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Business Plan Resources for Breweries

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Graham Rausch started with the Brewers Association in 2014. His goal is to engage with as many members as possible, help them maximize their membership benefits, and act as the resident resource-Sherpa for navigating through the mountain of information.

In my free time I like to sip on IPAs and pilsners while playing bass loudly or petting my dogs. I openly welcome pup-pictures and all heavy/loud/noisy music suggestions.

Many of the discussions we have at the Brewers Association (BA) revolve around resources and ideas that are specific to the beer industry. We focus on technical brewing, acquiring the right ingredients, building a brand, marketing beers, passing OSHA inspections, and complying with the TTB, among other things. Yet, there is a foundation to breweries, brewpubs, and taprooms alike, that is the common thread of all businesses. That foundation is a well-constructed business plan.

Learn How to Create and Maintain Your Business Plan

I’m often asked what business planning resources the BA provides, and I point members to our production statistics , benchmarking surveys , insight & analysis articles , and a myriad of Craft Brewers Conference (CBC)  presentations covering specific business-related topics. Additionally, Brewers Publications offers The Brewers Association’s Guide to Starting Your Own Brewery , which includes guidelines for business planning and a sample business plan. Despite all this information, though, I still hear questions about the root of the business plan – where to start and how to create one. So, I’ve compiled a handful of resources to help breweries create and maintain a business plan.

We all have preferences on how we digest educational materials. So, the information below comes in multiple formats from a variety of sources. These resources are helpful whether you are looking to create your first business plan or simply want to update your current one. A business plan is a living document that should be updated regularly, rather than a ‘one and done’ springboard for prospective businesses. This is by no means a comprehensive list of resources on this topic, as there are hundreds of them available. Rather, it’s a jumping off point for members who want to establish and expand their knowledge. These resources can help us establish and refresh business plans, in addition to highlighting components we wish to explore further.

Business Plan Resources:

  • Writing Your Brewery Business Plan  is a step-by-step review of the necessary elements within a business plan and why those things are important.
  • Successfully Planning, Starting and Operating a Nano Brewery  offers a broad overview of the planning process with highlights on fundamental considerations for both launching and growing a brewery.
  • The Nuts & Bolts of Great Business Plans – An often cited (and very comprehensive) guide to the broader and finer points of creating your business plan. This 30-page PDF document is updated yearly and provides excellent details on the what and why of each section in the outline.
  • The U.S. Small Business Administration (SBA) is a great general resource for businesses. They offer a step-by-step tool that explains each section of the business plan template, along with a place to input your specific business information along the way.
  • SCORE , a nonprofit resource partner with the SBA, has a variety of resources geared toward creating business plans and starting small businesses. This includes a 60-minute webinar on One Page Business Plans , an on-demand Developing a Business Plan course , articles about business plans , and even mentorship opportunities .
  • For those who prefer educational videos, BizPlanTemplate.com offers a free business plan template paired with a 10-minute tutorial explaining each section.
  • If learning on the go is of interest, scribendi.com offers a very succinct podcast outlining How to Write a Business Plan . For those starting from scratch, this is a good primer for the deeper dive into more detailed templates.

Don’t Forget to Use Your Community

As a final note, I’d be remiss not to mention the Brewers Association Forum . This is an excellent place to ask questions and engage with fellow brewery owners as you create and revise your business plans. While each brewery (and therefore business plan) will be unique, there is much to be learned from those around us. I am constantly reminded of the community mindset amongst many breweries, and this a fantastic way to connect and share resources with one another.

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Brewery Business Plan Template

Written by Dave Lavinsky

You’ve come to the right place to create your brewery business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their breweries.

Below is a brewery business plan example to help you write your brewery business plan:

Executive Summary

Business overview.

Mountain Craft Beer is a startup brewery located in Boulder, Colorado. The company is founded by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years. Now that the duo has obtained the experience and knowledge needed to run a craft beer business, Richard and Susan are ready to start a brewery of their own. Richard is confident in his ability to to manage the brewing process, while Susan is ready to take on the leadership role and manage all aspects of business operations. Richard and Susan will recruit a team of highly qualified professionals to help manage the day to day complexities of running a craft brewery – marketing and sales, accounting and budgeting, customer service, product management, and quality control.

Mountain Craft Beer will make unique craft beers that patrons can enjoy onsite or purchase through distributors. The Mountain Craft Beer brewery will provide a fun taproom tasting experience for guests to try out new brews. Mountain Craft Beer will be the ultimate choice in Boulder for its specialty craft beers made with premium locally sourced ingredients.

Product Offering

The following are the products and services that Mountain Craft Beer will provide:

  • Craft beer tasting
  • Barrel-aged beer
  • Seasonal IPAs
  • Seasonal Ales
  • Branded merchandise and apparel

Customer Focus

Mountain Craft Beer will target all individuals over the age of 21 in Boulder, Colorado. They will target locals and tourists. They will also target all beer-drinkers from seasoned connoisseurs to individuals brand new to craft beer, and everyone in between. No matter the customer, Mountain Craft Beer will deliver the best customer service, unique product offerings, and craft beer tastings led by friendly, knowledgeable staff.

Management Team

Mountain Craft Beer will be owned and operated by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years. Now that the duo has obtained the experience and knowledge needed to open their own business, Richard and Susan are ready to start a craft brewery of their own. Richard is confident in his ability to to manage the craft brewing process, while Susan is ready to take on the leadership role and manage all aspects of business operations.

Success Factors

Mountain Craft Beer will be able to achieve success by offering the following competitive advantages:

  • Friendly, knowledgeable, and highly qualified team of brewing professionals that will create unique flavors and blends, lead tasting experiences, and serve as informative guides providing the best customer service around.
  • Unique product selection made with premium locally-sourced ingredients. New beers will be introduced each month and rotating seasonal selections will be renewed based on popularity.
  • Mountain Craft Beer will be able to offer the best pricing in town because they will save on shipping costs by using local suppliers. The savings will be passed on to customers.

Financial Highlights

Mountain Craft Beer is seeking $500,000 in debt financing to launch its brewery business. The funding will be dedicated towards securing the facility and purchasing brewing equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and association memberships. The breakout of the funding is below:

  • Build-out of the facility: $100,000
  • Brewing equipment, supplies, and ingredients: $240,000
  • Three months of overhead expenses (payroll, rent, utilities): $140,000
  • Marketing costs: $10,000
  • Working capital: $10,000

The following graph below outlines the pro forma financial projections for Mountain Craft Beer.

Financial Highlights

Company Overview

Who is mountain craft beer.

Mountain Craft Beer is a newly established craft brewing company in Boulder, Colorado. Mountain Craft Beer will be the ultimate choice for craft beer enthusiasts in the area. Mountain Craft Beer will provide an exclusive selection of craft beers, with new editions being introduced monthly and rotating seasonal selections that will be renewed based on popularity. Their exclusive, customer-centric approach combined with their use of locally sourced ingredients will make them a unique alternative to the typical craft beer experience. Mountain Craft Beer will be able to cater to their customers with unique product offerings and informative beer tasting events led by a team of highly qualified brewers. Mountain Craft Beer’s mission is to provide a fun and welcoming experience for its customers while delivering highly sought after creations that can’t be found anywhere else.

Mountain Craft Beer History

Mountain Craft Beer is owned and operated by Richard and Susan Williams, long-time craft beer enthusiasts who are ready to venture out and start their own brewing business. Richard has worked as a Brewmaster in a local brewery for over ten years. He has a Bachelor of Science degree in Food Science from the University of Colorado. Susan has a Masters degree in Business Administration from the University of New York. She has worked as a General Manager for a local restaurant and bar for the past five years.

Since incorporation, Mountain Craft Beer has achieved the following milestones:

  • Registered Mountain Craft Beer, LLC to transact business in the state of Colorado.
  • Has a contract in place to lease the brewing facility.
  • Reached out to numerous contacts to include craft beer enthusiasts, former customers, and friends and family networks to create excitement for the new brewery.
  • Began recruiting a staff of brewers, sales associates, and marketing professionals to work at Mountain Craft Beer.

Mountain Craft Beer Services

Industry analysis.

The global craft beer industry is valued at $95BM. Beer is known for being the oldest and most broadly consumed beverage in the alcoholic category worldwide. The craft beer segment of the retail beer market in the United States has been growing steadily over the past ten years. In 2012, craft beer accounted for approximately 10% of the market. By 2021, this number increased to 26.8% of the market.

The U.S. brewery industry first became popular in the 2000s and hasn’t stopped growing since then. In 2006, there were approximately 1,400 breweries across the country. As of 2020, this number has grown to over 9,000.

The primary driver for growth in the United States craft beer market is the public’s increasing desire to find new and innovative drinks. The three most popular types of craft beers are pilsner, ale, and lager. Lager is the most popular of the three. Craft brewery industry operators can maintain a competitive advantage in the market by producing unique flavors and catering to their customers’ tastes.

Customer Analysis

Demographic profile of target market.

The precise demographics for Boulder, Colorado are:

Customer Segmentation

Mountain Craft Beer will primarily target the following customer profiles:

  • Residents 21 and over of Boulder, Colorado and surrounding areas
  • Tourists 21 and over of Boulder, Colorado and surrounding areas
  • Craft beer connoisseurs and enthusiasts (21 and over)
  • Craft beer newbies (21 and over)

Competitive Analysis

Direct and indirect competitors.

Mountain Craft Beer will face competition from other companies with similar business profiles. A description of each competitor company is below.

Boulder Brewery

Boulder Brewery is a newly established craft beer brewery and gastropub located in Boulder, Colorado. Boulder Brewery is owned and operated by a team of professional brewmasters and chefs. The brewery offers onsite craft beer tastings and has a full restaurant open seven days per week. Boulder Brewery also sells its craft beer to distributors. The brewery promises to provide unique flavor blends and premium exotic ingredients.

BC Craft Beer Company

BC Craft Beer Company is a Colorado-based brewery that provides fresh craft beer blends. BC Craft Beer Company provides a comprehensive menu of ales, pilsners, lagers, and other beers on site and available to order online. The owners of BC Craft Beer Company are former brewmasters so they understand how to create fine craft beers from scratch. Customers can depend on their unique brewing process to achieve one-of-a-kind drinks. By choosing BC Craft Beer Company customers know they are getting the highest quality ingredients and specialty beverages they can brag about. BC Craft Beer Company uses holistic inspections and quality control measures to ensure each batch exceeds the most stringent quality standards.

Crafty Colorado Brews

Crafty Colorado Brews is a trusted Colorado brewery that provides superior service to patrons in Boulder, Colorado and the surrounding areas. The company makes small batches of seasonal drinks onsite. Products include pale ales, pilsners, and lagers. Crafty Colorado Brews hosts craft beer tasting events onsite and also distributes its products to local restaurants and liquor stores.

Competitive Advantage

Mountain Craft Beer will be able to offer the following advantages over their competition:

  • Friendly, knowledgeable, and highly qualified team of brewing professionals that is able to create high quality, unique flavors using locally sourced ingredients and cater to customers’ preferences.
  • New flavors developed each month and rotating seasonal selections that are renewed based on popularity.
  • Mountain Craft Beer offers the best pricing in town. Their pricing structure is the most cost effective compared to the competition.

Marketing Plan

Brand & value proposition.

Mountain Craft Beer will offer the unique value proposition to its clientele:

  • Highly-qualified team of skilled employees that is able to lead fun tasting events and provide insightful information to craft beer enthusiasts and novices alike.
  • Unbeatable pricing to its customers – Using local suppliers allows the company to save on shipping costs and pass these savings on to its customers.

Promotions Strategy

The promotions strategy for Mountain Craft Beer is as follows:

Word of Mouth/Referrals

Richard and Susan Williams have built up an extensive network of craft beer enthusiasts and industry professionals. They plan to leverage this network to help them promote the new brewery.

Professional Associations and Networking

Mountain Craft Beer will become a member of Colorado Brewers Guild, Brewers Association, and the Master Brewers Association of the Americas. They will focus their networking efforts on expanding their customer network.

Print Advertising

Mountain Craft Beer will invest in professionally designed print ads to display in programs or flyers at industry networking events, magazines, direct mailers, and newspapers.

Website/SEO Marketing

Mountain Craft Beer will utilize an in-house marketing director to design the company website. The website will be well organized, informative, and list all of Mountain Craft Beer’s current product offerings. The website will also list contact information and upcoming tasting events.

The marketing director will also manage Mountain Craft Beer’s website presence with SEO marketing tactics so that anytime someone types in the Google or Bing search engine “Colorado craft beer” or “brewery near me”, Mountain Craft Beer will be listed at the top of the search results.

Social Media/Influencers

The marketing director will create a brand presence across multiple social media platforms such as Facebook, Instagram, Twitter, and TikTok. These accounts will be updated regularly to maintain an active social media presence. The company will work with social media influencers who will help to promote its products.

The pricing of Mountain Craft Beer will be moderate and slightly lower than competitors so customers feel they receive value when purchasing craft beer from the company.

Operations Plan

The following will be the operations plan for Mountain Craft Beer.

Operation Functions:

  • Richard Williams – Co-owner and Brewmaster who will oversee all brewing staff and manage the product development process.
  • Susan Williams – Co-Owner and Operations Manager who will oversee all staff (outside of brewers) including sales, marketing, accounting, and maintenance employees.
  • Ben Smith – Staff Accountant will provide all client accounting, tax payments, and monthly financial reporting.
  • Michelle Miller – Marketing Director who will provide all marketing promotions for Mountain Craft Beer.
  • John Davis – Maintenance Director who will provide all maintenance for the facility.

Milestones:

Mountain Craft Beer will have the following milestones complete in the next six months.

8/1/2022 – Finalize contract to lease facility

8/15/2022 – Finalize personnel and staff employment contracts

9/1/2022 – Begin build-out of the brewery

9/15/2022 – Begin networking at industry events

9/22/2022 – Begin moving into the facility

10/1/2022 – Mountain Craft Beer opens its brewery for business

Financial Plan

Key revenue & costs.

The revenue drivers for Mountain Craft Beer are the fees charged to customers in exchange for the products and fees charged to enter exclusive tasting events.

The cost drivers will be the overhead costs required in order to staff a brewery. The expenses will be the payroll cost, rent, utilities, craft beer ingredients, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Number of Beers Sold Per Month: 3,000
  • Average Fees per Month: $15,000
  • Office Lease per Year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, brewery business plan faqs, what is a brewery business plan.

A brewery business plan is a plan to start and/or grow your brewery business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can  easily complete your brewery business plan using our Brewery Business Plan Template here .

What are the Main Types of Breweries?

There are a number of different kinds of breweries, some examples include: Microbrewery, Nano brewery, Brewpub, Taproom Brewery, Regional Brewery, and Contract Brewing Company.

How Do You Get Funding for Your Brewery Business Plan?

Breweries are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. 

This is true for a brewery business plan, microbrewery business plan, or a craft brewery business plan

What are the Steps To Start a Brewery Business?

Starting a brewery business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Brewery Business Plan - The first step in starting a business is to create a detailed craft brewery business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your brewery business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your brewery business is in compliance with local laws.

3. Register Your Brewery Business - Once you have chosen a legal structure, the next step is to register your brewery business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your brewery business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Brewery Equipment & Supplies - In order to start your brewery business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your brewery business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful brewery business, brewery business planning and crafting a beer business plan :

  • How to Start a Brewery Business
  • How to Start a Brewery

Where Can I Get a Brewery Business Plan PDF?

You can download our free brewery business plan template PDF here . This is a sample brewery business plan template you can use in PDF format.

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Brewery Business Plan

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If you like to brew different flavors of drinks or have a microbrewery, you might have thought of starting a proper brewery business.

And the good news is that the brewery industry is now bigger than ever and continues to grow at a rapid pace.

If you are planning to start a new Brewery business, the first thing you will need is a business plan. Use our sample brewery business plan created using upmetrics business plan software to start writing your business plan in no time.

Before you start writing your business plan for your new brewery business, spend as much time as you can reading through some examples of Farm & Food Production-related Business Plans .

Industry Overview

The global beer market stood at a value of 623.2 billion dollars in 2020 and is expected to grow at a rapid rate thereafter too.

The main reason behind the rise in cultural changes and the growing acceptance of alcohol across the globe.

Moreover, the brewery business is growing due to differences in preferences between alcohol-free to low alcohol beers and the ones with different flavors.

Today’s consumers aim towards maintaining a better lifestyle along with socializing. Hence, demand for low-alcohol beers is on the rise and a brewery can serve that and more.

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craft brewery business plan pdf

Things to Consider Before Writing a Brewery Business Plan

Now you might want to get started as soon as possible. But before you start working on your business plan keep the following things in mind:

Decide on a menu and acquire resources

Though a lot depends on individual demands, having a certain set of items and proportions that work is important for a brewery business.

Moreover, it is also important to know what works best for the majority of your customers so you can have a handy set of ingredients.

Above all, you need to maintain a combination of quality and cost-effectiveness while acquiring ingredients for your brewery.

Stay up to date with your consumer’s preferences

The main purpose of a brewery is to provide a quality customer experience. What sets a brewery apart from a usual bar is the experience that comes with selecting your ideal flavors and proportions.

Hence, knowing what your customers want, things that influence their tastes, and what motivates them to change is essential for your business to succeed.

Know your competitors

Knowing what your competitors are doing is essential to do better than them. The brewery business is huge but it is also very competitive at the same time.

Hence, it is essential to stay a step ahead of your competitors for your business to thrive.

Write Your Business Plan

Reading sample business plans will give you a good idea of what you’re aiming for. It will also show you the different sections that entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this brewery business plan  template for you to get a good idea about how perfect a brewery business plan should look and what details you will need to include in your stunning business plan.

Then again it’s no surprise because the demand for unique and different things is growing irrespective of the business. And a brewery can offer just that for beers.

Brewery Business Plan Outline

This is the standard brewery business plan outline which will cover all important sections that you should include in your business plan.

  • Mission Statement
  • Vision Statement
  • Products and Services
  • Customer Focus
  • Management Team
  • Keys to Success
  • 3 Year profit forecast
  • Startup cost
  • Industry Analysis
  • Market Trends
  • Market Needs
  • Target Market
  • SWOT Analysis
  • Marketing Strategy
  • Ongoing Customer Communications
  • Pre-Opening Events
  • Online Marketing
  • Pricing Strategy
  • Operation Functions
  • Administrative Functions
  • Important Assumptions
  • Brake-even Analysis
  • Profit Yearly
  • Gross Margin Yearly
  • Projected Cash Flow
  • Projected Balance Sheet
  • Business Ratios

After getting started with Upmetrics , you can copy this sample brewery business plan template into your business plan and modify the required information and download your brewery business plan pdf or doc file.

It’s the fastest and easiest way to start writing your business plan.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

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Download a sample brewery business plan

Need help writing your business plan from scratch? Here you go;  download our free brewery business plan pdf  to start.

It’s a modern business plan template specifically designed for your brewery business. Use the example business plan as a guide for writing your own.

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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.

Brewery business plan, executive summary chart image

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.

With time we intend to establish our presence on the World Wide Web, which will increase the knowledge of our products to the various market segments we shall be targeting. Web presence is a natural objective in reaching the appropriate potential customers. Well-done brochures, company profiles and business cards often has a triggering effect on clients contemplating on ordering our products. Hence this will undoubtedly generate increased sales of our products.

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.

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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.

Brewery business plan, company summary chart image

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

Sedibeng Breweries is committed towards an open governance system whereby its activities are managed and undertaken ethically, transparently, and in the interests of all concerned stakeholders.

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.

Private sector development has been recognized as a vital ingredient in creating employment and training opportunities, and realizing the national goal of sustainable economic diversification. In addition to the country increasingly becoming a tourist destination, we foresee the demand for our products especially in the resorts and lodges where it will be promoted. Through undertaking of our professional business activities we foresee that it should not be too difficult to gain market acceptance provided we deliver the final product on time, of good quality, and at competitive prices.

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.

Brewery business plan, market analysis summary chart image

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.

Brewery business plan, strategy and implementation summary chart image

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:

  • 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, 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.

Sbp, brewery business plan, financial plan chart image

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.

Sbp, brewery business plan, financial plan chart image

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.

Sbp, brewery business plan, financial plan chart image

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 brewery business plan pdf

Brewery Business Plan Template

Customize this brewery business plan template and grow your dream business..

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What’s Inside This Free Brewery Business Plan Template:

  • A customizable brewery business plan template that can be opened with Word or Pages
  • Step-by-step instructions to guide you through the creation of a winning business plan
  • Tips and examples to help you fill in each section – whether you’re writing a plan for a brewpub, microbrewery, or craft brewery

If you’re ready to get in on the booming craft beer market, you should start with a brewery business plan template. If you’ve never written a business plan before and are overwhelmed by the process, this free template can guide you through the process. 

Our brewery and microbrewery business plan template is easy to customize and share. You can save the file in the word processing program of your choice – Pages or Word – and then print it or share it digitally with friends, family, and investors.

Download the sample brewery business plan template by filling out the contact form above, or keep reading to learn more about what to expect inside this 21-page document.

What’s a Brewery Business Plan Template?

A brewery business plan template is a customizable document that guides you through writing a winning business plan for beer-related enterprises, like a craft brewery, brew pub, or microbrewery. This kind of template covers topics like an executive summary, marketing plan, operations plan, financial plan, and others.

While this template is intended for breweries, it can also apply to cideries , meaderies , and similar ventures – it’s a multi-purpose craft brewery business plan!

Why Do You Need a Brewery Business Plan Template?

Equipped with a business plan for your brewery, you can secure loans and leases, and attract investors and business partners. Using a template to draft this business plan is helpful for a number of reasons.

This brewery business plan template contains nine exhaustive sections, ensuring you won’t leave out any important parts from this essential document. 

Expediting the Writing Process

To help you fill in each section, our starting a brewery business plan template includes detailed instructions and tips on what to write, which can help you avoid writer’s block and speed up the writing process. 

Made for Breweries

Unlike generic business plan templates, this one was written specifically for breweries. Each section factors in considerations that are unique to this kind of business and so you have a dedicated brewery business plan example to follow.

Because there’s a wide range of businesses that fall under the brewery category, this template is designed for a wide variety of venue types. For instance, you can use the document as a microbrewery business plan template to help you plan a small-scale brewing operation. On the other hand, you can also use this sample brewery business plan for a sprawling craft brewery complete with dining rooms, bottle shops, and more.

What You’ll Find in This Free Brewery Business Plan Template

When you download this 21-page brewery business plan example, you’ll get a customizable word processing document that you can open in Microsoft Word or Pages. We’ve included instructions for how to customize the template and save it as a PDF.

The document begins with a cover page and a table of contents. The bulk of the template is made up of its nine sections, which includes topics like a business overview, marketplace analysis, and more. 

In each section, you’ll find:

  • Headings that you can use as-is or customize
  • An explanation of what each section is for
  • Tips for what to write in each section
  • Suggestions for how much to write
  • Examples relevant to breweries
  • Links to helpful resources, like menu templates, technology suggestions, and more

If you’re ready to bring your brewery dreams to life, this craft brewery business plan template is the best place to start. Fill out the form above to download the template.

Success! Click below to access the download.

We’ve also sent you a confirmation email with a personal download link so you can access the content at any time.

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How To Write a Craft Beer Store Business Plan + Template

Business-Plan

Creating a business plan is essential for any business, but it can be especially helpful for craft beer stores 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 craft beer store owner should include in their business plan.

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What is a Craft Beer Store Business Plan?

A craft beer store 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 Craft Beer Store Business Plan?

A craft beer store 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 Craft Beer Store Business Plan

The following are the key components of a successful craft beer store business plan:

Executive Summary

The executive summary of a craft beer store 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 craft beer store 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 craft beer store , 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 craft beer store, mention this.

You will also include information about your chosen craft beer store 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 craft beer store 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 craft beer store 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 craft beer store may include:

  • ​​young professionals who are looking for a place to gather after work
  • Customers who are looking for a place to enjoy distinctive beer flavors
  • Customers who are interested in learning about and tasting different types of craft beer

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 craft beer store 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 craft beer store may have:

  • Unique selection of beers
  • Excellent customer service
  • Knowledgeable staff who can share beer-making stories
  • High-quality beer
  • Inviting atmosphere

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 craft beer store via word-of-mouth marketing.

Operations Plan

This part of your craft beer store 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 craft beer store include reaching $X in sales. Other examples include expanding to a second location, or launching an online store.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific craft beer store 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 Craft Beer Store

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 Craft Beer Store

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 craft beer store .

Sample Cash Flow Statement for a Startup Craft Beer Store

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 craft beer store . 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 give you the best chance at success and keep you organized and on track as your craft beer store grows.

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

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Brewery Business Plan PDF Example

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  • February 20, 2024
  • Business Plan

Brewery business plan template

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 template

Brewery Business Plan

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.

Make sure to cover here _ Business Overview _ Market Overview _ Management Team _ Financial Plan

Brewery Business Plan executive summary1

Dive deeper into Executive Summary

Business Overview

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.

Make sure to cover here _ Brewery & Equipment _ Beer Offering & Pricing

craft brewery business plan pdf

Market Overview

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.

Key competitors

Next, assess the competitive landscape, which encompasses a variety of breweries from large-scale operations to small, local craft breweries, as well as the rise of home brewing. Focus on what sets your brewery apart, be it through superior quality, a diverse and innovative product lineup, or a focus on community and sustainability. This section will help outline the demand for craft beers, the competitive setting, and how your brewery is poised to succeed in this vibrant market.

Make sure to cover here _ Industry size & growth _ Key market trends _ Key competitors

Brewery Business Plan market overview

Dive deeper into Key competitors

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.

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.

Make sure to cover here _ SWOT _ Marketing Plan _ Timeline

Brewery Business Plan strategy

Dive deeper into SWOT

Dive deeper into Marketing Plan

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.

Brewery Business Plan management

Financial Plan

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

Brewery Business Plan financial plan

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Key Elements of a Brewery Business Plan

customers at a brewery

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 Guide in 2022

What is a brewery business plan, why does your brewery need a brewery business plan.

  • Do you plan to stay in one place to develop your business or do you want to expand the number of breweries in the next few years?
  • Consider the number of people you hire now and the number of people you want to hire when you reach your sales goals.
  • Do you consider selling beer only on-site at your location, or offering your beer in trending grocery stores and restaurants?

Business decision

What should be included in your brewery business plan, executive summary, brewery details, brewery concept.

When discussing craft beer and micro-brewed beer, they have similarities, but there are also differences. Different people have different understandings of terms because they are too confusing. However, Micet Craft hopes to help craft beer lovers to distinguish them here. What is the difference between various types of breweries? Microbrewery The microbrewery is classified according

Mission statement

Products and services, critical success factor, legal structure, short-term and long-term goals, menu and service.

  • Attraction: What nearby features will affect your brewery?
  • Competition: Are there other breweries or related companies in this area?
  • Demographics: What kind of people will live or work nearby?

Visual effects

Market analysis.

  • How much beer is on their menu?
  • How often do their menus rotate?
  • Do they offer monthly beer clubs or memberships?
  • Do they have a customer loyalty program?
  • Do they provide a tour of the brewing process?
  • Are their craft drinks available at the local grocery store or can only be purchased from their bar?

Market segments

Market trend, organization, product inventory, marketing strategy.

  • How will you ensure that customers rate your brewery very highly?
  • How do you upsell to help increase the value of each customer per visit?
  • How do you ensure that customers will continue to buy products in your brewery?

Business strategy

  • Location: Explain where your brewery will be? How big will the facility be? Why is this the perfect location? How will you refurbish this location and so on?
  • Quality control: Maintaining product quality is critical to the success of the brewery. Failure to grasp the latest product status may result in video inspection violations. You need to elaborate on the steps you will take to ensure that you can always produce high-quality products.
  • Customer service: The brewery is a service-oriented enterprise that provides services to customers. Customer service is the key to ensuring that customers are satisfied enough for the next purchase. You need to describe how you will perform customer service and how you will handle any customer complaints.
  • Sales process: Explain in detail the process from the moment the customer enters the door to the receipt of your product and finally leaves. Who will guide them where to sit? How to provide services for them? How is the meal fee charged? What will happen after they leave?
  • Staffing: Finally, you need to elaborate on your staffing plan. Consider who you need to hire to run your brewery properly. When will you hire them? How will you train them? How much will you pay them?

Sales strategy

  • What are your production costs?
  • What are the costs associated with each product?
  • What is the market price of similar products? (I.e. what price your competitors charge)
  • How does your pricing compare to market prices?
  • How is your pricing competitive?
  • What kind of return on investment do you expect from this pricing strategy, and in what time period?

Online promotion

  • Social media: If you plan to create and maintain social media accounts such as Twitter, Instagram, and Facebook, please explain how you will use them to promote your business and brand.
  • Website: Describe the overall concept of your website and how it aligns with your brand. Provide a visual model, including the main elements and design style. In addition, please indicate whether you plan to build a site internally or pay for professional services.
  • Advertising: List all your paid digital advertising channels, such as review sites, banner ads, and social media ads. If you will work with an agency or contractor, please list them and what they will do for you in this section.

Traditional promotion

Business operations, team and staff, finance prediction.

  • Revenue (forecast sales)
  • Controllable cost (production cost, labor cost)
  • Expenses (rent, supplies, utilities, marketing, etc.)
  • Start-up costs (costs related to opening a brewery, such as the purchase cost of brewery equipment)

Business plan summary

  • Why your business is successful-repeat in a few sentences how your brewery is different and why your business is successful.
  • Requirements for success-if you need funds, please repeat the question here.
  • Thank you letter-thank your audience for reading your brewery business plan and reminding them that you value their time and feedback.

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Sample Brewery Business Plan

Growthink Brewery Business Plan

Writing a business plan is a crucial step in starting a brewery. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring brewery business owners, having access to a sample brewery business plan can be especially helpful in providing direction and gaining insight into how to draft their own brewery business plan.

Download our Ultimate Brewery Business Plan Template

Having a thorough business plan in place is critical for any successful brewery venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A brewery business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document. The brewery business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your brewery as Growthink’s Ultimate Brewery Business Plan Template , but it can help you write a brewery business plan of your own.

Example – Hops & Barley Brews

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

At Hops & Barley Brews, we are passionately dedicated to brewing distinctive beers that cater to the tastes of beer aficionados in San Antonio, TX. Our brewery stands as a testament to our commitment to quality, creativity, and community. We take pride in our state-of-the-art brewing facility and taproom, where we invite locals and visitors to explore our wide range of beers, from traditional ales and lagers to innovative craft selections. Our mission is to become a cornerstone in San Antonio’s vibrant beer culture, offering a welcoming space for socializing, education, and appreciation of the art of brewing.

Our success is attributed to our meticulous attention to quality, innovative brewing techniques, and a deep understanding of our customers’ preferences. We’ve quickly established a strong presence in the local market, thanks to our diverse beer selection and engaging community events. Our accomplishments to date include securing several awards at regional beer festivals, consistently positive customer feedback, and growing sales figures. These achievements underline our commitment to excellence and our potential for future growth.

The craft beer industry has seen significant growth, driven by consumers’ increasing preference for unique and locally produced beers. This trend has fostered a vibrant competitive landscape, with breweries distinguishing themselves through variety, quality, and community involvement. San Antonio’s burgeoning craft beer scene is reflective of this wider trend, offering ample opportunity for growth, particularly for breweries that prioritize innovation and engagement with their local community. As the industry continues to evolve, staying ahead of consumer trends and leveraging local partnerships will be key to success.

Our target customers are diverse, including both seasoned craft beer enthusiasts and newcomers eager to explore the world of artisanal beers. We focus on creating a welcoming environment for all, regardless of their level of beer knowledge. Our customer base is primarily composed of local residents and tourists, drawn to San Antonio’s rich cultural offerings. By understanding and catering to the preferences of our customers, we aim to not only attract a loyal following but also to introduce more people to the craft beer experience, fostering a larger community of enthusiasts.

Top Competitors: Brew Haven, City Ales, and The Malt House.

Brew Haven focuses on a wide range of international beers, City Ales offers a cozy, family-friendly atmosphere with a focus on local brews, and The Malt House is known for its experimental beer flavors. Our competitive advantages include our commitment to quality, our innovative brewing techniques that allow us to create unique beer flavors, and our strong community engagement through events and partnerships. These strengths enable us to stand out in a crowded market.

Our marketing plan is designed to engage our target audience through a mix of online marketing, community events, strategic partnerships, loyalty programs, and traditional advertising. We leverage social media platforms to share engaging content, run contests, and promote our events, fostering a strong online community. In-person events and partnerships with local businesses enhance our community presence and offer diverse experiences to our customers. Our loyalty program rewards customer engagement, turning patrons into brand ambassadors. Traditional advertising in local media ensures broader brand visibility. Together, these strategies aim to attract customers to our brewery and build a loyal community around our brand.

Our operational processes are centered around ensuring the highest quality of our beers and optimizing our brewing schedule to meet demand. Key processes include sourcing the finest ingredients, maintaining strict quality control standards, and fostering innovation in our beer recipes. Our milestones include expanding our brewing capacity to meet growing demand, launching new beer varieties to keep our offerings fresh, and increasing our distribution channels to reach more customers. Achieving these milestones is critical for our growth and for maintaining our reputation as a top craft brewery in San Antonio.

Our management team comprises individuals with extensive experience in the brewing industry, business management, and customer service. With a shared passion for craft beer and a vision for Hops & Barley Brews, our team’s expertise is integral to our success. Each member brings unique skills that complement our overall strategy, from brewing innovation and operational efficiency to marketing and community engagement. Their collective experience and dedication are the driving forces behind our brewery’s growth and success.

Welcome to Hops & Barley Brews, a new brewery that has recently started serving the vibrant community of San Antonio, TX. As a local brewery, we’ve noticed a gap in the market for high-quality local brews and have taken it upon ourselves to fill this void. Our team is dedicated to providing an exceptional experience for all our customers, offering a unique take on craft beer that can’t be found anywhere else in the area. At Hops & Barley Brews, we specialize in craft beers that cater to a wide range of taste preferences. Our offerings include a variety of beer flights and sampler sets, allowing our customers to explore and enjoy our diverse range of brews. For those who wish to take a piece of our brewery home, we offer growlers and an assortment of brewery merchandise. Additionally, we provide brewery tours, giving our guests a behind-the-scenes look at how our craft beers are brought to life. Our dedication to quality and variety ensures there’s something for everyone at Hops & Barley Brews. Our brewery is proudly based in San Antonio, TX, where we serve our local community with pride. Hops & Barley Brews stands out in the bustling brewery scene due to several key factors. Firstly, our founder brings invaluable experience from successfully running a previous brewery. This expertise is complemented by our commitment to producing superior beer with more varieties than our competitors. These elements position us uniquely in the market, setting the stage for our success in San Antonio and beyond. Hops & Barley Brews officially opened its doors on January 2, 2024, as a Limited Liability Company. Since then, we’ve achieved notable milestones that mark the beginning of our journey in the craft beer industry. Our accomplishments include the development of our company name, the design of our distinctive logo, and securing an ideal location for our brewery. These foundational steps underscore our commitment to building a brand that resonates with our customers and stands the test of time.  

The Brewery industry in the United States is currently experiencing significant growth and has become a major player in the country’s economy. According to recent data, the market size of the Brewery industry in the United States was valued at approximately $119.6 billion in 2020. This impressive figure indicates the strong demand for craft beer and the increasing popularity of local breweries across the nation.

Furthermore, the Brewery industry is expected to witness substantial market growth in the coming years. It is projected that the market size will reach around $152.2 billion by 2026, registering a compound annual growth rate (CAGR) of 4.2% during the forecast period. This growth can be attributed to several factors, including the rising consumer preference for craft beer, the growing number of microbreweries, and the increasing adoption of online sales channels.

These trends in the Brewery industry bode well for Hops & Barley Brews, a new Brewery serving customers in San Antonio, TX. With the industry experiencing strong growth and a positive outlook for the future, there is ample opportunity for Hops & Barley Brews to thrive and capture a significant share of the local market. By offering a unique selection of craft beers and providing a memorable customer experience, Hops & Barley Brews can tap into the growing demand for craft beer and establish itself as a go-to destination for beer enthusiasts in the San Antonio area.

Below is a description of our target customers and their core needs.

Target Customers

Hops & Barley Brews will target local residents who are seeking a unique and high-quality brewery experience. This core demographic is likely to appreciate the craft and detail that goes into each brew, making them frequent visitors. The brewery will tailor its offerings to meet the tastes and preferences of this group, ensuring a loyal customer base.

The establishment will also attract tourists who are exploring San Antonio’s rich culture and culinary scene. These visitors are often looking for authentic, local experiences that they can’t find elsewhere. By offering a selection of beers that capture the essence of the region, Hops & Barley Brews will become a must-visit location on any tourist’s itinerary.

Furthermore, Hops & Barley Brews will cater to the growing segment of craft beer enthusiasts. These individuals are always on the lookout for new and exciting brews to try. The brewery’s commitment to innovation and quality will make it a popular destination for these customers, who are willing to travel and spend more for a superior product.

Customer Needs

Hops & Barley Brews caters to the discerning tastes of San Antonio residents who demand high-quality beer. Patrons can explore a diverse range of flavors, each crafted with meticulous attention to detail and using only the finest ingredients. This dedication ensures an exceptional drinking experience that meets the expectations of even the most sophisticated beer aficionados.

Aside from providing premium beverages, Hops & Barley Brews fosters a sense of community among its clientele. Customers can enjoy their favorite brews in a welcoming atmosphere that encourages social interaction and the making of new friends. The brewery serves as a vibrant gathering spot where individuals can unwind and connect over shared interests.

Moreover, Hops & Barley Brews addresses the growing desire for unique and locally-produced products. By emphasizing local ingredients and innovative brewing techniques, the brewery stands out as a beacon of creativity and craftsmanship. Customers appreciate the opportunity to support local businesses while enjoying beers that they can’t find anywhere else, adding a special touch to their overall experience.

Hops & Barley Brews’s competitors include the following companies:

Thirsty Pups Brewery is renowned for its unique range of craft beers, catering to a diverse palette with offerings from traditional ales to experimental flavors. Their products are marketed at a premium price point, reflecting the quality and craftsmanship behind each brew. Thirsty Pups Brewery operates from a prime location in the heart of San Antonio, drawing in both locals and tourists seeking an authentic craft beer experience. The brewery prides itself on its community-focused approach, hosting regular events and tastings that cater to a wide customer segment. Their key strengths lie in their innovative brewing techniques and strong local brand identity. However, their reliance on a single location and higher price points could limit their reach among budget-conscious consumers.

Man Overboard Brewing distinguishes itself with a nautical theme that resonates throughout their product lines and branding. They offer a broad selection of beers, including IPAs, stouts, and lagers, aimed at appealing to a range of tastes and preferences. Prices are competitive, positioned to attract both craft beer enthusiasts and casual drinkers. Located in a bustling area of San Antonio, Man Overboard Brewing benefits from high foot traffic and visibility. They serve a wide geography, making their products available in various bars and retail stores across the city. Strengths of Man Overboard Brewing include their distinctive branding and wide distribution network. However, their broad product range might dilute the brand’s identity and impact the consistency of quality.

Second Pitch Beer Co. focuses on creating a small batch, artisanal beers, with an emphasis on quality and exclusivity. Their product offerings are limited and rotate seasonally, ensuring novelty and freshness. This exclusivity comes with a higher price tag, making their beers a luxury choice for consumers. The brewery is situated in a quieter neighborhood, attracting a dedicated following of craft beer aficionados from across and beyond San Antonio. Second Pitch Beer Co. targets a niche market, emphasizing the artisanal aspect of their brewing process. Their key strengths include a strong brand loyalty and a reputation for quality. A potential weakness is their limited appeal to a broader audience due to high price points and a smaller production scale.

Competitive Advantages

At Hops & Barley Brews, our primary competitive advantage lies in the quality and variety of our offerings. We pride ourselves on crafting better beer than our competitors, a claim backed by our meticulous attention to detail and passion for the brewing process. Our selection is broad and diverse, ensuring that every customer can find a beer that suits their palate. This commitment to excellence and variety sets us apart in the bustling San Antonio market, where beer enthusiasts expect nothing but the best. Our innovative brewing techniques and dedication to quality ingredients mean that each beer we produce is not just a drink, but an experience.

Beyond the superior quality and variety of our beers, we also offer a unique customer experience that fosters a strong sense of community among our patrons. Our brewery is not just a place to grab a drink; it’s a destination where people can gather, share stories, and create memories. This emphasis on creating an inviting and inclusive atmosphere adds a significant competitive edge, making us more than just a brewery, but a staple in the local community. Additionally, our engagement with local suppliers and commitment to sustainability resonate with customers who value supporting local businesses and environmental responsibility. In sum, our competitive advantages are not limited to the beer we brew but extend into how we operate and engage with our community and environment.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

Hops & Barley Brews introduces a unique experience for craft beer enthusiasts, offering a diverse range of products and services designed to cater to various tastes and preferences. At the heart of their offerings are their Craft Beers, meticulously brewed to perfection, providing customers with an exceptional tasting experience. These craft beers are available at an average price of $6 per pint, allowing patrons to enjoy premium quality brews without breaking the bank.

In addition to their exquisite beers, Hops & Barley Brews also offers an array of Brewery Merchandise. This includes branded apparel, glassware, and other accessories, perfect for fans who wish to show their support for the brewery. Items are reasonably priced, with merchandise starting from $15, making it easy for customers to take a piece of their brewery experience home with them.

For those looking to explore a variety of flavors, Beer Flights are an excellent choice. Priced at an average of $10, these flights allow customers to sample four different beers in smaller quantities, making it an ideal option for discovering new favorites.

Similarly, Sampler Sets are available for enthusiasts who enjoy variety. These sets provide a curated selection of beers, enabling patrons to taste a range of brews at their leisure. With an average price of $15, Sampler Sets offer a comprehensive tasting experience.

Growlers are another popular option for customers wishing to enjoy Hops & Barley Brews’ craft beers at home. These refillable containers ensure that beer remains fresh and carbonated, with prices starting at $20 for a 64 oz. growler. This provides an economical and environmentally friendly way to enjoy craft beers outside the brewery.

Last but not least, Brewery Tours offer an immersive experience for those interested in the brewing process and the story behind Hops & Barley Brews. For an average price of $15, visitors can expect a guided tour through the brewery, complete with insights into the craft beer making process and, of course, beer tastings.

Overall, Hops & Barley Brews aims to provide a comprehensive and enjoyable experience for beer lovers, combining high-quality craft beers with a range of products and services designed to enhance the customer experience. Whether it’s enjoying a pint on-site, taking home a growler, or sporting some brewery merchandise, there’s something for everyone at Hops & Barley Brews.

Promotions Plan

Hops & Barley Brews embarks on an engaging journey to captivate the palates of beer enthusiasts in San Antonio, TX, with its unique blend of crafted beers. Understanding the competitive landscape, the brewery employs a multifaceted promotional strategy aimed at drawing in customers and creating a loyal community around its brand. The cornerstone of this strategy is online marketing, complemented by a series of innovative promotional methods designed to create buzz and foster a strong connection with its target audience.

Online marketing stands at the forefront of Hops & Barley Brews’ promotional efforts. The brewery leverages social media platforms such as Instagram, Facebook, and Twitter to share compelling content, including behind-the-scenes looks at beer production, introductions to their brewing team, and announcements of new releases. Engaging with customers through these channels, they run contests, live Q&A sessions, and virtual tastings, making the brewery’s presence felt far beyond the confines of its physical location. Additionally, the brewery will establish a robust email marketing campaign, sending out newsletters that inform subscribers about upcoming events, special promotions, and exclusive offers, thereby ensuring that Hops & Barley Brews remains top of mind among its patrons.

Recognizing the importance of community engagement, Hops & Barley Brews will also host a variety of events and partnerships. Launch parties, seasonal beer festivals, and brewery tours will invite locals and tourists alike to experience the brewery’s offerings firsthand. Collaborations with local businesses, food trucks, and musicians will not only diversify the experiences offered at these events but also embed the brewery within the local culture and economy. These partnerships serve as a testament to the brewery’s commitment to the San Antonio community and help in building a network of reciprocal support.

Loyalty programs will further incentivize repeat visits and foster a sense of belonging among the brewery’s patrons. A points system, for example, rewards customers for purchases, attending events, or referring friends, which they can redeem for discounts, limited-edition merchandise, or exclusive access to new brews. This approach not only encourages ongoing engagement with the brand but also turns customers into brand ambassadors who share their positive experiences with others.

Lastly, Hops & Barley Brews will leverage traditional advertising methods such as local print media, radio spots, and outdoor advertising to increase brand visibility. Strategic placement of ads in local entertainment guides, billboards in high-traffic areas, and participation in local radio shows will ensure that the brewery captures the attention of a wide audience, including those who may not be as active online.

In conclusion, Hops & Barley Brews employs a comprehensive promotional strategy that blends online marketing with community engagement, strategic partnerships, loyalty programs, and traditional advertising. This approach will not only attract customers to the brewery but also build a loyal community around its brand, ensuring its position as a beloved fixture in the San Antonio beer scene.

Our Operations Plan details:

  • The key day-to-day processes that our business performs to serve our customers
  • The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of Hops & Barley Brews, there are several key day-to-day operational processes that we will perform.

  • Conduct daily quality checks on all beer batches to ensure consistency and excellence in flavor, color, and texture.
  • Monitor storage conditions to ensure they meet the required standards for temperature and humidity.
  • Perform daily inventory checks to monitor stock levels of raw materials such as hops, barley, yeast, and any other ingredients used in the brewing process.
  • Ensure a steady supply of essential brewery supplies like bottles, labels, and packaging materials to meet production schedules.
  • Train staff on customer engagement and product knowledge to provide an exceptional customer experience.
  • Handle customer feedback promptly and effectively to maintain high satisfaction levels.
  • Update social media platforms and the brewery’s website regularly with news, events, and promotions to engage with customers and attract new ones.
  • Review sales data daily to understand customer preferences and adjust the product lineup as needed.
  • Plan and adjust brewing schedules based on inventory levels and forecasted demand to ensure a consistent supply of products.
  • Maintain flexibility in production planning to accommodate special or seasonal brews.
  • Perform daily inspections and routine maintenance on brewing equipment to prevent breakdowns and ensure operational efficiency.
  • Schedule regular deep cleaning of the brewing facilities to comply with health and safety regulations.
  • Monitor daily expenses and revenues to manage cash flow effectively.
  • Review and analyze financial reports regularly to make informed business decisions.
  • Ensure all brewing and business operations adhere to local, state, and federal regulations, including health and safety standards, licensing, and tax obligations.
  • Keep up-to-date with changes in legislation that might affect the business and adjust operations accordingly.

Hops & Barley Brews expects to complete the following milestones in the coming months in order to ensure its success:

  • Secure a Prime Location : Choosing a location that is accessible and appealing to our target market in San Antonio, TX. This includes ensuring sufficient space for brewing equipment, storage, and a tasting room to welcome our customers.
  • Obtain Necessary Permits and Licenses : Successfully navigating the regulatory landscape to obtain all required permits and licenses for operating a brewery. This includes federal approval from the Alcohol and Tobacco Tax and Trade Bureau (TTB), as well as state and local permits.
  • Build-Out and Equipment Installation : Completing the construction and setup of our brewery, including the installation of brewing equipment, fermentation tanks, and a welcoming environment for guests. This also involves ensuring that our facilities comply with health and safety standards.
  • Develop and Test Beer Recipes : Crafting a variety of unique and high-quality beer recipes to appeal to a broad range of tastes. This includes conducting taste tests and gathering feedback to refine our offerings before launch.
  • Hire and Train Staff : Recruiting a team of skilled and passionate individuals for brewing, serving, and management roles. Providing comprehensive training to ensure they are knowledgeable about our products and can deliver excellent customer service.
  • Launch Our Brewery : Officially opening our doors to the public with a well-planned launch event to generate buzz and attract our first customers. This includes marketing efforts to raise awareness of our brand and offerings in the local community.
  • Implement Marketing and Sales Strategies : Developing and executing effective marketing and sales strategies to reach our target audience, build customer loyalty, and drive traffic to our brewery. This includes digital marketing, partnerships, and events.
  • Monitor and Optimize Operations : Continuously monitoring our operations, customer feedback, and financial performance to identify areas for improvement. Implementing operational efficiencies and cost-saving measures to improve margins.
  • Get to $15,000/Month in Revenue : Achieving this financial milestone as a sign of growing customer base and market acceptance. This involves increasing production capacity, expanding distribution channels, and enhancing marketing efforts to boost sales.
  • Expand Product Offerings and Distribution : Once a stable revenue is achieved, exploring opportunities for expanding our product line with new beer varieties or limited editions. Also, considering wider distribution through local bars, restaurants, and retail outlets to increase brand visibility and sales.

Our management team has the experience and expertise to successfully execute on our business plan.

Hops & Barley Brews management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Ethan Brown, President

Ethan Brown brings to Hops & Barley Brews a rich tapestry of experience in the brewery industry, underpinned by a proven track record of success. With a keen sense for the evolving tastes of craft beer enthusiasts and a deep understanding of the operational challenges unique to the brewing industry, Ethan’s leadership is rooted in practical experience. Having successfully run a brewery in the past, he is well-versed in navigating the complexities of product development, marketing strategies, and distribution channels. This background makes Ethan exceptionally qualified to guide Hops & Barley Brews towards achieving lasting success in a competitive market. His vision for the company is not only to sustain growth but to also foster a culture of innovation and excellence within the team.

To achieve our growth goals, we require significant investment in equipment, marketing, and facility expansion. This funding will enable us to increase our brewing capacity, enhance our marketing efforts to reach a broader audience, and improve our taproom to offer a better customer experience. Our financial plan is focused on securing the necessary capital to fuel our growth while ensuring sustainable operations and profitability in the long term.

Financial Statements

Balance sheet.

[insert balance sheet]

Income Statement

[insert income statement]

Cash Flow Statement

[insert cash flow statement]

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Microbrewery Business Plan Sample

JUN.18, 2018

microbrewery business plan

Do you want to start microbrewery business?

Are you planning how to start a microbrewery business ? There is no doubt, this is a great business venture with a lot of potential. Nowadays, a lot of people appreciate great tasting beer and for this reason, there is an increase in the number of people who need to enjoy a wide variety of quality beers. As a result, many entrepreneurs have decided to venture into the brewing industry. The eye for tasty beer has opened up new opportunities for private brewers to develop their own brands. Starting a microbrewery is the foundation to launch your own brewery business. With a great business plan for microbrewery and strategy, it’s definitely a rewarding venture that promises good profits.

Executive Summary

2.1 the business.

The microbrewery will be registered under the name Starvic Brewery and will be located in Oakland, California. The microbrewery will be owned by Thomas Anderson who is a Brewing Specialist with vast experience on microbrewery start up cost and what will be involved.

2.2 Management Team

Thomas Anderson is who is the owner of Starvic Brewery is a professional brewing specialist with sufficient experience spanning over two decades in the brewing industry. Before own a brewery, Anderson worked for various high profile brewery brands across the United States. After completing business-setup, Thomas has plans to employ professionals to assist in managing the microbrewery.

2.3 Customer Focus

Starvic Brewery has plans to set up the brewery in a strategic location to ensure the business plan for microbrewery effectively reaches out to the target market. The brewery intends to serve different kinds of customers.

2.4 Business Target

Microbrewery Business Plan - 3 Years Profit Forecast

Company Summary

3.1 company owner.

Thomas Anderson is an experienced brewing specialist who has had a successful career journey. He has achieved numerous career accomplishments and played a key role in helping to startup various brewery plants in various cities across the United States.

3.2 Aim of Starting the Microbrewery Business

Everyone loves tasty beer and nowadays, there are numerous brands of beer which have been introduced in the market. In the recent days, customers prefer having a wide variety of beers to choose from. Aside from the traditional brands, there was a need to be creative and introduce other exciting brands and flavors in the market.

3.3 How the Microbrewery Business will be Started

Microbrewery Business Plan - Startup Cost

Services for Customers

Starvic Brewery intends to provide its customers with diversified products in order to attract more customers and boost revenue for the microbrewery. When planning how to start your own microbrewery , there should be a defined approach that emphasizes upholding the highest standards of beer quality. In this regard, Starvic Brewery intends to offer the following products.

  • Starvic Super is a special beer brand made using traditional ingredients with a fine taste
  • Starvic Pilsner is a combination of the finest imported and domestic malts
  • Starvic Lager is an incredible traditional brewed malt which contains European yeast and roasted specialty malts
  • Starvic Light is a crisp and crystal clear beer known for its white foamy head.

Marketing Analysis of Microbrewery Business

In the recent times, many people are beginning to appreciate the value of locally brewed beers. In this craft brewery business plan, Starvic Brewery intends to capitalize on the increasing consumption of local brewed beers to attain higher revenue streams.

There is no doubt, business plan for microbrewery is flourishing thanks to steady growth in locally brewed beers. In this regard, a comprehensive market analysis was done to better understand the market and how to advertise to potential customers.

5.1 Market Segmentation

Microbrewery Business Plan - Market Segmentation

5.1.1 Corporate Executives

Oakland is a large city with a huge working class population. Statistics have shown that a majority of beer consumers are career professionals who earn a regular income. A good number of patrons who go to entertainment spots where locally brewed brands are sold happen to be employees drawn from different careers. For this reason, Starvic Brewery has come up with a beer product line that will meet the needs of corporate executives. In this case, strategic pricing and quality assurance is critical to tap revenue from working class customers.

5.1.2 Entrepreneurs

Entrepreneurs are a key customer target for Starvic Brewery because some of them are expected to purchase locally brewed beers in large quantities. In this case entrepreneurs such as those who own bars and business plans restaurants well as beer retailers are expected to get their supplies from Starvic Brewery. This microbrewery business plan sample has outlined the techniques to be used to market the microbrewery to entrepreneurs around Oakland.

5.1.3 Sports Professionals

Starvic Brewery has a wide range of beers crafted with special ingredients to provide energy. Together with other beer varieties, the business intends to target sportsmen and women who according to statistics, are an excellent market segment for any microbrewery. Oakland is a hub for various sports activities thus providing ready market for locally brewed beers from Starvic Brewery.

5.1.4 Visitors and Tourists

As any other large city, Oakland receives numerous visitors who travel to the city both for business plan for microbrewery and leisure activities. Because of the numerous entertainment facilities built around the city, having special locally brewed beer with a unique taste will help to market Starvic Brewery across the city and its environs. In addition, many tourists come to Oakland to see the numerous points of interest.

5.1.5 College Students

Starvic Brewery products are not sold to underage consumers but college students who are above 18 years love unique blends of locally manufactured beers. Given the high number of colleges in Oakland the surrounding areas, there is a great market for local beer brands. This business plan microbrewery outlines how the microbrewery will reach out to various customers.

5.2 Business Target

Starvic Brewery has acquired the required machinery and facilities that will support the infrastructure of running the microbrewery. Oakland is a large city and this microbrewery business model intends to target the residents, entrepreneurs and special groups. The microbrewery plans to adopt modern brewing infrastructure and technologies to help to seamlessly coordinate business activities. With a good microbrewery business plan template in place, the microbrewery hopes to increase its annual sales margins by 15% – 20%.

5.3 Product Pricing

Starvic Brewery plans to come up with well-researched product pricing guidelines after carefully surveying the market. In order to survive industry competition, good microbrewery business plans place a lot of emphasis on accurately determining product prices.

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In order Stanvic Brewery to meet its objectives, Thomas Anderson has worked closely with experts devise a marketing strategy that will help the microbrewery to effectively serve its customers. When planning to start a microbrewery business , a good sales strategy should be put in place for the enterprise meet its objectives.

6.1 Competitive Analysis

Starvic Brewery intends to come up with a well-structured business plan for microbrewery model that will ensure provision of quality products. Even though there are other microbreweries in the region, the microbrewery has identified its strengths and the available opportunities to leverage on.

6.2 Sales Strategy

For the microbrewery to realize its sales targets, the following business strategy services have been identified to help market the business plan for microbrewery . While you plan how much to start a microbrewery , the following marketing action points will be of great help. Starvic Brewery intends to adopt the following plan.

  • Introduce the microbrewery in a grand style by organizing a party and giving attendants free gifts such as offering them free cups of locally brewed brands for customers to have a feel of the tastes and flavors.
  • Ensure the microbrewery always has various types of products at all times to offer customers the variety they need
  • Place signage at strategic places within the neighboring areas to market the microbrewery
  • Come up with a loyalty plan that allows rewarding of potential customers with goodies from the microbrewery
  • Advertise the business on local media channels such as television, radio and newspapers
  • Advertise the business on local directories such as yellow pages
  • Use word of mouth marketing and referrals to reach out to potential customers
  • Hire a professional marketing company to help the microbrewery effectively penetrate the market
  • Organize roadshows and events in the target customer areas with a view to market the microbrewery.

6.3 Sales Forecast

Microbrewery Business Plan - Unit Sales

Personnel Plan

Starvic Brewery hopes to recruit well trained and experienced staff to run its operations on a day-to-day basis. This microbrewery start up business plan explains the kind of staff the business will need to hire in order to meet its objectives.

7.1 Personnel Plan

Starvic Brewery is owned by Thomas Anderson who is also the owner and manager of the microbrewery. As plans are put in place to start the business, the following staff will be employed in the business plan for microbrewery .

  • Owner/Manager
  • Bottling and Shipping Manager
  • Brewing Managers
  • 2 Marketing Executives
  • 1 Accountant
  • 4 Bottling Staff
  • 3 Shipping staff
  • 2 Security Guards

Successful applicants will be thoroughly trained in various areas of microbrewery operations in order to ensure a seamless flow of operations.

7.2 Average Salaries

Stanvic Brewery intends to pay its members of staff the following salaries within the first three years of operation.

Financial Plan

Starvic Brewery has come up with a comprehensive financial plan that will guide the operations of the microbrewery. In order to streamline business operations and forecast microbrewery profit margin , initial capital must be determined alongside other business plan for microbrewery expenses. In this case, Thomas Anderson will finance the microbrewery using his personal savings and will be helped by two investors. In addition, a bank loan shall be secured to provide additional capital.

Below is the key financial data for Starvic Brewery.

8.1 Important Assumptions

Financial forecast for Starvic Brewery shall be based on the assumptions below.

8.2 Brake-even Analysis

Microbrewery Business Plan - Brake-even Analysis

8.3 Projected Profit and Loss

Profit and Loss information for the microbrewery is calculated on an annual and monthly basis as shown below.

8.3.1 Monthly Profit

Microbrewery Business Plan - Profit Monthly

8.3.2 Yearly Profit

Microbrewery Business Plan - Profit Yearly

8.3.3 Monthly Gross Margin

Microbrewery Business Plan - Gross Margin Monthly

8.3.4 Yearly Gross Margin

Microbrewery Business Plan - Gross Margin Yearly

8.4 Projected Cash Flow

Microbrewery Business Plan - Projected Cash Flow

8.5 Projected Balance Sheet

Below is a Projected Balance Sheet for Starvic Brewery that shows capital, assets, liabilities, current liabilities and long term assets.

8.6 Business Ratios

The following is the Ratio Analysis, Business Net Worth and Business Ratios for the microbrewery.

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Microbrewery Business Plan Template

Microbrewery Business Plan Template

craft brewery business plan pdf

“Want to Cash in on the Craft Beer Movement

Here’s how to get started now…”.

Let’s face it:

Commercial, factory brewed beer is DEAD.

Craft beer is cool and trendy, which is why EVERYONE is drinking it these days.

In fact, craft beer has gone completely mainstream. And the truth is that no one (And I mean no one) wants to drink beer from a tin anymore. Consumers are abandoning mass produced beer in their droves, and even large commercial producers are getting in on the action.

No matter where you go these days, whether it’s a restaurant or bar, there is GOING to be craft beer on tap.

And there’s a good reason why craft beer is so LUCRATIVE.

You see, everyone knows how expensive alcohol is.

And the fact is that craft beers are usually FAR more expensive than regular beers. But because they are just so good, so obviously superior, most people don’t mind paying a little extra.

(Especially once they get into the habit of exclusively drinking craft beer.)

This is why starting your own brewery is one of the best ways to make money today.

And here’s another interesting aspect of craft beer.

An entire culture has arisen out of craft beer.

As strange as it sounds, some people refer to it as a movement.

Craft beer drinkers are a community, almost like people who drink fine wine.

And like fine wine, it’s all about the quality and taste of the beer. It’s also about trying out as many varieties as you can in order to find the ULTIMATE beer…

This is why there are entire restaurants which ONLY have craft beer on the menu.

These restaurants will have dozens of brands and varieties on tap, which means the market is enormous.

And all you have to do is get your beer on tap inside one of these restaurants, and you’ll get steady orders for years and make a TON of money. And once your brewery is going you can ramp up production, sell your beer all around the country and get RICH.

But before you do that you’ll need money to start up your brewery.

And this is where the black box business plan template comes in.

With our business plan templates, getting the funding you need is simple and easy.

Our business plan template includes the following sections.

  • Executive summary.
  • The enterprise
  • The business concept and need
  • Industry / market overview.
  • Management plan.
  • Risk factors.
  • Financial projections.

Microbrewery business plan

(Click here to view sample pages – opens in new window)

Add these extras as needed:.

  • Microbrewery Financial Template in Microsoft Excel (recommended) to calculate your finances. This excel template will allow you to enter financial data specific to your business and will produce proforma financial statements for use in your business plan. The worksheets (Set-up, Start-up, Sales, Headcount, Inventory, Operating Expenses, Capital Budget, Equity & Debt, and Amortization Schedule) contain instructions, questions for you to answer, and boxes (cells) for data entry. Cells in which you are to answer questions or enter data are yellow. Purple cells contain formulas that will be calculated automatically.

Microbrewery business plan

  • Microbrewery Funding Package includes a Microsoft PowerPoint transition slideshow template “Pitch Deck” to show lenders and investors your concept at a glance. It includes 12 slide microbrewery images with instructional text for you to insert your specific business information into. This funding package also includes 51 raising capital documents covering topics such as Loans and Borrowing Documents, Investment Analysis Summary, Bank Loan Request Sheet, Loan Application Review Form, Loan Calculator, Pledge of Shares of Stock and more to help you with the paperwork prior to seeking funding.

microbrewery business plan

(Click here to see sample pages of what you will be receiving)

See what our customers are saying about this microbrewery business plan template.

craft brewery business plan pdf

The best part about our templates is that the TIME CONSUMING parts are DONE for YOU.

Our Hybrid Fusion Business Plan Templates save you time as most portions are already completed for you, including the general narrative, market research, format, charts, and financials are already researched and written for the microbrewery industry.

(Click here to view sample pages of this microbrewery business plan template)

But we don’t want to sell you on easy..

We want to make sure you obtain a well-researched market specific business plan template you are able to build a realistic and truly investor-friendly business plan upon.

Real investors and lenders see 3 to 15 business plans a day.

With the big “Corporate” business plan template companies luring you in with an “Easy” business plans those very lenders see right through them.

With our plan templates, you will have something extensive, unique as well as currently researched to set you apart from the “Corporate” generic business fill-in-the-blank plan templates.

Do-it-yourself and not only save but learn more about your business as well.

This business plan template contains red instructional text prior to each section to help you customize it more effectively. Please keep in mind that this an editable example business plan and you will need to customize it for your unique business needs and requirements.

A customized or turn-key document from a reputable professional business plan writer starts at $450 and a cost upward of $2,000 (A Google search will show you this.)

We are attempting to help you get started on a budget hence we are providing our extensive hybrid fusion business plan documents as a starting point for you to build your plan upon.

If you do not wish to do any work we do offer a fully customized plan starting at $1,850.

If interested please feel free to message us regarding these fully custom written plans.

What could be more satisfying than owning your own micro-brewery.

But NOW is the time to start. Every day new brands of craft beer are coming onto the market, and if you hesitate it might be too late.

Then hit the buy now button below and I’ll see you on the other side.

Prior to purchase please make sure you view our sample pages to understand the documents you will be receiving. 

*Please note that this product is not a turn-key solution, but an editable template that is meant to serve as a foundation/basis for your microbrewery business plan. With some customization, you will truly make this business plan your own. Many customers have said this part of the process has not only resulted in a superior plan, but it has also provided them with a new appreciation, valuable perspective and deeper understanding of their business.

  •   Microbrewery Business Plan Template(Microsoft Word)  –  $47.00
  •   +Add Excel Worksheet (Recommended)  –  $25.00
  •   +Add Funding Package Pitch Deck PowerPoint  –  $35.00

Disclaimers  (Please read prior to purchase)

-This is an editable example business plan template, which is in between a business plan template and sample. This is NOT a complete Turn-key business plan. Modify and use this Hybrid business plan template as a foundation to create your own plan. See sample pages to see exactly what you will be receiving.

-We are unable to make any changes to this plan or excel sheet or pitch deck or documents for you.

-By purchasing these documents you agree not to resell, copyright or post them online.

-Digital Download for Microsoft Office XP 10.0 in Windows XP and higher versions.

-Will also open in Microsoft Office for Mac, however, some formatting issues may be present and will need to be corrected. For this reason we unable to guarantee 100% direct compatibility with Microsoft Office for Mac.

-This is a large Microsoft Word file. Please keep in mind that we are not responsible if your computer processor is unable to render them quickly. We have tested these files on multiple MACs and PCs and they render fine on our end. However, we are unable to account or guarantee how the files will perform on your end due to various extensions and operating system performance. Although rare, if you are having rendering issues you may need to attempt to open and work on the Microsoft Word files on an alternative, newer or faster computer.

The best time to start is now.  Purchase with confidence. SSL Secured Checkout and 30 Day Money Back Guarantee if you are able to find a more comprehensive and up to date plan and funding package combination for a lower price point.*

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  • Digital Download for Microsoft Office XP 10.0 in Windows XP and higher versions.
  • Will open in Microsoft Office for Mac however some formatting issues may be present and will need to be corrected.
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  5. Brewing Craft Beer Business plan PPT Download|Templates

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  6. Brewery Startup Spreadsheet with Business Plan Brewery Startup Pdf

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COMMENTS

  1. Brewers Association

    This 30-page PDF document is updated yearly and provides excellent details on the what and why of each section in the outline. The U.S. Small Business Administration (SBA) is a great general resource for businesses. They offer a step-by-step tool

  2. PDF Free-Version-of-Growthinks-Brewery-Business-Plan-Template

    The real version of Growthink's Ultimate Brewery Business Plan Template is much more than a fill-in-the-blanks template. That template professionally guides you step-by-step so you can quickly, easily and expertly complete your business plan. Perhaps most importantly, it includes complete financial projections.

  3. PDF Business Plan (July 2017)

    Business Plan California Craft Beer Market As the birthplace of the American craft brewing movement, California is at the forefront of the industry's growth. Today, more than 750 craft breweries are in operation across the state, more than any state in the nation7.

  4. How to Write a Brewery Business Plan + Free Sample Plan

    1. Research the market The competition you're likely to face from other brewers reinforces the importance of understanding your position in the market. Especially if you're starting a new brewery business in a larger, urban area, you'll need to devise a strategy for entering and growing within that market. You can start simple.

  5. How to Create a Brewery Business Plan (+Template for Breweries)

    Finance & Operations How to Create a Brewery Business Plan: Free Template for Breweries By Debra Weinryb The craft brewery industry is experiencing explosive growth, with sales accounting for 24% of the U.S. beer market which is worth over $114 billion.

  6. How To Write a Brewery Business Plan

    Download a template for your brewery business plan and start bringing your brewery ownership dreams to life.

  7. How to Write a Brewery Business Plan: Complete Guide

    Remi January 3, 2023 Food & Beverage Whether you're looking to raise funding from private investors or to get a loan from a bank (like a SBA loan) for your brewery, you will need to prepare a solid business plan. In this article we go through, step-by-step, all the different sections you need in the business plan of your brewery.

  8. Brewery Business Plan Template (2024)

    Brewery Business Plan Template You've come to the right place to create your brewery business plan. We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their breweries.

  9. Brewery Business Plan: Guide & Template (2024)

    Download Template Create a Business Plan If you like to brew different flavors of drinks or have a microbrewery, you might have thought of starting a proper brewery business. And the good news is that the brewery industry is now bigger than ever and continues to grow at a rapid pace.

  10. Brewery Business Plan Example

    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.

  11. Brewery Business Plan Template for 2024

    A brewery business plan template is a customizable document that guides you through writing a winning business plan for beer-related enterprises, like a craft brewery, brew pub, or microbrewery. This kind of template covers topics like an executive summary, marketing plan, operations plan, financial plan, and others.

  12. How To Write a Craft Beer Store Business Plan + Template

    The executive summary of a craft beer store 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 craft beer store company. Provide a short summary of the key points in each ...

  13. Brewery Business Plan PDF Example

    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 ...

  14. Brewery Business Plan and the Key Elements To Include

    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.

  15. Microbrewery Business Plan Template & Guide [Updated 2024]

    Written by Dave Lavinsky Starting a brewery business plan? Let us help you get started with your business planning and tap into your potential for growing a successful business. Over the past 20+ years, we have helped over 5,000 entrepreneurs and business owners create business plans to start and grow their breweries.

  16. Brewery Business Plan Guide in 2022

    The brewery business plan will be your brewery's road map to success, can determine the right audience and market for you, and help you control business operations and financial conditions. The brewery business plan is a dynamic document that provides the basis for your brewery to develop and adapt to market conditions. If you plan to want ...

  17. Brewery Business Plan (How to Write & Template)

    But, if your brewery is going to follow a standard way of doing things in the industry (like a craft brewery, a microbrewery, or a brewpub), then you can go ahead and start creating your business plan. Step 3: Create a Brewery Business Plan Structure. Follow a ready-made structure to organize your business plan for brewery effectively.

  18. Sample Brewery Business Plan

    Industry Analysis. The Brewery industry in the United States is currently experiencing significant growth and has become a major player in the country's economy. According to recent data, the market size of the Brewery industry in the United States was valued at approximately $119.6 billion in 2020.

  19. PDF Business plan for a craft brewery

    Business plan for a craft brewery Number of pages and appendix pages 42 + 36 The main objective of the thesis was to plan a start-up business for brewing beer. In order to create a business plan in the theoretical part we considered the following aspects: eco-nomical environment, marketing, financial statements, management and manpower, alcohol

  20. Brewery Business Plan Template [Update 2024]

    Step1: Planning Phase. Planning is the first step in starting a craft brewery. In this phase, everything from the location of the plant to the sales and marketing will be tentatively planned. This brewery business plan sample will cover all the aspects of planning needed to start a brewery.

  21. Microbrewery Business Plan Sample [2024 UPD]

    7.1 Personnel Plan. Starvic Brewery is owned by Thomas Anderson who is also the owner and manager of the microbrewery. As plans are put in place to start the business, the following staff will be employed in the business plan for microbrewery. Owner/Manager. Bottling and Shipping Manager.

  22. Microbrewery Business Plan Template

    SSL Secured Checkout and 30 Day Money Back Guarantee if you are able to find a more comprehensive and up to date plan and funding package combination for a lower price point.*. Microbrewery Business Plan Template (Microsoft Word) - $47.00. +Add Excel Worksheet (Recommended) - $25.00. +Add Funding Package Pitch Deck PowerPoint - $35.00.