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Brewery Business Plan PDF Example

• February 28, 2024
• Business Plan

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

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

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

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

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

Brewery Business Plan

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

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

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.

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

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

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.

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

Privacy Overview

How to Write a Brewery Business Plan + Free Sample Plan

Makenna Crocker

8 min. read

Updated February 7, 2024

Free Download:  Sample Brewery Business Plan Template

Are you captivated by the craft of brewing beer? Enticed by the idea of making a living pouring your own beers for a crowd of enthusiasts? 

Sales of craft beer in the United States have continued to rise despite a slight downtown in overall beer sales, according to industry statistics. But to transition from craft beer aficionado to profitable brewery owner, you need more than just a robust ale — you need a solid business plan.

Need more guidance? Download our free sample brewery business plan .

Creating a detailed business plan is an indispensable step in your entrepreneurial journey.

In this article, we’ll tap into the process of writing a brewery business plan, helping you navigate from market research to financial forecasts and beyond.

• Why write a brewery business plan?

Starting a brewery without a business plan is like brewing without a recipe — risky and unpredictable. The plan is where you take stock of your market opportunity, assess the competition, document your day-to-day operating needs, and more.

But it’s more than a document to lay out your vision and objectives. You’ll need a clear, comprehensive business plan if your vision hangs on securing a bank loan or getting an outside investor to fund you .

They need evidence that you understand the market, have a sound financial strategy , and a plan to grow sustainably .

Without a business plan, you’re more likely to misjudge your inventory needs.

You might miss an opportunity to pivot based on changing tastes among customers or lose sight of tactics to set yourself apart from competitors in a crowded industry. 

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• 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. Visit some of those breweries in your geographic area. What sets the popular ones apart?

Be sure to talk to customers as well.

You can also gather insights from your competitors’ social media presence and gauge how customers are interacting with them online. You should also show that you understand broader trends in the craft beer industry, such as the seasonal popularity of different beer styles.

When writing your business plan , document the following information to show that you understand your market:

• The size of the 21-and-over population in the area you want to serve
• The number of licensed breweries in the area
• The number and types of other competitors (bars and restaurants, grocery stores that serve alcohol, etc.)
• Food offerings (some states legally require breweries to provide food)

Surround yourself with the community you plan to serve to really get an idea of what excites and draws in local beer enthusiasts. Notice the kind of beer they offer, how they market their products, and the type of people that tend to enjoy what they have to offer.

Looking at your competition isn’t about trying to copy them. It’s about understanding what is already offered and determining how you can ultimately stand out.

Define your target market

Now that you’ve compiled your market research, it’s time to zoom in on the demographics of your clientele.

Are the people frequenting breweries in your area mostly younger, like college students? Or maybe they tend to be workers looking for a fun afternoon out, or tourists stopping by after taking in the main attractions in your area?

Identifying your target market is not just about knowing who will be walking through your doors, but understanding their preferences and what causes them to choose you over your competitors. Doing this effectively requires considering the demographics of your potential customers:

• Occupations

And their psychographic characteristics:

Are your potential customers seasoned beer experts or casual drinkers? Do they value a broad selection, or would they prefer locally sourced and sustainable ingredients?

Defining these characteristics allows you to tailor your brand’s voice, marketing strategies, and even your beer selection to resonate with your desired audience.

• 2. Create an operational plan

The heart of your brewery business lies in its day-to-day operations. Begin with detailing the brewing schedules, capturing the intricacies of beer production, and then customer service operations.

Your operations plan should extend beyond brewing. Include managing supply chains , maintaining brewing equipment, and ensuring a smooth workflow in areas like marketing, sales, and distribution. Address the staffing plan too, outlining roles, responsibilities, and the team structure necessary to keep the brewery running smoothly.

As you navigate through these operational aspects, it’s important to keep in mind the broader picture: stay updated with regulations and compliance standards , but more importantly, ensure these guidelines are seamlessly integrated into your daily operations.

Your operational plan should paint a comprehensive picture of how your brewery functions on a daily basis, highlighting the systems and processes that drive its success.

• 3. Market your brewery

Even if you have the most flavorful beer, without the right marketing, nobody will know it exists.

You need to craft a marketing strategy as carefully as you do your beer. Utilize both traditional methods, like:

• Hosting beer release parties
• Local partnerships
• Advertising
• Loyalty programs

And digital tactics, such as email marketing and engaging with your community on social media , to spread the word about your brewery.

Don’t forget to look at competitors’ presence online as well. How they engage with their followers on social media and what online reviews say will tell you a lot.

Consider these marketing tips:

Develop a strong brand.

Your brewery’s brand should encapsulate what you stand for and what you offer that no one else does. Having a consistent theme across all aspects of your business, from the design of your logo and labels , to the interior of your brewery and the tone of your communication , will help solidify your brand. 

Example: If your brewery focuses on organic ingredients, this should be clear in your branding, and your marketing materials should educate customers on the benefits of organic beer.

Engage through events 

Events are a practical way to bring people to your brewery and get them talking about your beer. Consider planning events like these that are aligned with your brand:

• Beer release parties
• Homebrew competitions
• Local music nights

If you have a brewery that prides itself on being family-friendly, consider hosting family-oriented events like game nights. Events like these can not only attract regular customers but also create opportunities for social media sharing and word-of-mouth marketing.

Build a digital presence

A well-designed website is crucial for a positive online presence , providing information on your beers, the story of your brewery, and details about visiting or touring. Make your website easy to navigate and update it with the latest news about your products and events.

Use social media platforms to connect with your audience by sharing news, responding to customer feedback, and promoting upcoming events.

Regular updates and active engagement on platforms like Instagram and Facebook can help maintain your customers’ interest and encourage them to visit your brewery or try your beers.

• 4. Financials and pricing

To run a sustainable brewery operation, you have to do much more than just craft the perfect beers — your business has to be financially viable. A strong financial plan lays out a roadmap for turning your dream into a financially successful reality.

Begin by estimating your startup costs , considering everything from brewing equipment to licensing fees.

Appropriate pricing of your beers is crucial for business profitability – it’s a balancing act that involves setting a price that covers production costs and generates profit while also being attractive enough to keep customers from choosing competitors.

When penciling out your financial plan, remember:

• Cost Analysis: Know the cost of your ingredients and production to price your beers profitably.
• Sales Projections : Use your market research to forecast your sales. Be realistic, but don’t forget to plan for growth.
• Regular Reviews: Keep an eye on your financial health by reviewing your costs and prices regularly , ensuring your brewery remains profitable.
• 5. Set milestones and goals

Establishing clear milestones and specific goals is important for your brewery’s success. Your short term, three-month goals might include:

• Finalizing your beer menu
• Selling your first batch
• Hosting a successful grand opening

These early goals focus on launching your operations and establishing your brand in the local market.

Looking further out, your three-year objectives could involve more ambitious goals like:

• Reaching a certain production milestone
• Expanding your distribution to multiple states
• Opening a second taproom

Long-term goals should also include financial benchmarks, like achieving a break-even point and possibly hitting specific revenue targets .

For example: By the end of the first quarter, you might hope to have a solid customer base and consistent foot traffic with regular events driving sales.

After three years, your goals could shift toward sustainability and growth, like implementing a barrel-aging program or securing a spot in regional beer festivals. Milestones like these not only chart a path for growth but also help in measuring the health of your business.

Download your free brewery business plan template

If you’re ready to start your own brewery business, you can download our free brewery business plan template from our library of over 550 sample business plans . Get started today, and discover why businesses that plan grow 30% faster than those that don’t.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Makenna Crocker is the Marketing Specialist at Richardson Sports. Her work focuses on market and social trends, crafting gripping and authentic content, and enhancing marketing strategy to foster stronger B2B and B2C relationships. With a master’s degree in Advertising and Brand Responsibility from the University of Oregon, she specializes in generating a strong and responsible brand presence through content that positively influences and inspires others.

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