.

A thorough market analysis will give you a good idea of the scale your brewery should operate at, who your potential customers are, and what new markets you could tap into.

Business Structure and Licenses

Outlining how your business will be structured is an integral part of any business plan. This needs to include who the business owners will be.

Some business structures include a sole proprietorship, a partnership, a limited liability company (LLC), and a corporation (C Corp). Choose the structure of your business based on how many people will be involved, how big the company will be, and how it will operate. The proper legal structure can have some significant personal and tax benefits.

When starting a brewery, include a plan for all of the licenses and legalities involved in the business. You will need permits for trading, selling food, and for brewing and selling beer. The specific requirements will differ between states. Contact your local government as early as you can to understand the specific legal requirements for your brewery.

Make sure to include the application process for these licenses in your timeline. You will also need to ensure these licenses, including a brewery license, are possible based on your business location.

Equipment and Setup

There’s a lot that goes into a brewery. Part of your brewery business plan is figuring out all the necessary equipment. This should be related to your menu, your brewery size, location, and how you plan to operate.

When planning your brewing equipment, consider the volume of beer you need to brew and have a clear plan for how you will be able to sell this. Your brewing capacity needs to be just right in terms of your business demand. If your capacity is too large, it will result in wastage. If it is too small, your brewing process won’t be able to hit demand, and you will miss out on revenue.

Beyond your brewing equipment, you might need kitchen equipment, a bar, tables and chairs, booths, glasses, a POS system , a coffee machine… the list goes on. Try to list every piece of equipment required for starting your business - from your mash tun right down to your coasters. All of these items need to be planned and accounted for. Getting this accurate is necessary for understanding what our realistic startup costs will be.

This might be quite a stressful part of our business plan, but it’s one of the most important things for all startups and small businesses to get right. Your brewery business plan must include accurate startup costs, predicted income statements, and financial projections. Quite simply, you will need to establish:

• How much capital is required to get the brewery started
• How much it will cost to operate the brewery
• How much revenue you can realistically expect to make each month (and year) after starting the business
• How much profit you will be able to generate

It seems simple enough, but a lot goes into this. You will need a clear profit and loss statement, realistic cash flow statements, and a pricing strategy that will work.

You also need to consider your cash reserves (you might not make a profit for a few months) and your stock and inventory. There is also packaging, software tools (accounting software, POS software, restaurant management software , etc.), payroll, and production costs. Let’s not forget to consider loan repayments, insurance, and other ongoing expenses.

If you pitch to potential investors or want to secure bank loans, you will need your financial plan to be absolutely watertight. This is what determines how viable your business idea is.

How will you attract customers once your business is open? You will need a clear marketing strategy. This could include a strong web presence , social media marketing, special promotions, eye-catching signage, a well-placed chalkboard, collaborations with other businesses, and more.

When establishing your marketing plan, keep your target customers in mind. The channels and strategies that your marketing plan includes will need to align with their interests.

Following these steps to draw up your business plan template should cover all the necessary details. Just remember that your brewery business plan is a working document. Dedicate enough time to creating your plan, and constantly update and improve it as you learn more about the market and industry.

Plan to host private events at your brewery? Get in touch with Perfect Venue to learn more about our event management software designed for breweries, independent restaurants, and hospitality groups.

Have thoughts on the article? Feel free to email us at [email protected] - we'd love to hear it!

Brewery Business Plan Guide + Example

July 6, 2023

Adam Hoeksema

In this guide, we will navigate the process of creating a brewery business plan that reflects your  vision and entices potential stakeholders. Rather than viewing it as a chore that your lender may have tasked you with, embrace the opportunity to lay a solid foundation for your brewery's future growth.

Together, we will cover the essential components that make up a comprehensive brewery business plan, empowering you to showcase your brewery, analyze the market landscape, strategize marketing and sales efforts, and develop realistic financial projections. Your potential lenders will want to make sure your brewery plans are realistic and within industry averages as well!

This guide includes the following:

What Should be Included in a Brewery Business Plan?

• Conducting Market Research for Your Brewery Business Plan
• Creating Financial Projections for Your Brewery Business Plan

Example Brewery Business Plan

Brewery business plan faqs.

With that in mind as the path forward, let’s dive in. 

A brewery business plan should compellingly convey to investors and lenders why beer enthusiasts and other customers would prefer your brewery over competitors, why you or your team are the optimum choice to manage the brewery, and how the financial projections are tailored to secure a favorable monetary return on their investment. Below is a detailed blueprint of our complimentary brewery business plan template .

Brewery Business Plan Outline

I. Executive Summary

II. Company Description

III. Market Analysis

IV. Marketing and Sales Strategy

V. Operations and Management

VI. Financial Plan

• Startup Costs and Use of Funds
• Annual Sales, Gross Profit and Net Profit
• Key Financial Ratios
• Financial Summary
• Income Statement Annual Summary
• Cash Flow Statement Annual Summary
• Balance Sheet Annual Summary

VII. Appendix

VII. Conclusion

How to do Market Research for a Brewery Business Plan

Market research forms the backbone of any brewery business plan. Understanding your position within the market and establishing that there is adequate demand for your brewery's unique concept, location, and price range is key. Learn more about our approach to brewery market research here. Essentially, your goal is to grasp your competition, gauge potential customer footfall, identify an optimal location, and anticipate any seasonal fluctuations that could affect your business. You can learn more about our Brewery market research approach here, and below are some useful tools and methods for conducting market research for your prospective brewery.

What Will be the Cost to Advertise my Brewery?

We recommend Google Keyword Planner to aid you in identifying the ideal keywords to promote and attract customers to your brewery's website. This tool also offers an estimate of the cost per click when advertising using different keywords, as shown below:

What Keywords are Customers Using in Their Searches?

We rely on both Google Keyword Planner and Ahrefs to discern which keywords are directing traffic to your competitors' websites. You can run a report on a competitor's website to uncover the keywords they are ranking for and the volume of organic traffic each keyword generates. This information can be pivotal in streamlining your SEO strategy.

How Seasonal are Brewery?

We utilize Google Trends to examine the seasonality of your brewery concept. For instance, it can highlight that "Craft Beer Breweries" might not have stark seasonal patterns, whereas a brewery with a specialty in summer ales might exhibit pronounced seasonal trends.

How Many Customers Do my Competitors Receive Each Month?

Lastly, it's advantageous to generate foot traffic reports for your competitors to gauge the typical number of patrons they serve at their breweries. An example is shown below that presents the number of visits per month for a specific location:

In the end, the projected customer base for your brewery is a key assumption that will be foundational to your financial projections. Therefore, understanding your competitors' patron volumes can assist in estimating the potential traffic to your brewery.

How to Create Financial Projections for a Brewery Business Plan

Now, it's time to translate your market research into meaningful financial projections. Unlike other industries, the art of brewing introduces unique variables that shape revenue projections. While some breweries face capacity constraints, dictated by factors such as available seating, others may be limited by their brewing capacity and the ability to efficiently fulfill orders. Creating accurate financial projections is crucial not only to showcase your brewery's potential to repay loans but also to demonstrate an attractive return on investment to potential stakeholders.

• Estimate startup costs for your restaurant
• Forecast revenue including distribution, tap rooms, brewpub
• Project food, beer, and labor costs
• Estimate your operating expenses like rent and utilities
• Calculate how much investor or loan capital you will need to open

If you use our brewery projection template , you'll be guided through this process, ensuring your projections adhere to the format required by investors or lenders. Typically, startup brewery projections should include an integrated income statement, balance sheet, and cash flow forecast to provide a comprehensive financial overview.

Through thoughtful financial planning and accurate projections, you'll not only showcase the potential profitability of your brewery but also gain the confidence of potential investors and lenders. Let our brewery projection templates assist you in presenting a robust financial plan that sets the stage for a successful brewing enterprise.

Discover our brewery business plan template , available in a customizable Google Doc format, allowing you to tailor it to your specific needs. Accompanied by our video walkthrough, you'll receive guidance on adapting the plan to your unique brewery concept. 

Table of Contents

1. executive summary,  1.1. company overview.

Briefly introduce the company's background, products or services, and target market.

      -  Example: Barrel & Brew Co. is a boutique craft brewery located in Asheville, North Carolina. We are dedicated to producing exceptional handcrafted beers that showcase the artistry of brewing and embody the spirit of the local community. 

   1.2. Objectives

Outlines the company's short-term and long-term goals.

        - Example:  Establish Barrel & Brew Co. as a premier destination for craft beer enthusiasts in Asheville, achieving a 70% taproom occupancy rate within the first year.

        - Example: Long-term: Plan to expand our operations, opening additional taprooms in neighboring cities and maintaining strong customer satisfaction..

  1.3. Mission Statement

 Describes the company's purpose and core values.

        - Example: At Barrel & Brew Co., our mission is to create exceptional craft beers that captivate the senses and foster a sense of community. We are dedicated to promoting the art of brewing, supporting local farmers and artisans, and providing an inviting and educational space where beer enthusiasts can gather, share experiences, and appreciate the craftsmanship behind our beers.

  1.4. Keys to Success

Highlights the factors that will contribute to the company's growth and success.

        - Example: Barrel & Brew Co. thrives on the following key factors for success. We prioritize exceptional craftsmanship, ensuring our craft beers deliver unmatched quality and flavor. Our engaging taproom experience immerses beer enthusiasts through guided tours, tastings, and educational activities. Active community engagement through festivals, collaborations, and charitable support builds a loyal customer base. 

2. Company Description

   2.1. company history.

Provides context on the company's background and founding story.

        - Example: Barrel & Brew Co. was founded by Martin Holts, a passionate brewer with extensive experience in the craft beer industry. Inspired by his love for brewing and the vibrant beer culture in Asheville, North Carolina, Martin set out to create a brewery that would celebrate the artistry and flavors of handcrafted beers. 

   2.2. Legal Structure

 Describes the company's legal structure (e.g., sole proprietorship, partnership, LLC, corporation).

        - Example: Barrel & Brew Co. operates as a limited liability company (LLC)

 2.3. Unique Selling Proposition

  Emphasizes the company's competitive advantage or unique offerings.

        - Example: Barrel & Brew Co. distinguishes itself through its commitment to brewing excellence and innovation. We pride ourselves on crafting high-quality beers that showcase a harmonious blend of traditional brewing techniques and inventive flavors.

  2.4. Target Market

Defines the company's ideal customer base.

        - Example: Barrel & Brew Co. targets beer enthusiasts and craft beer connoisseurs in Asheville, North Carolina, and beyond. Our offerings appeal to individuals who appreciate the artistry, quality, and diverse range of flavors found in handcrafted beers. 

3. Market Analysis

3.1. industry overview.

  Presents a general overview of the industry, its trends, and growth potential.

        - Example: The craft beer industry in Asheville, North Carolina, is thriving, driven by the city's vibrant beer culture, tourism, and a strong community of beer enthusiasts. With a growing demand for high-quality and diverse craft beers, the industry presents significant growth potential for Barrel & Brew Co.

3.2. Competitor Analysis

 Evaluates the company's direct and indirect competitors, as well as their strengths and weaknesses.

        - Example: Direct competitors: Mountain Brew –  a local brewery located in Asheville, North Carolina, specializing in craft beers that celebrate the mountainous region.

        - Example: Indirect competitors: The Hop House – a popular brewpub and restaurant in Asheville, North Carolina. While they brew their own beers on-site, they also offer a wide selection of craft beers from other local and regional breweries. 

3.3. Target Market Analysis

Explores the company's target customers, demographics, preferences, and pain points.

        - Example: Barrel & Brew Co.'s target market includes beer enthusiasts, craft beer connoisseurs, and locals and tourists who appreciate the unique beer scene in Asheville. The target demographic comprises individuals aged 21 and above who seek flavorful, high-quality beers and enjoy exploring different beer styles and flavors.

3.4. Market Opportunities

Identifies potential opportunities for the company to grow within the market.

        - Example: There are several opportunities for Barrel & Brew Co. to thrive in the market. Firstly, by actively participating in local beer festivals, events, and collaborations with other breweries, Barrel & Brew Co. can increase brand visibility and attract new customers. Additionally, partnering with local restaurants and bars to showcase their beers can expand their reach and tap into new customer segments. 

Key Point  1

• Example 1: Conduct a competitor analysis to understand the strengths and weaknesses of existing breweries in the area. (e.g., Identify key competitors' offerings, pricing, and customer reviews to determine potential gaps in the market)
• Example 2:Analyze local beer consumption trends and preferences through surveys and market research. (e.g., Discover that there is a high demand for craft beers with unique flavors and local ingredients in Asheville)

4. Marketing and Sales Strategy

4.1. product or service offerings: .

Describes the company's products or services in detail.

        - Example: Barrel & Brew Co. offers a diverse range of handcrafted beers. Our lineup includes a variety of beer styles, from refreshing lagers to hop-forward IPAs and rich stouts. Each beer is meticulously brewed using high-quality ingredients and crafted to deliver exceptional flavor and aroma.

4.2. Pricing Strategy

 Outlines the company's approach to pricing its products or services.

        - Example: Barrel & Brew Co. employs a competitive pricing strategy that reflects the quality and craftsmanship of our beers while remaining accessible to our target market. 

4.3. Sales Strategy

  Explains how the company plans to generate sales and build

customer relationships.

        - Example:  To generate sales and build strong customer relationships, Barrel & Brew Co. focuses on creating memorable experiences for beer enthusiasts. Our taproom in Asheville, North Carolina, serves as a hub for beer tasting, socializing, and educational events. We prioritize customer engagement by offering guided brewery tours, hosting beer tasting sessions, and providing a welcoming and knowledgeable staff to enhance the overall brewery experience.

4.4. Distribution Channels

 Describes the methods through which the company will deliver its products or services to customers.

        - Example: Barrel & Brew Co. primarily distributes its beers through its taproom in Asheville. Customers can visit the taproom to enjoy our beers on-site, purchase cans or growlers to-go, and engage directly with our team. 

4.5. Promotions and Advertising

 Details the company's promotional efforts and advertising strategies.

        - Example: To increase brand awareness and attract customers, Barrel & Brew Co. employs a multifaceted approach to promotions and advertising. We leverage social media platforms to showcase our beers, engage with our audience, and promote upcoming events. We also collaborate with local food vendors, musicians, and artists to host unique experiences and create cross-promotional opportunities. 

Key Point  2

• Example 1:  Organize a beer tasting event showcasing the brewery's signature brews to attract beer enthusiasts and build brand awareness. (e.g., Attract 300 attendees to the event, generating positive feedback and inquiries about future offerings). Attend local festivals, events, etc to offer beer tastings and sale discounted beers
• Example 2: Collaborate with local restaurants and bars to feature Barrel & Brew Co.'s beers on their menus, expanding the brewery's reach and attracting new customers. (e.g., Secure partnerships with three popular restaurants, resulting in increased sales and customer referrals)
• Example 3: pre-sale “beer of the month” or mugs for a “mug club” to provide a discount for the first year (or lifetime) based on a pre-launch subscription fee
• Example 4: Social Media & Email signups. Build a local (and broader) following by documenting/sharing the process of brewing, building, launching the brewery. Collect emails to provide updates to local supporters

5. Operations and Management

5.1. brewery production.

Involves the brewing process, quality control, and packaging of the beers.

        - Example: Barrel & Brew Co. focuses on producing high-quality beers by adhering to strict brewing standards, conducting regular quality checks, and implementing efficient packaging and labeling processes.

5.2. Inventory Management

Refers to the management of raw materials, brewing supplies, and finished beer inventory.

        - Example: Barrel & Brew Co. maintains a comprehensive inventory management system to monitor stock levels, track ingredient usage, and ensure sufficient supply of brewing materials. This enables us to meet customer demand and optimize production efficiency.

5.3. Taproom Operations

Encompasses the management of the taproom, including customer service, beer pouring, and creating a welcoming atmosphere.

        - Example: Barrel & Brew Co. places a strong emphasis on exceptional customer service and creating a warm and inviting environment in our taproom. Our well-trained staff provides knowledgeable guidance on beer selection, offers a memorable tasting experience, and fosters a sense of community among our patrons.

5.4. Compliance and Regulatory Requirements

Involves adhering to local, state, and federal regulations related to brewing, licensing, health and safety, and responsible alcohol service.

        - Example: Barrel & Brew Co. ensures compliance with all applicable laws and regulations governing the brewing industry. We maintain proper licensing, prioritize health and safety protocols, and promote responsible alcohol service to uphold the highest standards of legal and ethical practices.

Key Point  3

• Example: Martin Holts, the owner of Barrel & Brew Co., has a decade of experience in craft beer brewing, including managing a successful brewery in a different location. His expertise ensures a deep understanding of brewing techniques, quality control, and industry trends.
• Example: The brewery's head brewer, Sarah Thompson, is a renowned expert in the craft beer industry, having won multiple awards for her innovative beer creations. Her expertise brings credibility and a competitive edge to Barrel & Brew Co.

5.5 Staffing and Human Resources

Covers the recruitment, training, and management of a skilled and dedicated team.

        -Example: Barrel & Brew Co. places great importance on hiring passionate and knowledgeable individuals who share our commitment to brewing excellence. We provide comprehensive training programs, offer competitive compensation, and foster a positive work environment to attract and retain top talent in the industry.

5.6. Financial Management

Involves budgeting, accounting, and financial analysis to ensure the brewery's financial stability and profitability.

        - Example: Barrel & Brew Co. maintains a robust financial management system, which includes accurate bookkeeping, regular financial analysis, and strategic budgeting. This allows us to make informed business decisions, manage expenses effectively, and pursue growth opportunities while maintaining financial sustainability.

All of the unique Brewery financial projections you see here were generated using ProjectionHub’s Brewery Financial Projection Template . Use PH20BP to enjoy a 20% discount on the template. 

6. Financial Plan

   6.1. startup costs.

  Provide a detailed breakdown of the total startup costs requirements, and where you plan for those funds to come from. You will also want to breakdown how the startup costs will be used including working capital to cover losses before the business breaks even.

        - Example: Creating a solid financial plan is crucial, and we are taking the necessary steps to ensure the success of Barrel & Brew Co. We have raised $150,000 through personal investment from Matin, and we are working with financial institutions to secure a business loan of around $500,000. By combining these funding sources, we are confident in our ability to meet the startup cost requirements and establish a strong foundation for Barrel & Brew Co. 

6.2. Revenue Projections

Provides an estimate of the company's future revenue based on market research and assumptions.

        - Example:  Barrel & Brew Co. projects $1,367,824 in revenue in the first year. The company anticipates steady growth in revenue over the initial five-year period.

6.3. Expense Projections

 Estimates the company's future expenses, including fixed and variable costs.

        - Example: Barrel & Brew Co.'s expenses include property lease, accounting, advertising, professional services, utilities, and more.

6.4. Profit and Loss Statement

Summarizes the company's revenue, expenses, and net income over a specific period.

        - Example: Barrel & Brew Co. expects to achieve profitability within the first two years of operation.

6.5. Cash Flow Projections

 Outlines the company's projected cash inflows and outflows.

        - Example: Barrel & Brew Co. cash flow projections account for seasonal fluctuations in sales and expenses.

6.6. Break-even Analysis

  Determines the point at which the company's revenue equals its expenses.

        - Example: Barrel & Brew Co. anticipates reaching its break-even point in year 2 of operation.

Watch how to create financial projections for your Brewery

Key Point  4 

• Example 1: Compare financial projections with industry benchmarks for breweries of a similar size and production capacity. (e.g., Aim for a gross margin of 50%, which is within the typical range for craft breweries)
• Example 2:  Consider potential market growth and expansion opportunities in Asheville, factoring in expected revenue increases from increased distribution and taproom sales.

7. Appendix

   7.1. supporting documents.

 Includes any relevant documentation that supports the information presented in the business plan, such as resumes, financial projections, market research data, and permits or licenses.

   7.2. Glossary of Term

 Provides definitions for industry-specific terms used throughout the business plan to ensure reader comprehension.

   7.3. References and Resources

Lists any sources or resources referenced during the preparation of the business plan, including industry reports, market research data, and relevant publications.

Key Point  5

• Example: Martin Holts and his family invest a substantial amount of personal funds into the brewery's startup costs, demonstrating their commitment to the business's success.
• Example: The brewery secures a small business loan backed by the collateral of brewing equipment, showing the willingness to assume financial risk and ensuring the lender's confidence in the venture.

How can I choose the ideal location for my brewery?

When selecting a location for your brewery, consider factors such as the availability of water supply, access to quality ingredients, proximity to your target market, zoning regulations for breweries, space for brewing equipment and storage, and the potential for a taproom or retail area.

What are the steps to start a craft brewery?

Starting a craft brewery typically involves conducting market research, writing a business plan, securing funding, obtaining necessary permits and licenses, sourcing equipment and ingredients, hiring staff, and marketing your brewery.

How can I finance my brewery startup?

There are various options to finance a brewery startup, including self-funding, bank loans, crowdfunding, seeking investment from private investors or venture capitalists, or applying for government grants or incentives.

What permits and regulations do I need to comply with to operate a brewery?

The permits and regulations for operating a brewery can vary depending on your location. Typically, you will need permits related to alcohol production and distribution, licensing for on-site consumption or retail sales, compliance with health and safety regulations, and adherence to labeling and packaging requirements.

About the Author

Adam is the Co-founder of ProjectionHub which helps entrepreneurs create financial projections for potential investors, lenders and internal business planning. Since 2012, over 50,000 entrepreneurs from around the world have used ProjectionHub to help create financial projections.

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Expert business plan and financial models

Brewery Business Plan Template & PDF Example

• September 4, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful brewery. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your brewery’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a brewery business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the food and beverage industry, this guide, complete with a business plan example, lays the groundwork for turning your brewery concept into reality. Let’s dive in!

Our brewery business plan is structured to cover all essential aspects needed for a comprehensive strategy. It outlines the brewery’s operations, marketing strategy , market environment, competitors, management team, and financial forecasts.

• Executive Summary : A quick overview of the Brewery’s concept, market potential, team, and financial strategy.
• Brewery & Equipment: Details on the brewery’s location, equipment, and production capacity.
• Beer Offering & Pricing : Lists beer types, special releases, and pricing strategy .
• Key Stats: Presents the size and growth of the craft brewery market.
• Key Trends : Points out trends like innovative flavors and eco-conscious brewing.
• Key Competitors: Identifies your main competitors and your unique selling points.
• SWOT: A brief analysis of strengths, weaknesses, opportunities, and threats.
• Marketing Plan : Short strategies for promoting the brewery and its beers.
• Timeline : Major milestones from setup to the first year’s end.
• Management: Gives information on the leadership team and their roles.
• Financial Plan: Forecasts the brewery’s finances over 5 years, covering income, expenses, and profitability.

Brewery Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Executive Summary

The Executive Summary presents an overview of your brewery’s business plan, succinctly describing the brewery and its offerings. It will highlight your market positioning, the variety of beers and related products you plan to brew, its location, size, and a snapshot of daily operations.

This section will also delve into how your brewery intends to establish itself within the local market, including an analysis of the number of direct competitors in the vicinity, who they are, and your brewery’s unique selling propositions that set it apart from these competitors.

Moreover, it should outline the management and co-founding team, specifying their roles and how they contribute to the brewery’s success. In addition, a brief on your financial forecasts, including expected revenue and profit margins over the next five years, should be included to offer a transparent view of your brewery’s financial strategy.

Brewery Business Plan Executive Summary Example

Business Overview

The  business overview  should clearly define the brewery’s key characteristics, including its location, brewing equipment, production volume capacity, and beer offerings. Emphasizing what sets your brewery apart, such as unique flavors or sustainable brewing practices, is crucial for attracting interest and investment.

Example: “CraftHaven Brewery,” nestled in Downtown Riverdale, features a 5,000-square-foot space with a cozy taproom. Equipped with a 10-barrel brewing system, the brewery has an initial production capacity of 2,000 barrels annually, scalable to 5,000 barrels. CraftHaven’s beer lineup, including the popular “Hop Heaven” IPA and “Dark Depths” stout, showcases innovative flavors and seasonal specials, appealing to a wide range of craft beer enthusiasts.

Market Overview

This section should analyze the craft brewery market’s size, growth trends, and  competitive landscape . It positions your brewery within the industry and highlights its potential to capitalize on current consumer preferences and market  opportunities .

Example: CraftHaven Brewery enters a robust market valued at $28.4 billion, growing steadily at 6% annually. Despite competition from established breweries like Competitor A and B, CraftHaven distinguishes itself with its focus on innovative flavors and commitment to eco-conscious brewing, catering to the preferences of adventurous and environmentally aware customers.

Management Team

Detailing the management team’s background and roles is essential. This part of the summary should emphasize their experience in the craft brewing industry and business management, highlighting their ability to lead the brewery to success.

Example: The Brewmaster, a veteran with years of experience in craft brewing and a graduate of a prestigious brewing program, leads the beer production. The CEO, with an MBA and a strong track record in the food and beverage sector, oversees the brewery’s overall strategy and business operations.

Financial Plan

Clearly outlining the financial goals and projections is key. This section should include targets for revenue and profit margins, offering insight into the brewery’s financial health and growth potential.

Example: CraftHaven Brewery aims to achieve $1.8 million in annual revenue with a 32% EBITDA margin by 2028. Supported by a strategic approach to marketing, quality beer production, and a focus on customer experience, the brewery is positioned for significant growth in the dynamic craft beer market.

For a Brewery, the Business Overview section can be effectively divided into 2 main parts:

Brewery & Equipment

Detail the brewery’s physical setup, focusing on the design, brewing capacity, and the state-of-the-art equipment used in the beer-making process.

Highlight the brewery’s location, emphasizing its accessibility and the convenience it offers to visitors, such as proximity to popular dining or entertainment areas or ease of parking. Discuss why this location is strategically chosen to attract your target market .

Beer Offering & Pricing

Describe the range of beers and related products offered, from classic ales and lagers to innovative craft and seasonal brews. Explain your pricing strategy, ensuring it reflects the quality and uniqueness of your offerings and aligns with the market you’re targeting.

Emphasize any special releases, subscription models, or loyalty programs that add value for your customers, fostering repeat visits and a strong brewery community.

Industry size & growth

In the Market Overview of your brewery business plan, begin by exploring the size of the craft beer and brewing industry along with its growth potential. This analysis is vital for grasping the market’s breadth and pinpointing opportunities for expansion.

Key market trends

Continue by discussing recent trends in the market, such as the growing consumer interest in craft and artisanal beers, the preference for local and sustainable brews, and the innovation in beer flavors and brewing techniques.

Highlight the demand for beers that offer a unique experience, such as those using locally sourced ingredients or those that cater to niche tastes, alongside the increasing popularity of breweries that emphasize environmental sustainability and community engagement.

Competitive Landscape

A  competitive analysis  is a crucial element in understanding the position of your brewery in the market and is an essential part of your business plan. This analysis aids in pinpointing your brewery’s unique selling points, vital for standing out in a  competitive  industry.

Moreover, a competitive analysis is fundamental in building a strong foundation for your business plan. By examining the operational aspects of your competitors, you gather valuable information that ensures your business plan is comprehensive, well-informed, and designed to thrive in the brewery market.

Identifying Your Competitors in the Brewing Industry

Identifying competitors is the first step in understanding your position in the brewing market. Begin by mapping out local and regional breweries. For instance, if your brewery specializes in craft beers, your direct competitors include nearby craft breweries as well as larger beer companies that have entered the craft market. Don’t overlook indirect competitors such as local bars or pubs that offer a wide selection of beers, including those from competing breweries.

Use online tools like Google Maps to get a geographical sense of competitor distribution. Platforms like Untappd and RateBeer offer customer reviews and ratings, providing insights into competitors’  strengths and weaknesses . For example, if several reviews praise the unique seasonal brews at “Crafty Ales,” this is a key strength of your competitor.

Brewery Competitors’ Strategies

Analyzing the strategies of these competitors involves several aspects:

• Core Beers : Examine their core beer offerings. If “Hops Haven” is gaining popularity with its diverse IPA range, it indicates a  market trend  towards hop-forward beers.
• Brewing Techniques : Consider the brewing techniques and styles. A brewery like “Traditional Brews” that focuses on classic styles might appeal to a different customer base than one like “Innovative Brews,” known for experimental and unconventional beers.
• Pricing Strategy : Compare your pricing with that of competitors. Are your beers priced similarly to “Budget Brews” or are they more aligned with the premium offerings at “Exclusive Ales”?
• Marketing Tactics : Look at how competitors market their products. Do they have a strong social media presence like “Social Sips,” or do they rely more on community events and word-of-mouth?
• Customer Experience : Assess the taproom or brewery tour experience. For instance, “Friendly Ferments” might be known for its welcoming atmosphere and knowledgeable staff, enhancing the customer experience.
• Operational Efficiency : Observe if competitors are using technology or innovative processes to streamline brewing and serving, much like “Techie Taps” with its automated brewing system.

What’s Your Brewery’s Value Proposition?

Reflect on your brewery’s  unique value proposition . Maybe your brewery is known for using locally sourced ingredients, or perhaps you offer a unique range of barrel-aged beers that aren’t available elsewhere in your area.

Identify market gaps through customer feedback and industry trends. For example, the rising interest in sustainable and eco-friendly brewing practices could represent a market opportunity if competitors are not addressing this demand.

Consider your location: A brewery in a bustling downtown area might focus on creating a vibrant taproom experience, while a rural brewery could capitalize on its scenic location to become a destination for beer tourism.

Begin with a SWOT analysis for the brewery, identifying Strengths (such as a unique beer selection and strong brand identity), Weaknesses (including potential high startup costs or market saturation), Opportunities (for instance, the growing craft beer movement and local food pairing events), and Threats (like changing regulations or economic factors that may impact discretionary spending).

Marketing Plan

Then, formulate a marketing plan that details strategies for drawing in and keeping customers through targeted advertising, special brewery events, an active and engaging social media presence, and involvement in local community events and festivals.

Marketing Channels

Digital marketing.

• Social Media Engagement:  In today’s digital era, leveraging various online platforms is critical for establishing a strong brewery presence. Social media platforms like Instagram, Facebook, and Twitter serve as avenues to showcase your brewery’s story, share behind-the-scenes glimpses of the brewing process, and engage with beer enthusiasts.
• Email Marketing:  Build an email list for brewery updates, exclusive beer releases, and events. Offer incentives like access to limited-edition beers or discounts for subscribers.
• Website and SEO:  A professionally designed website acts as a central hub for all brewery-related information, including beer offerings, taproom events, online merchandise sales, and engaging blog content related to the brewing industry. Optimizing your website for local SEO ensures that your brewery ranks prominently in online searches for beer-related queries within your geographical area.

Local Advertising

• Community Involvement:  Community involvement and local outreach efforts are powerful tools for creating brand awareness and fostering connections within your locality. Sponsor local events, participate in community fairs, and collaborate with nearby businesses to expand your brewery’s visibility.
• Print and Media:  Print media, including local magazines, newspapers, and strategically placed posters or flyers in local hangout spots, contribute significantly to reaching a broader audience within your vicinity.

Partnerships and Collaborations

• Collaborate with Bars and Restaurants : Forming partnerships and collaborations within the industry can amplify your brewery’s reach and customer base. Collaborate with bars, restaurants, or cafes to feature your brews on their menus or create exclusive beer collaborations.
• Events and Festivals:  Participating in events, such as beer festivals or industry expos, allows for networking opportunities and exposure to a wider audience. Collaborate with food vendors or artists during these events to enhance the overall experience for attendees.

Promotional Activities

• Limited Releases and Special Events:  Launch limited-edition beer releases or seasonal brews to create buzz and attract beer enthusiasts.
• Loyalty Programs:  Implement a loyalty system offering rewards or discounts for frequent taproom visitors or repeat customers.
• Referral Programs:  Incentivize customers to refer friends by offering discounts or exclusive access to brewery events.

Sales Channels

Taproom sales.

• Enhance Customer Experience:  Train staff to upsell by suggesting beer pairings, recommending merchandise alongside purchases, and educating customers about your brewing process and beer varieties. Create an inviting ambiance in the taproom that aligns with your brewery’s brand, encouraging customers to spend more time and explore various offerings.
• Merchandise Sales:  Display branded merchandise prominently and offer it as part of bundled deals or promotions.

Online Sales and Distribution

• E-commerce Platform:  Expanding beyond the taproom, establishing an online sales platform broadens your brewery’s reach. Developing a user-friendly e-commerce platform allows customers to purchase your beers, merchandise, and gift cards conveniently from anywhere.
• Local Delivery or Shipping:  Consider offering local delivery services or partnering with delivery platforms to ensure timely beer deliveries to customers’ doorsteps. Additionally, explore opportunities for shipping your beers to regions beyond your immediate locality to cater to a broader market.

Membership and Subscription Programs

• Membership Benefits:  Create a beer club or subscription model offering members exclusive access to limited-edition releases, discounts on merchandise, or brewery events.
• Subscription Boxes:  Curate monthly beer subscription boxes featuring a variety of brews for customers beyond your local area.

Strategy Timeline

Lastly, establish a comprehensive timeline that marks key milestones for the brewery’s launch, marketing initiatives, customer base development, and growth goals, ensuring the business progresses with clear direction and intent.

The Management section focuses on the brewery’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the brewery towards its financial and operational goals.

For your brewery business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your brewery’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your brewery business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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Privacy overview.

• Business planning and strategy

Agriculture Business (Farm and Distillery/Brewery): Example Business Plan

Want to set up a business in agriculture and tap into the brewery industry? We’ve created an example business plan to help you get the ball rolling!

Do you have harvest crops and produce goods from them? Are you interested in the agriculture or the brewery industries? If so, writing a business plan will help you bring these two ideas together into one united business.

To help you get started we’ve created an example business plan for the agricultural business. Our example focuses on a farm that grows hops in order to produce craft beer, but it will work as a framework no matter what you are growing or producing. Click the ‘Download Tool’ button to gain access to the word document.

You can also find the same example in the Business Plan Writer , our free online tool that guides you through the process of starting your business. Just select “agriculture/livestock” as your industry when you register.

Good luck and happy writing!

Related resources

• Entrepreneurship

Brewery Business: 13 Steps to Starting a Brewery Business

Starting a brewery business takes time, dedication, and a great love of beer. It also includes all the steps of starting any business, from a business plan to marketing to hiring your staff. This guide to brewery business success will get you started.

How to Open Up a Brewery: 3 Facets of Opening Breweries

The practice of how to open up a brewery is similar to how to start a wine business , bar, or restaurant. It shares qualities with opening the best brunch places , starting a beer garden ,  opening a sports bar , or process of how to open a wine bar . 

Opening a Brewery

Opening a brewery involves the usual work of opening a restaurant or bar business . Then there are the decisions and plans specific for breweries. On the BinWise site, when we spoke about opening a winery, we talked about things like:

• Buying a winery
• Working at a winery
• The best wineries
• Wine marketing

... and so much more in the complete winery guide . 

Opening a brewery shares many of those qualities and needs. You’ll need staff, inventory, an inventory program , a business plan, brewery cleaning supplies, a brewery license, and brewery management software. From your inventory to your order management system , there’s plenty to keep track of. 

How to Open a Craft Brewery

Opening a craft brewery is very similar to how to open up a brewery. Some of the key differences between the two are:

• A craft brewery is an independent brewery, while a brewery is often part of a larger business.
• Craft breweries tend to make their beers in small batches. This leads to seasonal brews and limited editions.
• Craft breweries need more work with branding and marketing , creating a business brand , and understanding the importance of branding . They’re a small business, so small business marketing is a necessity. 

Those differences make a craft brewery something that can take more personal care, but that pays off in the long run. Craft breweries are gaining popularity due to their personal, curated space in the brewery business industry.

Opening a Brewery: Brewing Up a Beer Business

Learning how to open up a brewery and following the steps can be a long process. If you’re looking for a lasting business with a unique selling proposition, there’s plenty you need to know. One important thing to learn is how much it costs to open a brewery.

"Key Takeaway: A brewery is a business you can pour passion into alongside every glass of beer you pour."

How Much Does It Cost to Open a Brewery? 6 Brewery Costs

The question of “How much does it cost to open a brewery?” Is something every brewery business owner gets to be well acquainted with. These six brewery business costs cover a wide range. You’ll find your specific costs within these lists. 

Average Cost to Start a Brewery

The average cost to start a brewery rests between $250,000 and $500,000, with the potential for much higher costs. That average is similar to the average of a $275,000 cost to start a restaurant. Of course, those costs are only for the start of your brewery. The following costs come up along the way, as well as at the beginning.

Brewery Equipment Cost

Your brewery equipment cost can range anywhere from $100,000 to millions of dollars. It all depends on the size of your brewery business, the types of beer you’re brewing, and the size of your team. The equipment you should consider includes:

• Bottling lines
• Canning lines
• Cooling systems
• Storage tanks
• Fermentation tanks
• Beer-labeling machines
• Piping and tubing supplies
• Refrigeration equipment
• Cleaning equipment and cleaning supplies
• Waste treatment systems
• Tap handles

This equipment will get you started. If you invest in high-quality equipment, these items will last for ages. 

How Much Does It Cost to Build a Brewery?

If you’re building a brewery from the ground up the costs are going to be much higher than with an existing location. That said, there are many benefits to building a brewery to your specifications:

• Details that suit your business branding to your exact specifications
• A space that fits exactly what you need equipment-wise
• A taproom that serves the number of people you want to host for your customer service plan

The average cost to build a commercial space is between $238 to $286 per square foot. For a brewery, that number is higher. BinWise isn’t a legal advisor or a building inspector, we can’t tell you exactly what it will cost in your location, for your specifications. If you want to go this route, check out the costs in your area. 

Brewery Franchise Cost

A brewery franchise can be a nice way to get into the brewery business if you’re looking to work with existing beer brands . There are a range of brewery franchises you can choose from. The brewery franchise cost ranges from $300,000 into the millions. 

Brewery Insurance Cost

The average brewery insurance cost for small breweries is $77 to $109 a month. That covers you for $1,000,000/$2,000,000 in general liability insurance. Of course, this is a sample example of the insurance cost, but you can generally expect something similar.

Brewery License Cost

The average cost for a brewery license is between $300 and $1,000, but that’s a wide range. It can be on either side of that as well. Ultimately, this is another cost you should check for your location, as it differs, and can change year by year. 

Cost to Open a Brewery: The Brew Bank

The cost to open a brewery isn’t a straightforward number. It depends on the specifications you have in mind, your location, your customer base, and so much more. Once you’ve covered your cost list, it’s time to get started on spending some of your funds, and hiring your brewery staff.

Brewery Staff: 12 Key Facets of Hiring Brewery Staff

Hiring brewery staff is a big step toward having a fully functioning brewery business. These 12 facets of hiring brewing staff will help you learn how to hire staff, what positions to hire for, and the role your staff play in the success of your brewery.

Brewery Training

You want to make sure your brewers and other employees have some level of prior experience. This can come in many forms. These three facets of brewery training are good to keep an eye out for and ask about in job interviews.

3. Through a College

Going through a college program for brewery training is a common option. You’ll find many schools with brewery programs and certifications. You can work online, or find a school near you.

2. Through a Certificate Program

A specific certification program is also a good choice. The Brewers Association is one option for finding these programs. It’s less time-intensive than a school program for the most part. 

1. Self-Taught

Some of the best brewery owners have delved into the process of learning the art of brewing by themselves. Being self-taught takes more work, but can often be more rewarding in the long run.

How Much Do Brewery Workers Make?

According to Zippia, the average salary for a brewery worker is $13.91 an hour for an entry-level job. In some states, namely Oregon, Massachusetts, Washington, New Hampshire, and California, brewery wages can be higher. In those states, it’s likely for a brewery worker to make around $42,000 a year. 

Brewery Job Titles 

Most brewery titles fall under these six categories in some way or another. If you’re looking for a brewery job, you can match your skills to one of these jobs. You could also go after another with the right training. When you’re hiring, make sure you’re looking for a mix of these employees, to keep your employee roster well-rounded.

The brewer is a key job most folks have heard about at a brewery. The brewer can be one of many people working in the brewing system. This person is responsible for making the beer. 

The brewery engineer is responsible for setting up the brewery equipment. After the initial set up the engineer helps make sure the equipment is in good working order. This is vital for overall beer production.

Microbiologist or Chemist

The microbiologist or chemist spends their time analyzing the microbes found in the brewing process. They test these microbes against a database of known microbes. That helps them make sure nothing is being introduced into the mix that could negatively affect the beer. 

The brewery manager is there to make sure everything is running smoothly. They work with everyone in the brewery, and have a vast knowledge of the entire works of the process. 

Sales and Marketing 

Sales and marketing folks in a brewery are generally responsible for getting the news about their beer out into the world. This is similar to many other sales and marketing jobs in other industries. 

Customer Service

Customer service typically includes the staff who lead tours through the brewery and chat with guests on-site. This is another somewhat general job, but it’s vital for sales within the walls of the brewery. 

Brewery Workers: Working the Beer Line

Brewery staff are a key ingredient of a successful brewery. The brewery manager in particular is a job that keeps the brewery running smoothly.

"Key Takeaway: Brewery staff are the backbone of the process of how a brewery works."

Brewery Manager Job Description: 4 Brewery Management Facts

The brewery manager job description covers a lot of ground in the management and staff structure of a brewery business. These four facts around the brewer manager job description showcase how vital of a position it is. 

What Is a Brewery Manager?

The brewery manager job description covers everything from the daily brewery operations to expanding customer service and guiding the brand of the brewery. A brewery manager is a standard manager and brand manager all in one. They fulfill a variety of responsibilities to keep the brewery running smoothly.

Brewery Manager Responsibilities

Brewery manager responsibilities include:

• Supervising, scheduling, and training employees
• Maintaining cleanliness in the brewery
• Keeping the brewery up to code and in compliance with licensing regulations
• Ensuring customer satisfaction
• Managing inventory–an inventory management system and inventory management program will help
• Overseeing the brewing process
• Managing wholesale beer sales with vendors
• Overseeing brewery finances

Overall, the brewery manager is responsible for each aspect of the brewery. The brewery manager works closely with the brewery owner and the brewers. 

Brewery Manager Salary

According to Indeed, brewery managers can expect to earn between $94,400 and $112,100 a year. Glassdoor has the average salary of a brewery manager noted as $56,972 a year. ZipRecruiter has a salary of $36,449 a year for brewery managers. PayScale has a range that falls between $32,000 and $74,000 a year. 

A brewery manager salary can vary widely depending on location and brewery specifications. If you’re a brewery owner working as the manager, your salary will depend on your annual revenue and overhead expenses . 

Brewery Management Courses

Brewery management courses can help you prepare for the brewery manager job description. General management courses and certifications are a good option. You can also lean into the brewery-specific courses available. 

Those include the business of craft brewing, beer quality analysis programs, and master brewer courses. They’re all good options for expanding your knowledge and learning things you can share with brewery guests.

Brewery Management Work: Managing Microbrews 

From the brewery manager to the rest of the brewery staff, there’s a question that lingers for people on the other side of the equation, people looking for a job. That question is, how do you work at a brewery?

How to Work at a Brewery: 12 Factors of Brewery Work

Learning how to work at a brewery is something anyone interested in beer can dive into. It’s also important for brewery owners to consider how someone can work for them and how that process works. These 12 factors of brewery work all play into the overall work a brewery does.

12. Choose Your Niche

You could be a brewer, an engineer, a microbiologist or chemist, a manager, someone in sales and marketing, or a customer service representative. All of these roles are vital to the operations of the brewery.

11. Learn The Brewing Process

Learning the brewing process will help you excel at brewery business work even if you don’t choose to work as a brewer. If you’re in customer service it helps to be able to share the process with customers. The same goes for a sales, marketing, or management role. 

10. Sample Some Brews

If you’re a beer enthusiast, sampling the brewery beers will help you have an interesting conversation in the interview. It will also give you some insider knowledge. 

9. Daily Brewery Work

Daily brewery work is something to think about as you’re looking for work, and something to prepare for each day of your brewing career. It ranges from the work of brewing and checking on beer batches to setting up the taproom each day to sell beer on tap .

8. Taproom Work

When a brewery has a taproom, that’s a crucial component of sales and profits for the business. Keeping the taproom up and running, and inviting for customers, is key.

7. Brewery Sales 

Brewery sales can fall under the process of how to work at a brewery for sales and customer service brewery staff. It’s a critical piece of every work day. 

6. Finding a Brewery Job

Finding a brewery job comes before many of the other steps on this list. We’ve placed it at number six because of how important it is, even as a basic step. Finding a brewery job is similar to finding any other job–job boards and online ads will be the place to start your search.

5. Network With Brewers

Networking with brewers and others in the brewery industry can help you find work. It will also help you grow your knowledge and expertise in the industry. 

4. Get Certified

For brewers and chemists, getting certified often involves a degree or certification program. For a manager, it can be a management course or previous experience. It all depends on the qualifications you need.

3. Brew Up Your Resume

Brushing up your resume for a brewery position will help you be more prepared for the job hunt. You can look at your past experience and see where your application skills are in the field. You may be surprised by how much experience you already have.

2. Find Intern Work

If you’re struggling to find a way into the brewery industry, starting with an internship can help. It’s an entry level option that gives you experience. If you’re toying with the idea of working at a brewery, an internship can help you fully decide. 

1. Have Passion for Your Craft (Brews)

Having passion for your work is one of the best ways to make sure you enjoy the majority of your time at work. Yes, some parts will always feel like work. However, if you have a passion for brewing, you’ll find success and enjoyment in your work.

Working at a Brewery: Put Your Brewer’s Cap On

Working at a brewery is something every person in the brewery business needs a well-rounded view of. It’s all part of the larger experience of how a brewery works, which involves many moving parts, including the specifics of brewery licensing.

"Key Takeaway: Working at a brewery is a never-ending adventure. From working as a brewer to working with customers in the taproom, it’s all surrounding the art of brewing great beer."

How to Get a Brewery License: Brewery Licenses For 50 States

Learning how to get a brewery license is vital for everyone who wants to open a brewery business. That said, it’s not always a straightforward process. BinWise isn’t a legal agency, and we don’t offer legal advice. We urge you to do your own research when you’re opening a brewery because rules and regulations do change. 

The Alcohol and Tobacco Tax and Trade Bureau, or TTB, is a good place to turn toward for research and rules. How to get a brewery license is similar to getting a liquor license , so that information is helpful as well. 

These regulations for the United States follow current online resources. They may change before you dive into the process, so be sure to check your local guidelines. 

• Alabama: In Alabama, you initially need a liquor license. You specifically need to register with the Alabama Alcoholic Beverage Control Board, or ABC board, in the county where you’re opening a brewery.
• Alaska: In Alaska, you often need a liquor license and a specific winery /brewery license on top of the regular license. Alaska has some intense liquor and alcoholic beverage laws, so there are more steps you need to take.
• Arizona: Arizona has a few ways you can open a brewery or a brewery type of business. A liquor license is a good place to start. There are also microbrewery applications if you’re opening a business of a specific size.
• Arkansas: For the most part in Arkansas, you only need a liquor license to start with for a brewery business. The tricky parts of the process come into play with certain counties; Arkansas has certain dry counties.
• California: In California, you’ll typically need a beer manufacturer license, a small beer manufacturer license, or a general brewpub license. Which one you’ll need depends on the size of your brewery business.
• Colorado: For Colorado, you’ll need a brewer’s notice through the TTB, and a manufacturer’s license with the state of Colorado. If you’re going to have a tasting room you’ll also need a Colorado Wholesale license and a Colorado Liquor Sales Room permit.
• Connecticut: In Connecticut, you need to start with a liquor license. Specific licenses and permits beyond that basic license will depend on your location, but the liquor license is the most important.
• Delaware: In Delaware, to start off you need a liquor license. It’s an intensive liquor license in Delaware, it covers many specific instances. You should also look into Responsible Server Training approved by the state of Delaware if you’re serving tastings and food.
• Florida: In Florida, for a brewery, you need a Cereal Malt Beverage (CMB) or CMBP license. You may also need a specific license for a taproom or brewpub. That's if you’re looking to sell beer directly to the public through your brewery.
• Georgia: In Georgia, there’s a specific state of Georgia Brewery License. To get that license, you need a Malt Beverage Bond Performance and Tax Liability Bond. You also need an Alcohol and Tobacco personnel statement, a Citizenship Affidavit, annual registration for your business, and a local license. A few other items may come up depending on your business type.
• Hawaii: In Hawaii, you need to start with a liquor license. Different counties and islands have their own specific rules. From a liquor license to a direct wine shipper permit, there’s a lot to look into for your specific location.
• Idaho: For Idaho, an alcoholic beverage license is the place to start. You’ll need to complete a background check, a financial check, and fingerprinting to get set up with the application. From there, there are different levels of licensing depending on your business type.
• Illinois: In Illinois, there are brewer’s licenses and liquor licenses. Typically you need some level of both for an Illinois brewery.
• Indiana: For Indiana, an alcoholic beverage permit is the main requirement. You’ll need to contact an alcoholic beverage permit processor through the Indiana state government, which will help you check all your boxes.
• Iowa: In Iowa, you need a liquor license to start with. From there, you’ll need specific licenses and permits depending on the size of your business, your employees, and what you’re planning to sell on-site.
• Kansas: In Kansas, the brewery license rules are based on the size and type of brewery business you’re opening. In many cases you’ll need a standard Kansas liquor license. You may also need a specific microbrewery license. 
• Kentucky: For Kentucky, there are a few different options. There is the standard liquor license. There is also, however, a temporary Kentucky liquor license. That’s a unique option. You could also get an alcoholic beverage license to cover some general needs.
• Louisiana: In Louisiana, you’ll need a liquor license and, depending on your location, a more specific alcoholic beverage permit. Louisiana has different laws than many other states, so it’s a unique case depending on where in Louisiana you are.
• Maine: For opening a brewery in Maine, you’ll need a brewer’s notice, an Occupancy license for your location, and a sales and use tax certification. You’ll also need a specific brewery license depending on the size and structure of your brewery.
• Maryland: For Maryland, you’ll need a liquor license to start. You’ll then need to dive into which type of brewery license in Maryland is right for you. There are standard options, micro-brewery options, and manufacturing and wholesale licenses.
• Massachusetts: In Massachusetts, you’ll need something called an alcohol beverages farmer brewery license. This is unique to Massachusetts. There is also an option for an alcoholic beverages pub brewery license. 
• Michigan: For Michigan, there are a range of brewery-specific licenses and permits. You’ll likely need either a brewer or micro brewer license, or a manufacturing license and permit. In some cases you’ll need both.
• Minnesota: In Minnesota, you’ll need a few licenses that come up for most states. You’ll be required to have a brewer’s notice, a liquor license, and a wholesaler manufacturing license.
• Mississippi: For Mississippi, you’ll need a beer permit and a liquor license. These two permits and licenses cover a lot of requirements in Mississippi.
• Missouri: In Missouri, a microbrewery license is often required. You’ll also want to look into an alcoholic beverage retail license that is specific to your drinks. A liquor license will also be important.
• Montana: In Montana, one thing you’ll need to look into is a domestic brewery license. A liquor license and general business licensing will also be required.
• Nebraska: In Nebraska, you’ll need a liquor license, and potentially a craft brewery license. There are different levels of licenses depending on your business type.
• Nevada: For Nevada, you’ll need a mix of licenses. A liquor license is the place to start. From there, a brewery license is the next step. 
• New Hampshire: In New Hampshire, there are a number of licenses to look into beyond a standard liquor license. A beer specialty, beverage manufacturer, brew pub, carrier, or nano brewery may be the right choice for you.
• New Jersey: In New Jersey, on top of a liquor license, you’ll need a few other permits and licenses. A craft brewery license may be the right choice for you. A manufacturer license is also an option.
• New Mexico: For New Mexico, firstly you need a standard liquor license. Beyond that, you’ll need something specific. A small brewer liquor license is a common option. 
• New York: In New York, you’ll need to start with a liquor license. Beyond that, there are different levels of beer permits depending on the size and structure of your business. 
• North Carolina: For North Carolina, a brewery permit is required. A liquor license is also important. On top of that, you’ll need some level of a manufacturing license.
• North Dakota: In North Dakota, a liquor license is the place to start. From there, you’ll also want to look into a retail alcoholic beverage license. 
• Ohio: For Ohio, there are a variety of permits and licenses you’ll need. For one, you’ll need a liquor license. On top of that, you’ll likely need a permit to serve alcoholic beverages, and a manufacturer’s license. 
• Oklahoma: In Oklahoma, you need either a liquor license or an alcoholic beverages license, depending on the exact type of brewery you’re opening. Oklahoma has somewhat straightforward requirements and processes in place for opening a brewery.
• Oregon: In Oregon, you typically need a liquor license, as well as a brewery public house or winery permit. If you’re serving food you’ll also need to look into food handler’s certifications.
• Pennsylvania: In Pennsylvania, you’ll need a federal brewing permit from the TTB. A liquor license will also come up along the way. Pennsylvania is fairly straightforward in what you’ll need for a brewery.
• Rhode Island: For Rhode Island, you’ll need a basic brewery permit with the TTB in addition to a liquor license. You’ll need a different type of brewery permit depending on the size of your brewery.
• South Carolina: For South Carolina, you will need to start with an Alcohol Beverage license. You’ll also need a state sales tax permit no matter what type of brewery you open. The rest is dependent on what type of brewery you choose to run.
• South Dakota: In South Dakota, you’ll need a manufacturing license and a retail on-sale liquor license. South Dakota has more regional requirements for licensing, so it’ll heavily depend on where in South Dakota you’re opening a brewery.
• Tennessee: In Tennessee, in many places you’ll need to start with a beer permit. A liquor license will also likely come up depending on your location. Nashville has its own very specific license rules.
• Texas: In Texas, you need a brewer’s license, a distributor’s license, and a branch distribution license. You’ll also need to look into the rules around liquor licensing in Texas across the state.
• Utah: For Utah, you need a commercial business license. You’ll also need licenses from both the city and the state of Utah, through the Division of Alcohol Beverage Control (DABC).
• Vermont: In Vermont, you start with the Department of Liquor and Lottery, Division of Liquor Control’s Online Portal. This is where you sign up for a manufacturer’s license. You’ll also need a wholesale dealer’s license. 
• Virginia: In Virginia, for a brewery business you need to start with a liquor license. There are also specific brewery licenses and industry licenses. The Virginia ABC Board has the run-down on all the specifics based on your business type.
• Washington: In Washington, you need to complete a Business License Application and Non-Retail Liquor and Cannabis Board Addendum through the Department of Revenue’s Business Licensing Service. Your application will go through the WSLCB to get you licensed.
• West Virginia: In West Virginia, the main thing you need is a liquor license or beer license. Within those needs, however, are state licenses and the permits that come with serving food and drinks.
• Wisconsin: For Wisconsin, you’ll need to have a business license, a brewer’s notice with the TTB, and a brewery or brewpub permit with the DOR. These steps must be followed in order to cover everything you need.
• Wyoming: In Wyoming, you often only need a liquor license, as the Wyoming liquor license covers a lot of ground. You’ll need to file for a new liquor license, and each year you’ll need to file to renew with the Liquor License Renewal Application.

Getting a Brewery License: Licensed to Brew

The process of how to get a brewery license is one of the most important parts of starting a brewery business. It’s a vital component of how a brewery works.

How a Brewery Works: 11 Facets of How a Brewery Works

These 11 facets of how a brewery works happen roughly in this specific order. Some of them may get switched around, and you may find other steps that crop up for your specific brewery plans. When it comes to learning how a brewery works, however, you’ll find all of these steps come up along the way.

11. Opening A Brewery 

Opening a brewery is the first step, and an ongoing process. It starts with a brewery business plan, and choosing the design and overall goal of your brewery business. You have to start with a firm foundation of what you want your brewery to be.

10. Hiring Employees 

You’ll want brewers, a manager, someone who understands accounting, and general customer service employees. Everything beyond that depends on the size of your brewery and the functions you’re looking to fulfill. 

9. Setting Up Management 

Setting up management might be as simple as deciding that you, as the brewery business owner, will be the manager. If you want to hire someone you’ll need to plan your management structure with more precision. 

8. Procuring Brewing Supplies 

Procuring brewing supplies comes before many of the other physical steps of opening and operating a brewery. Yes, you’ll need a location secured before you buy up supplies. After you’ve found your spot and gotten your licensing squared away, however, you’ll need supplies.

7. Setting Up Equipment 

Setting up your brewery equipment is one of the most tangible steps toward brewing your first batch. This involves cleaning up your space and deciding on your layout. You can check out other breweries for this plan, and find what works best for your location.

6. Brewing Your First Batch 

Brewing your first batch is an exciting moment in your brewery business set up. Your customer satisfaction ratings will be based on how your brews turn out. The first batch is the start of everything you’ll make down the road. 

5. Marketing Your Brewery 

From small business marketing to understanding the importance of branding, there’s a lot you need to learn. Brewery business branding revolves around making your business unique and exciting. Business marketing comes along once you know what makes your business unique. 

4. Setting Up Your Taproom 

Setting up your taproom might be a part of the set up that comes with equipment and brewing supplies. It is a separate part of your business in the sense that it’s a customer-facing space with a different main goal. It’s where you lean on design aspects for your brewery business brand. 

3. Choosing Highlighted Brews 

Choosing some of your best brews to highlight in your taproom as beer on tap will give you something special for customers. You can also highlight brews at different times of the year. 

2. Building a Menu 

Building a menu for your taproom should revolve around the brews you’re offering. You can mix up beer food pairings , like a craft beer food pairing menu. For dessert options, lean into beer and chocolate pairing choices. They make for a sweet dessert menu treat. 

1. Building a Customer Base

A strong customer base is a long-term goal for your brewery. You can work on it by providing specialized customer service. You could even offer a rewards program or a referral discount. Draw in the right customers, and use your unique qualities as a brewery to keep them coming back.

Brewery Works: Into the Brew

Learning how a brewery works is important for everyone working in or around a brewery. Whether you’re the owner, manager, brewer, or taproom assistant, you play a role in how the brewery operates on a daily basis. From customer service to brewery cleaning supplies, it all comes together to cover the operations of the brewery.

"Key Takeaway: Learning how a brewery works is important for everyone working in or around a brewery, whether you’re the owner, manager, brewer, or taproom assistant."

Brewery Cleaning Supplies: 5 Types of Cleaning Supplies

This brewery cleaning supplies list works for any brewery. These five types of cleaning supplies cover the vital areas of your brewery business. From the beer brewing equipment to the taproom this list has you covered. 

5. Acid Detergents

Acid detergents are one of many vital brewery cleaning supplies. Acid detergents keep residue from building up and they work for heavy industrial materials without causing harm. 

4. Caustic Cleaners

Caustic cleaners are a sodium hydroxide cleaner used to clean and sanitize your brewery equipment. They break down residue left behind from the brewing process. This keeps your equipment ready for the next batch, with minimal contamination. 

3. Draught Line Cleaners

From acid cleaners to caustic cleaners, keeping your draught lines clean is a must. It minimizes contamination in your brews and keeps them tasting fresh and in keeping with the flavor profile.

2. Sanitizers

From a quaternary sanitizer to a food-grade sanitizer, there are plenty of sanitizers to have on hand. Sanitizers help you prepare your brewery equipment for other cleaners and keep a lot of the general areas of your business clean. 

1. Specialty Brewery Products

Specialty brewery products come in at number one because they are so unique to brewery cleaning supplies. Specialty brewery products cover everything, including conveyor lubrication, de-foaming agents, caustic cleaner additives, and no-foam additives. These specialty products are primarily used in conjunction with other cleaners. 

Brewery Cleaning: 99 Cleaned Bottles of Beer on the Wall 

This brewery cleaning supplies list will help you prepare to open your brewery for business and keep it running smoothly through the years. Having a clean brewery is a big part of the battle for operational efficiency. Another part is having the right brewery management software, to keep your operations running with ease.

Brewery Management Software: 7 Types of Management Software

These seven best brewery management software areas of support come together to make your brewery business better for customers, yourself, and your employees. They cut down on time-consuming tasks and make it easier to enjoy the art of the craft of brewing beer. Any or all of these are perfect for every brewery. 

7. Quality Control Software

Quality control software plays the role of helping you consistently make the best beers the way you want them to be made. It gives you continuity in your flavor and substance for every brew and every bottle. Quality control software can monitor the ingredients, flavor, clarity, color, and foam of your brews. 

6. Keg Tracking

Kegs can take time to get used to, and keg tracking software can get you there faster. It’s designed to help you keep track of kegs and keep them available. Keg tracking software can make use of barcode scanning, outsource tracking, or RFID keg tracking systems. They all have different benefits.

5. Customer Data Tracking

Customer data tracking is important for any business, from a business and customer perspective. It allows you to know who your customers are, how many are returning, and what they’re enjoying. 

For customers, customer data tracking helps to give a more personal experience. Coming back to the same brewery and being remembered there feels amazing. You can provide that level of service with the right software. 

4. Reservation Software

When customers can reserve a table at your brewery, or a ticket for a special event you’re hosting, they’ll love it. Reservation software makes it easier for you to manage the customer service of your business. Instead of dealing with your own booking you can get the right brewery management software and ease your workload. 

3. POS Systems

There are many POS systems available in the myriad of brewery management software. When you find the right POS system that integrates with your platform, your customers can pay you with ease. You’ll have an organized interface for checking receipts and receiving payments. 

2. Order Management

Order management software makes it easier for you to manage your products, have what you need on hand, and even send out shipments. An order management system like BlueCart can help you manage your orders and products from one platform. It keeps track of your reorder point , so you never have to worry about having enough of the products you need. 

1. Inventory Management 

Inventory management pairs perfectly with order management software. BinWise Pro , the BinWise inventory management platform , pairs perfectly with BlueCart. BinWise, alongside the BinScan app , gives you control when you take inventory, and easy access to your inventory count. 

Brewery Management Support: Finding the Right Brewery Management Software

Your brewery management software serves as the underlying backbone of your brewery business. It supports everything you do and makes it better. When you find the right brewery management software and build it into your brewery business plan, you’ll be ready for anything. 

"Key Takeaway: The best brewery management software is designed to ease your workload and improve customer service, beer quality, operational efficiency, and business success."

Brewery Business Plan: 10 Brewery Business Plan Factors

A brewery business plan gives you a concrete list of steps and needs for your brewery business. These 10 factors within a brewery business plan showcase the different areas of business development you’ll work with. 

10. Executive Summary

The executive summary is a concise summary of the business, with introductory information for the rest of the plan. Your executive summary is the place for the key highlights of your business, from the product to the commercial space to the market. 

9. Company Overview

In your company overview, you should define the operations of your business and the specific products and services. It’s also a good place for information about the ownership structure and hiring plans, as well as inventory plans.

8. Team and Management

The team and management section of your business plan is where you go into detail about the structure of ownership and management. This covers the order of operations as well as the responsibilities of each tier of management. This is also the place to discuss staffing.

7. Menu Sample

A menu sample is vital for any business plan if the business is putting up menus. It gives you an idea of what you’ll need and it’s often required for getting a food service license. This is the place to share ingredients, menu structure, and food supply chain plans.

6. Market Analysis

Your market analysis focuses on three factors: your target consumer, location, and competition. This is where you dive into who your competition is and what is working for them. It’s also where you outline your buyer persona and make a plan for how you’ll sell in your market.

5. Publicity and Marketing

The publicity and marketing section of your brewery business plan is the place to talk about how you’ll spread the word about your business. It's how you’ll get the news of your business out into the world.

4. Business Operations

The business operations section is the place for the daily routine of the business. It covers the general operations that go into the regular success and smooth sailing of the business. It’s a good place to include information about the technological support you’ll use as well. 

3. Finances

The finances section of your business plan is the place to outline the finances you’ll need and how you intend to get them. You’ll need a full budget for this section and an outline of the funding you’ll need and the options available. 

2. Sales Forecasting

Your sales forecasting section is a subsection of the financial plan. It’s a place for a break-even analysis. That's where you dive into specific pricing from the supply chain to the taproom.

1. Operational Costs

Your operational costs are another subsection of the financial section of your brewery business plan. Operational costs are something you need a firm grasp on when you’re planning your budget. 

Brewery Business Plans: Build Your Brew Plan 

Your brewery business plan is the place to start and it will be an integral part of the backbone of your brewery business. When it’s written up, you’ll be ready to implement the different sections of it, including your brewery marketing plan.

Brewery Marketing: 15 Tips for Marketing for Breweries

Brewery marketing is the cornerstone of running a successful brewery business. These 15 brewery marketing tips are applicable for any brewery, of any size, in any location. They cover the particulars of marketing in a saturated space and the general needs that come with a marketing campaign. 

15. Jaw-Dropping Architectural Features

Jaw-dropping architectural features can mean something different depending on your location. Updating your architecture features could include great lighting, or even a mural on your building.  

14. Pop-Up Tasting Events 

Pop-ups are a great marketing tool for any business. Pop-up tasting events help you showcase your brews and connect with your community. 

13. Local Partnerships

Partnering with local restaurants and food carts, or specialty shops featuring your products, will get your products in front of a local customer base. Local partnerships will build your community.

12. Community-Generated Content

Getting community-generated content gets you more than just content–it gets you public reviews from customers. This content can come from a photo space at your brewery, or contests online. 

11. Branded Email Marketing

Email marketing is something you should engage with from day one of your marketing plan. Branded email marketing that shows what your business is all about, will get you good results. 

10. Promotional Giveaways

Promotional giveaways are something you need to be careful with as a business that sells alcohol. For the most part you cannot include beer in giveaways, but you can build them around other merchandise. 

9. Loyalty Programs

Loyalty programs are one of the best ways to turn one-time customers into repeat customers. Your loyalty program can include coupons, special offers, and insider information. 

8. Brew-Related Content

Brew-related content is something unique to your brewery business. This can come in the form of information and content around the brewery, and information you share at local events. 

7. Branded Merchandise

Branded merchandise is a classic marketing tool for a reason: it’s something everyone enjoys. From shirts to beer koozies to pens, there are many options for merchandise you can brand and sell or give away.

6. Social Media Educational Content

Since you’re selling a product people enjoy learning about as much as drinking it, you’re well positioned to create social media educational content. A fun fact posted weekly is a good place to start.

5. Packaging Designs

Your packaging designs are a subtle place to include your brand aesthetic. From the design of individual cans and bottles to the artwork on beer cases, keep your brand in mind. 

4. Private Event Hosting

For marketing your space to unique customers, private event hosting is one of the best things to offer. With a beer garden or a large indoor event space, you can rent out the brewery for special events. 

Using SEO is specifically related to your content marketing and web content. SEO, or search engine optimization, is a critical component of using the full potential of your online marketing. It’s a way of creating content that will rank well on Google and other search engines. 

2. Follow Up On Feedback

Following up on customer feedback is less about straightforward marketing and more about the work that goes into making sure your marketing and business plan is working. When you receive feedback, listen to it and implement changes when they make sense for your business.

1. Discover Your Buyer Persona

Discovering your buyer persona is a crucial step for your marketing plan. Your buyer persona is the ideal person you’re selling and marketing toward. Creating your buyer persona and marketing to that person will help guide your marketing.

Marketing for Breweries: Build Up Your Brews

Brewery marketing is something you’ll invest countless hours and a good chunk of your budget in. Your inspiration for marketing ideas can come from anywhere, including other breweries, like some of the best in the United States.

"Key Takeaway: Brewery marketing goals revolve around the need to spread awareness about your brewery business and turn customers into repeat customers."

The Best Breweries In the U.S.: 15 Best U.S. Breweries

These 15 best breweries in the U.S. are a place you can turn toward for inspiration. They showcase the variety of beer and breweries across the country.

15. Machine House Brewery In Seattle, WA

Machine House Brewery in Seattle, WA, specializes in unique beer. They produce small-batch, English-style cask ales. Their tasting room is a delightful space for customers.

14. Suarez Family Brewery In Hudson, NY

Suarez Family Brewery in Hudson, NY, specializes in ales that have a mixed range of fermentation. They also have a mastery over unfiltered lagers and crisp brews. They’re an example of what you can do with some truly specialized brews.

13. Halfway Crooks In Atlanta, GA

Halfway Crooks in Atlanta, GA, has a mix of pilsners, lagers, and ales. Their beers range in ABV, but have consistently amazing flavors. Flavor is one of the most important things on your list to pay attention to as a brewery owner.

12. Resident Culture Brewing In Charlotte, NC

Resident Culture Brewing in Charlotte, NC, offers guests a mix of brews, cocktails, and food. A brewery offering more than beer is a surefire success. 

11. Wheatland Spring Farm and Brewery In Waterford, VA

Wheatland Spring Farm and Brewery in Waterford, VA, is an estate brewery, which means their farming operations are dedicated to ingredients for their unique beers. They’re an example of farm-to-table operations. 

10. Jester King Brewery In Austin, TX

Jester King Brewery in Austin, TX, boasts a brewery, kitchen, farm, and event hall. Their craft beers, fermented with wild yeast, are one of a kind. 

9. Highland Park Brewery In Los Angeles, CA

Highland Park Brewery in Los Angeles, CA, is a craft brewery located in Chinatown. Their beer on tap selection is impressive, and it’s paired with a variety of appetizers. They’re a fine example of the unique brewery spaces that have grown in popularity throughout Los Angeles.

8. Blackrocks Brewery In Marquette, MI

Blackrocks Brewery in Marquette, MI, is a mellow microbrewery with craft beer, live music, and an outdoor area for guests to relax with a great brew. They’re a place that, for every guest, quickly becomes the place they always want to spend time at to enjoy some beer in a great environment.

7. Ruse Brewing In Portland, OR

Ruse Brewing in Portland, OR, features delicious beer, a superb environment, and delicious pizza. Portland has a lot of great beer, but you can never go wrong with Ruse Brewing.

6. Side Project Brewing In St. Louis, MO

Side Project Brewing in St. Louis, MO, is a fine example of a passion for beer turning into a successful brewery business. Their beer is unlike anything you’ve tried before. 

5. Supermoon Beer Company In Milwaukee, WI

Supermoon Beer Company in Milwaukee, WI is an example of the beer state that Wisconsin is and has been for ages. They specialize in hybrid brews showcasing the quality of Wisconsin beer..

4. Tilted Barn Brewery In Exeter, RI

Tilted Barn Brewery in Exeter, RI, is known for being Rhode Island’s first farm brewery. They’ve been crafting some of the best beer in Rhode Island since 2014.

3. Untitled Art In Waunakee, WI

Untitled Art in Waunakee, WI, is another fine example of the best beers of Wisconsin. Their brews are truly a work of art, and they focus on their presentation with artful designs on their cans.

2. Vitamin Sea Brewing In Weymouth, MA

Vitamin Sea Brewing in Weymouth, MA, is amazing for their creative name alone. Beyond that creativity, they specialize in craft brews that will make you consider the beer of Massachusetts as a serious matter.

1. Weldwerks Brewery In Greeley, CO

Weldwerks Brewery in Greeley, CO, has won a number of awards for their unique brews. From great beers to a kitchen menu that will have you coming back for more, they’re an excellent example of the great beers Colorado offers.

The Best U.S. Breweries: Finding the Best Brew 

The best breweries in the U.S. are places you can turn to when it comes to designing your own brewery business. Ultimately, they all have one thing in common: a passion for great beer. That is the main ingredient of a successful brewery. It also applies to breweries around the world you can draw inspiration from.

The Best Breweries Worldwide: 12 Best Breweries Worldwide

As a brewery owner, you’re part of the worldwide community around beer. Tapping into that community, and checking out these 12 best breweries worldwide, helps you round out your brewery business.

12. Swinkels Family Brewers In Bodegraven, Netherlands

Swinkels Family Brewers in Bodegraven, Netherlands has been in operation for over 300 years. They’re a company that manages a family of breweries across several countries, with their base remaining in the Netherlands. 

11. Fuller’s In Chiswick, Greater London, England

Fuller’s brewery in Chiswick, Greater London, England, is a brewery shop area that covers beer, wine, glassware, and a range of memorabilia. If you’re looking for a spot that is a complete depiction of the England beer and alcohol industry, Fuller’s is it.

10. Cloudwater Brew Co. In Manchester, England

Cloudwater Brew Co. in Manchester, England, is another prime example of the beer scene in England. Cloudwater Brew Co. was founded in 2014, with its first beers being brewed in 2015. They have ruled the Manchester area for great beer brewed from passion.

9. The Kernel Brewery In Bermondsey, Greater London, England

The Kernel Brewery in Bermondsey, Greater London, England, is a London gem specializing in pale ales, dark ales, lagers, and mixed fermentation brews. Those types of brews are what you can expect from a London spot, where darker beers are preferred. 

8. Brasserie Dieu du Ciel! In Québec, Canada

Brasserie Dieu du Ciel! in Québec, Canada, offers up beer worthy of the exclamation point in the name. If you’re looking for a taste of Canadian beer with a French influence, this is the place for you.

7. Mikkeller In Copenhagen, Denmark

Mikkeller in Copenhagen, Denmark, is world-renowned. Their range of beers, wines, spirits, merchandise, and community spaces make them the epitome of craft breweries. 

6. Browar PINTA In Wieprz, Poland

Browar PINTA in Wieprz, Poland, was the first craft brewery in Poland. They’ve been brewing since 2011, churning out exceptional beer. If you need a reason to travel to Poland, PINTA makes for a great choice.

5. De Struise Brouwers In Oostvleteren, West Flanders, Belgium

De Struise Brouwers in Oostvleteren, West Flanders, Belgium is a fine example of the amazing things in Belgium. It’s one of two Belgian breweries on this list. It’s a microbrewery with a unique focus on American-style craft beer. 

4. Siren Craft Brew In Finchampstead, Berkshire, England

Siren Craft Brew in Finchampstead, Berkshire, England, is a unique brewery producing a range of craft beers. They won the title of Supreme Champion Beer of Britain in 2018. 

3. Buxton Brewery In Buxton, Derbyshire, England

Buxton Brewery in Buxton, Derbyshire, England, specializes in full-flavored craft beers made with hops from around the world. Buxton’s has grown exponentially since they started in the family garage in 2009, now they’re a recognized name across England.

2. Garage Project In Wellington, New Zealand

Garage Project in Wellington, New Zealand, is a prime example of the amazing beers being made in New Zealand. They’re a small operation with a fitting name, and they’ve been going strong since 2011. 

1. Cantillon In Brussels, Belgium

Cantillon in Brussels, Belgium, is the second of the two Belgian breweries on this list. Boasting beer cellars and brewing equipment from 1900, Cantillon is the spot in Belgium for a beer tasting and some take-home purchases too. 

The World’s Best Breweries: The World’s Best Brewery Crawl

The best breweries worldwide are an inspiration for every brewery owner. That said, when it comes to your own brewery, draw inspiration from the best, but make it your own as well. The best thing your brewery can be is a unique place where beer lovers can find something new, yet familiar too. 

"Key Takeaway: The best breweries worldwide are important for a brewery owner to pay attention to for two reasons. One is: you can draw inspiration from these spectacular breweries. The second is: looking into these breweries spanning the globe shows you how well-loved beer is."

Brewery Business: Brewing Up Something Special

This guide to running a brewery business sets you up for success with your brewery project. There is plenty you need to know, and now that you’ve read through these steps, you’re ready to get started.

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• Business Plans

Brewery Business Plan

There is no question that there has been an increase in the number of craft breweries around the United States over the last several years. In 2018 alone,  1,049 new breweries opened  while 219 closed their doors forever. With over 25.9 million barrels of craft beer sold in 2018, commanding over $27.6 billion in revenue, there’s no wonder that entrepreneurs are launching more breweries than ever. Unfortunately, setting up a brewery can be expensive. Often, entrepreneurs must seek the funds of investors to support the launch of their craft beer business. To meet and attract investors, they need a strong brewery business plan that supports their case and showcases the potential of their idea.

Writing a business plan for a brewery is a bit different than writing for other types of businesses. Even when compared to other food & drink venues, breweries have several unique factors that should be addressed as a strategy is devised.

In the following post, we will explain everything you need to know about creating an awesome investor-ready brewery business plan.

Download our winning brewery business plan template here!

The Brewery Business Plan Format

The layout for a brewery plan will typically follow that of a standard business plan. However, because of the unique nature of a brewery business, the approach to each section may be considerably different. Here are a few tips as you write through each section of your brewery business plan.

Executive Summary

Seed and  pre-seed investors  receive business plans constantly, and often, they don’t make it through the first few pages. The executive summary is probably the most critical part of your document. Essentially, this summary is the pitch that sells investors on reading the rest of the plan! With so many breweries launching, your executive summary must effectively explain what makes your brewery special. After reading your summary, investors should be able to clearly recognize what factors make your brewery unique and why consumers would choose to patronize your establishment over another. In general, your executive summary should sum up the major concepts that are explained throughout your plan. If delivered successfully, investors will be excited to continue reading your plan. *Tip*  Although the executive summary is presented first in your brewery business plan, you should write it last. This way, you can ensure that it follows your strategy perfectly and that it mentions all notable details.

Brewery Details

This section introduces readers to your brewery concept and the products that it will offer. There are four major parts to a brewery details section: 1) Description:  Explain how the brewery concept was conceived and the milestones that have been achieved to date. Milestones can include things such as finding a location, securing advisors, or establishing beneficial relationships. 2) Mission Statement:  Write a statement that explains what your brewery stands for, who it serves, its beliefs towards quality craft beer production, and the type of experience you hope to provide to guests. 3) Products & Services:  List out the different products and brands you serve. Explain what makes these products unique from competitive breweries. Whether your product is more flavorful or fresher, this is the section to describe why your product is special – if it is in fact special. Don’t just stop at the product itself, but also consider the type of unique experience that your customers can expect when frequenting your brewery. 4) Key Success Factors:  This section describes the factors that must be accomplished in order for you to successfully launch and operate a brewery. Major key factors for brewery success include things like finding the right location, having the right brewing process, choosing the right equipment, and building a repeat customer base.

Market Research

Unfortunately, not every market is ripe for a brewery. In some markets, there just aren’t enough ideal consumers to keep a brewery at a meaningful capacity. It’s important to know who your customers are, how many of them exist within your specific region, and how many you can attract to your brewery each day, week, or month. Start your research by performing a  target market analysis  to estimate the size of your serviceable obtainable market. Unless you can find the research to prove that there is both a large market and a high demand for a brewery, investors will hesitate to invest their capital. Assess the demographics of your target consumer. Use research from reliable resources like the Census to accurately estimate how large your market really is.

Competitive Analysis

No matter how great your beer is, your brewery will face some level of competition. Even if you are the only brewery in town, competition will come from local bars, restaurants, and local stores that sell craft beer. On a secondary level, there will also be competition from distributors of mass-produced domestic and imported beers. Make sure you identify all of your players within your local competitive landscape. Assess what customers enjoy about these venues and what they dislike.  Perform a SWOT analysis  on your brewery business and detail the advantages you have over other breweries, bars, beer suppliers.

Marketing Strategy

Having the best brewery in town is meaningless if you can’t get customers through the door. Unfortunately, just existing isn’t enough – competition in the food & beverage industry is usually quite extreme and customers have many options to choose from. Decide how you will introduce your brewery to potential customers. Whether it’s local marketing with newspaper ads in a community newspaper or directory, or online using social media – an effective strategy must be implemented to succeed. Consider how you will market your brewery, how much you will invest into each method, and how many customers you will attract with your intended budget. Furthermore, answer the following questions:

• How will you ensure that customers are satisfied enough to give your brewery great ratings and reviews?
• How can you upsell to help increase the value of each customer on each visit?
• How can you ensure that customers will return to your brewery on an ongoing basis?

Operational Strategy

Planning a brewery is tough, but operating one is far more challenging. There are many factors that go into operating a brewery on an everyday basis. The operational strategy for your brewery plan should include the following elements:

• Location:  Explain where your brewery will be located, how big the facility will be, why it is the perfect location, how you will renovate the location, and more.
• Quality Control:  Maintaining product quality is essential for a brewery. Failure to stay on top of things could lead to food inspection violations. Detail the steps you will take to ensure that a high-quality standard is met at all times.
• Customer Service:  Breweries are service-based businesses, too. Customer service is key to ensuring that visitors are satisfied enough to return in the future. Describe how you will deal with customer service and how you will handle any customer complaints.
• Sales Process:  Explain the process of how a customer receives your product from the moment they walk into the door. Who seats them? Who serves them? How are they served? How is payment collected? What happens after they leave?
• Staffing:  Lastly, explain your staffing plan. Consider each individual you will need to hire to operate your brewery properly. When will you hire them? How will you train them? How much will you pay them?

Financial Projections

Finally, investors want to see the financial viability and potential of your brewery. Prior industry research should help you minimize assumptions as you build your financial model. Once you have identified all major expenses (such as equipment and staffing), be sure to identify minor expenses, too (such as equipment maintenance, cleaning supplies for the bathroom, soap to wash dishes with, and etc.). Your financial model should be realistic and should replicate the strategies described in your brewery business plan. It should showcase realistic growth, and should be based on real data and statistics – not fluffed up with too many unproven assumptions.

Special Considerations

While the  business plan format  of a brewery plan may be similar to every other plan, there are several special considerations that must be made. There are some challenges that are exclusive to food & beverage businesses, and some that are exclusive to breweries specifically. Here are three special considerations you should make when writing your brewery plan.

Pay Attention to the Details

Breweries have only recently began to explode across the country. Investors will either be experienced with breweries and extremely familiar with the associated details, or they will be clueless about what it takes to run a brewery. Either way, it is important that you are able to consider and communicate each detail clearly. Interview brewery owners who are not competitors – such as those operating in other regions. Ask if they can share their experience and have them look over your financials to make sure you aren’t forgetting anything. When starting a brewery, research is everything – and sometimes, you won’t find all the answers through an online search. Build relationships within the industry and use those relationships to to your advantage as you plan your brewery.

Consider the Community

Knowing your customer is essential to establishment and growth. The most loyal customers will generally come from the surrounding community. The better you know the community, the more effective you will be in serving your customers. Look into other food & beverage businesses that have launched within the area. Pay special attention to the ones that didn’t succeed. What factors led to their success? Why did other bars and restaurants succeed instead? Interview potential customers within the community. Ask them what they like about current options and what they’d like to see in a new brewery. The feedback will not only help you develop a business that the community supports, but it will also help you validate your concept to investors.

Know Your Numbers

If there’s one thing you want to be extremely detailed about – it’s your numbers. Finding out that your strategy isn’t viable during the business planning process may sting, but finding it out post-launch can completely derail your business. Every financial model will have some level of assumption built into it. Having too many assumptions though will turn a brewery financial model into a pipedream. When you write your brewery business plan, research as deeply as you can to find out the real numbers associated with starting and running your business.

Need Help With Your Brewery Business Plan?

Writing a brewery business plan can be an extensive challenge for an entrepreneur. At ThinkLions, we have written dozens of business plans for breweries and other food & beverage businesses – and we know what it takes to get your brewery funded. Need help?  Contact us  today and let us help you write the best brewery business plan possible!

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Key Elements of a Brewery Business Plan

Whether you’re in the initial phases of starting a brewery or looking for expansion opportunities to grow your brewery’s footprint, a business plan can help you get there. The business plan is a written document that outlines every detail of your brewery business. It includes goals, products and inventory, organizational structure, sales, accounting, and more.

Before hitting the ground running, it’s important to understand where your business sits currently. Then create a plan for what you want to achieve over the next few years. A business plan not only allows you and your team to be on the same page but also offers a look behind the curtain for potential investors or loan providers you might be considering for additional funding .

Keep in mind that your business plan shouldn’t be set in stone. As your brewery grows, you may need to tweak and pivot your growth plans — and that’s alright! Think of your brewery’s business plan as a living document that needs to be updated annually to align with your growing company.

As you navigate this guide, fill out and share this free business plan worksheet to set goals for your brewery in stone.

Table of contents

Executive summary, company description & analysis, market analysis, organizational structure, product inventory, marketing and sales, funding request, financial projections, pro tip: stick to your brewery’s business plan with business management software, business decisions, what to include in your brewery business plan.

When crafting your brewery’s business plan, there are a few elements that should always be included. But it’s important to remember that while there are general templates to follow, your business plan is for your brewery. Which means you can customize it however you see fit.

A few sections you should consider including in your brewery business plan are: 

Every business plan should begin with an executive summary. This provides a high-level overview of your brewery’s history, mission, team, location(s), growth goals, and financial goals. Remember that this is a summary. You don’t need to go into too much detail in this section because you’ll be digging deeper into these topics throughout the rest of the business plan. 

What makes your brewery unique in today’s market? Think of what was your motivation behind opening your doors in the first place? What benefits are you trying to provide to your customers? Are you a microbrewery, a taproom brewery, or a regional brewery? Does your brewery or staff have any awards or achievements that help you stand apart from competitors? What milestones have you achieved or major sales goals have you hit? Use this section to share who your brewery is and what the motivations are behind what you do.

Over the past few years, the craft brewing industry has become more and more saturated. Whether you were the first or the last brewery to join your local market, it’s important to know where you stand among them. It’s helpful to include a market analysis in your brewery business plan to understand what your competitors are doing well and where there might be gaps that you can take advantage of. How many beers are they offering on their menu? How often does their menu rotate? Do they offer monthly beer clubs or memberships? Do they have a customer loyalty program? Are they offering tours of the brewing process? Are their craft beverages in local grocery stores or only for purchase from their taproom? Understanding where your competitors stand allows you to make informed business decisions and successfully navigate a competitive market.

Whether you manage a small team of brewers or run a larger scale operation with a team of 20+ individuals, there is likely some form of organizational structure in place. Clearly outline the structure of your team based on the business sectors of your craft brewing business. List out the leadership team and those that report to them.

As a product-based business, having a pulse on your inventory is of the utmost importance. Without the right materials in stock, you won’t be able to brew your products or package the beer for consumption. Having a proven process in place for product inventory ensures that your brewery will remain operational. Avoiding the potential for a pause in production that could stunt your growth goals.

Create a plan that improves the visibility of inventory for every member of your team. If you’re low on a product, how will your team find out about it? What will be the process to ensure that additional supplies and materials are purchased? Along with being able to track your inventory quickly, a strategic brewery business plan also needs a process for you to accurately forecast inventory orders. While inventory management will help you know when things are low, inventory reorder forecasting will help you determine the most effective timeframe for when purchases need to be made.

When it comes to marketing your business to drive additional revenue, take the time to ask yourself the following questions:

• What is your current marketing strategy to drive new business?
• How do you plan to make a new customer a repeat customer?
• What will you do to stay top of mind with your existing customers?
• Where should you be marketing your brewery within the community?
• How will your brewery distribute your products?
• Is there a process in place to handle sales orders and invoices?
• Where will you house important customer order history details?

Think through the above questions so you can fill in any gaps that will help you accomplish your goals quicker.

If the purpose of your business plan is to attract additional funding to help you expand or grow your brewery’s reach, then you will want to include a funding request section. In this section, you would explain how much funding you are requesting. Also how the funding will be put to use. This allows investors to get complete visibility into where their money is going.

As a brewery owner, you understand that your success is often defined by the company’s profits and revenue. Gather a few bank statements, income statements, cash flow statements, loan information, and any additional documents that can help demonstrate your brewery’s profitability. Keep in mind that there’s a lot that goes on behind the scenes of running a brewery. With so much on your plate, using accounting software is vital to keeping accurate records and checking in on how the business is doing.

While these will clearly show where your brewery currently stands, it’s also helpful to include projections of where you expect to be financially in the next five years, ten years, etc. Using these projections, you can create realistic goals. Broken down into quarterly sprints, that will help you reach them more successfully.

To wrap up your brewery business plan, attach any supporting materials within the appendix. This can be anything related to your business, ranging from awards and certifications to resumes of the leadership team.

Watch this short video from CPA Kary Shumway for his expert advice on creating a brewery business plan. For more detailed guidance — including sample plans, templates, and financial planning worksheets — you can sign up for his Brewery Business Plan course.

There are a lot of moving pieces that need to remain in sync if your brewery is going to successfully reach your business goals. From inventory management to sales and accounting, brewery management software allows you to track every aspect of your business more quickly and effectively — keeping you on track.

While there isn’t a one-size-fits-all product out there, your brewery management software should be able to help:

• Track your inventory and prompt you when you’re running low
• Monitor your inventory with the click of a button to confidently fulfill orders
• Calculate production costs for upcoming batches using historical cost data
• Create sales invoices and sync them with your company’s accounting software
• Report on and track your sales and production metrics in high-level dashboards
• Provide visibility into business metrics when on the go via any device

Even with the best staff, mistakes can happen that jeopardize sales and hurt your revenue. Utilizing brewery management software equips your team with everything they need to make informed decisions that benefit your brewery.

Read more: How to know when you’re ready to invest in tech »

Why Your Brewery Needs a Brewery Business Plan

Experiencing growth is exciting for any business owner. It can also leave you with long days and sleepless nights if growing pains are involved. Crafting a solid business plan for your brewery helps equip you with a sensible growth strategy for you and your team from day one. While it’s a great tool to use to ensure you’re on track to meet your goals, your business plan can also be used to show your team and potential investors how profitable and successful your brewery is. 

As a brewery owner, you want to do everything in your power to keep your business operating smoothly. In order to maintain a successful and profitable business, you need to outline growth goals to work toward. Do you plan to stay in one location? Are you looking to expand the number of taprooms over the next few years? Consider how many individuals you currently employ and the number you expect to hire as your sales targets are met. Will you distribute your beer only onsite at your location? Will you offer your selection across regional grocery stores and restaurants as well? Determine realistic goals for your brewery and set a timeframe in which you hope to achieve them. This added layer of visibility into your business’s future will hold you more accountable as you work to hit quarterly benchmarks. Creating the perfect roadmap for success. 

Whether you plan to expand production within your current facility or invest in additional locations, the financial feasibility of these strategies will depend on how much revenue you bring in over the next few years. You have the option to extend the timeframe on your growth goals if sales aren’t hitting the mark. You can also outsource additional funding opportunities to help you grow your brewery. With a solid business plan in place, you’ll have the toolkit needed to demonstrate to loan providers why they should feel comfortable betting on your craft brewing business.

Owning a brewery is an extremely rewarding opportunity, but that doesn’t mean it’s always going to be a breeze. Throughout the years, you’re going to need to make tough decisions — and sometimes you need to make them quickly. By taking the time to put together a business plan for your brewery and updating it regularly, you’ll have a pulse on operations and goal tracking at all times. Because of your visibility into every aspect of the business, you’ll be able to make confident and informed decisions that benefit your brewery.

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Brewery Business Plan

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Sedibeng Breweries

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

Sedibeng Breweries is a medium-scale brewery that is located in the growing industrial centre of Selebi Phikwe, Botswana. This is a relatively new business in its start-up phase having been incorporated recently.

We are on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Sedibeng Breweries to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Our primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng Breweries and its behavior as a corporate citizen.

Initial plans are to produce three main lines of products primarily focusing on X, Y, and Z beer (which comes in different flavors: B, P, C and S). These products will be sold in different sized containers ranging from the 250 ml ginger beer to the 500 ml traditional beer. These products shall be extensively distributed to remote, yet extremely viable areas where the market is appreciative of readily available, good quality brew.

To prosper there is need for Sedibeng to be flexible and responsive, to delight customers by providing them with what they want, when they want it and before the competition. From product concept to goods dispatch we intend to ensure that every policy and procedure, system and process must have the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and manufacturing, if the organization is to realize its full potential, with manufacturing being employed as a strategic weapon.

Our marketing strategy will be based mainly on ensuring customers know what need the product(s) is able to fulfill, and making the right product and information available to the right target customer. Hence we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry. We will ensure that our products’ prices take into consideration people’s budgets, and that these people appreciate the product(s) and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution so as to ensure that we remain viable and operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. In the long term Internet marketing shall also be undertaken, details of which are provided in the marketing section of the following plan.

Our target markets will primarily constitute the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners, who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers, who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas. The common bond will be the appreciation of a good-quality traditional brew able to fulfill their thirst. Sedibeng is primarily targeting a market share of 6% to attain sales of approximately $1.5 million in our initial year. Sedibeng Breweries will pride itself on its production ability, competitive prices, its high standards of quality and its adaptability to changes in the market and in the method of its practice.

It is important to recognize that we do not intend that our tangible resources alone will make us potent competitors but more so our intangibles, such as our ability to relate to consumers, management style, corporate culture and commitment. These elements will differentiate us from our competitors and contribute towards the development of a sustainable competitive advantage.

We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing each employee’s full potential. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun  and promote the maintenance of high standards. By encouraging all employees close to our customers to think tactically about what Sedibeng Breweries service offerings should be, and by having enthusiastic, capable and empowered people interacting with our customers, we build the competitive advantage of being able to meet our customers’ needs better than anyone else.

Sedibeng Breweries intends to provide the customer with more than just a traditional brew. We intend to provide a quality brew that will not only be refreshing and pleasurable, but also encourage gatherings and sharing of fun. Our customers are assured of products that have been produced using the highest quality standards.

As we grow we want to grow right. Initially pursuing organic development and expansion we intend to undertake vertical integration in the future so as to be in total control of our raw materials and goods dispatch. For example, we realizing that we have to be in constant touch with our stakeholders to ensure market knowledge at all times. This is the nature of the channels we deal with. Also, we intend to build our management team correctly. We need the right people, in the right place, at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows– a mutually beneficial relationship. We shall strive to attain our primary goal, which is to develop and strengthen our license to trade, bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng and its behavior as a corporate citizen.

1.1 Objectives

Our business strategy will revolve around the need to provide quality brew to our various target customers, in the process fully satisfying their needs. This shall be undertaken through the implementation of high quality control standards and technological innovations, as well as the recruitment of a professional production and sales team, and the production of good quality marketing material designed to cater for various kinds of customers. This marketing material shall be professionally done so as to be reflective of our intended image and reputation. We shall position ourselves as a quality manufacturer that strives to provide quench fulfillment, enjoyment, reliability and a good image. We intend to establish a good rapport with all the relevant stakeholders.

Our objectives will revolve around the following guiding principles:

• Provision of a great work environment, treating each other with respect and dignity.
• Apply high-quality standards of excellence to all business processes.
• Develop enthusiastically-satisfied customers all of the time.
• Contribute positively to our communities and our environment.
• To continuously formalize and measure cross-functional working communication so as to ensure that the various departments work harmoniously towards attainment of company objectives.
• To instill a culture of continuous improvement in beating standards of customer satisfaction and efficiency.
• Fully commit to supporting growth and development in the economy.

Ultimately we intend to create a stable business platform that will create prosperity for all those involved in the business venture at all levels, and to uplift unemployed Botswanans who are prepared to participate in this venture.

1.2 Keys to Success

The keys to Sedibeng Breweries success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement advertising, personal selling and direct marketing strategies aimed at the target markets. Our advertising marketing strategies will rotate around.

Hence our key success factors will include the following:

Excellence in Fulfilling the Promise: We intend to produce and provide products of uncompromised quality to our customers. This is so as to meet the needs and standards of our customers. Effective and Efficient Distribution Network: The importance of such cannot be overemphasized in our line of business. We intend to establish an excellent distribution network that will enable us to rapidly respond to customers’ orders, and be available in remote areas our competitor has not yet exploited. Assembly Technology: To ensure quality brewed beverages it is essential to utilize the latest and most efficient assembly technology. Keeping abreast with technological developments will ensure we gain, and maintain, a competitive advantage utilizing the latest production techniques. Loyalty and Dedication: The loyalty and dedication of our employees shall be essential to the prosperity of the organization. We recognize that Corporate commitment to success should lead to the survival and prosperity of the products, and ultimately the organization as a whole. Marketing Know-how: In an increasingly competitive market there is need to aggressively market our business so as to be continuously at the top of our prospective and current client’s minds. Adherence to Stringent Values and Principles: Sedibeng needs to acknowledge the fact that the financial and strategic management of the business will ultimately determine its prosperity and success. Hence we intend to adhere to stringent values and principles that will enable such to be achieved.

1.3 Mission

Sedibeng Breweries intends to create a pleasant, enjoyable and sociable environment through the provision of refreshing high-quality brews. Hence we intend to assist in the creation of a welcoming and relaxed ambiance reflective of people enjoying themselves. We are sensitive to the taste, look and feel of good beer, as well as affordable prices depending on the market. We intend to provide the best possible value to our customers who care about quality products at affordable prices, and we want every dollar spent on our products to be well spent. Hence our value proposition is to sell the benefit of refreshness and enjoyment to our various consumers at reasonable prices.

Internally we intend to create and nurture a healthy, creative, respectful and enjoyable office and plant environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the product we produce. In addition follow-up will be mandatory so as to ensure customer satisfaction and make any improvements as recommended by the customers in future. We seek a fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly compensate owners and investors for the money and risk.

We also intend to obtain ISO 9000 certification from the South African Bureau of Standards (SABS) so that our products are internationally recognized and approved. This will assist in our penetrating the regional and international markets, intentions of which we have in future. However this will occur after we have established ourselves on the local market. The above is well summarized in our mission statement which goes as follows:

Our mission is to carefully attend to detail in the hygiene in all our brews, and to uphold superb quality at all levels of production. To satisfy all our customers and stakeholders.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

Sedibeng Breweries is a relatively new company providing high quality alcoholic and non-alcoholic beverages in the local market. Sedibeng Breweries intends to focus on the brewing process and the brewery itself. The brewery will house four stainless steel vessels whose shiny finish will be highlighted by the flood lights on the ceiling. Interested stakeholders will be able to observe the brewing process during the day and will be offered guided educational tours of the brewing facility.

It will focus initially on providing and satisfying two kinds of markets:

• Working Class: This will range from the miners who constitute a large portion of the market to administrative personnel appreciative of good quality traditional beer.

As it grows it will take on people and expand into related markets. It will also look for additional leverage by establishing relationships and representations with appropriate strategic allies.

2.1 Start-up Summary

Total start-up capital and expenses (including legal costs, logo design, stationery and related expenses) came to approximately $41,700. Start-up assets required and utilized included brewing plant and machinery, pick-ups, office furniture, personal computers and other office equipment. This figure comes to $840,000.

2.2 Company Ownership

Sedibeng Breweries is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of Mr. X and Mr. Y. Its fiscal year is the calendar year. Though it has only been in existence for seven months it realizes the potential market and opportunity for growth given implementation of the appropriate strategies, aided by the necessary finances.

2.3 Company Locations and Facilities

At present the company plants and offices are located in the growing industrial center of Selebi Phikwe, Kasane and Palaype with intentions of establishing an additional plant in Maun or Francistown, largely depending on the dictates of the market and the obtaining of a lease. Our current facilities provide offices, plants and machinery, office equipment and so on.

2.4 Company Values

This shall be undertaken through implementation of the following company values:

• Ultimately we intend to uphold all the above company values, promoting our employees and respective third parties engaged by us to do likewise.

Through promotion and implementation of the above stated company values we believe that we will be able to attain our corporate and stakeholders’ goals and objectives for the benefit of all concerned, in particular the communities in which we will operate.

Sedibeng Breweries produces and markets several products. There are three main products currently in its production line. These are:

All products are periodically taken for testing to the National Food Laboratory for quality checks so as to ensure that they conform to required quality standards.

3.1 Product Description

Sedibeng Breweries produces products of high quality and impeccable taste. The company currently produces three main lines of products, namely X beer, Y beer and Z beer. All three have unique properties that will enable them to excel on the market. We will also be watching for technological developments in South Africa and overseas, allowing us to be first on the market and produce high-quality products through cost effective means. In addition the company will select suitable products for production under license.

Our current product listing is as follows:

• Z Beer This traditional food product is widely consumed as a substitute for regular meals and energy booster, whenever available. Up to now it has only been available in two sources, namely home prepared or more commonly bought from a shop having a fridge to keep the product refrigerated.

This denies the people in rural area access to these delicious and nutritious foodstuffs. In fact, it is so wholesome that a growing child is able survive on one litter of this per day, as it contains protein, starches, calcium, vitamins and other essential trace elements. We have the ability to produce a long life Z that needs NO refrigeration, which can be sold from the shelf in the same fashion as Ultra Mel and similar products. This means that it can be bought by consumers who might not always have access to cooling or refrigeration facilities, to be consumed later, as a food whilst way from home, or as an emergency food supply. This is available in several flavors, such as x, y, w, t, s and other xx flavors that the market might want. It is also a good product to use in school feeding schemes and similar projects.

3.2 Competitive Comparison

Identifying competition in terms of companies that fill the same needs that we do, our competitors are few in our main product lines, though dominant in the market. Hence there will be a need to strongly differentiate ourselves from these other businesses. However on a broader scale our competition comes in several forms:

• On a larger scale manufacturers of other beverages including soft drinks and coffees also constitute competition, but of a generic nature, as people have to choose between them as refreshments. These products being marketed in supermarkets are often advertised on an extensive basis. To this end we intend to implement a strategy that will integrate the various promotional elements or tools such that our products are well known and appreciated on the market.

3.3 Macro-environment

Over the last few months abnormal weather has affected many parts of Southern Africa, including Botswana, during the key summer season. It has been extraordinarily severe with heavy rainfall, flooding and there definitely promises to be low temperatures, particularly in the winter season. This is likely to have an adverse effect on our initial financial performance, though marginal as consumption levels may decrease slightly.

At a large scale, market research demonstrates that the brewing industry market is growing and changing. Generally there is a trend toward more appealing and attractive brews as potential customers either are moving to the urban areas as a result of urbanization or are satisfied with an existing brew in their area. Research indicates that those in the rural areas are often satisfied with the existing brew due to lack of access to other higher-quality brews, whilst the new generation of executives being more educated and aware of the global environment wants to be seen drinking something attractive and recognized by others–status recognition. In addition this same market is not only more image conscious but appreciative of a quality brew as it is more selective. Therefore with the emergence of this generation of individuals, the appreciation of quality brews and packaging, dictates that our product lines will be popular.

3.4 Technology

Sedibeng Breweries will strive to maintain the latest and most efficient assembly technology so as to ensure quality-brewed beverages, and maintain low production costs ultimately benefiting the consumer. Keeping abreast with technological developments will ensure we gain and maintain a competitive advantage utilizing the latest production techniques.

3.5 Future Products

In putting the company together we have attempted to offer enough products to allow us to always be in demand by our customers and clients. The most important factor in developing future products is market need. Our understanding of the needs of our target market segments shall be one of our competitive advantages. It is critical to our effort to develop the right new products. We also intend to have what we call a “core product engine” that will be the foundation of future products. This shall be established in time as we determine our core product. In the future, Sedibeng Breweries will broaden its coverage by expanding into additional markets (i.e., the whole of Southern Africa) and additional product areas. In doing so we will strive to ensure that it is compatible with the existing products and assembly technology.

3.6 Fulfillment

• We will turn to reliable farmers, suppliers and distributors who will assist in ensuring that the products are delivered timely and are of the highest quality. We will also rely on these stakeholders for relevant information on the market situation (trends, consumer tastes, feelings and comments amongst other things).

SWOT Analysis SWOT analysis .">

We are in a highly lucrative market in a rapidly growing economy. We foresee our strengths as the ability to respond quickly to what the market dictates and to provide quality brew in a growing market. In addition, through aggressive marketing and quality management we intend to become a well-respected and known entity in our respective industry. Our key personnel have a wide and thorough knowledge of the local manufacturing market and expertise, which will go towards penetrating the market. However we acknowledge our weakness of a medium-sized company without a lot of experience, and the threat of new competition taking aim at our niche. Below are the summarized strengths, weaknesses, opportunities and threats.

4.1 Strengths

• An aggressive and focused marketing campaign with clear goals and strategies.

4.2 Weaknesses

• Establishment on the Internet will produce technological challenges.

4.3 Opportunities

• Increasing number of foreign firms, especially from South Africa looking at penetrating the market.

4.4 Threats

The present growth in the market may result in market saturation, through competition. This competition could emerge from a variety of given sources including:

• Intolerable price increases by foreign suppliers may occur.

Market Analysis Summary how to do a market analysis for your business plan.">

Today we are experiencing rapid growth in the economy of unsurpassed nature. This has been brought about by (amongst other things) the relaxation of foreign exchange policies and macro economic policies geared towards attracting foreign investors into the country. The fiscal and monetary policies of the government geared towards maintaining growth with social justice have largely contributed towards this, evidenced by our economy averaging a growth rate of 7% since 1990–very high by international standards.

The current drive and emphasis by the government on diversification of the industrial base away from the minerals sector presents an opportunity for Sedibeng Breweries to make a valuable contribution towards achieving this goal. This will result in implementation of modern production techniques and transfer of knowledge. Having undertaken a thorough and comprehensive research of the market we realized that there was a need for a manufacturer that focuses on producing affordable thirst quenching brew tailored to satisfying client’s needs. Though there are breweries currently on the market, some of whom have been in existence for a relatively long period of time, we believe that there is a market need for one (ourselves in this instance) that particularly focuses on the low to medium earning individuals. We intend to provide products of extremely high quality–something that cannot be over-emphasized in the international arena with the current drive towards globalization. The marketing mix of the products has been carefully and strategically put together to position them in the market.

Aware of the fact that we will be operating in a predominantly monopolistic market structure we intend to ensure that our marketing strategies are considerate of the importance of the fit between our products capabilities and benefits, and the target market, so as to develop a strong sustainable competitive position in the market. As a result we intend to implement a niche marketing strategy, focusing on certain target markets, particularly in view of XX Breweries dominance on the market. Our initial overall target market share shall be 6% of the local market. This share will vary with the actual products, with ginger beer having a larger share than traditional beer due to its uniqueness.

We appreciate that entering such a market is not a bed of roses, particularly as it is monopolistic. Hence we intend to implement an aggressive marketing strategy, well supported by the other business functions. The above prognosis influenced our decision to enter the brewing industry.

5.1 Market Segmentation

Sedibeng Breweries will be focusing on the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas.

Our most important group of potential customers are those in the rural areas who often converge after hours to socialize and update one another on local news. These are potential customers who want to have an enjoyable time whilst drinking a good refreshing beverage. They do not want to waste their time making their own brew, but appreciate a good quality brew at a reasonable price.

We also intend to appeal to the foreign and local tourists who would be looking at experiencing traditional foods and drinks, a change from the usual beverages they often have.

5.2 Target Market Segment Strategy

Our marketing strategy will be based mainly on making the right product available to the right target customer. We will ensure that our products’ prices take into consideration peoples’ budgets, and that these people appreciate the product and know that it exists, including where to find it. The marketing will convey the sense of quality in every picture, every promotion, and every publication. There is already a sense of segment strategy in the way we define our target market. We are choosing to compete in areas that lend themselves to local competition, service and channel areas that match our strengths, and avoid our weaknesses.

Our strategy calls for the development of relationships with suppliers, distributors and retailers to support our business. Regular visits will be undertaken to these areas so as to ensure that we are meeting their expectations.

5.2.1 Market Trends

Our target markets are increasingly growing towards recognizing the difference between poor quality brews and those of high quality. This development is an important trend for us as it represents our target market. We now are having an increasing number of people who appreciate the traditional brews whilst living in the urban areas. With this in mind we intend to ensure that our packaging is respectable and attractive.

Today’s extremely stressful work environment dictates that individuals consume healthy drinks especially in the summer season, this presents an opportunity that we may exploit, marketing the health aspect of our beverages.

5.2.2 Market Growth

Import statistics provide a reliable guide as to the size of the brewing industry. According to the Trade Department, the market has been growing at a steady rate of 7% per annum although it is projected to increase slightly in 1999 and 2000.  According to the most recent Trade Department import statistics for beer and wine, total beer and wine imports stood at 10,421,968 liters ($14,473,000) in 1998 whilst total exports stood at 864,668 liters ($281,363) in the same year. This brought about a total market size estimated at just over 11,286,636 liters in 1998. Specifically, imports for traditional beer stood at 310,627 liters in 1998 which represented an increase of approximately 32.56% from the previous year (1997). In 1997 these imports had risen by approximately 66.14%.

5.2.3 Market Needs

Sedibeng Breweries will set out to provide good quality products that will help instill a jovial environment. Sedibeng Breweries intends to provide the customer with more than a drink to quench one’s thirst. We intend to provide a quality brew that not only quenches one’s thirst but enables one to enjoy themselves and be proud of it. The quality of raw materials and assembly technology evident in our products will serve to enhance the appearance of our customers, in turn adding to their status. The large market is due to the fact that opaque beer is traditional beer for most Botswana. It is consumed for social, ritual and ceremonial purposes and hence appeals to a vast majority of the rural population in particular.

5.3 Industry Analysis

Industry analysis information is presented in the following subtopics.

5.3.1 Competition and Buying Patterns

The key element in purchase decisions made at the Sedibeng Breweries customer level is the availability of an affordable, thirst-quenching product of good quality. The most important factor in this market is the distribution network. This is particularly so considering the good distribution network that XX Breweries Limited has in place enabling them to produce products that are constantly in demand throughout the country.

5.3.2 Main Competitors

Being in a predominantly monopolistic market structure, competition in the brewery manufacturing market as a whole is not that intense (in terms of numbers) at the current time due to the dominance of XX Breweries Limited, which has been on the market for a relatively long period of time. Cognisance should also be taken of home brewers who represent competition on our intended market. However upon closer research we identified several niches in the market that we may exploit, not wanting to confront XX Breweries one-on-one.

In general, our competition will be stiff, as we intend to penetrate the low to medium earning customer. At the same time we shall be differentiating ourselves from XX Breweries. We intend to market ourselves in such a way that with time competitor customers will choose our products over competitors’ on the basis of our higher quality, thirst-quenching brews. We shall now provide a more thorough outline of our main competitors in the same strategic group as ourselves, including their strengths and weaknesses.

XX Breweries Limited and ZZ Breweries – T Brewery Holdings

Arguably the largest and most reputable manufacturer, supplier and marketer of alcoholic and non-alcoholic beverages in the country, XX Breweries has been on the market for a considerable period of time now. Part of the large and extremely reputable conglomerate, YY Breweries International, XX Breweries is currently the dominant domestic producers of beer, sorghum and Coca-Cola products in the country, with an overall market share of more than 95%. XX Breweries is able to take advantage of the financial, managerial and technical clout that it has through YY Breweries International. Due to its size it enjoys an economy of scale and thus the competitive advantage of being able to offer low priced beverages in large quantities to its target markets. YY Breweries International Africa enjoys strong cash flows in the form of royalty payments, management fees and dividends from its Botswana operations due to its dominance.

One of XX Breweries’ main products is S traditional beer, which will be one of our main competitor products. S is currently mass marketed in the whole of Botswana and is popular amongst the rural and town folk. It is also present in the regional countries, including Zimbabwe, Zambia and Mozambique, with current intentions of going beyond these borders. This is mainly because it is in its maturity stage and these efforts of going international are meant to extend its product life. However a frailty of S is that the product does not maintain freshness for a long period, which is debilitating when its intentions are export. Hence Sedibeng intends to take advantage of this weakness.

XX Breweries In Botswana

Recent financial results from T Brewery Holdings indicate that the organization as a whole has continued to perform exceptionally well on the back of a buoyant Botswana economy. Turnover grew by 42% whilst operating profit is up 60% from $21.5 million to $34.5 million. For the 12 months to 31 March 2000, volume growth exceeded non-mining GDP growth by more than 2%, resulting in turnover growth of 12%. According to the audited results, higher volumes and turnover coupled with greater productivity and stringent cost controls translated into excellent earnings growth. With this in mind we strongly believe that there is an extremely lucrative market we may exploit.

Strategy and Implementation Summary

Our marketing strategy emphasizes focus. This will be the key. We are a relatively new company and hence must focus on certain kinds of products with certain kinds of consumers. Initially Sedibeng Breweries will focus on the local market and in the remote and previously inaccessible areas where there is a large market for our products. Hence the form of growth that shall be initially pursued will be that of organic growth mainly due to limited resources and the need to instill confidence in our products. The target customers will include key decision-makers in the retail and supermarket chains who often order or recommend on behalf of the whole organization, the aim being to obtain an initial order and fully satisfy the customer from then on.

• We are focusing advertising on several key media.

We intend to achieve growth by creating a more enthusiastic customer culture than that of our competitors. All criteria from price competitiveness to staff attitudes are to be initially measured six-monthly, and then on a more regular basis as time goes on. The results will go down to depot level and be compared with the overall target. This form of consistent measurement of strategic goals will ensure that the organization remains focused on its goals and objectives, making any necessary adjustments where need be.

6.1 Value Proposition

Our value proposition is offering our customers refreshness and enjoyment at reasonable prices ensuring peace of both body and mind. Hence we intend to:

• Market the company.

This value proposition shall be communicated through advertisements, personal selling, sales literature and catalogues, and referrals that emphasize how the company is able to provide refreshment, enjoyment and fulfillment to the customers.

6.2 Competitive Edge

Our competitive edge will be our dominance of access to previously remote areas, customer orientation and traditional high-quality brew through stringent quality control. Although XX Breweries dominates the local market, it does not penetrate the remote areas as much as we intend to.

Though we shall be serving different market segments we intend to focus on (discussion removed for confidentiality).

6.3 Sales Strategy

We intend to focus on improving our implementation, by working on key objectives and better coordination of marketing efforts. For the short term at least, the selling process will depend on personal selling and advertising to lure and inform potential clients about the products we offer and the benefits of consuming our products. Our marketing does not intend to affect the perception of need as much as knowledge and awareness of the product categories.

6.3.1 Sales Forecast

The sales forecast monthly summary is included below. The annual sales projections are included later in the plan. It should be noted that as we become established and known on the market we project sales to increase at a faster rate than the initial year.

6.4 Marketing Strategy

One core element of our marketing strategy will be that of differentiation from our competitors. In terms of promotion, we intend to sell our company as a differentiated strategic ally, not just our products. In price, we intend to offer extremely reasonable prices in comparison to the competition and we need to be able to sustain that. Market penetration through lower prices shall be undertaken where need be, while premium pricing will be the case of the upper-end of the market.

6.4.1 Service Provision

The service aspect of Sedibeng Breweries marketing mix shall constitute an important element in delivering total quality. This is due to the high degree of exposure our competitors already have. As such we intend our customer service to be key to the retention of customers. We shall follow-up with our clients on a regular basis so as to ensure they are satisfied with our products and delivery times. This is mainly because we intend our customers not to be one-time buyers but regular order seekers. The establishment of a rapport and understanding between our customers and ourselves is going to be an ongoing processes.

We intend to implement database marketing whereby we shall be targeting customers based on their previous purchases, in terms of size, frequency and actual products, so as to forecast their demands and establish long beneficial relationships. Customer service shall be enhanced through infrastructure support in the form of merchandising and credit facilities, and alternative distribution facilities where possible and viable.

6.4.2 Pricing Strategy

Initially our prices will not be under our control but dictated by the market conditions prevailing at the particular time. This is particularly so in the case of products which are also produced by our competitors, as they are often representing a scale for consumers. However we realize that we must charge appropriately for the quality and work we shall be providing, in addition to the distribution of the products. Hence we intend the price will accommodate the mark ups prevailing in the industry, as well as our own costs. To be competitive in the market we intend to offer discounts to customers making bulk orders, which are in competition with the industry. This will also assist in the establishment of customer loyalty. Hence our prices shall be as follows: (discussion removed for confidentiality).

We intend our income structure to match our cost structure, so as to ensure that the salaries we pay to assure good workmanship is balanced by the price we charge. We will make sure that we charge for the product, workmanship and delivery with our aim being to achieve a gross profit margin of at least 30% in our initial years of operation. All in all we intend our prices to be extremely competitive on the market.

6.4.3 Promotion Strategy

Our promotion strategy will be based primarily on informing potential customers of our existence and making the right information available to our target customer. Since we shall be targeting different segments, the promotional tools and messages may vary slightly to match the intended market. However in all cases the marketing will convey the sense of quality, refreshness and health in every picture, every promotion and every publication. Promotional campaigns will seek to promote the ‘sharing aspect’ of the beer, customers drinking these products in groups. Our promotional activities shall be focused towards driving the organization’s overall strategy relentlessly, developing internal consistency and prepare it to confront any radical changes that may arise. In such a market we cannot afford to appear in, or produce, second-rate material that make our products look less than they are. We intend to leverage our presence using quality brochures and other sales literature, including promotional material such as pens, complimentary slips and stickers. Due to the fact that our products are in the introductory phase on the market, promotional expenses are high in order to generate customer attention and knowledge of our products existence.

We intend to spread the word about our business through the following:

Advertising

In view of the fact that we are entering a market largely dominated by XX Breweries Limited which has an approximate market share of approximately 95% (as previously discussed) we intend to undertake extensive advertising of our products in addition to our brand name–company name. This is so as to instill awareness and knowledge of our existence in the market place, which hopefully shall convert into market share. Hence the need to ensure that our products are constantly available to our target market, and of consistent high quality. Whilst we are committed to providing products of uncompromising quality to meet the needs and expectations, the company believes its products should be advertised and promoted in an honest and ethical manner that respects the values of our consumers’ societies. Examples include the Boccim Business Directory which will require us being members of Boccim, Botswana–a review of commerce and industry, Contacts Botswana, and other telephone directories. A constant look out will also be made of any special editions in the local newspapers, which may provide an opportunity to advertise.

These are increasingly becoming important as more firms establish in the country and hence the need to be known. The organization aims to participate in trade shows and quality taste tests. Not only will these increase awareness of the products, but if a particular product were to gain recognition, for example through being chosen #1 at a taste test, the organization will be able to take advantage of this in all its promotional campaigns, adding leverage to its reputation and image. Undoubtedly this would add confidence and pride in our staff complement as their hard work would be recognized often at the highest levels. Communicating such achievements often gives customers a feeling that they can rely on the product, and this builds strong customer loyalty. An example of a trade show we intend to participate at is BITEC. The aim of this exhibition is to provide a conducive environment for companies to display their products in a specialized exhibition. The exchange of technologies, ideas, and contacts will serve as a fertile ground for the blooming of healthy trade relationships and partnerships.

We also intend to participate at the Botswana International Trade Fair (BITF) in August so as to expose our business to potential customers and suppliers. Such fairs serve as important eye openers for both potential customers and ourselves. With time it shall be necessary for us to participate in regional trade shows and fairs such as the South African Exhibition Show so as to gain awareness and ultimately orders from outside the country.

Public Relations

Recognizing that we are relatively new on the market there will be a need to organize an event, of grandeur nature, introducing ourselves onto the market. At this we intend to invite potential customers, senior officials, including the Minister of Industry and Commerce, and other stakeholders so as to penetrate the market. In collaboration with this we also intend to place news stories and features in magazines and newspapers to keep stakeholders updated on the latest developments and to increase awareness. We also plan to have a major festival initially in Selebi Phikwe, appropriately named, that maintains and promotes Botswana culture. This will assist in the recognition and appreciation of our company in the surrounding community especially. Our efforts on community service will show that the company has its community at heart, contributing towards the establishment of a good and reputable image. Homes for the under privileged will be also be built in the medium, to long term as we plough back into the society we operate in. In addition we intend to pursue educational sponsorship for the less advantaged but promising young individuals in the community. This will constitute some of our corporate social responsibility details of which are provided in the respective section.

We also intend to experiment with a road show in the various often-neglected remote areas giving out caps, bags, and other such prizes to individuals who answer questions correctly. This will also enable our business name and products to be better known by the respective communities. However we are extremely confident that these road shows if well planned will be a success as they encourage community participation. Brewery tours shall also be arranged with interested stakeholders including school children and college students. This is so as to increase awareness of our facilities and products and also showing confidence in our production process and standards. Hopefully visitors will leave impressed and confident in our products, adding to the possibility of positive referrals. These same tours will also be arranged with prospective clients/order-takers.

Still in the infancy idea stage we have in mind the hosting of a ‘fest’ whereby guzzlers of our brews as well as first-timers are encouraged to drink as much as possible whilst enjoying themselves. This is likely to be held in the hottest month of the year (October) when people are often extremely thirsty. Hence the name ‘October fest’ might be appropriate. Proceeds of such festivities are to be donated to charities.

Personal Selling

This shall be undertaken in the form of sales calls whereby a sales person will go out to potential customers and distributors informing them what products we are able to offer them. In addition the sales person will listen to client’s needs at close hand, so as to ensure that the product is delivered timely and that it is the right product as demanded by the surrounding community. Close analysis shall also be undertaken of the consumption patterns of the respective communities, that is whether they prefer larger or smaller containers. This will ensure that our products are customized as much as possible to the surrounding community’s needs and wants. In cases where there is the opportunity of obtaining a large order it may be necessary for the top management to go out personally, especially considering the fact that we are still a relatively new firm in the market.

Direct Marketing

This will be used, but only to a limited extent, in the form of telemarketing and informing potential customers and obtaining referrals where possible. In the case of telemarketing it will involve our targeting potential customers/distributors of our products and informing them of our existence and the products we offer. We may then arrange for an appointment with the respective decision-maker/order-maker, with the intention being to lure them into ordering one or more of our product lines.

Internet Marketing

The increasing growth of the Internet as an information source provides an opportunity that we may exploit. This is particularly so in view of the increasing investment and global trade amongst countries, as both large and small organizations look at obtaining the best deal possible. More often than not these organizations will seek out potential clients over the Internet due to the cost of transport and accommodation, apart from the obvious time factor, which is increasingly becoming of importance in view of the dynamic environment. However this will require adequate planning and research so as to establish a professionally done website. This will mainly serve foreign customers and other stakeholders including potential investors.

In all the above we intend to communicate our ability to manufacture good quality brews that will satisfy the customers needs. Hence our messages will influence the buying decision of prospective customers and distributors by emphasizing our unique selling proposition, and persuade prospective buyers that we are different from our competitors. All the above promotional tools shall be well integrated and utilized in tandem so as to maximize their effect.

6.4.4 Distribution Strategy

We believe that through our obsession for improvement, and commitment to a leadership position in our respective markets, we can overcome the traditionally binding constraints of resource base, firm size and narrow conceptualization of our business domain. This shall be undertaken through coordination and logical integration of our distribution operations. We aim to reduce cycle time for key processes, eliminate rework and waste, and optimize our human resources utilization. To attain low lead-times we intend to (discussion removed for confidentiality).

Trade Channels:

• Retail Distribution Channels (discussion removed for confidentiality).

We intend to ensure that our breweries are located close to our major distribution centers not only to minimize costs but also to enable our products to be easily available, in the best condition, in the different markets nationwide. By engaging and establishing good relationships with shebeen owners we intend our products to be readily available to our target market. In terms of actual delivery for every vehicle the daily fuel used, kilometers driven, repairs and maintenance costs must be recorded and compared with the set standard. (Discussion removed for confidentiality.)

6.4.5 Product Marketing

Our product marketing will emphasize the benefits of consuming our products, including refreshment and enjoyment of top-quality brews. We intend to sell the opportunity to enjoy oneself amongst friends, family and/or colleagues. This will come out in our advertising, delivery and collateral such as sales literature and business cards. Our product marketing’s most important challenge will be the problem of being accepted and appreciated on the market as a provider of quality products. Hence we intend to not only meet customers’ expectations but to exceed them, initially targeting a market share of 6%.

We intend to focus on the individual or group who want to enjoy themselves through the consumption and sharing of refreshing healthy beverages. However, not wanting to limit our horizons in the initial period, we intend to be continually looking out for opportunities that we may exploit. In all cases we intend to provide a thorough understanding and appreciation of the products to the customer and the benefits of consuming them.

6.4.6 Product Packaging

Our product packaging shall be of utmost importance, as it will definitely influence our potential customers on whether to try out our products or not. As such we shall ensure that it is not only attractive to consumers but also hygienic. As time progresses we intend to have packaging that enables the container to be used for other purposes after beer consumption, for example keeping water and being able to be deposited to retailers, the former of which we have identified as already being done. In the medium to long term we intend our product packaging to also be recyclable and hence more environmentally friendly–a continuous improvement process. Continuous improvement on packaging will also be undertaken so as to maintain, if not improve product appeal.

Currently the products are served in X ml and Y ml packs. However depending on the dictates of the market, there might be need to introduce new product packs. Hence we intend to ensure that we are flexible if such changes are to occur. A specific example is the X ml T beer pack, which is not being produced by any of the other breweries at the moment, representing an opportunity to be realized.

6.5 Corporate Social Responsibility

Sedibeng Breweries intends to be involved in a wide range of social responsibility engagement programs to invest back into the community in which we operate. Through our social responsibility program we can assist in improving peoples lives. If we contribute to development in a sustainable way, we need to support projects that communities bring to us, rather than strictly creating our own solutions for our communities. This is because if we impose our solution and drive a project it is an artificial response, and the risk is that the project will then always ‘belong’ to us. Whenever the project comes up against a new challenge, we will be expected to fix it, and will be forced to stay in a situation where we have to look after the same few projects forever. Rather we intend to fund several projects that belong to, and will be driven by, the community and become sustainable. However, before we commit ourselves to projects we intend to ensure that skills will be transferred, communities are involved and the projects will be able to become self-sustaining. We know that we cannot address all the development needs of our society. Where we can, we assist and sometimes may form partnerships so as to increase capacity.

We intend to be involved in the following activities:

• Arts and Culture (discussion removed for confidentiality).

Production Summary

Our production system shall strive to attain service excellence in addition to manufacturing safe, quality products. This shall be undertaken through the engagement of modern production techniques using up-to-date assembly technology. This will also result in low production costs being attained by the company. We also intend to ensure that the suppliers we engage are committed and reliable so as not to let down the final consumer in terms of the quality of the product and time of delivery.

In order to improve productivity in our plants we intend to reduce waste and duplication in our breweries by streamlining administrative functions and promoting and instilling a business culture that focuses on the teamwork rather than individual productivity. By the undertaking the above we will optimize our productivity given our available resources.

7.1 Suppliers

Currently the company obtains the vast majority of its raw materials from South African suppliers. However as we are committed to fair terms of trade and promotion of local business we intend to engage local suppliers. Hence raw materials, including x and y, may be sourced from local communal and commercial farmers avoiding intermediaries so as to minimize costs, ultimately benefiting the final consumer. The major advantages of doing so being higher margins, faster payments and lower risks of payment default. Through the use of economies of scale we aim to maintain low input and production costs. This may be undertaken through (discussion removed for confidentiality).

Hence we intend to establish good rapport with all our suppliers and hence long mutually beneficial business relationships. This shall be undertaken through working closely with suppliers to ensure uninterrupted deliveries.

7.2 Receiving

Recognizing that the receiving of our raw materials is an essential element in our entire business, we intend to ensure that it is done by responsible persons who will be present during off loading to check the quantity and condition of the consignment. During the actual off loading the receiving bay personnel will mass check on at least X% of the consignment. Non-confirming raw materials in terms of quality will only be approved with the consent of the managing director who would have undertaken further analysis of it.

7.3 Storage

It shall be the policy of the company to ensure that all raw materials are stored in a secure, clean and pest free manner. Stock takes and reconciliations shall be undertaken on a regular basis, initially done at least once a week. The stock principle of First In First Out (FIFO) shall be implemented. Whenever stock is taken out it shall be recorded on a separate stock or bin card, with reconciliations of raw materials issued to the brewery, issued to production, losses, opening and closing stock taken. Should any deviations arise these must be explained.

7.4 By-Products

Sedibeng Breweries intends to utilize every resource it has to the fullest possible extent. We realize that there shall be a lot of by-products that will be produced from our production of the main product lines. However not wanting to pollute the environment, and our community at large, we plan to utilize by-products whenever possible. This will ensure that our resources are fully utilized.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

Sedibeng Breweries shall evaluate the jobs it provides, paying competitive remuneration packages against market benchmarks to employees for their agreed and set out tasks. Consonant with its efforts to create added value by employees, Sedibeng Breweries seeks to negotiate the provision of incentive pay delivery mechanisms against achievement of agreed targets relating to accomplishment in the areas of productivity enhancement, savings and other specific successes, that is, the implementation of an effective performance management system.

Hence our human resources strategy will revolve around:

• Stakeholder inclusivity.
• Maintaining preventative health and safety structures for employees and support for surrounding communities.

8.1 Management Team

The management team, mainly comprising of the shareholders, has wide expertise and broad knowledge of the products and markets, which if well planned for, will enable the business to realize its goals and objectives. Daily management will consist of Mr. B in the role of technical and operations, and Mr. G in dealing with government, corporate bodies, and public relations.

Management style will reflect the participation of the shareholders. The company intends to respect its community and treat all employees well. We will develop and nurture the company as community. We do not intend to be overly hierarchical. Management’s ongoing initiatives to drive sales, market share and productivity will provide additional impetus.

8.2 Personnel Plan

We intend to compensate our personnel well, to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing the full potential of each employee. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun into the work and promote the maintenance of high standards. Sedibeng Breweries recognizes that our employees contribute fundamentally to the company’s long-term prosperity. We intend to enhance our capacity to attract and retain people of quality, through benefits such as housing and family education grants.

Employee health shall be of extreme importance. This is because the health of our people is an integral element of employee well-being at work and at home. Compliance with relevant legislation is a minimum target in our organization. We also intend to minimize if not totally eliminate the number of isolated incidents of intimidation in the workplace, so as to ensure that production and distribution are not materially affected and sound relationships are maintained between employee and employer and between employees as a whole.

8.3 Training

In-house training shall be continuous with regular external training being undertaken particularly following any new developments in the market. This is so as to ensure that we are continuously able to anticipate our markets needs–a proactive approach, which is so essential if we are to gain and maintain a competitive advantage. Courses on brewing will be undertaken primarily in South Africa, preferably with the established and reputable firms, such as YY Breweries. This will ensure that our personnel are exposed to the latest production techniques and are able to set their standards, or benchmark, using these organizations standards. Internal training will not only include product and technical aspects, but also expand to give much greater knowledge of customers, market trends, products, new technology aids, time management amongst other such variables. We intend to conduct health education sessions for groups and individuals on health risks in the workplace, balanced with lifestyle education and employee assistance programs that incorporate rehabilitation and counseling in a range of illnesses and social or personal problems. This is of particular importance in view of the AIDS epidemic that has grappled the country and continent as a whole to unparalleled levels.

We acknowledge the fact that successful recruiting, motivation and discipline procedures are keys to the growth of the organization. Hence we intend to promote and maintain good labor relations, strong morale and high quality work per employee.

8.4 Feedback and Control

• We will encourage our employees to put forward any suggestions they might have regarding the improvement of any of the company’s functions–an open door philosophy. Such a culture will enhance innovativeness and creativity in turn leading to job satisfaction and enrichment.

Financial Plan investor-ready personnel plan .">

We want to finance growth mainly through cash flow and equity. We recognize that this means we will have to grow more slowly than we might like.

The most important factor in our case is collection days, particularly with the bulk order customers. We can’t push our customers hard on collection days, because they are extremely sensitive and will normally judge us on our terms. Hence they tend to have a certain degree of financial authority. Therefore we need to develop a permanent system of receivables financing systems, using a well-coordinated accounting department. In turn we intend to ensure that our investors are compatible with our growth plan, management style and vision.

Compatibility in this regard means:

• Fundamental respect for giving our customers value, and for maintaining a healthy and congenial workplace.
• Respect for realistic forecasts, and conservative cash flow and financial management.
• Cash flow as first priority, growth second, profits third.
• Willingness to follow the company and contribute valuable input to strategy and implementation decisions.

9.1 Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table as annual assumptions. The monthly assumptions are included in the appendix. From the beginning, we recognize that collection days are critical, but not a factor we can influence easily. Interest rates, tax rates, and personnel burden are based on conservative assumptions.

Some of the more important underlying assumptions are:

• We assume a strong economy, without major recession.
• We assume, of course, that there are no unforeseen changes in economic policy to make our products immediately obsolete.

9.2 Break-even Analysis

Our break-even analysis will be based on running costs, that is costs we shall incur in keeping the business running, including salaries and wages, rent, water and electricity, insurance amongst others. Hence many fixed costs shall be included in these costs. We will thus aim to ensure that our sales levels are running comfortably above break-even.

The following chart and table summarize our break-even analysis. With fixed costs of approximately $41,040 per month at the outset (a bare minimum), we need to bill approximately $93,000to cover our costs. We don’t really expect to reach break-even until several months into the business operation.

9.3 Projected Profit and Loss

Our projected profit and loss is shown on the following table, with sales increasing from more than $1,466,000 the first year to more than $1,612,000 the second, and approximately $1,806,000 in the third year. Profits are calculated to be around $152,000 before tax the first year during the start-up phase of this business. This will be representative of a net profit margin of approximately 7%, which though may not seem that impressive is relatively good for a start-up firm in our line of business. As with the break-even, we are projecting very conservatively regarding cost of sales and gross margin. Our cost of sales should be much lower, and gross margin higher, than in this projection.

9.4 Key Financial Indicators

The following benchmark chart indicates our key financial indicators for the first three years. We foresee major growth in sales and operating expenses, and a bump in our collection days as we spread the business during expansion.

Collection days are very important. We do not want to let our average collection days get above 30 under any circumstances. This could cause a serious problem with cash flow, because our working capital situation is chronically tight. However, we recognize that we cannot control this factor easily, because of the relationship with our clients.

9.5 Expense Forecast

Initial marketing expenses are relatively high as we seek to become known on the market. This will be brought about by the development of sales literature, advertising expenses, and function expenses (including lunches and dinners with interested stakeholders). As our market share increases and capital is generated, further marketing programs and the expansion of those in existence at the time will be undertaken, to ensure market development. Once these programs will start generating revenue for the business, which we shall in turn reinvest.

9.6 Projected Cash Flow

Cash flow projections are critical to our success. Detailed monthly numbers are included in the appendix. However it should be noted that they do not take into account the required capital injection.

9.7 Projected Balance Sheet

The balance sheet shows healthy growth of net worth, and strong financial position. The three-year estimates are included in the appendix.

9.8 Business Ratios

The table below shows our business ratios.

The local brewing market has been growing steadily over the last few years due to increases in people’s disposable income and opening of the economy. With this in mind we intend our marketing programs to expand accordingly. The introduction of quality catalogues and sales literature will enable Sedibeng Breweries to market to potential customers. We project sales to increase accordingly, though slightly slower as we establish a reputation for ourselves. With time, a presence on the Internet and participation in regional trade shows will be key milestones to expanding sales and marketing potentials through the utilization of new channels and identification of potential customers.

Throughout the year we intend to undertake regular evaluations of our marketing programs so as to ensure that we are in-line with our intended objectives.

In summary we intend to undertake the following:

• Saying no: Though difficult initially, we intend to be able to say no to special deals that take us away from the target focus and are unprofitable.

10.1 Contingency Planning

• Though Botswana overall is rather secure on the labor front in terms of strikes we intend to have in place a mechanism that will ensure that were this to occur the negative effects would be minimized. However further research and analysis into the above is still being undertaken.

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Craft Brewing Business

Professional Insight, Unfiltered

Craft a brewing business plan: Tips from a brewery in planning

May 14, 2013 Chris Crowell

How do you turn a brewing passion into a brewing business? Craft brewers across the country mull that question over each day, with each brewer needing to address regional challenges and seek new strategies for seizing opportunities. What sets you apart? Will your production/revenue equation justify your company’s existence?

Take Spencer O’Bryan and Brennan Mann, for example. The two had homebrewed and studied brewing as a hobby for much of the last decade, but then became interested in bringing this beer passion to a wider audience in their local area. Their local area also happens to be Denver, one of the more competitive areas for craft brewing in the country. Launching a new craft brewing brand here would require some serious strategic planning, which led them to the fall 2012 NxLeveL for Start-Ups course at the Denver Metro Small Business Development Center (SBDC), which was a crash course in business plan writing.

“Right from the beginning, we knew we would need help in writing the business plan,” O’Bryan told Craft Brewing Business . “Not because we were incapable of piecing together the details or even formatting the plan properly, instead our goal was to use the classes to form a well thought-out plan in the quickest manner possible. We hoped that the classes would give us a good foundation for writing the business plan as well as expose details in the plan writing process that we otherwise would have overlooked. In addition, we used the class as a catalyst to get the business plan completed.”

In working through the business details in the class in order to construct the business plan, O’Bryan and Mann understood the goals and focus of their brewing venture on a whole different level.

“It forced us to consider what we really wanted to accomplish by opening a brewery,” O’Bryan said. “We learned that at our core we are about quality, community and transparency.”

“The plan also helped us as a team,” Mann said. “More often than not, we brought ideas to the table individually and came away with more comprehensive, better-formed ideas in the end.”

After the class, the business plans were submitted into a competition, and the team’s plan finished second out of 29 entries in the Denver Metro Regional Business Plan Competition. From there, the business plan was submitted to the 2012 Leading Edge Statewide Business Plan Competition. Their plan finished second again, this time out of the statewide pool consisting of 35 business plans.

According to the judges, the plan was ranked second because of the amount of detail included in the plan. It showed a clear understanding of the elements that needed to be addressed, including their executive summary, product description, market and marketing strategy, management and operations. Their assumptions were realistic and reasonable. The financial piece was presented in good form and followed generally accepted accounting principles that were consistent with the rest of the plan. Overall, the plan was clear and concise.

“The plan serves two purposes at this point,” O’Bryan said. “The first being to help define our business moving forward and provide a reference for operations.  We realize that plans have to be a living thing, as constant change and adaptation are critical to success.  Secondly, the plan helps relay the base plan for the business and operations to investors and lenders.”

The plan behind the plan

Our concern is making great beer that we love, not making a buck. But in reality, unless you have an extremely detailed way to track and predict finances, you won’t be able to make great beer for very long. — Spencer O’Bryan As the judges noted, the business plan stood out because of the detail, details that also helped better form the conception of the brewery, specifically with the marketing and financing pieces.

The marketing portion of the plan, for example, focused not only on how the team plans to bring its new beers to the market and become established as a part of the community, it also gave detailed statistics on which neighborhoods would be ready for a craft brewery.  The financial portion went to a similar level of detail. It included detailed cash flow projections, even down to the projected sales of individual beer styles based on current market trends.

“It also forced us to consider cycle time for fermenters and brewhouse time,” O’Bryan said. “This is most definitely a portion of the plan that will change the moment we start to brew and sell beer, but it gives us a great baseline from which to work.  Our concern is making great beer that we love, not making a buck.  But in reality, unless you have an extremely detailed way to track and predict finances, you won’t be able to make great beer for very long.”

Other details that the two mapped out in the plan included the look and feel of the taproom, examples of labels and tap handles and exactly what they’d plan to do to fulfill the “community involvement” aspect of their company creed.

“We had so many great ideas during our plan writing process, the plan became a way to catalog everything,” Mann said.

Brewers, brewers everywhere

Many aspiring businesses come to market in order to fill a perceived void or market inefficiency. The United States is a big place, and craft brewers are now dotting the landscape in an effort to be that area’s local brewer and potentially more. But what about a place like Denver, Colo., which is where Mann and O’Bryan plan to set up shop? To some it might seem oversaturated, but geography was another important focus of the business plan, as the two used research to prove their concept.

“Craft brewing in Colorado is most definitely a land of competition, but competition breeds excellence,” O’Bryan said. We realize the number of breweries that are out there already in Denver and the number of breweries in planning as well. Therefore, choosing a location, we feel, is critical to success. The plan also included a detailed spatial analysis of locations which included market analysis, population and proximity to other breweries. There are plenty of breweries that devote their efforts to a stylistic or regional niche. We prefer to remain agnostic when it comes to style and regional preference.

“We plan on providing a community-centric brewery that provides not only a stable menu of style selections but also a rotating tap selection that provides some extremely creative beer styles.  Regardless of whether a beer is one of our staples, a seasonal ale, a session-able lager or a small batch experiment, it will be huge in flavor, big in body and emboldened to push the palette of true craft beer drinkers.”

The ethos of the company is to create world-class beer and not creating obscure beer for a novelty’s sake, according to O’Bryan.

“At the same time we are not interested in creating beer that appeals to the masses,” he continued. “We are interested in creating beer that makes us excited as craft beer drinkers and constantly reminds us of why we started brewing beer in the first place. Second only to the beer is our dedication to run a brewery that focuses on serving our community, striving to source the highest quality Colorado ingredients and with every passing year become a more sustainable operation.”

Top four business plan tips

O’Bryan and Mann recommended these four tips for other aspiring craft brewers out there as they try to tackle their own detailed business plan.

• Read, read, read.   Read books, studies, surveys, articles and anything else you can get your hands on.  And just because you finish the plan, don’t stop reading.
• Be prepared to be as detailed as possible with your plan . It helps to define hidden costs, expose holes in your ideas and force all parts of the plan to work in concert.
• Don’t be afraid to ask questions of brewers and breweries.   You’d be surprised at what information and tips you can get.
• Research trademarks heavily if the name of your brewery is a critical component of your plan.  We learned that lesson early on, thankfully.

The best laid plans…

Mann and O’Bryan are still searching for the right location for their brewery and actually are in the process of redeveloping the name because even the best laid plans will run into complications. Mann told us that they ran into a bit of trademark trouble with their original name, Halcyon Brewing.

“We were deeply disappointed when we learned from the trademark office that our application was rejected due to a likelihood of customer confusion with another brewery’s specific beer,” Mann said. “Due to this, we basically had to abandon everything we had worked on for the past year with respect to marketing. This really put us in a tailspin as to what we could do, as it seemed to us that literally every name we could think of was already swallowed up by a pre-existing brewery or winery.”

But as you’ve read, Mann and O’Bryan have done plenty of planning and research and did not get so far down the road in a hurry to launch that a brand rename would be a game-ender. Soon, the brewery formerly known as Halcyon will officially announce its new name and continue on its detailed path to opening a community craft brewery.

“Once we got our heads around this, it became apparent that we would need to develop something essentially bulletproof in effort to avoid the trademark issues so many breweries seem to be facing lately,” he continued. “With this in mind, we created a name that merged two words that describe our brewery: FERMÆNTRA. The moral of our story is, again, seriously research the hypothetical company name before you spend money on things like marketing materials and applications.”

This year, FERMÆNTRA hopes to open up with a 7-bbl system and produce about 300 bbls during its first year.

Reader Interactions

dannyogolo says

November 14, 2015 at 5:47 am

Im looking for someone to consult. we plan to open a craft brewery in Africa

May 16, 2013 at 3:45 pm

Craft a brewing business plan: Tips from a brewery in planning – Craft Brewing Business http://t.co/h8deujtv97

May 14, 2013 at 1:30 pm

RT @CraftBrewingBiz: Thanks to @Fermaentra for sharing its story for this feature on business plans and their role in starting a brewery. h…

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How To Write a Successful Microbrewery Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for microbrewery businesses that want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every microbrewery business owner should include in their business plan.

Download the Ultimate Microbrewery Business Plan Template

What is a Microbrewery Business Plan?

A microbrewery business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Microbrewery Business Plan?

A microbrewery business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Microbrewery Business Plan

The following are the key components of a successful microbrewery business plan:

Executive Summary

The executive summary of a microbrewery business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your microbrewery company
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your microbrewery business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your microbrewery firm, mention this.

You will also include information about your chosen microbrewery business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of a microbrewery business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the microbrewery industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, the customers of a microbrewery business may include:

• Adult beer drinkers who are looking for new craft beer experiences
• Restaurant and bar owners who are looking to add local microbrews to their menus
• Retailers who want to sell local microbrews in their stores

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or microbrewery services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Below are sample competitive advantages your microbrewery business may have:

• Unique brewing process and flavors
• Strong brand identity and loyalty
• Quality ingredients and high standards
• Local focus and support of the community
• Innovative marketing

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your microbrewery business via a PR or publicity campaign.

Operations Plan

This part of your microbrewery business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a microbrewery business include reaching $X in sales. Other examples include brewing a specific number of barrels of beer or expanding to a new location.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific microbrewery industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Microbrewery Business

Balance Sheet

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Microbrewery Business

Cash Flow Statement

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup microbrewery business.

Sample Cash Flow Statement for a Startup Microbrewery Business

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your microbrewery company. It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

A well-executed business plan will offer the best chance at success and keep you organized and on track as your microbrewery company grows.

Now that you understand how to write a microbrewery business plan, it’s time to get started on yours.  

Finish Your Microbrewery Business Plan in 1 Day!

Wish there was a faster, easier way to finish your microbrewery business plan?

With our Ultimate Microbrewery Business Plan Template you can finish your plan in just 8 hours or less!

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