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Business Plan Resources for Breweries

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

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

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

Learn How to Create and Maintain Your Business Plan

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

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

Business Plan Resources:

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

Don’t Forget to Use Your Community

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

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Brewery Business Plan 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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Beer Garden Business Plan [Sample Template]

By: Author Solomon O'Chucks

Home » Business Plans » Food Sector

A beer garden business is a type of business that serves beer, as well as other alcoholic and non-alcoholic beverages, and often food in an outdoor setting. It is typically set up in an open-air environment such as a garden, courtyard, or rooftop terrace. It may feature communal tables and seating, as well as entertainment such as live music or games.

Beer garden businesses are popular in many parts of the world, particularly in Germany where they have a long history and are a cultural tradition. They offer customers a relaxed and casual atmosphere to socialize, enjoy drinks and food, and often take advantage of the good weather.

In recent years, beer garden businesses have become popular in other countries as well, with many cities featuring their own versions of the concept. They can range in size from small and intimate to large and sprawling and can cater to a wide range of clientele, from families to young professionals to beer enthusiasts.

The beer garden business belongs to the food and beverage industry, specifically the bar and restaurant sector, and available data shows that the bars and cafes market is expected to grow to $529.76 billion in 2027 at a CAGR of 3.8 percent.

Steps on How to Write a Beer Garden Business Plan

Executive summary.

Adamson and Evelyn® Beer Garden, LLC is a new beer garden business that will be located in the heart of Las Vegas, Nevada, offering a unique outdoor space for customers to enjoy a variety of beers, as well as other alcoholic and non-alcoholic drinks, and food.

Our beer garden business will feature a spacious outdoor area with seating for up to 100 customers and will be designed to provide a relaxed and inviting atmosphere.

To enhance the customer experience, we plan to offer entertainment such as live music, games, and other events on a regular basis. We will also provide excellent customer service and hire a team of knowledgeable and friendly staff to ensure that every customer has a great experience.

Our business model is designed to be scalable and we plan to expand to other locations in and around the United States in the future. Adamson Wanton is the founder and CEO of Adamson and Evelyn® Beer Garden, LLC

Company Profile

A. our products and services.

Adamson and Evelyn® Beer Garden, LLC will be involved in the sale of a wide selection of beers, including local craft beers and imported beers, as well as a range of other beverages to suit different tastes.

In addition to drinks, we will also offer a selection of food options, including appetizers, sandwiches, and small plates that are designed to complement the beer selection. Our menu will be created using locally sourced and sustainable ingredients wherever possible

Our products and services are designed to give our customers all the satisfactions and fulfilments they need from a beer garden.

b. Nature of the Business

Our beer garden will operate with a business-to-consumer model.

c. The Industry

Adamson and Evelyn® Beer Garden, LLC will operate in the food and beverage industry, specifically the bar and restaurant sector.

d. Mission Statement

At Adamson and Evelyn® Beer Garden, LLC, our mission is to provide a unique and inviting outdoor space where customers can enjoy a wide selection of beers, as well as other alcoholic and non-alcoholic drinks, and food. We are committed to using locally sourced and sustainable ingredients wherever possible and providing exceptional customer service to create a welcoming and memorable experience for every customer.

e. Vision Statement

Our vision at Adamson and Evelyn® Beer Garden, LLC is to become the go-to destination for beer lovers in Las Vegas, Nevada, and beyond.

We strive to create a relaxed and inviting atmosphere where customers can socialize, unwind, and enjoy great food and drinks. By providing a wide selection of beers, a diverse menu, and a range of entertainment options, we aim to become a staple in the community and expand our reach to other locations in the future.

f. Our Tagline (Slogan)

Adamson and Evelyn® Beer Garden, LLC – Adamson and Evelyn® Beer Garden, LLC, The Melting Pot for Beer Lovers and Socialites!

g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)

Adamson and Evelyn® Beer Garden, LLC will be formed as a Limited Liability Company (LLC).

h. Our Organizational Structure

• Chief Executive Officer (Owner)
• Bar Manager
• Bartenders, Waiters, and Waitresses
• Security Guard

i. Ownership/Shareholder Structure and Board Members

• Adamson Wanton (Owner and Chairman/Chief Executive Officer) 52 Percent Shares
• Evelyn Wanton (Board Member) 18 Percent Shares
• Jerry Oregon (Board Member) 10 Percent Shares
• Smart Hurrey (Board Member) 10 Percent Shares
• Tina Malone (Board Member and Secretary) 10 Percent Shares.

SWOT Analysis

A. strength.

• Unique outdoor space that offers a relaxed and casual atmosphere
• Wide selection of beers, including local craft beers and imported beers
• A diverse menu of food options that are designed to complement the beer selection
• Entertainment offerings such as live music, games, and other events
• Experienced and knowledgeable staff that provides excellent customer service.

b. Weakness

• Dependence on good weather conditions, which may limit business during certain times of the year
• Limited indoor seating options for customers during inclement weather or colder months
• Competition from other bars, restaurants, and beer gardens in the area.

c. Opportunities

• Expansion into other locations in Las Vegas or other cities
• Collaborations with local breweries to offer unique and exclusive beer selections
• Partnerships with local food trucks or vendors to offer a wider range of food options
• Hosting special events such as beer festivals or food and drink pairing events to attract a wider audience.

i. How Big is the Industry?

The beer garden industry is a big and thriving industry, and the market size of the Bars & Nightclubs industry is $36.4 billion in 2023.

ii. Is the Industry Growing or Declining?

Yes, the beer garden business is a growing business. Available statistics show that the bars and cafes market is expected to grow to $529.76 billion in 2027 at a CAGR of 3.8 percent.

iii. What are the Future Trends in the Industry?

The future trends when it comes to beer garden business will revolve around technology and beer garden businesses may adopt more technology to enhance the customer experience, such as mobile ordering, contactless payments, and digital menus.

With growing concerns about climate change and environmental sustainability, beer garden businesses may place a greater emphasis on using sustainable practices, such as using renewable energy sources, reducing waste, and sourcing local and organic ingredients.

Beer garden businesses may partner with local breweries and food vendors to offer unique and exclusive drink and food options, as well as to support local businesses and strengthen community ties.

iv. Are There Existing Niches in the Industry?

No, there are no existing niches when it comes to the beer garden business because a beer garden is a niche idea in the food and beverage industry, specifically the bar and restaurant sector.

v. Can You Sell a Franchise of Your Business in the Future?

Adamson and Evelyn® Beer Garden, LLC has plans to sell franchises in the nearest future and we will target major cities with thriving beer markets in the United States of America.

• Economic downturns or changes in consumer spending habits
• Changing laws and regulations regarding alcohol sales and consumption
• Unforeseen events such as natural disasters or pandemics that may impact business operations
• Competition from larger chain restaurants or bars that have more resources and marketing power.

i. Who are the Major Competitors?

• Brouwer’s Cafe – Seattle, WA
• Radegast Hall & Biergarten – Brooklyn, NY
• Prost! – Portland, OR
• Bohemian Hall and Beer Garden – Astoria, NY
• The Public Works – Chicago, IL
• The Biergarten at Anheuser-Busch – St. Louis, MO
• The Porch – Philadelphia, PA
• The Standard Biergarten – New York, NY
• The Belmont Fermentorium – Chicago, IL
• The Hofbrauhaus – Newport, KY
• The Federal – Durham, NC
• Denver Beer Co – Denver, CO
• Bavarian Bierhaus – Milwaukee, WI
• Brooklyn Bavarian Biergarten – Brooklyn, NY
• Heidelberg Restaurant and Biergarten – Huntsville, AL
• Redwood City Beer Garden – Redwood City, CA
• Gypsy Circus Cider Company – Kingsport, TN
• Hops & Hounds – Reno, NV
• Bohemian Beer Garden – Boulder, CO
• Dig A Pony – Portland, OR.

ii. Is There a Franchise for Beer Garden Business?

• World of Beer
• The Beer Garden
• BJ’s Restaurant & Brewhouse
• Gordon Biersch
• Tilted Kilt
• The Brass Tap
• Old Chicago Pizza & Taproom
• Flying Saucer Draught Emporium
• The Lazy Dog Restaurant & Bar
• Rock Bottom Restaurant & Brewery
• Granite City Food & Brewery
• Hops n Drops
• Fado Irish Pub
• Banger’s Sausage House & Beer Garden
• Old Town Pour House
• World of Beer Tavern
• Buffalo Wild Wings.

iii. Are There Policies, Regulations, or Zoning Laws Affecting the Beer Garden Business?

Yes, there are policies, regulations, and zoning laws that affect beer garden businesses in the United States of America. These laws vary depending on the state, county, and city in which the business is located. For example, each state has its own Alcohol Beverage Control (ABC) laws that regulate the sale, distribution, and consumption of alcohol.

These laws may require beer garden businesses to obtain licenses and permit to sell alcohol, limit the hours during which alcohol can be sold, and prohibit the sale of alcohol to certain individuals, such as minors and intoxicated individuals.

Zoning laws dictate how land can be used in different parts of a city or county. Some zoning laws may prohibit the operation of beer garden businesses in certain areas, such as residential or industrial zones. Other zoning laws may require special permits or variances to operate a beer garden business in a particular location.

Beer garden businesses must comply with health and safety codes that regulate food preparation, storage, and service. These codes may also include regulations on outdoor dining areas, such as requirements for fencing, lighting, and seating capacity.

Many cities and counties have noise ordinances that limit the amount of noise that businesses can generate, particularly during late-night hours. Beer garden businesses may need to comply with these noise ordinances to avoid complaints from nearby residents.

Beer garden businesses must comply with fire codes that regulate the use of outdoor heating and cooking equipment. These codes may require the installation of fire extinguishers, smoke detectors, and other safety equipment. Beer garden businesses must comply with the Americans with Disabilities Act (ADA), which requires that businesses provide accessible seating and facilities for individuals with disabilities.

Marketing Plan

A. who is your target audience, i. age range.

Our target market comprises adults above 18 years old who have the finance to purchase beer and other beverages from us.

ii. Level of Educational

We don’t have any restrictions on the level of education of those who will purchase beer and other beverage drinks from us.

iii. Income Level

There is no cap on the income level of those who who will purchase beer and other beverage drinks from us.

iv. Ethnicity

There is no restriction when it comes to the ethnicity of the people who will purchase beer and other beverage drinks from us.

v. Language

There is no restriction when it comes to the language spoken by the people who will purchase beer and other beverage drinks from us.

vi. Geographical Location

Anybody from any geographical location is free to buy and drink our beer and other beverage drinks.

vii. Lifestyle

Adamson and Evelyn® Beer Garden, LLC will not restrict any customer from purchasing beer and other beverage drinks from us based on their lifestyle, culture, or race.

b. Advertising and Promotion Strategies

• Deliberately Brand All Our Vans and Trucks.
• Tap Into Text Marketing.
• Make Use of Bill Boards.
• Share Your Events in Local Groups and Pages.
• Turn Your Social Media Channels into a Resource
• Develop Your Business Directory Profiles
• Build Relationships with players in the event planning and catering services industry.

i. Traditional Marketing Strategies

• Marketing through Direct Mail.
• Print Media Marketing – Newspapers & Magazines.
• Broadcast Marketing -Television & Radio Channels.
• OOH Marketing – Public Transit like Buses and Trains, Billboards, Street shows, and Cabs.
• Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.

ii. Digital Marketing Strategies

• Social Media Marketing Platforms.
• Influencer Marketing.
• Email Marketing.
• Content Marketing.
• Search Engine Optimization (SEO) Marketing.
• Affiliate Marketing
• Mobile Marketing.

iii. Social Media Marketing Plan

• Start using chatbots.
• Create a personalized experience for our customers.
• Create an efficient content marketing strategy.
• Create a community for our target market and potential target market.
• Gear up our profiles with a diverse content strategy.
• Use brand advocates.
• Create profiles on relevant social media channels.
• Run cross-channel campaigns.

c. Pricing Strategy

When working out our pricing strategy, Adamson and Evelyn® Beer Garden, LLC will make sure it covers profits, insurance, premium, license, and economy or value and full package. In all our pricing strategy will reflect;

• Cost-Based Pricing
• Value-Based Pricing
• Competition-Based Pricing.

Sales and Distribution Plan

A. sales channels.

Our channel sales strategy will involve using partners and third parties—such as referral partners, affiliate partners, strategic alliances in the entertainment industry and freelancers help refer customers to us.

Adamson and Evelyn® Beer Garden, LLC will also leverage the 4 Ps of marketing which are place, price, product, and promotion. By carefully integrating all these marketing strategies into a marketing mix, we can have a visible, in-demand service that is competitively priced and promoted to our customers.

b. Inventory Strategy

The fact that we will need supplies such as local craft beers and imported beers, as well as a range of other beverages means that Adamson and Evelyn® Beer Garden, LLC will operate an inventory strategy that is based on a day-to-day methodology for ordering, maintaining and processing items in our warehouse.

We will develop our strategy with the same thoroughness and attention to detail as we would if we were creating an overall strategy for the business.

Adamson and Evelyn® Beer Garden, LLC will make sure we work with “Just-in-time (JIT) inventory” – (JIT involves holding as little stock as possible, negating the costs and risks involved with keeping a large amount of stock on hand.)

c. Payment Options for Customers

Here are the payment options that Adamson and Evelyn® Beer Garden, LLC will make available to her clients;

• Bank Transfers
• Credit or Debit Card
• Electronic Payment Systems such as PayPal or Venmo.

d. Return Policy, Incentives, and Guarantees

At Adamson and Evelyn® Beer Garden, LLC, will be offering a return policy, incentives, and guarantees to build trust and loyalty with our customers. We will ensure the policy is clearly communicated on our website and in-store signage.

Return Policy:

• If a customer is unsatisfied with their order, we will offer a refund or a replacement.
• We will also offer a store credit for future purchases.

Incentives:

• We will implement loyalty programs where customers earn points or rewards for repeat purchases.
• We will offer special discounts or promotions for customers who refer friends or family members to the deli restaurant.
• We will organize social media contests and giveaways to increase engagement and attract new customers.

Guarantees:

• We will guarantee the quality of our beer and other products, and if a customer is not satisfied, they could receive a refund or a replacement
• We will offer delivery guarantees such as a guaranteed delivery time or a discount on the next order if the delivery is late.
• We will implement satisfaction guarantees where customers are guaranteed to be satisfied with their experience, or we will take steps to make it right.

e. Customer Support Strategy

To ensure customer satisfaction, we will encourage customers to provide feedback and suggestions. This will help us provide excellent customer service. We will work with effective CRM software to be able to achieve this. On a regular basis, we will work towards strengthening our Customer Service Team and also Leverage Multi-Channel Servicing as part of our customer support strategy.

Operational Plan

Our operational plan will outline how the business will run on a day-to-day basis. It will cover areas such as staffing, inventory management, customer service, and marketing.

Overall, we plan to expand our revenue by 25 percent in the second year and the plan will include a marketing, sales, and operations component. By developing a strong plan and implementing it effectively, we will be able to run our beer garden business smoothly and attract and retain loyal customers.

a. What Happens During a Typical Day at a Beer Garden Business?

• The business is open for the day’s work
• The beer garden serving the area is cleaned and ready for the day’s business
• Supplies such as a wide selection of beers, as well as other alcoholic and non-alcoholic drinks, and food glass cups and straws are purchased, and ready for use
• Customer’s orders are taken and they are served or their orders are delivered to them
• The cashier collects cash and reconciles accounts for the day
• Administrative duties are carried out
• The store or warehouse is restocked when required.
• The business is closed for the day.

b. Production Process (If Any)

There is no production process for a beer garden business.

c. Service Procedure (If Any)

The service procedure for a beer garden business starts with a customer requesting beer and other beverage drinks. Once the request is gotten, it will be processed and the customer will be served or the order delivered to a location as requested.

d. The Supply Chain

Adamson and Evelyn® Beer Garden, LLC will rely on a supply chain model that involves the process of sourcing, transporting, storing, and managing inventory of the various products and supplies needed to run our beer garden business.

e. Sources of Income

Adamson and Evelyn® Beer Garden, LLC will generate revenue primarily through the sale of alcoholic and non-alcoholic beverages, as well as food items.

Financial Plan

A. amount needed to start your beer garden business.

Adamson and Evelyn® Beer Garden, LLC would need an estimate of $185,000 successfully set up our beer garden business in the United States of America. Please note that this amount includes the salaries of our staff for the first month of operation.

b. What are the Costs Involved?

• Business Registration Fees – $750.
• Legal expenses for obtaining licenses and permits – $3,300.
• Marketing, Branding, and Promotions – $3,000.
• Business Consultant Fee – $2,500.
• Insurance – $3,400.
• Rent/Lease – $50,000.
• Other start-up expenses include commercial satellite TV subscriptions, stationery ($500), and phone and utility deposits ($1,800).
• Operational Cost (salaries of employees, payments of bills et al) – $70,000
• Start-up Inventory – $25,000
• Bar Equipment (cash register, security, ventilation, signage) – $1,750
• Furnishing and Equipping the Beer Garden – $80,000
• Website: $600
• Opening party: $5,000
• Miscellaneous: $2,000

c. Do You Need to Build a Facility? If YES, How Much Will it Cost?

Adamson and Evelyn® Beer Garden, LLC will not build a new facility for our beer garden business; we intend to start with a long-term lease and after 5 years, we will start the process of acquiring our own facility.

d. What are the Ongoing Expenses for Running a Beer Garden Business?

• Rent or Mortgage Payments
• Employee Wages and Benefits
• Inventory and Supplies (beer, wine, spirits, and other beverages, as well as food items and other supplies such as paper products, cleaning supplies, and equipment).
• Marketing and Advertising
• Maintenance and repairs include cleaning supplies, pest control, repairs to equipment or furniture, and general upkeep of the physical space.
• Licenses and permits such as liquor licenses, health permits, or permits for outdoor seating or events.

e. What is the Average Salary of your Staff?

• Chief Operating Officer (Owner) – $65,000 Per Year
• Bar Manager – $45,000 Per Year
• Accountant – $32,630,000 Per Year
• Barman – $30,800 Per Year
• Bartender, Waiters, and Waitresses – $28,100 Per Year
• Cleaners – $25,000 Per Year
• Security Guard -$24,000 Per Year

f. How Do You Get Funding to Start a Beer Garden Business?

• Raising money from personal savings and sale of personal stocks and properties
• Raising money from investors and business partners
• Sell shares to interested investors
• Applying for a loan from your bank/banks
• Pitching your business idea and applying for business grants and seed funding from the government, donor organizations, and angel investors
• Source for soft loans from your family members and your friends.

Financial Projection

A. how much should you charge for your product/service.

The price of our beer and other beverage drinks to a large extent depends on the type of beer and other beverage drinks, but on average, a bottle of domestic beer can cost anywhere from $3 to $6 at our bar and imported beers or craft beers can cost more, typically ranging from $5 to $10 per bottle.

b. Sales Forecast?

• First Fiscal Year (FY1): $320,000
• Second Fiscal Year (FY2): $450,000
• Third Fiscal Year (FY3): $750,000

c. Estimated Profit You Will Make a Year?

• First Fiscal Year (FY1) (Profit After Tax): $150,000
• Second Fiscal Year (FY2) (Profit After Tax): $200,000
• Third Fiscal Year (FY3) (Profit After Tax): $350,000

d. Profit Margin of a Beer Garden Business Product/Service

Adamson and Evelyn® Beer Garden, LLC will aim for a profit margin of 20-30 percent on beer sales. This means that for every dollar spent on beer by a customer, the business should aim to earn 20-30 cents in profit.

Growth Plan

A. how do you intend to grow and expand by opening more retail outlets/offices or selling a franchise.

Adamson and Evelyn® Beer Garden, LLC will grow our beer garden business by first opening other outlets in key cities in the United States of America within the first five years of establishing the business and then will start selling franchises from the sixth year.

b. Where do you intend to expand to and why?

Adamson and Evelyn® Beer Garden, LLC plan to expand to

• Denver, Colorado
• Portland, Oregon
• Milwaukee, Wisconsin
• Seattle, Washington
• San Diego, California
• Philadelphia, Pennsylvania
• Boston, Massachusetts
• Austin, Texas
• Louis, Missouri
• Cincinnati, Ohio.

The reason we intend to expand to this geographic location is the fact that available statistics show that the cities listed above have the highest and thriving market for beer and other beverage drinks and alcoholic drinks in the United States.

As a matter of fact, these cities are generally known for their thriving craft beer scenes, and have a large number of breweries and beer-related events and festivals.

Adamson and Evelyn® Beer Garden, LLC’s founder plans to exit the business via family succession. We have placed structures and processes in place that will help us achieve our plan of successfully transferring the business from one family member to another and from one generation to another.

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How to Write a Brewery Business Plan: Complete Guide

• January 3, 2023
• Food & Beverage

Whether you’re looking to raise funding from private investors or to get a loan from a bank (like a SBA loan) for your brewery, you will need to prepare a solid business plan.

In this article we go through, step-by-step, all the different sections you need in the business plan of your brewery. Use this template to create a complete, clear and solid business plan that get you funded.

1. Executive Summary

The executive summary of a business plan gives a sneak peek of the information about your business plan to lenders and/or investors.

If the information you provide here is not concise, informative, and scannable, potential lenders and investors will lose interest.

Though the executive summary is the first and the most important section, it should normally be the last section you write because it will have the summary of different sections included in the entire plan.

Why do you need a business plan for a brewery?

The purpose of a business plan is to secure funding through one of the following channels:

• Obtain bank financing or secure a loan from other lenders (such as a SBA loan )
• Obtain private investments from investment funds, angel investors, etc.
• Obtain a public or a private grant

How to write your brewery’s executive summary?

Provide a precise and high-level summary of every section that you have included in your business plan. The information and the data you include in this segment should grab the attention of potential investors and lenders immediately.

Also make sure that the executive summary doesn’t exceed 2 pages in total: it’s supposed to be a summary for investors and lenders who don’t have time to scroll through 40-50 pages, so keep it short and brief.

The executive summary usually consists of the five major sub-sections that include:

• Business overview : this segment will provide a high-level summary of your business and the products you will sell. For example, mention the type of brewery you want to open (such as microbrewery, brewpub, taproom brewery, regional brewery, contract brewing company, etc.). Also, briefly mention your products and services (if you offer a sit-in taproom for example) and pricing strategy
• Market analysis : summarise the market where you will operate and provide a brief about the target audience , market size , competitors , etc. No need to provide granular data here, save it for the Market Overview section later on (or the appendix). You must provide only scannable data points to keep potential investors and/or lenders hooked.
• People : introduce your brewery’s management and employee structure. Provide a brief (no more than a couple of sentences each) of the knowledge and experience of the team. Also, speak about your hiring plans.
• Financial plan : how much profit and revenue do you expect in the next 5 years? When will you reach the break-even point and start making profits? You can include here a chart depicting your key financials such as revenue, gross profits, and net profit
• Funding ask : what loan/investment/grant are you seeking? How much do you need? How long will this last?

Brewery Financial Model

Download an expert-built 5-year Excel financial model for your business plan

2. Brewery Business Overview

This is the section where you will provide details about your brewery and the chosen business model. You must address some important questions that lenders and/or investors generally ask. Here is a quick list of some of those questions you must address:

• What’s the brewery’s location and why did you select that location?
• Why did you select the type of brewery you want to open?
• What will be the beer products you will offer? Any other drinks or services?
• What will be your pricing strategy and why?
• Who is your target audience?
• How many customers can you serve at once (in case you are going for options like taproom brewery or brewpub)?
• What will be the legal structure of your company?

Let’s look at different subsections that you must include:

a) History of the Project

Any business must have two components:

• Passion & experience of the business owner
• Rationale behind starting this type of business today

Passion & experience

You may or may not have prior experience. If you have experience, speak about it and how it will help you to run your business. For instance, you may have been a brewmaster in a popular brewery for 12 years, and now you want to start your own brewery and use your knowledge to run it more efficiently.

However, if you don’t already have experience, that’s fine. You must demonstrate your passion and some industry knowledge that you have acquired through intensive research.

Is there a certain problem (or perhaps, a set of problems) that your brewery will try to solve when it comes into existence? For instance, there may not be any brewpub in the area, and you want to capitalize on the opportunity. 

However, you must understand that the market must be suitable for the business. For instance, if the target audience in the location prefers a taproom brewery, offering a brewpub instead may not be a wise decision.

b) Business Model

This sub-section of the Business Overview will explain your business model. Describe the following points briefly:

• Will you buy an existing brewery and do some remodeling, or will you start a new brewery and design it from scratch?
• The type of brewery you want to open and why
• Equipment, inventory, and storage facilities that are essential for the brewery to operate successfully

There are multiple types of breweries that you can consider:

• Nano brewery : This is the smallest type of brewery. There are no defined barrels per annum, but they produce a very limited amount of beer per year
• Microbrewery : This type of brewery will produce less than 15,000 barrels of beer a year. Most beer is sold onsite instead of using distributors. These breweries are typically independently owned
• Brewpub : A restaurant and brewery hybrid in which the beer produced is served to the bar customers
• Taproom brewery : These are professional breweries that sell beer onsite and even via distributors. However, there are no restaurant services available. Sometimes, such breweries will have attached taprooms
• Regional brewery : These are breweries that produce anywhere between 15,000 and 600,000 barrels of beer a year
• Contract brewing company : In this form, a company will hire other breweries for beer production and packaging. However, the marketing and distribution of the beer will be the responsibility of the hiring company

The type of brewery that you want to open will depend on its market size, target audience, your business expansion plans, etc. For instance, if you want to sell your products outside of your state, you may want to go for a regional brewery or perhaps, settle for a contract brewing company.

c) Products & Services

Since you want to start a brewery, you will obviously be selling beer. However, you may decide to make different flavors. Also, if you want to open a brewpub, you may also be running a full-scale restaurant and serving food to your customers.

Depending on the type of brewery you will open, you must list all the products and services that you will sell. For example, if you are selling packaged snacks (taproom brewery) or instead if you want to have a full-service kitchen (brewpub), mention the relevant products here.

d) Pricing Strategy

In this segment, you must explain your pricing strategy. The price of the beer will depend on the product itself and its manufacturing complexity. Even the raw materials and the scale of your business will also determine the pricing.

If you are creating a premium line of products with a higher price tag, make sure that there is a proper justification for that. 

It is a good practice to include a pricing chart for all possible products if you have a small menu. However, if you are offering many products, provide a sample menu with the pricing range.

3. Brewery Market Overview

A complete understanding of the market where you want to operate is important for the success of your business.

For example, if you want to open your brewery in an affluent area where people don’t mind spending extra in exchange for a unique craft beer, a specialty taproom brewery may be a successful business.

Therefore, you must cover here 3 important areas:

• Brewery Industry Status Quo : how big is the brewery industry in your area? What is its growth rate (or decline rate) and what are the factors contributing to its growth or decline?
• Competition overview : how many competitors are there? How do they compare vs. your business? How can you differentiate yourself from them?
• Customer analysis : who is your target audience? What type of breweries do they prefer? How regularly do they visit breweries? Do they prefer to sit and eat in a brewery, and if so, do they prefer brewpubs or do they prefer taproom breweries? How much do they spend on average?

a) Brewery Industry Status Quo

How big is the brewery industry in the us.

According to Brewers Association , the overall beer market in the US is $100 billion, while craft beer accounted for 27% market share ($26.8 billion).

After a decline of 9% in 2020, primarily due to the COVID-19 pandemic, the beer industry bounced back by 8% in 2021.

However, what’s interesting is that the overall number of breweries in the U.S. increased in 2021 and reached an all-time high of 9,247 breweries (+2.5% vs. 2021) of which the breakdown (in terms of production volume) is shown below:

How big is the brewery industry in your area?

Once you provide the overall picture of the US, divert your attention to the area where you want to operate. It might not be possible to find region or area-specific studies, and hence, you must estimate the size of your market yourself. For more information on how to do so, read our article on how to estimate TAM, SAM and SOM for your startup.

For example, there were 9,247 craft breweries in the US accounting for $26.8 billion in sales. Hence, the average annual revenue for each craft brewery stood at about $3,000,000.

Therefore, if there are 18 craft breweries in your area (city or region), the overall brewery market size is approximately $54 million.

How fast is the brewery industry growing in the area?

After market size, you must look into the growth rate of the brewery industry in your area. This information may not be available via online research papers. However, assessing the growth rate of the brewery industry can be assessed using the number of competitors in the area.

For instance, if there were 13 breweries in 2018 and 18 breweries in 2022, the average annual growth rate of the brewery market in your area is 8.3%.

What are the current brewery market trends in your area?

It is vital to understand the trends of the brewery industry in your area. Understanding trends will allow you to devise marketing strategies.

Understanding trends won’t be easy. You must conduct research and talk with your target audience. Additionally, you must also study your competitors to understand their target audience, the products they sell, etc.

Some common questions you may ask the target audience include:

• What type of breweries do they prefer?
• At what time of the day do they prefer to visit a brewery (evening, afternoon, late night)?
• How frequently do they visit breweries?
• What type of foods do they usually order along with beer (if they are going for taprooms having a partnership with food trucks or they are opting for brewpubs)?

You can ask as many questions as you need to understand the evolving trends.

b) Competition Overview

Studying your competitors’ business models is vital. You need to understand what makes them successful or why they fail. A clear understanding of their brew offerings, marketing strategies, etc., will allow you to provide a better service.

If your competitors are offering nearly the same products & services, then what is their market share and how do they market their products & services to attract new customers?

It is always a good idea to do some research (if necessary, physically visit your competitors without revealing your business intentions) and create a comparative table summarizing their product & service offerings, marketing strategies, target audience, etc.

Here is a sample table that you can use:

The table you will create will depend on what information you need and want to include based on your proposed business model.

Brewery SWOT Analysis

It’s always good practice to provide a SWOT analysis as part of the business plan for your brewery. It must be crisp and highly focused. SWOT stands for Strength, Weakness, Opportunities, and Threats.

Here is a sample that you can use as a reference:

• Strengths : 8 years of brewmaster experience in a reputed large (non-craft) brewery
• Weaknesses : Startup cost, zero reputation
• Opportunities : An affluent neighborhood with rising demand for a brewpub, no brewpub in a 2-mile radius
• Threats : Increasing cost of raw materials, mass-production beer manufacturers are flooding the market

A clear understanding of your strengths and weakness along with opportunities and threats in the real market can help you to design your marketing strategy. It also helps potential investors to assess the risk and reward profile of your business and is often a must have in your brewery business plan.

c) Customer Analysis

This is the sub-section where you will provide a detailed analysis of your target audience. You will expand the data points your provided earlier in the Business Overview segment.

Some important points that you must include in your customer analysis include:

• Age and gender distribution (you can get local demographic data from census.gov )
• Per capita expenditure on beer
• Frequency of brewery visits
• Average monthly income and disposable income
• Average bill size per visit
• Average yearly or monthly spending on breweries
• Type of breweries preferred
• The expected price range for brews
• Inclination towards loyalty programs
• Things they dislike about existing breweries and what they expect to be improved

You can add as many data points as required to validate your business decision. The idea here is to display your deep understanding of the target audience and their needs, preferences, and expectations. This knowledge can help you to tailor your products & services to attract new customers.

4. Sales & Marketing Strategy

This is the segment where you outline the customer acquisition strategy of your brewery. Try to answer the following questions:

• What is your USP ?
• What are the different marketing strategies you will use?
• How do you intend to track the success of your marketing strategy?
• What is your CAC or customer acquisition cost?
• What is your marketing budget?
• What introductory promos and offers do you intend to provide for attracting new customers?

Let’s expand a bit on a few questions below:

What marketing channels do breweries use?

Marketing channels are ways of communication businesses use to attract customers. Logically, not all breweries use the same marketing channels. For example, a taproom that sells craft beer will most likely rely more on social media and signage vs. a regional brewery that only sells to resellers, restaurants, bars and other business customers (they will likely use a sales team instead, along with some paid media, print ads in specialized magazines, etc.).

See below a few examples of marketing channels that breweries typically use:

• Sales representatives (only breweries selling to businesses)
• PPC ads, Facebook ads, etc.
• Customer interaction through social platforms like Instagram, Facebook, etc.
• Email marketing
• Loyalty programs
• Word of mouth, recommendations

Of course, it’s not mandatory to use all channels. Instead, you can start by focusing on a few of them, and add others as you scale up later on.

Also, you must have a fair and nearly accurate estimate of your marketing budget. Failure to display a well-planned and adequate cash flow for advertising and marketing can lead to investors losing confidence. That’s because investors are fully aware that if adequate funds are not allocated for marketing, the business will be derailed before becoming a success.

What is your unique selling proposition?

In other words, how do you differentiate yourself vs. competitors? This is very important as you might need to win customers from competitors. A few examples of USPs are:

• Quality of beer products : your craft beer(s) may be of higher quality (raw materials r transformation) vs. your competitors’
• Location : your brewery may be located closer to your customers, reducing transport costs for your customers
• Partnerships : you may have partnered with famous brands, bars, restaurant chains or franchises your customers are fond of
• Price : your beer products (and/or food if you have a brewpub) may be cheaper vs. competitors
• Extra products / services : you may be the only brewpub in the area offering food to your customers, whilst all other competitors only offer taprooms

Your USP will depend on your business model, competitor analysis , target audience, and product. The idea is to speak to customers’ emotions and needs. Whatever your USP be, it should appeal to your potential customers and attract them. Plus, The USP you offer should be convincing enough for investors and lenders.

5. Management & People

You must address two things here:

• The management team and their experience/track record
• The organizational structure: different team members and who reports to whom?

a) Management

Small businesses often fail because of managerial weaknesses. Thus, having a strong management team is vital. Highlight the experience and education of senior managers that you intend to hire to oversee your brewery business.

Describe their duties, responsibilities, and roles. Also, highlight their previous experience and explain how they succeeded in their previous roles.

It is also important that you explain how their experiences and qualifications help you in implementing the brewery you are proposing. If they have specialized training, and experience (such as a certificate in brewing technology covering concepts like wort production, fermentation, etc.; brewmaster experience, etc.), add that information.

b) Organization Structure

Even if you haven’t already hired a brewer, head brewer (or brewmaster), tasting staff, tasting room manager, marketing personnel, quality control personnel, and other relevant staff members, you must provide a chart of the organizational structure defining the hierarchy of reporting.

6. Financial Plan

The financial plan is perhaps, with the executive summary, the most important section of any business plan for a brewery.

Indeed, a solid financial plan tells lenders that your business is viable and can repay the loan you need from them. If you’re looking to raise equity from private investors, a solid financial plan will prove them your brewery is an attractive investment.

There should be 2 sections to your financial plan section:

• The startup costs of your project (if you plan to start a new brewery, purchase new equipment, renovate your brewery, add a taproom to your brewery, etc.)
• The 5-year financial projections

a) Startup Costs

Before we expand on 5-year financial projections in the following section, it’s always best practice to start with listing the startup costs of your project. For a brewery, startup costs are all the expenses you incur before you open your brewery and start making sales . These expenses typically are:

• The brewing systems and other equipment
• The leasing deposit for the space (if you rent) or to buy the real estate (if you buy)

Logically, brewery startup costs vary significantly based on factors like the size of your brewery, its capacity (in barrels), its location, the quality of equipment, etc.

On average, it costs $158,000 to $340,000 to start a 2,000 barrel craft brewery.

Note that these costs are for illustrative purposes and may not be fully relevant for your business. For more information on how much it costs to open and run a brewery, read our article here .

b) Financial Projections

In addition to startup costs, you will now need to build a solid 5-year financial model for your brewery.

Your financial projections should be built using a spreadsheet (e.g. Excel or Google Sheets) and presented in the form of tables and charts in the business plan of your brewery.

As usual, keep it concise here and save details (for example detailed financial statements, financial metrics, key assumptions used for the projections) for the appendix instead.

Your financial projections should answer at least the following questions:

• How much revenue do you expect to generate over the next 5 years?
• When do you expect to break even?
• How much cash will you burn until you get there?
• What’s the impact of a change in pricing (say 15%) on your margins?
• What is your average customer acquisition cost?

You should include here your 3 financial statements (income statement, balance sheet and cash flow statement). This means you must forecast:

• The number of barrels you produce over time ;
• The number of beers (or barrels) you sell ;
• Your expected revenue ;
• Operating costs to run the business ;
• Any other cash flow items (e.g. capex, debt repayment, etc.).

When projecting your revenue, make sure to sensitize pricing, cost of raw materials (malt, hops, packaging, etc.) and your sales volume. Indeed, a small change in these assumptions may have a significant impact on your revenues and profits.

7. Funding Ask

This is the last section of the business plan of your brewery. Now that we have explained what your brewery business model is, what types of beer you sell and to whom (individuals vs. businesses), what’s your marketing strategy, etc., this section must now answer the following questions:

• How much funding do you need?
• What financial instrument(s) do you need: is this equity or debt, or even a free-money public grant?
• How long will this funding last?
• Where else does the money come from? If you apply for a SBA loan for example, where does the other part of the investment come from (your own capital, private investors?)

If you raise debt:

• What percentage of the total funding the loan represents?
• What is the corresponding Debt Service Coverage Ratio ?

If you raise equity

• What percentage ownership are you selling as part of this funding round?
• What is the corresponding valuation of your business?

Use of Funds

Any brewery business plan should include a clear use of funds section. This is where you explain how the money will be spent.

Will you spend most of the loan / investment in paying your employees’ salaries? Or will it cover mostly the cost for the lease deposit and the renovation?

Those are very important questions you should be able to answer in the blink of an eye. Don’t worry, this should come straight from your financial projections. If you’ve built solid projections like in our Brewery financial model template , you won’t have any issues answering these questions.

For the use of funds, we also recommend using a pie chart like the one we have in our financial model template where we outline the main expenses categories as shown below.

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Brewery Business Plan Template

Written by Dave Lavinsky

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

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

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

Executive Summary

Business overview.

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

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

Product Offering

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

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

Customer Focus

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

Management Team

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

Success Factors

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

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

Financial Highlights

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

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

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

Company Overview

Who is mountain craft beer.

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

Mountain Craft Beer History

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

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

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

Mountain Craft Beer Services

Industry analysis.

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

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

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

Customer Analysis

Demographic profile of target market.

The precise demographics for Boulder, Colorado are:

Customer Segmentation

Mountain Craft Beer will primarily target the following customer profiles:

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

Competitive Analysis

Direct and indirect competitors.

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

Boulder Brewery

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

BC Craft Beer Company

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

Crafty Colorado Brews

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy

The promotions strategy for Mountain Craft Beer is as follows:

Word of Mouth/Referrals

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

Professional Associations and Networking

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

Print Advertising

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

Website/SEO Marketing

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

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

Social Media/Influencers

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

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

Operations Plan

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

Operation Functions:

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

Milestones:

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

8/1/2022 – Finalize contract to lease facility

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

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

9/15/2022 – Begin networking at industry events

9/22/2022 – Begin moving into the facility

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

Financial Plan

Key revenue & costs.

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

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

Funding Requirements and Use of Funds

Key assumptions.

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

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

Financial Projections

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

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

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

What are the Main Types of Breweries?

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

How Do You Get Funding for Your Brewery Business Plan?

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

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

What are the Steps To Start a Brewery Business?

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

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

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

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

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

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

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

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

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

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

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

Where Can I Get a Brewery Business Plan PDF?

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

How to Open a Beer Garden in 10 Steps

• Published on February 28, 2023

Mark Simons

Aside from pubs, bars , discos, or house parties, you can share great food and liquor with your best friends in a beer garden. But what makes it different from beer-serving places out there? 

Here’s how you can tell them apart.

They all typically serve alcoholic and non-alcoholic drinks with food, like a pub. A bar does the same, except it also offers cocktail drinks and live music and rarely charges an entrance fee, unlike going into a club.

Clubs require their customer to register and pay before letting them inside the venue. It is usually associated with a place that serves alcoholic drinks as customers enjoy music from live bands or dance while a DJ spins music. Disco is quite similar to clubs. But unlike clubs, discos offer VIP admissions and have dance floors dedicated to letting customers drink, dance, and party all night til dawn.

Meanwhile, a beer garden is usually in an outdoor setting with trees surrounding closely set up tables that encourage strangers to connect, make new friends, and chill while enjoying great-tasting food and quality beer.

Do you want to know more about the beer garden? Let’s dig in and learn more about what it is and how to open one as a business.

Table of Contents

Beer Garden Defined

An outdoor location where individuals may socialize while sipping on different beer types and other drinks are known as a beer garden.  The idea first appeared in Germany and has since expanded throughout numerous cities and towns, where it is now a well-liked form of entertainment and leisure.

The first brewery cellar became publicly accessible during the summer months, and soon people began to gather there to enjoy beer and conversation in the open air. Other German breweries eventually followed, and the beer garden shifted to a beloved aspect of Bavarian culture.

The most well-liked beer gardens may be found, in many other cities, Berlin, New York, and Melbourne, to name a few. These beer gardens usually include food, live entertainment, and a wide selection of beers from local and international breweries.

People of various ages and backgrounds frequently visit beer gardens because of their laid-back, collaborative environment. They also provide a venue for people to gather and interact, and they could be a great spot to meet people.

Beer gardens have lately gained appeal among tourists wishing to experience local cuisine and culture. Many beer gardens provide familiar foods and drinks and feature local music and entertainment to give customers a taste of the local culture.

Ultimately, beer gardens are a distinctive and pleasurable aspect of several cultures throughout the globe. A beer garden may offer all these things and more, whether you’re searching for a place to hang out with friends, drink some cold beer on a hot day, or learn about a new culture.

Beer Garden’s Pioneer and Spread

German Bavaria in the 19th century is where beer gardens first appeared as a place for folks to congregate and enjoy a beer in the open air. The beer garden idea immediately spread throughout Germany and later expanded to other nations.

When Georg Schneider, a Bavarian brewer, established one in Munich in 1812 and pioneered the beer garden. People started gathering in Schneider’s brewery cellar when he opened it to the public to drink beer and socialize. The beer garden quickly spread throughout the country, and beer and non-drinkers established their versions of the popular gathering place.

Germany’s strict alcohol sales ban in public spaces was one of the factors that contributed to the popularity of beer gardens there. Breweries had an opportunity to get around these regulations and give residents a location to drink and socialize by offering beer on their premises.

Beers and shaded areas under trees are the best combinations that make the beer garden experience remarkable. Set up a tiny kitchen with them, stock it with local delicacies like sausages and pretzels, and encourage everyone to join the fun. Some beer gardens often have live music or other forms of entertainment, which adds to the joyful atmosphere.

Midway through the 19th century, beer gardens started outside Bavaria in other regions of Germany and nearby nations like Austria and the Czech Republic. By the start of the 20th century, beer gardens had established themselves as part of German culture and were widespread across many German cities and towns.

An immigrant from Germany named John F. Schwacke opened the first beer garden in the United States in New York City in 1868. Locals quickly peaked at Schwacke’s beer garden, which stood in the Harlem district.

Over the years, beer gardens continuously evolved and kept up with the changing times and tastes. During the 20th century, many beer gardens were closed forcefully due to the rise of prohibition and the decline of traditional Bavarian culture. Yet, as people look for authentic and distinctive experiences, beer gardens have seen a recent rise in popularity.

Today, you can spot a beer garden everywhere, from New York to Melbourne to Munich. While they may differ in size, atmosphere, and menu offerings, all beer gardens share one goal. It’s to provide a place for people to gather and enjoy the company of each other over a cold beer.

The history of beer gardens is fascinating and spans centuries and continents. From humble beginnings in Bavaria to global popularity in the 21st century, beer gardens have always been a place for people to come together and enjoy hanging out over a cold beer.

Becoming a Beer Garden Owner

This beer history seems a lot of fun. Right? Yet, if you find yourself in a place where a beer garden in your neighborhood is non-existent, you could be the pioneer and build one. Let’s go over the steps to start a beer garden yourself.

If you’ve always wanted to mix a passion for beer and socializing with entrepreneurship, creating a beer garden is the realization of your goal. It needs rigorous, thorough preparation and execution to be successful, just like any business.

Step 1: Market Research

Researching the market is the first step in opening a beer garden. It involves obtaining data on the regional beer market, the competition, and the target market.

The local beer type that sells must be one of the first things to know. It will help you decide on and consider the brand you may partner with and the ideal method for preserving the beer’s freshness.

Next is identifying your competition. It means knowing what other establishments serve beer near your location. Also, knowing this information will allow you to prepare ideas for making your beer garden unique and more attractive to customers.

Speaking of customers, you also need to consider identifying your target customers for your beer garden. Ideally, it should be for all ages. It will encourage everyone in the neighborhood to come to your beer garden and get together. After determining your target market, it’s also beneficial to thoroughly understand their demographics and purchasing patterns.

By gathering this data, you will have a deeper understanding of the regional market and spot possibilities and difficulties.

Step 2: Develop a Business Plan

Once you have completed market research, your next step is to develop a business plan. 

This plan should include details such as the concept and mission of the beer garden, the target customer and marketing strategy, the menu and beverage offerings, the location and layout of the beer garden, the staffing plan and operations, and the financial projections and funding sources.

All these may sound technical, but a well-developed business plan will serve as a roadmap for your beer garden business and help you secure funding from investors or lenders.

Step 3: Choose a Location

The location of your beer garden is critical to its success. Look for an area with high foot traffic, good visibility, and easy access. Consider factors such as parking, public transportation, and nearby attractions. You should also ensure the location has the necessary permits and licenses for a beer garden business.

Step 4: Get Licenses and Permits

And further on licenses and permits. To operate a beer garden business, ensure that the required licenses and permits from local and state authorities. These may include a liquor license, a food service permit, and a business license. You may also need to obtain zoning permits and inspections from the health department.

It’s best to connect with the local authority that regulates business establishments and alcoholic drink sales to get the requirements that you need.

Step 5: Design and Furnish the Beer Garden

The design and layout of your beer garden should be inviting and comfortable for customers. Consider factors such as seating arrangements, lighting, and landscaping. You may invest in outdoor heating and cooling systems to make the space comfortable in all seasons.

Also, consider having a versatile theme for your beer garden interior and exterior design. It will encourage your customers to book your place for various events. 

Step 6: Develop a Menu

The menu at your beer garden should be simple and focused on the beer offerings. You can offer a small selection of food items such as snacks, sandwiches, or appetizers. Consider partnering with local food vendors to provide unique and diverse food offerings.

Step 7: Source and Stock Beer and Other Drinks

The variety of drinks you serve at your beer garden is critical to its success. Work with local and regional breweries to source a variety of beer styles and flavors. You may also want to offer wine, cider, and non-alcoholic beverages so your business will not be exclusive to alcohol drinkers alone but will be a non-drinker-friendly place. 

Also, do not hesitate to include imported beer brands. It may cost you a few more, but it will also encourage customers from other alcohol serving places to go to your beer garden because you have that one (or more) unique beer variants.

Step 8: Hire and Train Staff

Another step to making your beer garden a success is hiring a team of skilled and dedicated staff. Hire employees with experience in the food and beverage industry, and provide them with comprehensive training on the menu, service, and safety protocols.

Step 9: Market and Promote Your Beer Garden

Effective marketing and promotion are essential to building a customer base for your beer garden. You can use social media, email marketing, and local advertising to promote your business. Host events and special promotions to attract new customers and build loyalty among existing customers.

Today, customers are into unlimited servings. You may collaborate with local suppliers to offer a limitless supply of beer, buffalo wings, nachos, or any other item on your menu at a lesser cost.

Step 10: Monitor and Adjust Operations

Finally, it is vital to monitor and adjust your operations regularly. As the owner, you always have to oversee the ins and outs of your business. You to maintain and keep your books of inventory , sales, and expenses updated. 

Also, ensure to analyze sales data, customer feedback, and other metrics to identify areas for improvement. Plus, continuously innovate and improve the services and products that you offer. It will positively impact the value you give to your customers and the growth of your business.

Managing logistical issues, such as inventory taking, purchasing supplies, and getting ready for events like reservations, parties, and such, are the first things an ordinary day at a beer garden will have. You need to get used to managing them.

Also, compared to managers and owners, who may be present all day, staff often works in shifts. And so, as an owner, being present and on top of things is a task to perform every day. It helps to be a better beer garden owner if you have a strong background in managing restaurants or bars.

Lastly, starting a business is like raising a newborn baby by yourself. It will take so much of your time, energy, effort, money, and patience. It’s a great challenge yet fulfilling. The higher the stakes, the higher the return. So it’s best to do your research and calculate risks. Undoubtedly, your hard work will pay off.

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I am a passionate beer connoisseur with a deep appreciation for the art and science of brewing. With years of experience tasting and evaluating various beers, I love to share my opinions and insights with others and I am always eager to engage in lively discussions about my favorite beverage.

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How to Start a Beer Garden

A beer garden business offers craft beer and often food in an outdoor or semi-outdoor setting. Many beer gardens aim to be the place where locals come to relax and enjoy entertainment like live music while getting drinks and food. What makes beer gardens unique from other bars and restaurants is their focus on comfortable outdoor seating and beer – sometimes regional, like German beer, and sometimes on local craft beer.

Learn how to start your own Beer Garden and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services .

Start a beer garden by following these 10 steps:

• Plan your Beer Garden
• Form your Beer Garden into a Legal Entity
• Register your Beer Garden for Taxes
• Open a Business Bank Account & Credit Card
• Set up Accounting for your Beer Garden
• Get the Necessary Permits & Licenses for your Beer Garden
• Get Beer Garden Insurance
• Define your Beer Garden Brand
• Create your Beer Garden Website
• Set up your Business Phone System

We have put together this simple guide to starting your beer garden. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas .

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

What will you name your business?

• What are the startup and ongoing costs?
• Who is your target market?

How much can you charge customers?

Luckily we have done a lot of this research for you.

Choosing the right name is very important. Read our detailed guide on how to name your business . We recommend checking if the business name you choose is available as a web domain and securing it early so no one else can take it.

Want some help naming your beer garden?

Business name generator, what are the costs involved in opening a beer garden.

Starting a beer garden business can cost anywhere between $25,000 and $100,000, depending on where you are, what you are planning on offering and the size of your beer garden. Beer gardens typically require more space than a small indoor bar, so costs may be higher than you first expect depending on the rental costs in your area. If you are going to brew your own beer, the costs of starting your business could be $100,000 plus when you add in brewery equipment.

What are the ongoing expenses for a beer garden?

There are numerous ongoing expenses for a beer garden business, including liquor costs, food costs, labor, rent/mortgage, utilities, liquor licenses, and so on. The total monthly costs can add up to $20,000 or more depending on the makeup of the business and its location.

Who is the target market?

The target market for a beer garden business is beer lovers and locals looking for a place to unwind. Some are looking for special, unique beers to sample, while others are seeking a space to hang out with their friends – whether they are college students, seniors, or someone in between.

How does a beer garden make money?

A beer garden makes money by charging patrons for beer and other beverages, and often food as well. Beer gardens may also make money by hosting live entertainment and offering private event planning and hosting services.

It is important to price your products correctly, which can be challenging at first when you don’t realize just how much markup is necessary. Beer at bars is typically marked up 200 to 300 percent, with some beers even being marked up to 500 percent. Your profit margin should be somewhere around 75-80 percent for the beer you sell. Aim to strike the right balance between turning a profit and keep your customers happy, because if your beer is too expensive customers are unlikely to stick around.

How much profit can a beer garden make?

A bar can make around $20,000-$30,000 a week on average, although many variables can alter this amount. With average startup costs, that means that a bar can pay off investors and loans in about two years – after which the business will start making a profit.

How can you make your business more profitable?

You can make your beer garden more profitable by attracting more customers and more regulars in particular. If you can make your beer garden a preferred spot for your target market, they may show up every week or even several times a week to purchase your beer and food. You don’t have too much control over your costs and how much you charge because your competitors have many of the same products. However, you do have control over the atmosphere and experience of your customers.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship , partnership , limited liability company (LLC) , and corporation .

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your beer garden is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services . You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website . If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil .

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

• Separates your personal assets from your company's assets, which is necessary for personal asset protection.
• Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

• Separate personal and business expenses by putting your business' expenses all in one place.
• Build your company's credit history , which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance . This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance . If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners , we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended : Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker .

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator . Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market a beer garden

You can dig deeper into your target market by identifying demographic data and psychographic data. Demographic data is the physical aspects of your market – age, gender, etc. Psychographic data is the mental aspects of your market – political inclinations, hobbies, humor, etc. For example, if you know that a college is within walking distance, you can target college students that love their football team.

Promotions are another common marketing method for these types of businesses. Happy hours, drink specials, food specials – you can get people in the door by offering good deals on products that they love.

How to keep customers coming back

Beer gardens are more likely to succeed if they have the right atmosphere. People are coming to enjoy beer and have fun, so you need to cater to those desires in multiple ways. Are the lighting and temperature comfortable? Are the beers interesting? Does the food add to the experience? It may take some trial and error, but it’s important to keep trying to create the perfect atmosphere for your customers. If coming to your beer garden feels like coming home, they are more likely to keep coming back.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business .

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

• All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
• Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
• Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended : Get started today using our recommended website builder or check out our review of the Best Website Builders .

Other popular website builders are: WordPress , WIX , Weebly , Squarespace , and Shopify .

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: Phone.com

Phone.com is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

Is this Business Right For You?

Entrepreneurs who have a strong obsession with beer, relaxed hospitality, or both, are a good fit for a beer garden business. Some owners brew beer as part of their business, while others are more interested in providing a fun space for patrons to enjoy themselves. If you dream of spending your days talking about beer and making sure your guests can leave their worries behind, you could be the ideal person to start a beer garden business.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at a beer garden?

A typical day at a beer garden business starts with managing logistical concerns, such as taking inventory, ordering supplies, and preparing for events like reservations, parties, and so on. Staff tends to work in shifts, while management and/or owners may be there all day. Beer gardens are similar to bars and restaurants, with opening and closing shifts, daily cleaning tasks, end-of-day cashouts, and all the other tasks that must be done to prepare for guests, serve guests, and then close the establishment. Each day the process is repeated.

What are some skills and experiences that will help you build a successful beer garden?

Restaurant and bar experience, particularly management experience, will help you be a better beer garden owner. Starting any restaurant or bar is a big undertaking that requires far more than just a love for the products you are serving. You will need to manage staffing, financing, food and beverage sales, inventory, health codes, legal requirements, marketing, and more to get a beer garden business off of the ground.

What is the growth potential for a beer garden?

The bars and nightclubs industry has seen a small yearly decline from 2016 through 2021, although experts expect 15.7% growth in 2021 – significant, but it’s important to keep in mind the substantial decline in the industry throughout the 2020 pandemic.

TRUiC's YouTube Channel

For fun informative videos about starting a business visit the TRUiC YouTube Channel or subscribe to view later.

Take the Next Step

Find a business mentor.

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

Have a Question? Leave a Comment!

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Microbrew Bar Business Plan

Start your own microbrew bar business plan

The Bottlecap

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

The Bottlecap is a specialty beer tavern located near the campus of the University of Oregon.

The Bottlecap will be serving the university and the Eugene, Oregon community with a constantly rotating lineup of premium, unique microbrews for the discerning beer connoisseur.

The Bottlecap is a privately-funded venture lead by Dashiell Lavine and Tyler Vogel.

The Market The Pacific Northwest is the premier microbrew center in the world. Oregon and Washington boast the highest number of microbrew facilities of any of the 50 states.

In addition to having a lot of production in this area, enjoying fine beers is a culture within itself in the Pacific Northwest, particularly Oregon. To be sure, the market for people that appreciate fine beers is huge.

The Bottlecap will be targeting three distinct customer segments. The first is the beer connoisseur, those that have a true passion for fine beers. This segment has a yearly growth rate of 12% with over 12,000 possible customers.

The Bottlecap will also be targeting the general bar attending crowd. This group are typically professionals that use taverns as a place to unwind after work and socialize. This section is growing at 8% with 30,000 potential members.

The last group that The Bottlecap will go after is the college students of the U of O. This group cares a bit less about the quality of the beer because they are more price sensitive. The number college students are growing at 10% and there are a total of 20,000 to draw off of.

The Competition The Bottlecap has three direct competitors that are all centrally located near the U of O campus.

The Bottlecap is able to differentiate itself from these competitors through its emphasis on fine beer. The competitors more accurately targets the college students and their lower price point.

The Bottlecap’s emphasis on an outstanding selection of premium beers is one of two competitive edges.

Its second competitive edge is a companion website that was developed as an active feedback mechanism for the customers to express their preference of the beer selection. This allows the customers to have a direct impact on the tap offerings. In addition to giving the customers what they want in terms of beer, it also provides the customer with a feeling of empowerment and a sense that The Bottlecap exists to truly meet their needs.

The Management Team The Bottlecap was founded and will be run by Dashiell Lavine and Tyler Vogel.

Dashiell’s experience is primarily from the restaurant industry. After receiving his undergraduate degree from Reed College, Dashiell went to work serving at Il Piato, a fine Italian restaurant in NW Portland.

Dashiell worked as a server for two years and then was asked to manage the entire restaurant. Dashill did this for five years, gaining incredible experience and insight regarding all aspects of running a restaurant, both front-end, customer oriented skills as well as back-end operations. The time spent at Il Piato solidified Dashiell’s desire to be his own boss and remain in the restaurant/bar industry.

Tyler came from a more academic background as a CPA from Arthur Anderson (AA). Through school Tyler served in restaurants, but after graduation went to work for AA where he developed an incredible array of financial control skills.

Since it is well known that most restaurants die within the first year, Tyler’s financial analysis and control skills will be indispensable in assuring a solid control mechanism to accurately track and manage the large cash sums that will travel through The Bottlecap every day.

The Bottlecap will be a successful venture as it serves the huge demand for premium beers. 

The Bottlecap will offer customers a friendly social atmosphere where they can catch up with old friends, meet new ones, and enjoy fine beers. It is forecasted that The Bottlecap will reach profitability by month four and achieve approximately $73,000 in profits by year three.

1.1 Objectives

Below is a list of the objectives for The Bottlecap.

• Have eight or more good quality, hard-to-find beers on tap.
• Create customer awareness of what The Bottlecap offers through the companion website. Measure popularity by tracking hits on the website.

1.2 Mission

To create an economically healthy organization that provides a variety of quality beers in a casual and classy environment that appeals to a wide range of customers.

1.3 Keys to Success

The keys to the success of The Bottlecap can be summarized by the following points:

• Repeat customers.

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

The Bottlecap, which will be located near the University of Oregon, will offer the community a classy bar with unique beers on tap. The Bottlecap will also provide customers with an innovative environment for enjoying these high quality beers.

2.1 Company Ownership

The Bottlecap will be a privately funded company that will be owned and run by Dashiell Lavine and Tyler Vogel. They will both be equal partners. Joe Smith and Bob Adler will also hold minority stock positions as private investors.

2.2 Start-up Summary

The Bottlecap’s start-up costs will cover beer serving equipment, site renovation and remodeling, capital to cover losses during the first year, a computer to maintain The Bottlecap’s Web presence, and the entertainment equipment, including a big screen television for sports, a pool table, and a stereo. In addition, costs will be allocated for the beer serving equipment. Eight taps, Carbon Dioxide tanks, and glassware will be purchased from various equipment vendors in Eugene.

The site will require funds for renovation and modification. A single estimated figure will be allocated for this purpose. The renovation/modification cost estimate will include the costs associated with preparing the site for opening business in May.

The furniture, the site renovation, permits and fees, and the entertainment equipment will account for a large amount of our start-up costs.

Because of the competitive nature of the marketplace, we have accounted for more money than necessary when it comes to the cash balance. By doing so, we will be in a good position should our numbers not match what we have forecasted and will not lose the large amount invested to start the business.

2.3 Company Locations and Facilities

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• Low cost of rent, $1.00 per square foot for approximately 1,500 square feet.

All of these qualities are consistent with The Bottlecap’s goal of providing a central hub of communication and socialization for the Eugene community. In addition to a main area of the bar, there will be two additional rooms. One of the rooms will be the manager’s office and will also house the computer that the website will be maintained on. The second room will be a storage facility for supplies and extra kegs of beer.

The Bottlecap will provide its customers with a unique and friendly environment for enjoying specialty brews and other quality beers. The Bottlecap will also provide customers with a unique and innovative environment for enjoying the quality beers on tap, including a pool table and a big screen television for sporting events.

3.1 Competitive Comparison

The Bottlecap will be the first classy beer-only pub located near the campus that provides its customers with quality beer at affordable prices.

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

The Northwest is the Mecca of microbrews and home brewing, and in recent years there has been a surge of interest in craft beers. That is why we believe The Bottlecap, a speciality beer tavern, will flourish in the city of Eugene. Our target markets include beer connoisseurs, professionals, and college students. The identification of these three markets will help us to better direct our advertising and marketing efforts.

4.1 Market Segmentation

Our numbers are based upon the approximate population of Eugene and Springfield. Because many people are not drinkers, we decided upon the number 100,000 for the total of people considered available customers. We then segmented the available customers into the following groups:

Beer Connoisseur : These people will be drawn to The Bottlecap because of their love and passion for beer. The main appeal to this segment will be the large number of hard-to-find beers that are available at our establishment.

Professionals : The general bar-attending public from Eugene. This group will be drawn to the bar after work to relax in a friendly and classy atmosphere.

College Students : University of Oregon and Lane Community College students. More bargain marketing will be aimed at the segment of the market.

4.2 Target Market Segment Strategy

Both advertising and word-of-mouth will play a big part in the success of The Bottlecap. Therefore, we will strive to appeal to both new and old customers with a unique advertising campaign, including an online presence that will allow regulars to vote for which beers will be featured each week, as well as a friendly atmosphere that will keep the customers coming back.

4.3 Service Business Analysis

The pub and bar industry in Eugene has grown steadily in its past years. Many factors contribute to the large demand for good beer in Eugene. The climate in Eugene is extremely conducive to beer consumption. Current trends in the Northwest reflect the popularity of unique, quality microbrews. In short, Eugene is a haven for beer lovers.

Due to intense competition, bar owners must look for ways to differentiate their place of business from others in order to achieve and maintain a competitive advantage. The founders of The Bottlecap realize the need for differentiation and strongly believe that combining a bar with a classy and entertaining atmosphere is the key to its success.

4.4 Main Competitors

Since the business will be located near the University of Oregon campus, our three main competitors will be Rennie’s Landing, Taylor’s Bar & Grill, and Max’s Tavern. During the first six months of operation we will aggressively advertise ourselves to University students to differentiate ourselves from the competition.

Strategy and Implementation Summary

The main target audience will be University of Oregon students, therefore, we will principally advertise in the University of Oregon’s Daily Emerald and the Eugene Weekly. We will also advertise on various radio stations.

5.1 Competitive Edge

The Bottlecap will have an edge over the competition due to the large number of specialty beers that will be on tap. The companion website will also give regular customers additional incentive to keep returning to the bar due the ability to vote and influence what beers are on tap as the specialty beers each week. We will also further differentiate ourselves by creating a classy yet laid-back atmosphere that will include a big screen television and a high quality pool table.

5.2 Marketing Strategy

Both advertising and word-of-mouth will play a big part in the success of The Bottlecap. Therefore, we will strive to appeal to both new and old customers with a unique advertising campaign, including a online presence that will allow regulars to vote for which beers will be featured each week, as well as a friendly atmosphere that will keep the customers coming back.

5.3 Sales Forecast

The Bottlecap’s sales forecast was estimated by breaking down each day we are open into hours, and then estimating the number of beers we will sell during those hours. Our starting hours of operation will be 12 p.m.-3 a.m. Saturday, 12 p.m.-12 a.m. Sunday, and 4 p.m.-3 a.m. Wednesday-Friday.

• On average, our numbers for Saturday turned out to be 35 beers an hour.
• On Sunday, we estimated approximately 15 beers an hour.
• Finally, the average for Wednesday-Friday turned out to be 25 beers an hour.

We then estimated that approximately 30% of our sales will be domestic beer, 38% specialty microbrew beer, and 32% local microbrew beer. The unit prices and direct unit costs were based upon the cost of the same type of beers sold at local bars and the cost of kegs from local distributors. These numbers could drastically shift either way depending upon location, market saturation, and the customer base.

5.4 Milestones

The Bottlecap’s management team has established some basic milestones to keep the business plan priorities in place. Responsibility for implementation falls on the shoulders of Tyler Vogel and Dashiell Lavine. The Milestones table below will be updated as the year progresses using the actual tables. New milestones will be added as the first year of operations commences.

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

The Bottlecap is owned and operated by Dashiell Lavine and Tyler Vogel. The company, being small in nature, requires a simple organizational structure. Implementation of this organizational form calls for the owners and the one manager to make all of the major management decisions in addition to monitoring all other business activities.

6.1 Management Team

Specific details are omitted in this sample plan. Biographies and resumes have not been included for privacy purposes.

6.2 Personnel Plan

The staff will consist of six part-time employees working twenty hours a week at $6.50 per hour. In addition, a manager who oversees daily operations will be employed to work forty hours a week at $10.00 per hour. Dashiell Lavine and Tyler Vogel will help with management decisions and will run the back end of the business, which includes the website and administrative duties. Two of the private investors, Bob Adler and Joe Smith, will not be included in management decisions. This will allow disputes to be solved with less hassle. Because of these characteristics, there are fewer coordination problems seen at The Bottlecap than are common within larger organizational chains. This strategy will enable The Bottlecap to react quickly to changes in the market.

Financial Plan investor-ready personnel plan .">

The following section will lay out the general financial plan including our break-even analysis, profit and loss, cash flow, general assumptions, the balance sheet, and the business ratios.

7.1 Important Assumptions

The following table summarizes important assumptions necessary for good financial planning.

7.2 Break-even Analysis

The following table and chart summarize our break-even analysis. To break even we must sell at least 5,300 beers based upon the per unit cost. Therefore, customer traffic will become a big factor when it comes to the success of The Bottlecap.

7.3 Key Financial Indicators

The following chart compares five key indicators in regards to how much they change over the course of the first three years of plan implementation.

7.4 Projected Profit and Loss

One of the keys to success with a beer tavern such as The Bottlecap is the gross margin because of the low cost of buying beer in bulk. The profit-per-unit becomes very important because of the relatively high costs associated with running such an establishment.

7.5 Projected Cash Flow

The following chart and table explain the key elements of the pro forma cash flow.

7.6 Projected Balance Sheet

The table below is the complete balance sheet which includes all assets, liabilities, and capital.

7.7 Business Ratios

The Ratios table shows important ratios for The Bottlecap. These ratios are derived from the Standard Industry Classification (SIC) Index, code 5813.

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One of the loveliest ways to ease yourself fully out of the post-winter blahs and into springtime is to quit being a wallflower and instead surround yourself with living, blooming plants.

From botanical gardens to plant sales and garden tours, it’s time to make like the Scarecrow in “The Wizard of Oz” and while away the hours, conferring with flowers.

The waterfall at Coastal Maine Botanical Gardens in Boothbay. Photo by Tory Paxson, Courtesy of Coastal Maine Botanical Gardens

TOTALLY BOTANICAL

Coastal Maine Botanical Gardens in Boothbay is open for the season, daily from 9 a.m. to 5 p.m. Maine Days are May 31 to June 2, when anyone with a Maine driver’s license or state ID gets in for free. Ditto for dads/father figures on Father’s Day (June 16). Advance registration is required. With more than 300 acres of gardens and natural spaces, including a waterfall, there will be plenty to see, smell and bask in the scenery.

Here are more things to do in Boothbay

A tour group walks on the boardwalk at Viles Arboretum in Augusta. Joe Phelan/Kennebec Journal

Viles Arboretum is a botanical garden in Augusta with 6 miles of trails and more than 20 botanical collections. It’s open daily from sunrise to sunset, and admission is free. There are 224 acres with all sorts of flora and fauna to discover. Leashed dogs are welcome, and the visitor center is open from 10:30 a.m. to 4:30 p.m. Wednesday through Saturday.

Viles Arboretum offers medicinal plant walks, and although the May 18 session is full, you can still register for the June 15 and Sept. 14 events, lead by herbalist, homeopath and flower essence practitioner Debra Bluth. Tickets are $25. Advertisement

The Mount Desert Land & Garden Preserve has four areas to explore on its property in Northeast Harbor: the Asticou Azelea Garden (dawn to dusk daily), the Abby Aldrich Rockefeller Garden (noon to 4 p.m. Tuesday through Sunday from July 9 to Sept. 8, reservations required), Thuya Garden (dawn to dusk daily, June 15 to Oct. 14) and Little Long Pond Natural Lands (hiking trails and carriage roads open dawn to dusk daily). On June 26, at the Wildflowers of Little Long Pond event, participants can wander around the garden’s fields and forest, spotting wildflowers along the way while practicing how to identify them.

Joyce Saltman, right, and Beth Anisbeck embrace a tree for 60 seconds during a tree hugging event sponsored by Portland Parks and Recreation, at Deering Oaks Park last year. Carl D. Walsh/Staff Photographer

TOURS AND MORE

2nd Annual Tree Hugging 11 a.m. to 1 p.m. Saturday. Deering Oaks Park, Portland. portlandmaine.gov The tree hugging is a family-friendly community gathering to celebrate Portland’s many trees. Park ranger Liz Collado will lead a sensory awakening and forest bathing session. Along with tree hugging, there will be a storytime, and you can touch a forestry truck and meet naturalist Noah Querido and Portland city arborist Mark Reiland. Just down the road, you’ll find Fessenden Park, on the corner of Brighton and Deering Avenues. The tulips have arrived, and it’s worth a visit to see them.

McLaughlin Garden Lilac Festival 10 a.m. to 4 p.m. May 24. McLaughlin Garden and Homestead, 97 Main St., South Paris, $5. mclaughlingardens.org You’ll find more than 125 varieties of lilacs at the McLaughlin Garden Lilac Festival. Explore on your own or take a guided tour led by a horticulturist. There will also be family-friendly activities, and you can shop for native and unusual plants.

4th annual Woodfords Community Garden Tour 1-4 p.m. June 8. Woodfords Corner Community in Back Cove, Deering Highlands, Oakdale and Deering Center, $20 suggested donation. woodfordscorner.org Presented by Friends of Woodfords Corner, this self-guided tour features at least 10 gardens. As you make your way down the list, you’ll find yourself pleasantly surprised by all of the hidden havens bursting with flowers, plants and impressive yardscaping elements.

Peony Society of Maine 23rd annual Garden Tour 10 a.m. to 3 p.m. June 8 and 15. Both tours start at 1348 Ohio St., Bangor, $5 donation. peonysocietyofmaine.net You’ll visit multiple gardens in Bangor, Winterport, Ripley and St. Albans, and your senses will be filled with countless peonies. A peony plant will be raffled off at the end of each tour. Advertisement

Hidden Gardens of Historic Bath 10 a.m. to 2 p.m. June 22. Sagadahoc Preservation Inc., 880 Washington St., Bath, $40. sagadahocpreservation.org The Hidden Gardens of Historic Bath house and garden tour features several homes in North Bath. Every stop on the tour will be a treat for your senses and may motivate you to make some of your own magic when you get back home.

Garden Conservancy Open Garden Days 10 a.m. to 4 p.m. June 29. Beckett Castle Rose Garden, Singles Road, Cape Elizabeth, $10. gardenconservancy.org You’ll see plenty of roses as well as ocean views at Beckett Castle, which sits right on the water, with views of five lighthouses. The castle was built in 1871, and its rose garden features more than 70 varieties of heirloom roses. A 50-foot stone tower doubles as the rose arbor entrance to the castle.

PICK A PLANT SALE

Tate House Museum’s Annual Plant and Herb Sale 9 a.m. to 1 p.m. May 18. Tate House Museum, 1267 Westbrook St., Portland, 207-774-6177.  tatehouse.org The wide selection includes perennials divided from the museum’s 18th century reproduction garden. Visitors can also make their own “seed bombs” and get a sneak peak at a new installation by artist Ashley Page from 10 a.m. to noon.

Animal Refuge League of Greater Portland Spring Plant S ale 9 a.m. to 11 a.m. May 18, Animal Refuge League of Greater Portland, 217 Landing Road, Westbrook, 207-854-9771.  arlgp.org   Perennials, house plants and more will be on sale, and plants that don’t have specific pricing are “name your own fee.” Anyone interested in donating plants or pots to the sale should send a message to [email protected] .

Taking Root Plant Sale 9 a.m. to 1 p.m. June 1, Tom Settlemire Community Garden, Maurice Drive, Brunswick, 207-729-7694.  btlt.org This annual sale is organized by the Brunswick-Topsham Land Trust. Proceeds benefit the Common Good Garden, which provides food and gardening education for the Mid Coast Hunger Prevention Program. Master gardeners will be on hand to help shoppers choose their best options.

Scarborough Land Trust Native Plant Sale and Spring Festival 9 a.m. to 1 p.m. June 1, Broadturn Farm, 388 Broadturn Road, Scarborough, 207-289-1199.  scarboroughlandtrust.org Visitors will find native plants, food vendors, local artisans, guided nature walks and activities for kids. To preorder plants, visit the Scarborough Land Trust website.

Maine Audubon Society Native Plants Sale and Festival 9 a.m. to 3 p.m., June 8, Gilsland Farm Audubon Center, 20 Gilsland Farm Road, Falmouth, 207-781-2330.  maineaudubon.org More than 75 species of native wildflowers, shrubs and tree seedlings will be available, along with workshops, info tables and experts.

Staff writer Megan Gray contributed to this report.

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