brewery business plan

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 craft breweries.

Brewery Business Plan Example

Below is a sample brewery business plan to help you write your own 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.

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 brewing 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 Segments

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.

Pricing Strategy

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 Brewery 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

Profit and loss statement.

Balance Sheet

Cash Flow Statement

Free Business Plan Template PDF for a Brewery

You can download our free brewery business plan template PDF here. This is a brewery business plan template you can use in PDF format. You can easily complete your business plan using our Brewery Business Plan Template here .

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 brewery concept, identifies your target customers, presents your marketing strategy, and details your financial projections.

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 business goals and get started faster.

1. Write a Brewery Business Plan – The first step in starting a business is to create a detailed 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 market 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 brewery 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 strategies such as radio or print advertising. 

Learn more about how to start a successful brewery business and the business planning process:

How to Start a Brewery Business

How to Start a Brewery

• Sample Business Plans
• Food, Beverage & Restaurant

How to Write a Brewery Business Plan: Free Template & Guide

Thinking about having a microbrewery? Good call.

Starting your own brewery can be an exciting and fulfilling venture as the craft beer industry continues to grow at a rapid pace!

However, you will need a well-thought-out business plan to start and navigate the intricacies of the brewing process, starting from perfect recipes to scale production and handling logistics.

Need help getting your plan in order?

Not to worry. Explore this brewery business plan that will surely help you get started and guide you on every stage of your business plan writing.

Sounds good? Let’s dive right in!

What is a Brewery Business Plan?

A brewery business plan is a professional document that outlines the entire strategy for starting and running a brewery. It includes business goals, strategies to achieve them, and financial forecasts for the next few years.

It serves as a strategic roadmap for your brewery business, guiding your business’s growth, managing its operations, and securing funding from investors or financial institutions.

Simply put, it’s not just a written document; it’s a detailed blueprint to steer your brewery toward success.

Now that you know what a brewery business plan is, let’s move forward to understand why you need to write one.

Why Do You Need a Brewery Business Plan?

If you’re looking to start a new brewery or expand an existing one, you will need a business plan. It supports you in getting your business off the ground as smoothly and effectively as possible.

Here are a few key reasons why you need a business plan for your brewery:

• A brewery business plan will let you carefully provide all the details about your brewery, including its vision, mission, objectives, product offerings, and operational aspects.
• A comprehensive plan covers startup costs, revenue forecasts, and realistic financial projections that allow you to manage cash flows better and plan for brewery expenses.
• Breweries or any businesses often encounter risks and challenges. At that time, writing a business plan will help you identify potential risks and outline contingency plans for smooth operations and finances.
• Having a well-crafted business plan is vital for securing funds from investors or banks, as it demonstrates your business strategies, financial viability, marketing efforts, and a clear path for growth.

Now, without further ado; let’s explore the primary components of a good business plan.

What to Include in Your Brewery Business Plan?

Once you start preparing a brewery business plan, you should consider including these 9 key sections in your plan:

1. Executive Summary

Your executive summary is the first section of the business plan, providing a quick introduction to the concept and goals of your brewery.

The main purpose of writing an executive summary is to attract potential investors or partners and convince them to keep reading. So, ensure that you make it simple, crisp, and engaging.

Generally, it is written at the end when your entire doc is ready. This is so because it summarizes the most important elements of your brewery business plan.

You may include details about your business idea, the type of brewing company you own, vision-mission statement, target customers, USPs, market opportunity, branding & marketing approach, and financial highlights.

2. Business Overview

As the executive summary would include a brief company overview, the business overview section is your chance to provide an in-depth knowledge of your brewery.

To plan this section, you may consider answering some of the following questions:

• What’s the legal and trade name of your brewery?
• Where is your brewery located? And why have you chosen that area?
• What is the legal structure and size of your brewery?(e.g., LLC, corporation)
• Who are the company owners?
• When and why did you start the brewery business?
• What kind of brewery do you want to open—microbrewery? A brewpub? A taproom brewery? Or a contract brewing company?

Furthermore, you may include details like what milestones have you achieved and what major sales goals you want to reach.

3. Industry & Market Analysis

The industry and market analysis section of business plan provides valuable insights into the brewery industry and the specific market niche in which your brewery intends to operate.

Remember, your market analysis would really impress potential investors or partners if you provide research-backed information in it. For instance,

“The market size of the US brewery industry stood at $34.3 billion and increased 2.8% in 2023, as well as the retail sales of craft beer reaching $28.4 billion .”

In addition to that, you may give readers a thorough understanding of your target market demographics, customer needs, key competitors(both direct & indirect), industry trends, market size & growth potential, and regulatory environment.

4. Sample Menu

Your brewery needs a great product if you want to make it thrive. So, you have to carefully draft this section, as planned menus are crucial for all breweries’ business plans.

You may start by outlining what your brewery will offer, including all the types of brews you plan to produce and serve and the varieties of foods(if any).

For example, there are multiple types of beers to select from(such as sour beers, lagers, stouts, and IPAs), so determine your niche. Also, ensure that your sample menu fits your business concept, like any brewery theme or even specific beer pairings.

If your brewery provides other extra services, including tours or merchandise options, describe them as well.

5. Sales and Marketing Strategy

The sales and marketing plan provides the strategies you’ve planned to reach new customers and keep them coming back to your brewery.

It includes USPs, social media marketing, strong web presence, email marketing, brand positioning, word-of-mouth promotions, loyalty programs, collaborations & networking with other businesses, and many more.

For easy understanding, you may refer to the following marketing strategies used to promote “Hop Haven Brewing Co.”:

Marketing strategies for Hop Haven Brewing Co.

Online marketing

Hop Haven Brewing Co. will launch a professional website that offers easy navigation, showcases your beers, and includes engaging video/blog content. This establishes Hop Haven as a thought leader.

Pre-launching events

Hop Haven Brewing Co. will organize pre-opening events for potential customers, local merchants, and press contacts. This will create buzz and awareness for Hop Haven Brewing Co. in the area.

Social media marketing

Hop Haven actively uses YouTube and social media platforms to share interesting content, including behind-the-scenes brewing processes, live events, and customer experiences. 

Local promotions 

Hop Haven Brewing invests in advertising via local magazines, newspapers, or radio stations to grow brand recognition in our area.

Partnerships

Hop Haven Brewing Co. tries to partner with local businesses and artisans to produce unique brews or co-host events. Doing so will improve community engagement and increase the customer base.

The employees of Hop Haven Brewing Co. will initially offer free beer samples to encourage customers to taste the quality and variety of the beer.

Loyalty programs

Hop Haven presents a membership club, seasonal discounts, or loyalty cards to provide perks, exclusive beers, or discounts to repeat customers.

This section will allow potential investors and partners to understand how you’ll market or promote your brewery once it opens.

6. Operations Plan

The operations plan involves information about the day-to-day business operations required to run your brewery smoothly.

This means you will need to summarize everything from the beer production process to the inventory management and sales tracking. For instance, you may consider asking yourself these questions:

• How many employees do I need to hire?
• What type of equipment/technology is needed for brewery operations?
• How can I manage the brewery’s supply chain, from sourcing raw materials to final product delivery?
• Who will be accountable for the administrative duties?

Answering such questions will help you convey your operational aspects with great precision.

7. Management Team

A strong management team is a key part of a brewery business plan since it outlines the people behind your business. So, you will introduce your management team in this section.

You may highlight the organizational structure, describe the roles and responsibilities of key team members, and provide their resume-styled summary, along with their expertise, qualifications, and the value they bring to your brewery.

Besides, you may give brief bios of your external advisors, consultants, or board members(if applicable).

8. Financial Plan

Preparing a financial plan can be quite stressful but it is the most essential element of your business plan. It contains detailed financial projections and funding requirements, showing investors the financial viability of your brewery.

You may provide monthly financial projections for the first year at least while giving annual projections for the next few (3-5) years.

Following are a few critical statements and reports that you should consider adding to this section:

• Brewery startup costs
• Sales & revenue forecasts
• Profit and loss statement
• Cash flow estimates
• Balance sheet
• Break-even analysis

Moreover, try to explain how you plan to get funding (e.g. SBA loans, private investors, crowdfunding, or asking family or friends), as well as the clear use of those funds.

In short, make a realistic financial plan that investors appreciate and get a better idea of the financial aspects of starting and running a brewery.

9. Appendix

In the appendix, you may attach any supplementary documents or reports that don’t fit into specific sections but support your plan.

It includes location leases, zoning compliance documents, licenses & permits, market research data, resumes of your executive team, supplier contracts, etc.

Download a Sample Brewery Business Plan

Need help writing your brewery business plan? Well, here you can download our free brewery business plan pdf to get started.

This advanced business plan template has been crafted specifically for your brewery business. With step-by-step instructions and examples, it helps you draft your own plan.

Simply import data into your editor and start writing your brewery business plan.

Start Preparing Your Business Plan with AI

Creating a comprehensive business plan from scratch can be a daunting and intimidating task. But not to worry; Upmetrics could be a great help here!

Upmetrics is a modern AI business plan generator that supports small business owners and new-age entrepreneurs to build investment-ready business plans in a snap.

It will streamline the business planning process with the help of step-by-step guides, a business plan builder, 400+ sample business plans , and financial forecasting software.

So, why are you waiting? Start preparing your plan!

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Frequently asked questions, do i need a business plan to open a brewery.

Yes. You will need to have a solid business plan while opening a brewery. It helps you detail your business idea, vision, operational plans, marketing strategies, and financial forecasts. So, it’s important for securing funding, handling brewery operations, and making strategic decisions.

How much does it cost to write a brewery business plan?

The cost of writing a brewery business plan can vary based on the level of detail and complexities of your plan. If you hire any experienced business plan writer , it may typically cost you a few hundred to several thousand dollars, whereas tools like Upmetrics cost you only $7/month.

What financial projections should I include in my brewery business plan?

While financial forecasting involves multiple financial statements and projections like sales forecasts and break-even analysis, the balance sheet, cash flow statement, and income statement are considered to be three major components of a financial plan.

Are there any software tools available to help me create my brewery business plan?

Yes, there are robust tools available to help you create a brewery business plan. You may consider using our business plan software —Upmetrics. It offers online resources, business plan guides, and financial forecasting features to create a comprehensive business plan for your brewery.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Brewery Business Plan Template & PDF Example

• September 4, 2024
• Business Plan

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

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

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

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

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

Brewery Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

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

Executive Summary

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

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

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

Brewery Business Plan Executive Summary Example

Business Overview

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

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

Market Overview

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

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

Management Team

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

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

Financial Plan

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

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

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

Brewery & Equipment

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

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

Beer Offering & Pricing

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

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

Industry size & growth

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

Key market trends

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

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

Competitive Landscape

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

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

Identifying Your Competitors in the Brewing Industry

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

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

Brewery Competitors’ Strategies

Analyzing the strategies of these competitors involves several aspects:

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

What’s Your Brewery’s Value Proposition?

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

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

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

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

Marketing Plan

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

Marketing Channels

Digital marketing.

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

Local Advertising

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

Partnerships and Collaborations

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

Promotional Activities

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

Sales Channels

Taproom sales.

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

Online Sales and Distribution

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

Membership and Subscription Programs

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

Strategy Timeline

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

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

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

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

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

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

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

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How To Write a Successful Brewery Business Plan + Template

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

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

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

Download the Ultimate Brewery Business Plan Template

What is a Brewery Business Plan?

A brewery 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 Brewery Business Plan?

A brewery 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 Brewery Business Plan

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

Executive Summary

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

You will also include information about your chosen brewery 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 brewery 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 brewery 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 brewery business may include:

• People who live near the brewery
• People who are seeking unique beer flavors or other properties
• People who buy beer from the brewery’s website or through a distributor

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 brewery 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 brewery business may have:

• Brewery has a unique brewing process that results in a better-tasting beer.
• Brewery is family-owned and operated; customers can visit the brewery to see how their beer is made.
• Brewery offers a wide variety of beers, which appeals to different customer segments.
• Brewery beers are sold in local restaurants and bars, making it convenient for customers.
• Brewery offers tours of the facilities, which educates customers about the brewing process and creates a memorable experience.

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 brewery business via word-of-mouth marketing.

Operations Plan

This part of your brewery 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 brewery business include reaching $X in sales. Other examples include adding new brewing equipment, launching a new product line, or opening a new location.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific brewery 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 Brewery Business

Balance Sheet

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

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

Sample Balance Sheet for a Startup Brewery Business

Cash Flow Statement

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

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

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

Sample Cash Flow Statement for a Startup Brewery Business

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

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

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

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

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

Finish Your Brewery Business Plan in 1 Day!

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

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

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Brewery Business Plan Guide + Example

July 6, 2023

Adam Hoeksema

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

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

This guide includes the following:

What Should be Included in a Brewery Business Plan?

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

Example Brewery Business Plan

Brewery business plan faqs.

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

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

Brewery Business Plan Outline

I. Executive Summary

II. Company Description

III. Market Analysis

IV. Marketing and Sales Strategy

V. Operations and Management

VI. Financial Plan

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

VII. Appendix

VII. Conclusion

How to do Market Research for a Brewery Business Plan

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

What Will be the Cost to Advertise my Brewery?

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

What Keywords are Customers Using in Their Searches?

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

How Seasonal are Brewery?

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

How Many Customers Do my Competitors Receive Each Month?

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

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

How to Create Financial Projections for a Brewery Business Plan

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

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

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

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

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

Table of Contents

1. executive summary,  1.1. company overview.

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

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

   1.2. Objectives

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

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

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

  1.3. Mission Statement

 Describes the company's purpose and core values.

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

  1.4. Keys to Success

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

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

2. Company Description

   2.1. company history.

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

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

   2.2. Legal Structure

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

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

 2.3. Unique Selling Proposition

  Emphasizes the company's competitive advantage or unique offerings.

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

  2.4. Target Market

Defines the company's ideal customer base.

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

3. Market Analysis

3.1. industry overview.

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

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

3.2. Competitor Analysis

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

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

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

3.3. Target Market Analysis

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

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

3.4. Market Opportunities

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

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

Key Point  1

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

4. Marketing and Sales Strategy

4.1. product or service offerings: .

Describes the company's products or services in detail.

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

4.2. Pricing Strategy

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

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

4.3. Sales Strategy

  Explains how the company plans to generate sales and build

customer relationships.

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

4.4. Distribution Channels

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

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

4.5. Promotions and Advertising

 Details the company's promotional efforts and advertising strategies.

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

Key Point  2

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

5. Operations and Management

5.1. brewery production.

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

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

5.2. Inventory Management

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

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

5.3. Taproom Operations

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

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

5.4. Compliance and Regulatory Requirements

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

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

Key Point  3

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

5.5 Staffing and Human Resources

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

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

5.6. Financial Management

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

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

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

6. Financial Plan

   6.1. startup costs.

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

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

6.2. Revenue Projections

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

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

6.3. Expense Projections

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

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

6.4. Profit and Loss Statement

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

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

6.5. Cash Flow Projections

 Outlines the company's projected cash inflows and outflows.

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

6.6. Break-even Analysis

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

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

Watch how to create financial projections for your Brewery

Key Point  4 

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

7. Appendix

   7.1. supporting documents.

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

   7.2. Glossary of Term

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

   7.3. References and Resources

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

Key Point  5

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

How can I choose the ideal location for my brewery?

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

What are the steps to start a craft brewery?

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

How can I finance my brewery startup?

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

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

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

About the Author

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

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How To Write A Comprehensive Brewery Business Plan

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

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

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

What is a Business Plan?

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

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

Why Do You Need a Brewery Business Plan?

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

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

What to Include in Your Brewery Business Plan

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

Business Description Section

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

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

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

Business Operations Section

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

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

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

Management and Team Overview

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

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

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

Menu Overview

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

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

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

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

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

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

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

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

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

Market Research

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

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

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

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

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

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

Business Structure and Licenses

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

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

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

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

Equipment and Setup

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

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

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

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

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

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

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

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

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

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

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

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Brewery business plan templates and examples [Free and paid]

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

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

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

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

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

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

Brewery Business Plan Templates: Key Elements for Success

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

Executive Summary: Your Brewery’s Unique Value Proposition

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

Crafting a Compelling Overview

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

Summarizing Financial Projections and Funding Requirements

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

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

Company Description: Showcasing Your Brewery’s Identity

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

Detailing Your Brewery’s History and Ownership

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

Describing Your Brewery’s Location and Facilities

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

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

Showcasing Your Brewery’s Core Values and Brand Personality

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

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Crafting a Winning Brewery Business Plan Outline

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

Market Analysis: Understanding Your Target Audience and Competition

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

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

Conducting Market Research

Survey potential customers to gather insights on their preferences and expectations

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

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

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

Product Line and Services: Showcasing Your Brewery’s Offerings

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

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

Marketing and Sales Strategy: Reaching and Engaging Your Target Audience

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

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

Building Your Brand

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

Develop a consistent brand voice and messaging across all marketing channels

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

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

Mastering Brewery Business Plan Financials

Startup costs and funding requirements: planning for success.

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

Developing a Funding Strategy

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

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

Creating a Launch Timeline

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

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

Financial Projections: Forecasting Your Brewery’s Growth and Profitability

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

Identifying Key Assumptions and Drivers

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

Scenario Planning for Financial Resilience

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

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

Operations and Management: Ensuring Smooth Brewery Operations

Production and quality control: crafting consistently exceptional beer.

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

Brewing Equipment and Facilities

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

🍺 Brewhouse size and capacity

🍺 Fermentation and conditioning tanks

🍺 Packaging equipment (bottling, canning, or kegging)

🍺 Laboratory equipment for quality control testing

Ingredient Sourcing and Quality

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

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

🌾 Hops (pellets, whole leaf, or extracts)

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

🌾 Water (treated or filtered to ensure consistency)

Quality Control and Testing

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

🔎 Regularly calibrate and maintain brewing equipment

🔎 Conduct sensory evaluations at each stage of the brewing process

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

🔎 Implement a recall plan in case of any quality issues

Inventory Management and Supply Chain Partnerships: Optimizing Efficiency

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

Inventory Management System

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

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

🍺 Conduct regular physical inventory counts to ensure accuracy

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

🍺 Analyze sales data to forecast demand and optimize production schedules

Supply Chain Partnerships

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

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

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

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

Sustainability and Environmental Responsibility

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

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

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

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

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

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

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

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

Appendices and Supporting Documents: Strengthening Your Business Plan

Financial statements and projections.

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

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

Learn about your business’ future with this financial projection template

Market Research and Competitive Analysis

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

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

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

Industry Reports and Consumer Surveys

📦 Craft Beer Market Size and Growth Projections

📦 Consumer Preferences and Buying Habits

📦 Local and Regional Market Trends

Competitor Profiles

🍻 Established Breweries in Your Area

🍻 Emerging Craft Beer Brands

🍻 Unique Selling Points and Market Positioning

Product and Packaging Samples

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

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

Beer Labels and Packaging Designs

👁️ Unique and Eye-Catching Artwork

👁️ Consistent Branding Across Product Lines

👁️ Sustainable and Environmentally-Friendly Materials

Merchandise and Promotional Items

🛍️ Branded Glassware and Apparel

🛍️ Custom Tap Handles and Signage

🛍️ Promotional Giveaways and Loyalty Program

Legal Documents and Permits

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

👉 Business License and Registration

👉 Federal Brewer’s Notice (TTB Form 5130.10)

👉 State and Local Alcohol Permits

👉 Food Service Licenses (if applicable)

👉 Lease Agreements or Property Deeds

👉 Insurance Policies

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

Personnel and Management Team

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

Founder and Head Brewer

👥 Professional Background and Brewing Experience

👥 Awards and Recognition in the Craft Beer Industry

👥 Vision for the Brewery’s Future

Sales and Marketing Manager

🗣️ Experience in Craft Beer Sales and Distribution

🗣️ Proven Track Record of Building Brand Awareness

🗣️ Strategies for Expanding Market Share

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

Your Recipe for Brewery Success

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

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

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

Cheers to your brewing success!

What is a good brewery business plan?

Do you have a profitable brewery? review your business plan

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How to Start a Brewery: Growing Your Own Craft Beer Business

Anthony St. Clair

28 min. read

Updated May 10, 2024

Free Download:  Sample Brewery Business Plan Template

In 2018, there were more than 7,450 breweries in the U.S.—well over than the historic high of 4,131 breweries in 1873, according to the Brewers Association . In such a crowded market, making good beer and opening the doors isn’t enough anymore.

But, the good news is, if all those people could start a brewery, then you can too—as long as you know what you’re getting into and have a solid business plan for your brewery.

From running coolant pipes to navigating regulations, starting a brewery is a messy, convoluted job full of twists, turns, delays, setbacks, and surprises—but it’s also one heck of a ride.

In this guide to starting a brewery, we’re going to talk with brewers who’ve been-there-done-that, and we’ll get insights from experts in supporting industries such as insurance and finance, as well as discuss regulatory issues.

While it may be your dream to brew great beer, this guide will help introduce you to the business side of craft beer.

This guide will cover the seven essential steps to starting a brewery:

• Planning a brewery
• Finding a brewery location
• Choosing brewery equipment
• Building relationships with vendors and the local community
• Funding a brewery
• Obtaining insurance before opening a brewery
• Keeping regulations in mind when starting a brewery
• Step 1: Planning a brewery

No matter its size or age, every brewery was once a startup.

ColdFire Brewing , a 10-barrel brewery, came online in December 2015, founded by Dan Hughes and his brother Stephen. They’re constantly hard at work on business development and recipe formulation, navigating bureaucracy, and enduring the inevitable delays that come with brewery construction, equipment delivery, and regulatory approval.

“We began to get serious about starting our brewery several years ago, and we were still working out details as we prepared to open our doors,” says Dan.

The Hughes brothers developed a solid business plan and built a core team to bring their vision to reality. Backed by a team of private local investors , ColdFire gained access to additional capital through an SBA loan .

While Dan heads up operations, his brother Stephen is head brewer, and their team also includes directors of finance and brand, respectively.

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Watch your finances

Having a key financial person in place has helped them get better at monitoring cash flow and their overall financial status and needs, says Dan. Most small businesses and startups that are looking to grow— hire a new employee , or buy a new piece of equipment, or open a new location —need to think hard about cash flow, or making sure they have enough money in the bank to meet payroll and other financial obligations.

Review your business plan regularly

Committing to regularly reviewing your business plan and financials is a good step toward making more informed, smarter spending decisions, that can have a big impact on a new business’s long term viability. Forcasting, and then comparing your actual results against your projections on a regular basis, will help you spot any issues before it’s too late to do something.

If you don’t have a business plan yet, don’t skip it

If you don’t have a business plan for your brewery just yet, don’t skip it. Planning is proven to help you grow 30 percent faster . Plus, if you’re going to seek a loan or investment, your funders will expect you to have one. If you’re not sure what you should include in your plan, check out brewery sample business plans on Bplans. You can download them for free to help you get started. Here are two of our most popular example plans:

Sedibeng Breweries

About the plan: Sedibeng Breweries is a medium-scale brewery located in the growing industrial center of Selebi Phikwe, Botswana. Initial plans are to produce three main lines of beer. These products will be distributed to remote yet extremely viable areas, where the market is appreciative of readily-available, good-quality brew.

Martin Cove Brewing Company

About the plan: Located in Medford, Oregon, Martin Cove Brewing Company has been a successful microbrewery for the past three years. This year, Martin Cove Brewing Company will gross $520,000 in sales. With this money, they plan to expand its distribution to selected metro areas within the state of Oregon. In addition, they will introduce a new product, a traditional German Marzen-style lager.

Dan Hughes’ advice on starting a brewery

1. the most important detail is defining a clear vision.

“We know what kind of brewery we want to create and we have tried to let that vision drive all of our decisions.”

2. There has to be a commitment to the craft

“We find this opportunity to open a brewery a privilege, and we certainly aren’t doing this for the money. In fact, we’re taking a significant pay cut to have the privilege to open a brewery. We do so with a vision toward creating a quality brewery that honors the traditions of those that have gone before us.”

3. Every relationship is important

“When you build a few good relationships, suddenly they open the door for more relationships, and that pattern has only continued to hold true.

“Our bank had heard of us before we ever met them, and our landlord had been approached by other breweries in the past. Fortunately, we have always found it important to treat people well and listen to good people who have good advice. That has ended up serving us well.”

4. Prepare for license and regulation challenges

“They take time—so much time—to file, follow through, and gain approval. Having been planning this for so long, we kind of knew what we were getting into and have thus far been able to get through most of these challenges to-date. But they all take so much time.

“With that said, the federal license, or TTB [Alcohol and Tobacco Tax and Trade Bureau] permit, was the longest and most arduous. The more complex the operating structure of a business , the more information and time required.”

• Step 2: Finding a brewery location

From land use to public taste, the location where you plan on opening a brewery is a crucial decision. Generally, brewers want to set up shop in their own backyard.

Here are some questions to consider:

• What are the relevant local and state laws affecting breweries? (And there will be plenty—brewing is one of the most regulated industries in the country.)
• Where in your area will you find land or a building with the right zoning, size, facilities, and access for bringing in raw materials, attracting customers, and/or shipping out finished beer for distribution?
• What local favorites will you need on tap to appeal to the market, and where can you innovate to stand out?
• Will you only brew ales, or will you also make space for lagers, a barrel-aging program, and so on?
• What type of brewery will you be: production brewery or brewpub?
• How wide do you want to grow production and distribution, or do you want to focus on selling over your own bar?
• Do you want to scale to multiple locations?
• What construction will be needed to get the doors open on your first location?

All these questions and more will influence the right space for your brewery. However, the main thing is to start with the right space—and one that will be bigger than what you think you will need, says Jason Jordan of Propel Insurance.

“I cannot tell you how many brewers I have talked to in year two to three in business,” he says, “and they all said their biggest regret was not getting a bigger space that they could grow into.”

However, brewers also need to be willing to take a hard look at where they want to locate and do their homework to make sure they can establish a successful brewery there. Word of mouth is no substitute for market research , says Ben Price, co-founder of Hard Knocks Brewing, a small brewpub in its second year of operation.

“The single biggest mistake I have made was locating my business in a town that could not care less about craft beer,” says Ben. He recommends brewers use data firms such as Insightics to see where and how people spend their money in an area.

“You’re looking for a number of 70 percent or more within five miles of the zip code you desire,” says Ben. “I made the mistake of trusting in word of mouth. You want locally oriented people, people who want a good product, made local.”

• Step 3: Choosing brewery equipment

Your initial system will likely be seven to 15 barrels, but run your own numbers. Figure out how much you’ll need to have in production at a time to be profitable.

What you need to know about buying new

A new system might be subject to delays, especially if demand from other breweries is high, but you’ll be able to design to your needs and specifications, and you’ll have support when issues arise (and they will).

“You’ll probably start with a seven-barrel system, spend anywhere between $130,000-$175,000 new,” says Patrick McCarthy, who works in the financial sector and aids breweries with capital and business planning.

Is it a good idea to buy used brewing equipment?

A used system might be through the door quicker and might save you money up front, but make sure you’ve thoroughly reviewed the system and seller—and remember that when you have problems, you’ll likely be on your own to fix them.

“Used systems are almost as expensive, so you’re really not saving anything, but you might get it sooner than ordering new. Some folks cut corners by ordering equipment made offshore. Many brewers avoid that due to perceived qualitative differences,” says Patrick.

How Ninkasi Brewing grew their brewing capacity

Ninkasi Brewing began in 2006 on a 15-barrel system and produced 1,650 barrels. In 2018, Ninkasi sold 90,000 barrels and was the thirty-fifth largest brewery in the U.S., and the fourth largest in its home state of Oregon, after powerhouse brands such as Deschutes, Rogue, and Full Sail. In April, 2019, the brewery sold its majority stake to a larger organization.

Co-founders Jamie Floyd and Nikos Ridge leased their startup system from a family running a German restaurant out of a former brewpub. While brewing and self-distributing their beer, Floyd and Ridge purchased property where they could relocate and expand operations. They moved into their current location with a 20-bbl brew system, three 60-bbl fermenters, and one 20-bbl fermenter. A year later, they replaced the 20-bbl brew system with a 30-bbl system, followed by another expansion a year and a half later to 50 barrels. Today they use an 80-100-bbl brew system, but the 50-bbl is still online for special brewing projects and research-and-development beers.

“We continually planned for growth and capacity, catching up the entire first seven years of being open,” says Jamie. “In a way, it’s easy to build out in this way, as you always need something, so it becomes more about the funding and the logistics.

“We continually made beer while switching out new systems and adding capacity and infrastructure. One of our greatest strengths was our ability to work around the construction we were doing.”

• Step 4: Building relationships with vendors and the local community

Starting a microbrewery and brewing great beer is not a solo endeavor. It is a constantly coordinated, ongoing set of relationships with customers, government officials, craftspeople, and your internal people.

Find trusted advisors

“The number one piece of advice I give new brewery clients that are in startup stages is to engage your main business vendors early on in the process and find the right people to serve your needs,” says Jason Jordan.

“You need trusted advisors that are proven in the beverage industry and have a decent portfolio of brewery clients. This would be the architect, business lawyer, intellectual property attorney, banker, insurance broker, real estate agent, label maker, hop grower, malt supplier, tank fabricator, and accountant.”

Hire the right team

Relationships and keeping an ear to the ground are key not only to establishing your brewery, but in how and when you grow. Jason Carriere, the owner of Falling Sky Fermentation Supply Shop and co-founder of Falling Sky Brewing , has gone through many twists and turns since Falling Sky opened its first Eugene, Oregon brewpub location in 2012. Since then they’ve opened a second location, a pourhouse that focuses on food production, and a third location, a pub and pizzeria on the University of Oregon campus.

“I’d been running the homebrew shop for a while,” says Jason. “I’d already seen several of my best employees move on to become brewers around town, so I thought I’d look seriously at making that expansion ourselves, keep the team together, make it so homebrewers who worked at the shop could have a way internally to go pro.”

In their first year of production, Falling Sky produced 800 barrels, and they produced 1,300 in 2015—and that’s while getting underway on construction for their third location, moving the homebrew shop, and expanding their current brewhouse.

Know your customers and your financials

Jason believes strongly in “knowing who your customers are and what they want,” balanced with skill and consistent craftsmanship instead of novelty. “I’m not a big believer in recipes, or special combinations of hops no one has thought of,” he explains. “Breweries don’t really win customers with one beer, but they can lose customers with one beer.”

When it comes to growth, Jason advises a thorough understanding of the brewery’s production numbers and financials , balanced with an on-the-ground understanding of daily operations.

That then informs your instincts and intuition. And all this must be tied together with ongoing communications with staff, business partners, vendors, and other key people affecting your business.

“You wouldn’t want to expand if your brewery is at 60 percent capacity and you have empty tanks sitting around,” Jason says. “You also have to have your pulse in the community and the industry to know whether or not you’re saturating certain things, or if you hear about people wanting your beer but not getting it. But it’s all about how we’re going to expand. Just because someone in a market wants your beer, doesn’t mean it’s part of your strategy.”

Be open to opportunities

You also have to be aware of opportunities that arise, though, even if it’s unexpected—and that brings intuition, opportunity, and relationships back in play.

“We had no five-year plan to open a third restaurant, but when we got approached by the University of Oregon, we listened,” says Jason. “It was one of those things where we didn’t really want to expand, but it was far enough in the future that we could plan it through without a rush. Our second location was more rushed.

We were busting at the seams at the brewpub, especially with the kitchen, so the deli expansion was more to let the pub do more of what it needed to do again. The second location had a bigger kitchen, cold storage, etc., to handle making fries and ketchup. It was a combination of good opportunity and vision.”

But that doesn’t mean it was easy. “It was scary, I’m not gonna lie,” says Jason. “When we first did the deli, it looked like a very bad idea for a few months. But it turned around.”

Don’t second guess—trust your team

Jason and his team are not prone to regrets or second-guessing. Not that everything has always been easy or rosy, but he credits solid planning and teamwork with being able to make key moves without looking back and wondering.

For Falling Sky, that includes a strategic decision to focus on location sales instead of wider distribution. “I’m not a big second-guesser. When I make a decision, it’s because I feel confident about that decision, and I’ve thought through the consequences and I’ve come to terms with the consequences of choosing one option over another,” says Jason. “I’m confident in our decision to focus on selling beer over our bar versus the shelf wars and SKU wars.”

Step 5: Funding a brewery

Sure, at its heart beer is made from water, malt, yeast, and hops—but there’s an invisible yet crucial fifth ingredient: money.

Form a relationship with the right bank

Raising capital for any business can be a difficult process, and breweries are no exception. In his various roles in the financial industry, Patrick McCarthy has most recently worked as Vice President Commercial Relationship Manager with Bank of the Cascades , which has 35 companies from the craft beverage industry as customers.

Over the years, institutions he’s worked with have directly banked six breweries, a cidery, and a kombucha producer, and Patrick has also advised dozens of startup breweries, from reviewing business plans to helping prospective brewers network with key people.

Patrick sees his role not just as analyzing a business plan or crunching numbers. “You want to be helpful and move the whole business along,” he says. “If a business comes into the bank that’s wonderful, but at the least you’ve made some friends.”

Here is Patrick’s overall advice for startups to make sure they’re not only brewing quality beer, but keeping solid books:

1. Banks are not consistent sources of startup capital

A new brewery is probably not going to a bank for a startup loan (banks usually come into play for capital to fund growth once a brewery is more established). Friends and family are the most common backers, and many startups bootstrap . Some cities, such as Portland, Oregon also have what Patrick calls “beer angels”—private angel investors who understand the beer business and invest in select breweries and cideries.

Loans from the Small Business Administration (SBA) can also be a good avenue, but from “bank to bank the SBA program is used differently,” says Patrick. “Some bankers have a great deal of interest, knowledge, and depth, and can be a champion for a startup brewery. But a lot of banks look at breweries as restaurants and avoid them, or want to see them in business three to four years before they invest.”

2. Be realistic about your business potential

When Patrick looks at a new business, here are some of the things he looks for to inform his sense of the brewery’s chance of success:

• Do they know how to make good beer? Have they made good beer elsewhere? Won awards?
• What is their brewing experience? If someone’s been a garage brewer for five years, that’s different from someone who’s been brewing at an established brewery for the past 15 years.
• Do they have good credit? If not, why not?
• How much skin do they have in the game financially? Will they be able to handle delays? Do they have access to contingency capital?

3. There’s no one model—or one business plan—for breweries

Each brewery will have its own unique business model and business plan . Before opening a brewery, prospective brewers have to figure out the right business model for their plans, location, interests, startup resources, and long-term vision.

Typical models include taphouses, production breweries, and full brewpubs. There’s also a new phenomenon called an “alternating proprietorship,” says Patrick, where brewers brew part-time on someone else’s system.

Within any model, there are things breweries can focus on to stand out and increase revenue. “Some brewers emphasize food in part because the food dollar can translate into more dollars profit for beer,” says Patrick. “Managing your own distribution is ideal. There are overhead tradeoffs, but I’m seeing it more and more.” Exports are becoming another component, he observes, with international markets such as Japan becoming thirstier and thirstier for American craft beer.

“Everyone’s trying to find what they can afford, what works,” he explains. “Merely making good beer isn’t enough anymore. There’s way too much good beer out there to stand out immediately.”

Even if you’re not seeking funding, it’s still a really good idea to create a Lean Business Plan  that you can use to help navigate your business as challenges and opportunities arise. The benefit of a Lean Plan is that it’s meant to be reviewed and changed regularly, so you’re not just taking a snapshot of your business and goals once, and then shelving it for five years.

4. Cash must be available to cover costs and offset delays

On an industry-wide basis, for small to medium-sized breweries, the ratio between sales and fixed assets is typically for every $6 of sales, a brewery has $1 of fixed assets.

Estimate brewery startup costs

Start with estimating your startup costs . A new and growing brewery’s biggest costs tend to be the brewing system (e.g., $130,000–$175,000 for a new seven-barrel system) and tenant improvements to the property (which in Patrick’s experience in Oregon, including Portland markets, has typically ranged $200,000–$350,000).

“It’s expensive to alter a commercial space that doesn’t have drains, certain water lines, the required electrical, ventilation, etc.,” he explains. “Many also put in a back bar, seating, etc.” Costs vary by scope, location, and market.

Anticipate delays and setbacks

“Problems with licensing or permitting with the city that cause delay of opening can be extremely expensive,” says Patrick. “Every day they can’t pour their own beer is catastrophic financially. That’s the biggest risk I’ve seen in startup stages: timing.”

Delays are a reality in startup breweries. Brew system fabrication and delivery can take longer than the agreed timetable. Regulatory or permit approvals can drag on for months. Construction can hit unexpected snags. Make sure your financial reserves can handle delays and extra costs.

“Seasonality matters too,” explains Patrick. “You want to have the doors open when the beer-drinking season gets started. Winter months are usually the slowest for a brewery. You want to be open by April or May. Ideally, that’s not always in your control due to startup delays, but starting with April to May you want to operate during those busier months.”

5. Treat your accounting with as much respect as your brewing

“I’ve passed on a brewer that didn’t respect the accounting process,” says Patrick. “The brewers are focused on their first love, which is making delicious beer. Accounting isn’t necessarily the top and foremost in everyone’s mind, but in this situation, it was irresponsibly ignored. You can’t let the accounting take a distant back seat.”

Just as quality control is essential for good beer, you have to make sure the books are balanced and the financials are being tracked well. “Accounting keeps you out of trouble,” says Patrick. “It helps you plan, helps you get a return, and ultimately helps you generate revenue.”

Metrics: Know your numbers

Okay, so understanding your financials is important, but what do you need to track in order to understand the financial health of your brewery?

Here are the numbers, metrics, and other indicators Patrick says brewers should monitor:

• Breweries should typically break even or generate a small profit by the first six to 12 months of operation. “They’re at least breaking even, but they’re not paying themselves much yet.”
• Between 12 to 18 months, there should be a 10 to 15 percent bottom-line  profitability . “If I’m used to seeing all models being profitable two years out by at least 10 to 15 percent,” says Patrick, “then if you’re not, I need to understand why or how you’re going to get there.”
• Beyond that, examine year-round profitability on a quarterly basis, with a focus on being profitable annually, and at least breaking even quarterly.
• If food is part of the business, are food costs (food-cost-percent and food labor) being contained at 20 to 25 percent of food revenues?
• Are you at capacity or will you be at capacity soon? What do you need for equipment for the next six months to keep up with demand?
• Cash flow. What is your financial liquidity, especially at the end of each quarter and at the beginning of the fourth quarter, given that winter is often a slower season?
• What is your leverage, the ratio between total liabilities and net worth? “There’s no magic number,” says Patrick, “but the greater the leverage the greater the risk in the business model. If someone is exceeding three-to-one, two-to-one, I have to take a harder look at it. Sometimes that can be a fleeting ratio and adjusts. If the leverage is pushed out, I need to understand why. Is it losses? Is it mismanagement?”
• Is it time to scale? If the balance sheet is showing that you have $7 to 8 sales for every $1 assets (and $6 sales for every $1 assets is typical), Patrick says it’s time to examine scaling.

As you find your stride in a profitable bottom line , you’ll also examine increasing efficiency. For example, as production volume increases, breweries typically purchase a grain silo. “They can buy in bulk, easily cut grain expense by two-thirds,” says Patrick. “Grain silos tend to pencil out quickly. It’s an exciting step up.”

The same thinking applies across the brewery. “At some point when you get larger, you’ve got more money to squeeze that remaining five percent profit out of your beer.”

Putting together a  sales forecast and a cash flow forecast that you monitor at least monthly can be really helpful. Running a business or Lean Plan review meeting that also covers your financials is a great way to hold yourself accountable.

• Step 6: Obtaining insurance before opening a brewery

Breweries need various insurance, just like any other business. A brewery with a large employee roster and a fleet of self-distribution vehicles will have different needs from a three-person production-only startup. Find an insurance agent you can trust who preferably has experience working with breweries or wineries.

No, insurance is not as sexy as deciding which new “it” hop is going to be the feature of your new IPA, but if a brewery doesn’t keep current on their insurance needs, says Jason Jordan at Propel Insurance, then they are asking for trouble.

Note: Insurance and bond requirements vary by state, locality, and type of brewery, so make sure you’re talking with your insurance agent and even your lawyer  for what’s right for your operation and where you’re planning on starting a brewery.

The biggest concern is the lease contract with the landlord, says Jordan. “That can be boilerplate or have a myriad of different insurance coverage and limit requirements to comply with.”

Here are other areas of coverage Jordan says a brewery might need, which will vary depending on the operation:

• Business income and extra expense coverage
• Backup of sewer and drains
• Equipment breakdown coverage (depending on the age of their brew system)
• Property insurance on all equipment and business property
• Key man insurance via a buy-sell agreement (if the brewery has multiple partners)
• Market valuation coverage (for offerings such as a barrel aging program)
• Product recall coverage “is sometimes a concern”
• Crime coverage for theft of money and securities
• Commercial auto insurance is key if expanding into or starting to self-distribute product
• Workers comp is mandatory if employees are on the payroll, which also necessitates employment practices liability insurance (known as EPL insurance or EPLI) to cover hiring and firing practices

A brewery’s most common claims tend to relate to workers comp injuries, such as employees straining a muscle or hurting their back lifting heavy items, says Jordan. Lost product from a power outage or mechanical breakdown of a glycol chiller is another common problem, as are backups of sewers and drains (causing damage to the space and interruption of business, equating to lost revenue.

Luckily, once you are up and running with your insurance, “the needs don’t change a lot from a brewery or brewpub that produces 500 barrels a year to 25,000 barrels a year,” says Jordan. “The biggest concern is keeping up with values on equipment for new purchases and expansions to make sure the brewery is adequately insured at the time of a loss. Brewery owners are notorious for brewing good beer and not for keeping up to speed on calling their agent to make changes.” Stay on top of it to help keep your costs lower in the long run.

• Step 7: Keeping regulations in mind when starting a brewery

Of course, there are laws and regulations—and brewing is a highly regulated industry. Your brewery will need approvals and compliance with relevant local, state, and federal authorities, such as your state’s alcohol oversight organization and the federal Alcohol and Tobacco Tax and Trade Bureau, or TTB.

In Oregon, for example, the Oregon Liquor Control Commission (OLCC) mandates a producer carry a $300,000 limit for liquor liability. At the federal level, the TTB requires all new breweries that want to offer beer for sale to submit a Brewer’s Notice. The TTB has a Beer FAQs webpage outlining what you’ll need to do when starting a brewery to have the proper federal approvals.

[Tweet ““No matter how much you think you know, you will have more to learn.”- Jamie Floyd, @Ninkasi”]

“No matter how much you think you know […] you will have more to learn,” says Jamie Floyd, co-founder of Ninkasi Brewing. “It changes and evolves and you have to know the people who are making the changes and you have to be ready to change as a company. If the FDA decides we need to put nutritional info on our bottles you have to do it. It’s the law. You will have to figure it out and pay for it.”

Get to know your legislators

Jamie also recommends getting to know your legislators at all levels of government and working with trade groups that try to update and influence state and federal policies related to the regulation and taxation of beer.

The growth of the industry is also leading to regulations being modified state to state, says Patrick, “if not to encourage craft beverages then to make it a more viable business model.”

Be ready for compliance and paperwork-based delays

In the meantime, compliance is not necessarily easy or fast. “Some of it is more the tediousness of the paperwork. Make one small change, file everything over again,” says Jason Carriere, co-founder of Falling Sky Brewing.

“TTB is known for a lack of timely responses. We submitted our application for the third expansion nearly two months ago, and we’re not even supposed to call and check the status for ninety days. Then when you do call, you sit on hold for two hours to find out where your application is in someone’s stack.”

Don’t forget federal obligations

Breweries also need the Brewer’s Notice. “That’s a brewery’s permission from the federal government to brew commercially,” says Jason. “It involves taxes, a bond you have to pay that serves as insurance for paying beer taxes. You complete an environmental impact statement for water and environment. It’s permission to make an alcoholic beverage and pay the taxes on it in the U.S.”

While starting a brewery requires lots of dedication, capital, vision, and red-tape navigation, it is also a booming industry and brewers who have a solid plan and stay their course have a solid chance of success. “The numbers are proving themselves: Craft beverages are here to say,” says Patrick. “There’s bound to be a slowdown eventually, but there’s one to two breweries a day opening across the country. People want it, and if people want it, people will supply it.”

And that someone could be you.

Anthony St. Clair is a business copywriter, author of the Rucksack Universe travel fantasy series, and a craft beer writer specializing in Oregon. Learn more at anthonystclair.com.

Table of Contents

• Dan Hughes’ advice on starting a brewery
• Step 5: Funding a brewery

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Sample 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.

Brewery Business Plan 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

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Income Statement

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Cash Flow Statement

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Brewery Business Plan Example PDF

Download our Brewery Business Plan PDF here. This is a free brewery business plan example to help you get started on your own brewery plan.  

How to Finish Your Brewery Business Plan in 1 Day!

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With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Brewery Business: 13 Steps to Starting a Brewery Business

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

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

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

Opening a Brewery

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

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

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

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

How to Open a Craft Brewery

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

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

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

Opening a Brewery: Brewing Up a Beer Business

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

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

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

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

Average Cost to Start a Brewery

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

Brewery Equipment Cost

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

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

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

How Much Does It Cost to Build a Brewery?

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

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

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

Brewery Franchise Cost

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

Brewery Insurance Cost

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

Brewery License Cost

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

Cost to Open a Brewery: The Brew Bank

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

Brewery Staff: 12 Key Facets of Hiring Brewery Staff

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

Brewery Training

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

3. Through a College

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

2. Through a Certificate Program

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

1. Self-Taught

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

How Much Do Brewery Workers Make?

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

Brewery Job Titles 

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

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

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

Microbiologist or Chemist

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

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

Sales and Marketing 

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

Customer Service

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

Brewery Workers: Working the Beer Line

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

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

Brewery Manager Job Description: 4 Brewery Management Facts

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

What Is a Brewery Manager?

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

Brewery Manager Responsibilities

Brewery manager responsibilities include:

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

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

Brewery Manager Salary

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

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

Brewery Management Courses

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

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

Brewery Management Work: Managing Microbrews 

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

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

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

12. Choose Your Niche

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

11. Learn The Brewing Process

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

10. Sample Some Brews

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

9. Daily Brewery Work

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

8. Taproom Work

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

7. Brewery Sales 

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

6. Finding a Brewery Job

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

5. Network With Brewers

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

4. Get Certified

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

3. Brew Up Your Resume

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

2. Find Intern Work

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

1. Have Passion for Your Craft (Brews)

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

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

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

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

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

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

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

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

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

Getting a Brewery License: Licensed to Brew

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

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

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

11. Opening A Brewery 

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

10. Hiring Employees 

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

9. Setting Up Management 

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

8. Procuring Brewing Supplies 

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

7. Setting Up Equipment 

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

6. Brewing Your First Batch 

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

5. Marketing Your Brewery 

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

4. Setting Up Your Taproom 

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

3. Choosing Highlighted Brews 

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

2. Building a Menu 

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

1. Building a Customer Base

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

Brewery Works: Into the Brew

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

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

Brewery Cleaning Supplies: 5 Types of Cleaning Supplies

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

5. Acid Detergents

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

4. Caustic Cleaners

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

3. Draught Line Cleaners

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

2. Sanitizers

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

1. Specialty Brewery Products

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

Brewery Cleaning: 99 Cleaned Bottles of Beer on the Wall 

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

Brewery Management Software: 7 Types of Management Software

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

7. Quality Control Software

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

6. Keg Tracking

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

5. Customer Data Tracking

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

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

4. Reservation Software

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

3. POS Systems

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

2. Order Management

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

1. Inventory Management 

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

Brewery Management Support: Finding the Right Brewery Management Software

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

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

Brewery Business Plan: 10 Brewery Business Plan Factors

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

10. Executive Summary

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

9. Company Overview

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

8. Team and Management

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

7. Menu Sample

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

6. Market Analysis

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

5. Publicity and Marketing

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

4. Business Operations

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

3. Finances

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

2. Sales Forecasting

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

1. Operational Costs

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

Brewery Business Plans: Build Your Brew Plan 

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

Brewery Marketing: 15 Tips for Marketing for Breweries

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

15. Jaw-Dropping Architectural Features

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

14. Pop-Up Tasting Events 

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

13. Local Partnerships

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

12. Community-Generated Content

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

11. Branded Email Marketing

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

10. Promotional Giveaways

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

9. Loyalty Programs

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

8. Brew-Related Content

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

7. Branded Merchandise

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

6. Social Media Educational Content

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

5. Packaging Designs

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

4. Private Event Hosting

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

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

2. Follow Up On Feedback

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

1. Discover Your Buyer Persona

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

Marketing for Breweries: Build Up Your Brews

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

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

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

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

15. Machine House Brewery In Seattle, WA

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

14. Suarez Family Brewery In Hudson, NY

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

13. Halfway Crooks In Atlanta, GA

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

12. Resident Culture Brewing In Charlotte, NC

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

11. Wheatland Spring Farm and Brewery In Waterford, VA

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

10. Jester King Brewery In Austin, TX

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

9. Highland Park Brewery In Los Angeles, CA

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

8. Blackrocks Brewery In Marquette, MI

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

7. Ruse Brewing In Portland, OR

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

6. Side Project Brewing In St. Louis, MO

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

5. Supermoon Beer Company In Milwaukee, WI

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

4. Tilted Barn Brewery In Exeter, RI

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

3. Untitled Art In Waunakee, WI

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

2. Vitamin Sea Brewing In Weymouth, MA

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

1. Weldwerks Brewery In Greeley, CO

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

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

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

The Best Breweries Worldwide: 12 Best Breweries Worldwide

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

12. Swinkels Family Brewers In Bodegraven, Netherlands

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

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

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

10. Cloudwater Brew Co. In Manchester, England

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

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

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

8. Brasserie Dieu du Ciel! In Québec, Canada

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

7. Mikkeller In Copenhagen, Denmark

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

6. Browar PINTA In Wieprz, Poland

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

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

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

4. Siren Craft Brew In Finchampstead, Berkshire, England

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

3. Buxton Brewery In Buxton, Derbyshire, England

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

2. Garage Project In Wellington, New Zealand

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

1. Cantillon In Brussels, Belgium

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

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

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

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

Brewery Business: Brewing Up Something Special

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

Brewery Business Plan Template & Example [Updated 2024]

Brewery Business Plan Template

If you want to start a brewery business or expand your existing brewery business, you need a business plan.

You can download our brewery business plan template (including a full, customizable financial model) to your computer here.

The following sample brewery business plan template gives you the key elements to include in a successful brewery business plan. It can be used to create a business plan for a craft brewery, a microbrewery business, or another brewery business concept.

Sample Business Plan Template for a Brewery

Below is a brewery business plan example with each of the key sections to help you write a brewery business plan for your own company.

I. Executive Summary

Business overview.

Based in [Location], [Company Name] brewery makes high quality, local beer that not only enriches celebrations and traditions, but also brings a touch of the extraordinary into daily life. It combines time-honored brewing with new methods and unique recipes to create a range of classic and craft beer everyone can enjoy. [Company Name] beer is the flavor of [Location].

Customer satisfaction is [Company Name]’s highest priority, with beer for every palate. [Company Name] has ambitions to become a household name; a go-to for all occasions.

Products Served

The following are the types of beer that [Company Name] produces:

• Belgian Witbier

Customer Focus

[Company Name] will primarily serve the residents who live within the city. The demographics of these target customers are as follows:

• 302,145 residents
• 79,567 workers
• Average income of $51,031
• 40% married
• 38% in Mgt./Professional occupations
• Median age: 39 years

Management Team

[Founder’s Name]’s expertise and experience is the [Company Name]’s most valuable asset. After graduating from the University of ABC where he earned a degree in Business, [Founder’s Name] worked at Samuel Adams. In his long experience in the industry, he acquired an in-depth knowledge of the ins and outs of running a brewery before he started [Company name].

[Company Name] will also employ an experienced assistant to help with production. He will also be trained by [Founder’s Name] so he can take over the brewery business when [Founder’s Name] is away.

Success Factors

[Company Name] is uniquely qualified to succeed due to the following reasons:

• There is currently no brewery in the community we are entering. In addition, we have surveyed the local population and received extremely positive feedback saying that they explicitly want to purchase our beer when launched.
• The management team has a track record of success in the craft brewery industry.
• The brewery business has proven to be a successful business in the United States.

Financial Highlights

[Company Name] is seeking a total funding of $400,000 to launch its brewery. The capital will be used for funding capital expenditures, manpower costs, marketing expenses and working capital.

Specifically, these funds will be used as follows:

• Brewery design/build: $200,000
• Working capital: $200,000 to pay for Marketing, salaries, and equipment costs until [Company Name] reaches break-even

II. Company Overview

Who is [company name].

[Company Name] is a [Location]-based brewery that produces high quality, local beer that not only enriches celebrations and traditions, but also brings a touch of the extraordinary into daily life. It combines time-honored brewing with new methods and unique recipes to create a range of classic and craft beer everyone can enjoy. [Company Name] beer is the flavor of [Location].

[Company Name]’s History

Born in Portland, the beer capital of the world, [Founder’s Name] grew up brewing beer. In keeping with family tradition, he was trained in the art and science of handcrafting beer using family recipes and techniques. Upon relocating to [Location], [Founder’s Name] was dismayed to discover a lack of local craft brews. It didn’t take long for him to seize the opportunity to open his own brewery, [Company Name].

Since incorporation, the Company has achieved the following milestones:

• Acquired land
• Developed the company’s name, logo and website located at [website]
• Determined building, equipment and fixture requirements
• Began recruiting key employees

[Company Name]’s Products/Services

Iii. industry analysis.

Over the past five years, the brewwery industry has experienced significant change, with the rise of craft breweries, wineries and distilleries. Smaller, regional operators experienced substantial growth, provoking a slew of new operators to enter the industry.

The industry is also seeing heightened competition. Over the past decade, the industry experienced a substantial rise in industry players, mostly craft breweries. As these breweries continue to expand over the next five years, competition is expected to increase, and historically dominant players will likely struggle to maintain their control of industry revenue. As a result, the development of brand names over the next five years will be critical to major players’ success, both in competition among brewers and against substitute products, such as wine and spirits. Such developments will benefit larger players that run more cost-effective promotional campaigns. At the same time, younger beer drinkers, aged 21 to 30, are expected to increasingly experiment with and seek out unusual brews, which will provide opportunities for craft breweries and microbreweries to expand their market reach.

As competition escalates between breweries and the craft beer boom continues to normalize, the number of new entrants is projected to slow. Still, the number of industry enterprises is expected to increase at an annualized rate of 9.4%.

Over the next five years, the industry is forecast to have steady growth. Operators are expected to experience increases in demand from their largest markets, particularly on-premise channels, such as restaurants, bars and event spaces. Moreover, smaller operators that rely on in-person transactions through in-house bars and tasting rooms are expected to see demand, as many people seek social drinking experiences.

IV. Customer Analysis

Demographic profile of target market.

[Company Name] will serve the restaurants, hotels, grocery stores, and households within [location] and the immediately surrounding areas.

The precise demographics of the town in which our location resides is as follows:

Customer Segmentation

We will primarily target the following three customer segments:

• Local residents: Approximately 80,000 people live in the area, 80% of which are over the age of 21.
• Wholesale accounts: We will target restaurants, hotels and grocery stores to set-up wholesale accounts. These establishments will then sell our beer downstream to end consumers.
• Businesses: Local corporations hold parties and celebrations for special events and milestones. Although a small segment, this is a good place to increase the company’s brand awareness and market reach.

V. Competitive Analysis

Direct & indirect competitors.

The Gold Liquid Brewing Co. Established in 2017, The Gold Liquid Brewing Co is a family-owned and -operated craft microbrewery and gastropub. The operation consists of an 8 bbl brew house, 2 bbl pilot system, a small batch PicoBrew system, and a 3 kg coffee roaster.

In its taproom, Gold Liquid serves 34 in house brews on tap, as well as additional taps for guest ciders and 6 wines on draft. Its gastropub food menu features high-quality food designed to complement Good Liquid brews. Guests may eat in the bright dining room, or in the large, dog-friendly outdoor beer garden, which features picnic tables and outdoor games.

Midwestern Brewing Co. Established in 1998, Midwestern Brewing Co. is a brewpub offering its beers, both bottled and on tap, and serving lunch and dinner from locally-sourced ingredients whenever possible. Midwestern operates seven locations in Indiana, though not all serve food. The brewery offers complimentary tastings and monthly guest brewmasters.

Better Brewing Co. Established in 2018, Better Brewing Co. is a family-friendly, small batch brewery with a full kitchen on site serving gourmet style pub fare. It typically offers a weekly list of entertainment, music and food and drink specials. Guests may eat in the dining room, or in the dog-friendly beer garden.

Competitive Advantage

[Company Name] enjoys several advantages over its competitors. These advantages include:

• Client-oriented service: [Company Name] will have a full-time sales manager to keep in contact with our wholesale customers.
• Management: [Founder’s Name] has been extremely successful working in the industry and will be able to use his experience to create the best tasting beers. His unique qualifications will serve customers in a much more sophisticated manner than [Company Name’s] competitors.
• Transparency: To continue to assure customers of the quality of [Company Name]’s products, customers are welcome to tour the brewery for a beer tasting and brewery experience.

VI. Marketing Plan

The [company name] brand.

The [Company Name] brand will focus on the Company’s unique value proposition:

• Offers the finest beer at a competitive price
• Has a convenient location in the heart of the city
• Provides excellent customer service

Promotions Strategy

[Company Name] expects its target market to be individuals working and/or living within [state]. [The Company’s] promotions strategy to reach these individuals includes:

Sampling [Company Name] employees will initially give free beer samples to enable customers to taste the quality and variety of our beer and learn about us.

Ongoing Customer Communications [Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.

Pre-Opening Events Before opening the brewery, [Company Name] will organize pre-opening events designed for prospective customers, local merchants and press contacts. These events will create buzz and awareness for [Company Name] in the area.

Online Marketing [Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified brewery that it is.

VII. Operations Plan

Functional roles.

In order to execute on [Company Name]’s business model, the Company’s employees divide the following roles:

Operation Functions

• Production/brewing
• Deliveries and business operations
• Sales and Marketing

Administrative Functions

• General & administrative functions including marketing, bookkeeping, etc.
• Hiring and training staff

[Company name]’s long term goal is to become the dominant producer of quality beer in the [Location] area. We seek to be the standard by which other brewers are judged.

VIII. Management Team

Management team members.

[Founder’s Name]’s expertise and experience is [Company Name]’s most valuable asset. After graduating from the University of ABC where he earned a degree in Business, [Founder’s Name] worked for a major national brewer. In his long experience in the industry, he acquired an in-depth knowledge of the ins and outs of running a brewery before he started [Company name].

[Company Name] will also employ an experienced assistant to help with production. He will also be trained by [Founder’s Name] so he can take over the business when [Founder’s Name] is away.

Hiring Plan

[Founder’s Name] will serve as [Company Name]’s manager. In order to launch the brewery, we need to hire the following personnel:

• Brewery workers: 5 full-time to start
• Assistant Manager: 1 full-time to handle the day-to-day operations
• Delivery personnel: 1 full-time

IX. Financial Plan

Revenue and cost drivers.

[Company Name]’s revenues will come primarily from the sales of beverages to its customers.

The major costs for the company are packaging costs, salaries and supplies. In the initial years, the company’s marketing spend will be high, as it establishes itself in the market.

Capital Requirements and Use of Funds

• Store design/build: $200,000

Key Assumptions

5 Year Annual Income Statement

5 Year Annual Balance Sheet

5 Year Annual Cash Flow Statement

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• Business Plans

Brewery Business Plan

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

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

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

Download our winning brewery business plan template here!

The Brewery Business Plan Format

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

Executive Summary

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

Brewery Details

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

Market Research

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

Competitive Analysis

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

Marketing Strategy

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

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

Operational Strategy

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

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

Financial Projections

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

Special Considerations

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

Pay Attention to the Details

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

Consider the Community

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

Know Your Numbers

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

Need Help With Your Brewery Business Plan?

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

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Brewery Business Plan: Getting Started

Beginning a brewery often starts as an idea between friends, the lifelong goal of a homebrewer, or a business venture that a longtime brewer that is ready to start on their own. In all these scenarios, the common thread is passion for beer and a spirit for entrepreneurism. Starting with a strong business plan is the first step to seeing those dreams come true.

What We’ll Cover in This Piece:

Why a Brewery Business Plan is Important

Getting started, elements of a good brewery business plan, sales and marketing plan, operation plan, financial plan, other helpful resources.

A business plan is not a checklist or a fill-in-the-blank activity, it is a living, breathing document that will evolve throughout the life of your brewery. Most importantly, if your new brewery requires investors or start-up capital, you will need a business plan that includes growth and revenue projections along with compelling overall market analysis. Potential investors want to see that you have thought through challenges, understand your market, and are poised to be profitable.

Developing a business plan also brings critical flaws to the surface and allows you to address them. Even in a perfect situation, there are always hurdles. Your business plan can help you adjust your approach.

The prospect of starting a new brewery is exhilarating and it’s easy to jump right into the fun stuff—the name, logo , labels , beer styles, etc. However, the first place you should start is with research, research, research. Some initial questions you’ll need to answer:

• Will the market resonate with my name?
• Is it already in use?
• What are the zoning restrictions and requirements for my target location?
• How much equipment do I need to purchase in the beginning?

These are just a few examples of some very early hurdles brewery start-ups face. There are countless questions to tackle, but developing a cohesive business plan based on research will lead you to these answers.

“For us, our brand concept was a bit different. We made ‘resurrections’ a core pillar in our brewery’s differentiator,” says Ben Butler, Founder of Top Hat, a craft beer branding agency, and Necromancer, a craft brewery in Pittsburgh that opened this past March. “ Not knowing how the market would react to that, we leaned more on the conservative side to start. We got equipment that would give us the volume to make enough to keep the doors open, but didn't go big enough that we'd be sitting on tons of stockpiles if something didn't go as planned.”

Butler says writing a good business plan helped him explore these different scenarios and ultimately choose the one that was best for his new brewery.

There are thousands of templates on the internet to start a good business plan. Even in your desktop software office suites like Word and Excel, there are step-by-step guides. But for a brewery startup, look for a template that focuses on a retail business.

Beyond generic templates, here are a few helpful tips and tricks.

Executive Summary

Even though this is the first section of your business plan, you will fill it out last. Because here you are summarizing the entire business plan. You need to think through each section and once you’re done use this executive summary to catch one’s eye -- someone like a group of investors or members at a bank. Focus on your unique opportunity, concept, and competitive advantage. What makes your brewery attractive to the market? Here you’ll also include an operational plan summary and detailed financial analysis, specifically if you are looking to raise funds for the brewery.

Business Overview

This section contains all the basic information about your brewery including the legal name, doing business as (DBA), and legal structure. Crafting your vision, mission, and core business values is the first step in defining what makes your brewery unique. Ultimately, answering these questions will help you determine other important elements such as the branding, logo, and label s of your brewery .

Business (Product) Description

Typically, this section contains most of the nuts and bolts of your brewery: Location, size, product offerings, etc. However, one segment that tends to be overlooked is a deeper focus on your business's mission, vision, and core values. In today’s social climate, it is essential for a new brewery to understand and be a part of the broader cultural conversation.

According to Julia Herz, formerly with the Brewers Association and now Founder and CEO of HerzMuses Enterprises , a company on a mission to help small businesses and nonprofit organizations, it’s important to clearly define your brewery’s place in the greater community. “Generally, craft breweries have come of age using their craft beer as a cause for other causes. This aligns with current cultural patterns from many consumers,” says Herz. “Despite the trends, many breweries have not been aligned with effective ways to reach and attain diverse employees nor have slam dunked safety and sustainability programs. Craft breweries should focus on supporting their surrounding communities, which they excel at, and using their small businesses as a catalyst for change by lifting and advancing all walks of employees and customers,”

In 2018, as reported in Forbes and according to the 2018 Conscious Consumer Spending Index , 59 percent of people bought goods or services from a company they considered socially responsible, and 32 percent of Americans plan to spend even more in the future year with companies that align with their social values.

Focusing on diversity and inclusion at this early stage in business planning will position your brewery to be a leader in the community, helping to attract culturally conscious customers and even talented employees. “This approach can be incorporated in the brewer brand by stating their intentions to be leaders and walking the walk. Today, we are clearly in a refreshing reckoning, and businesses that do not lead the conversation will be forced to follow,” says Herz. “On the diversity front, we each have room to: identify and address the unconscious bias that may exist within yourself and your team; give people an anchor they can relate to by hiring a diverse staff set and attracting various customers; making sure everyone feels invited and welcome at your brewery; and making sure everyone has a comparable experience.”

Market Analysis

Understanding your market demographics, size, and buying trends is paramount to developing a profitable business. Yes, it’s more research. But, overlooking the market and competitive landscape leads to common pitfalls in planning, and ultimately your brewery’s success.

Once you have assessed the competition, determine what makes your business unique and focus on your differentiation. Tristan Chan, founder of the Porch Collective , a company focused on bringing hospitality brands to life through powerful storytelling, stresses the importance of focus. “I often find that breweries…try to do too much and focus on the wrong things. I can't stress how important it is to tune out all the noise and focus on what you're doing as a brewery and not what others are trying to do down the street. If you hire the best people, take care of your staff, and trust them to execute, you'll go a long way.”

Bringing your vision to life through branding is an important aspect of your sales and marketing plan. Haphazard branding results in market confusion and a missed opportunity to create customer loyalty.

“Investing in taking the time to cultivate a thoughtful and relevant brand identity is critical in building a loyal following and long-term brand awareness,” says Chan. “Once that brand identity has been established, executing a consistent brand voice across all customer touchpoints and external communication helps to further drive home who you are and what differentiates you from other breweries.”

Creating a cohesive and consistent brand that is reflected throughout your business ensures your market can easily identify your products.

“I'll say this off the top—the best branding is making good beer. If you're doing that, branding's job is to make sure the experience around that beer does it justice, identifies your product at a distance, entices someone to pick it up, and keeps them thinking about it until they pick up another one,” says Butler. “I'm fortunate to have a branding agency in my back pocket, so our brand came out of the gate at a high level of refinement and maintains a great deal of consistency. I would never say something is set in stone, but I don't see us veering from our brand concept any time soon.”

Social Media

Social media has changed the way businesses approach traditional marketing and advertising, and harnessing the power of social media requires strategy and planning.

“I cannot stress the importance of hiring a social media person who has experience in photography (and owns a quality camera), as well as storytelling that matches your brand identity,” says Chan. “Speaking to your audience in a consistent brand voice is critical for long-term success, but quality photography and now videography are becoming even more important in standing out in a crowded market.”

This is where, as the adage goes, the rubber meets the road. An operations plan encompasses your licensing plans, team structure, point-of-sale system, suppliers, and anything else related to the day-to-day of your brewery.

One of the biggest hurdles for any business-in-planning is figuring out the ins and outs of running a business. “Common blind spots craft breweries encounter in their first year include not being experienced running a business even though they are experienced as brewers,” says Herz. “Running a craft brewery business takes three main things: Expert in making world-class beer; an expert in sales and marketing and delivering a world-class experience that positions the customer as the hero; and an expert in internal operations, employee and stakeholder management, business projections, and business savvy.”

Remember that you do not have to be an expert in all aspects of running a business, that’s why you hire a great team around you. But that means it is important to budget for outside support where needed.

Building on the cultural awareness aspect of your brewery, in this section identify your business’s values. “Core values have to be identified, documented, transparently shared, and LIVED,” says Herz. “The last part is what seals the deal. If owners, leaders, and key stakeholders in any business don’t check the box on being examples of the values, the brand is undermined. Beyond profitability, value-based pursuits including safety, sustainability, and equity and inclusion should be a no-brainer for top-of-mind, day-to-day priorities.”

Without question, this is the most important section of your business plan, especially if you are seeking capital from a bank or investors. Use tables, tables, and more tables in this part of your business plan to project revenue, show break-even analysis, and tabulate start-up costs and expenses, especially those associated with your equipment overhead.

“The biggest hurdle to starting a brewery is right-sizing your equipment. Equipment determines overhead. And overhead determines how much beer you need to sell to break even and make a profit. And that determines what sort of marketing pull you'll need. And so forth, and so on,” says Butler. “If your overhead isn't congruent with how much beer you can actually make and sell, you'll be out of business before you know it.”

While researching is paramount to developing your business plan, one of the best resources you have is your network of friends and colleagues. No one person has expertise in all areas of running a business. Leveraging your community for advice, as a sounding board, or as investors will help you shape your overall plan.

“I was fortunate to have a very encouraging and helpful network who gave me great advice. A special shout out to Andrew Witchey, the founder of Dancing Gnome, who was (and is still) an infinitely valuable source of wisdom,” says Butler.”What you quickly realize though is all the good advice in the world only takes you so far. End of the day, you need the finances and the stamina to get the project off the ground. Starting a brewery is extremely challenging and that should not be understated.”

Reach out to beer industry organizations like the Brewers Association , where you can access valuable research and tools as a Brewery in Planning member . And join your local brewers guild , which provides local resources and networking opportunities.

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Harris visits New Hampshire to tout her small business tax plan

Vice President Kamala Harris used a New Hampshire campaign stop to propose an expansion of tax incentives for small businesses, a plan that may soften her previous calls for wealthy Americans and large corporations to pay higher taxes.

Democratic presidential nominee Vice President Kamala Harris waves as she steps on stage to address a crowd, Wednesday, Sept. 4, 2024, during a campaign stop, in North Hampton, N.H. (AP Photo/Steven Senne)

Democratic presidential nominee Vice President Kamala Harris speaks during a campaign stop at the Throwback Brewery, in North Hampton, N.H., Wednesday, Sept. 4, 2024. (AP Photo/Jacquelyn Martin)

Democratic presidential nominee Vice President Kamala Harris walks with co-owners of Port City Pretzels, Eileen Marousek, center, and her mother, Suzanne Foley, as she campaigns in Portsmouth, N.H., Wednesday, Sept. 4, 2024. (AP Photo/Jacquelyn Martin)

Democratic presidential nominee Vice President Kamala Harris talks with co-owners of Port City Pretzels, Eileen Marousek, left, as her mother, Suzanne Foley watches as she campaigns in Portsmouth, N.H., Wednesday, Sept. 4, 2024. (AP Photo/Jacquelyn Martin)

Democratic presidential nominee Vice President Kamala Harris speaks during a campaign stop at the Throwback Brewery, in North Hampton, N.H., Wednesday, Sept. 4, 2024. (AP Photo/Steven Senne)

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WASHINGTON (AP) — Vice President Kamala Harris used a campaign stop in New Hampshire on Wednesday to propose an expansion of tax incentives for small businesses , a pro-entrepreneur plan that may soften her previous calls for wealthy Americans and large corporations to pay higher taxes.

Describing small businesses as “an essential foundation to our entire economy,” Harris said she wants to expand from $5,000 to $50,000 tax incentives for startup expenses, with the goal of eventually spurring 25 million new small business applications over four years.

The speech was part of Harris’ effort to strengthen her economic credentials with only two months until the end of the election.

“You’re not only leaders in business. You’re civic leaders,” Harris said. She added, “You are part of the glue and the fabric that holds communities together.”

The vice president spoke at the Throwback Brewery in North Hampton, outside Portsmouth, and met with co-founders Annette Lee and Nicole Carrier. Their brewery got support to open its current location through a small business credit and installed solar panels using federal programs championed by the Biden administration.

After that, Harris visited another women-owned small business, Port City Pretzels, which was founded in 2015 and had expanded out of its original, 500-foot facility into a larger location. One of the co-owners, Suzanne Foley, led Harris around brown boxes bearing the company’s logo, some stacked head-high and waiting to be shipped to customers around the country.

“Thank you for visiting our little company,” said Foley, who beamed and chatted with Harris as the pair walked around the facility. At one point, the vice president asked of the pretzels “Is it a family recipe?” When the answer came back yes, she offered, “Is it a secret family recipe?” Foley responded, “It’s not really, no.”

Meanwhile, the campaign of Donald Trump, the former president and current Republican nominee, dismissed Harris’ plan, noting that the vice president has promised to eliminate a package of tax cuts approved during his administration that are set to expire next year. Trump’s campaign said those cuts “allowed business owners to deduct up to 20% of qualified business income,” reduced taxes on new equipment purchases and took steps to bolster small businesses as compared to larger ones.

Before talking about her small business plan, Harris addressed Wednesday’s school shooting in Georgia.

“It’s just outrageous that every day, in our country, in the United States of America, that parents have to send their children to school worried about whether or not their child will come home alive.”

She added: “We’ve got to stop it. It doesn’t have to be this way.”

Harris’ New Hampshire trip is a rare deviation for a candidate who is spending most of her time in Midwest and Sun Belt states with pivotal roles in November’s election .

Since President Joe Biden dropped his reelection bid and endorsed Harris , the vice president has focused on Michigan, Wisconsin and Pennsylvania, which have been the centerpiece of successful Democratic campaigns. She also has frequently visited Arizona, Nevada and Georgia, all of which Biden narrowly won in 2020, and North Carolina, which she hopes to flip from Trump .

Wednesday’s stop came after Harris marked Labor Day with rallies in Detroit and Pittsburgh and before she was making her 10th visit to Pennsylvania of the year by heading back to Pittsburgh on Thursday.

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Trump has called for lowering the corporate tax rate to 15% — a break with Biden, who in his budget proposal in March suggested setting the corporate tax rate at 28%. Harris has released relatively few major policy proposals in the roughly six weeks since taking over the top of the Democratic ticket, but has not suggested she’s planning to deviate greatly from Biden on tax policy.

Still, Harris also endorsed during her Wisconsin speech a tax of 28% on long-term capital gains for households with an annual income of $1 million or more. That marks a key difference with Biden — who included a 39.6% rate in his proposed budget, while still calling for a higher rate.

“We will tax capital gains at a rate that rewards investment in America’s innovators,” the vice president said.

The plans Harris presented has lots that the business community would like. But they also contrast with another proposal Harris unveiled last month, where she promised to help fight inflation by working to combat “price gouging” from food producers that she suggests have driven grocery store prices up unnecessarily.

Harris has built her campaign around calls to grow and strengthen the nation’s middle class — and suggested that rich Americans and large corporations should pay higher taxes. She repeated that message Wednesday, saying “billionaires and big corporations must pay their fair share in taxes.”

“It’s just not right that those who can most afford it are often paying a lower tax rate than our teachers and our nurses and our firefighters,” she told the New Hampshire crowd.

Both nominees are using the week before their debate to sharpen their economic messages about who could do more for the middle class. Trump will address the Economic Club of New York on Thursday. They square off on the debate stage next week in Philadelphia.

Biden, who built his campaign around promoting the middle class, won New Hampshire by 7 percentage points in 2020, but Trump came much closer to winning it against Hillary Clinton in 2016. The Harris campaign says it has 17 field offices operating in coordination with the state Democratic party across New Hampshire, compared to one for Trump’s campaign.

Some of the state’s Democrats were angry that Biden directed the Democratic National Committee to make South Carolina the first state to vote in the party’s presidential primary this year — displacing Iowa’s caucus and a first-in-the-nation primary New Hampshire held for more than a century.

Despite that, New Hampshire pressed ahead with an unsanctioned primary. Though Biden didn’t campaign in it, or appear on the ballot, he still easily won via a write-in drive .

Trump has seized on the primary calendar change, posting on his social media account that Harris “sees there are problems for her campaign in New Hampshire because of the fact that they disrespected it in their primary and never showed up.”

“Additionally, the cost of living in New Hampshire is through the roof, their energy bills are some of highest in the country, and their housing market is the most unaffordable in history,” the former president wrote.

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478 Badaevskiy Brewery, Redevelopment

Moscow, Russia

A Redevelopment Project of an Old Factory Area in the Heart of Moscow

The aim of the Badaevskiy Brewery project is to redevelop the six-hectares old factory area, between the Moscow River and the Kutuzovskiy Prospekt, and to transform this famous but largely abandoned and dilapidated site into a vibrant destination point in central Moscow. The factory grounds and river embankment will be opened to the city; the old industrial structures have been assessed, with more than 40’000 sqm of them slated to be restored and brought back to life through new internal organization and uses; more than 100’000 m2 of new residential, office and retail program is to be added in order to rejuvenate the site, support the complex renovation, and provide quality residential, work and recreation areas to this prime location. After an initial feasibility and concept study, Herzog & de Meuron were formally appointed for the design of the Badaevskiy Brewery Project in 2017. In 2019 the project was announced as a winner of the category «Future Projects – Residential» of the World Architecture Festival – WAF 2019, and became one of the «WAFX –Re-use» winners. Moreover, the project was mentioned as Highly Commended in the category «Future Projects – Masterplanning» during the festival.

Short History of the Site

Three distinct steps of historical development define the current state of the neighborhood. In 1875 the famous brewery was founded as the Trehgorniy Factory, located just outside of the Moscow city walls, four kilometers from the Kremlin. The factory grew typically for a manufacturing complex of that time, characterized by a brick industrial architecture, with a monumental representative front and a disordered agglomeration of support buildings growing organically at the rear towards the river. In the 1950s, the Kutuzovskiy Prospekt cut through the old random city blocks and, lined up with the uniform neoclassical 12 storey residential buildings, formed the straight western vector of the now prominent radial scheme of Moscow. At the turn of the 21st century the construction, across the river, of Moscow City – the skyscraper business hub of Moscow – introduced a radically different high-rise scale and materiality to the site and to the whole of Moscow.

Constraints and Conditions of the Site

Since the closure of the brewery in the 2000s, the buildings fell into ruin, and despite sporadic uses, remained largely abandoned. Today, from the three original main factory buildings, built between 1875 and 1912, only Building 1 – a Russian Romantic Revival arcaded building on the eastern part of the plot – and Building 3 – an English style industrial cluster with characteristic silos on the western end – remain. Building 2, the centerpiece of the historic ensemble, was lost. The current urban and heritage regulations have given cultural heritage status to the ensemble and require preservation of the original brick factory structures of Building 1 and Building 3. The remaining part of the site is open for new development, within a height restriction of 75 meters. Under these regulations, the project has undergone a series of consultations with authorities and municipal specialists, resulting in a successful Expertiza process and receipt of the Construction Permit; construction is now underway.

The Given as an Inspiration for the New

The found structures and the history of the site inform and inspire all our urbanistic and architectural interventions: the elevation of the new building, as well as the spatial continuity of the park and gardens beneath. We found it extraordinary and especially appealing to use the opportunity to push such a radically different urbanistic approach in a city which has traditionally preferred tabula rasa concepts, in the Soviet as well as the post-Soviet periods, as so perfectly demonstrated by the nearby examples of the 206-metre high Ukraina Hotel (one of the iconic Moscow Seven Sisters high-rises), the Kutuzovskiy neoclassical blocks, and the more recent 350-metre high Moscow City.

Renovation and Revitalization of Historic Structures: Buildings 1, 2 and 3

Through the clearing of the unimportant and unprotected structures, the site opens, for the first time, to the city and the neighborhood. A new park connects the site with the river, and the heritage buildings are revealed and made accessible. Building 1, a pair of historical structures of 20’000 m2 will host a food market, fashion store, co- working space with conference center and a large gym. These diverse functions are united by connected central atriums and covered by top-light wooden roofs, reconstructed to their original geometry. Building 2, the lost heart of the complex, is built anew in solid brick to its original design, following historical documents. The 3’000 m2 building will retain a large grand hall space and bring back some of the original functions of the complex with a small local brewery. Building 3 is a 15’000 m2 complex agglomeration of separate parts on 8 floors of variable heights, each with its own facade and symmetry, yet all combined into a single whole by its brick structure and facade and common industrial use. Four new internal light wells together with an existing courtyard, bring daylight into the deep floors and emphasize the original vertical cluster structure of the building, without interfering with the historical outer envelope. In the resulting building volume, new functions, such as a traditional Banya, arts center, childcare facilities and a maze of apartments are opportunistically jig-sawed together and exploit the specific diversity of the existing spaces: former industrial halls, production rooms, industrial cupolas, neo-gothic water tower and silos. Together, the three heritage buildings, with their restored front recreate the representative brick face of the historical Badaevskiy Brewery and become the monumental heart of the new complex. The buildings’ rear facades, revealed after the demolishing of the support structures and opened now to the park and the river, continue the solid brick materiality and reflect the new internal organization of the buildings.

A City Block Lifted up in the Air

The new building on the site could be described as a piece of city lifted up in the air. This “Horizontal Skyscraper” is the result of a research phase where we tested and tried out all kinds of building typologies along the riverfront, but whatever we tried felt wrong. The greatest problem was that any new structure on the ground would have divided the site into privileged and less privileged areas, into front and back sides, and the amount of public green would have been reduced to a minimum. It was obvious that we started to lift up in the air the piece that we had tested on the ground before, although we were hesitant to come up with a building typology which is so remindful of the “Wolkenbügel”, one of the most heroic icons of the Russian Avant-garde. But here it didn’t look heroic or monumental. The building does not fly; it rather sits on many slender stilts like an elevated lodge in the forest. The stilts connect the building with the ground and the park like trunks of trees. The single operation of elevating the new building 35 meters up in the air brings three key advantages for the project: first, the new green area, an urban park, emerges in the vacated land under the hovering structures, between the heritage buildings and the river front; second, despite the substantial densification of the site, the historical buildings retain their direct connection to the river and their clear visibility and access to the city; and third, all the flats in the hovering structure are top floors with prime views to the Brewery, Kutuzovskiy Prospekt, Ukraina Hotel, the State Duma, Moscow City, and beyond to greater Moscow. Running along the riverfront plot line, the new lifted building follows the outlines of the heritage structures and the established north-south orientation of the old industrial grid. The resulting undulating form resembles the geometry of the meandering waterfront buildings in this part of historical Moscow and maximizes the views out to the river. The elevated building consists of approximately 100’000 m2 of residential area. The apartments are highly individualized in terms of layout and facade expression and command sweeping panoramic views with their fully glazed facades. Each apartment has a large balcony, a truly private exterior space in the center of Moscow. The largest external spaces are the rooftop gardens belonging to the seven sky villas, capping the hovering building with a raised landscape. A single underground complex on three floors inhabits the entire site, connects and serves all the buildings and provides the required parking, delivery and support facilities.

Public Green − a Place for All

The greatest benefit of the Badaevskiy Brewery development is the creation of urban spaces accessible for all: along the Moscow River it opens up a highly attractive stretch of promenade and boulevard with restaurants, bars and shops. Between that river promenade and Kutuzovskiy Prospekt, a landscape is implemented that maximises the green areas with transitions between public, semi-public and private zones, and gradual shifts from lawn areas, to low greenery, to high forest-like planting. The entire plot is kept exclusively pedestrian and permeable to provide easy and direct public access from the river promenade to the microcosm of activities in the new Badaevskiy Brewery project and opening, for the first time through this site, links between Kutuzovskiy Prospekt and the Moscow River. Herzog & de Meuron, 2018

Bibliography

“Herzog & de Meuron.” In: Luis Fernández-Galiano (Ed.). “Arquitectura Viva Proyectos.” Vol. No. 089, Madrid, Arquitectura Viva SL, 2018. pp. 28-31.

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143 Fünf Höfe, Five Courtyards for the Munich City Centre 143

Munich, Germany

230 Elbphilharmonie Hamburg 230

Hamburg, Germany

439 Am Tacheles 439

Berlin, Germany

453 6AM 453

Arts District, Los Angeles, California, USA

529 Power Station 529

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St. Petersburg, Russia

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