How to Write a Brewery Business Plan + Free Sample Plan

Author: Makenna Crocker

Makenna Crocker

8 min. read

Updated February 7, 2024

Brewing beer in a brewery facility

Free Download:  Sample Brewery Business Plan Template

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

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

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

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

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

  • Why write a brewery business plan?

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

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

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

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

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

Brought to you by

LivePlan Logo

Create a professional business plan

Using ai and step-by-step instructions.

Secure funding

Validate ideas

Build a strategy

  • 1. Research the market

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

You can start simple. Visit some of those breweries in your geographic area. What sets the popular ones apart?

Be sure to talk to customers as well.

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

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

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

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

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

Define your target market

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

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

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

  • Occupations

And their psychographic characteristics:

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

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

  • 2. Create an operational plan

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

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

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

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

  • 3. Market your brewery

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

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

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

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

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

Consider these marketing tips:

Develop a strong brand.

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

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

Engage through events 

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

  • Beer release parties
  • Homebrew competitions
  • Local music nights

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

Build a digital presence

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

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

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

  • 4. Financials and pricing

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

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

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

When penciling out your financial plan, remember:

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

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

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

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

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

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

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

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

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

Download your free brewery business plan template

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

Content Author: Makenna Crocker

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

Check out LivePlan

Table of Contents

  • Free template

Related Articles

beer shop business plan

10 Min. Read

How to Write a Mobile App Business Plan + Free Template

beer shop business plan

9 Min. Read

How to Write an Airbnb Business Plan + Free PDF Template

Arcade business plan

7 Min. Read

How to Write an Arcade Business Plan + Free Sample Plan PDF

beer shop business plan

5 Min. Read

How to Write a Personal Shopper Business Plan + Example Templates

The Bplans Newsletter

The Bplans Weekly

Subscribe now for weekly advice and free downloadable resources to help start and grow your business.

We care about your privacy. See our privacy policy .

Garrett's Bike Shop

The quickest way to turn a business idea into a business plan

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

No thanks, I prefer writing 40-page documents.

LivePlan pitch example

Discover the world’s #1 plan building software

beer shop business plan


How to Write a Brewery Business Plan: Complete Guide

Avatar photo

  • January 3, 2023
  • Food & Beverage

Brewery taproom

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?

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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:

beer shop business plan

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%.

beer shop business plan

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.

beer shop 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 )
  • 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.

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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.

Privacy Overview

  • Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Craft Brewing Business

Professional Insight, Unfiltered

beer shop business plan

Your guide to opening a beer bar: From creating a business plan to financing

December 14, 2016 CBB Editorial Staff

Bond Street just published a great step-by-step guide on how to go about opening your very own bar, and we thought it was worth sharing with you CBB ers that still have that dream of moving your craft beer love from your garage to, oh, a slightly larger abandoned garage in a rundown part of town. Just be sure to let us know when you do because we want to hang out there. Thanks to the Bond Street peeps for letting us republish a piece of their guide — focused on the business plan and financing. If you like what you see, definitely hit their site for the full thing , which includes more on cost expectations, the liquor license process, hiring, equipment, etc.

Creating a business plan

craft beer business plan

Summarize your concept in a few tight sentences that you can eventually use as the starting point of your pitch to investors.

What are you going to name your bar? This is the beginning of your dream becoming a household name. It’s more important than you may think. Be creative, steering clear of the generic, let it espouse your vibe and make it catchy and memorable.

Determine how much initial capital do you need: However much initial capital you think you will need — you need about 20 to 40 percent more than that … SERIOUSLY, 20 to 40 percent more — when in doubt, round up.

Be sure to include the amount of initial capital that you have in personal funds and how much money you will need to raise from outside sources.

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

Solidify your first hires: Everything from whether or not you’ll have a manager or you’ll be managing the bar yourself, to your bouncer and security needs, to how many bartenders you plan to hire should be laid out in your initial business plan so that when you begin your search for your opening staff, you know who you’re looking to hire. Here are a few staff members that current bar owners say are absolutely essentially (and they may surprise you):

  • A really good bookkeeper: Your finances are going to overwhelm you. When I asked the owner of Summers, Chris Taha, for something he’d do differently he quickly responded, “Have a good bookkeeper from day one.”
  • “An accountant with a backbone who will make you do what you need to do — like pay your taxes.”– Scott Perez, Walkers
  • A liquor lawyer to negotiate the liquor license.
  • A lawyer who will first help you negotiate the terms of your lease and who will then serve to handle your legal needs (you are opening a bar).
  • A plumber you can count on, consistently, all the time (again, you are opening a bar).
  • If you’re choosing to hire a manager, they will be your eyes and ears, choose wisely.

Outline where will you look for your opening staff: Other than word of mouth and pulling from the neighborhood (especially for bartenders, look for locals who have worked at other bars in the area; this is a hard place for us to make recommendations. Craigslist and other jobs board have everything to offer from perfect fits to the absolutely unhireable, and it will take some sifting through the mess to find what you’re looking for. Regardless, this is a crucial but tricky step so start to think about it early.

Nail down what type of space you’ll need to bring your vision to life: How big of a space do you require in terms of square footage? (i.e. How many people do you want to have in your bar when it’s at capacity?) Do you need a full kitchen? Equipment requirements?

Consider your food and beverage program: What will you serve, and how much will it cost? What’s your pricing strategy: industry-focused or customer-focused? Who will be your suppliers and distributors?

When calculating the total cost of a drink, think beyond the liquor and mixers to the cost of garnishes and napkins; your total cost should be no more than 20 percent of the price you charge.

Outline your financial strategy:

  • When do you expect to be in the black? [Goal: 6 months-1 year]
  • When do you expect to break even? [Goal: 3-5 years]
  • What is your exit strategy if things go wrong?
  • How will you keep track of your financial goals and checkpoints?
  • How much should you be saving? [Put away about 2 to 4 percent of your weekly operating costs for emergencies and invest the rest back into improving your profitability]


  • Choose a POS System, Inventory System, Payroll System and create on overall training and operating manual (more on this later).
  • How much can you spend on rent? How much, roughly, will initial renovations cost?

RELATED: How to avoid the most common MRP mistakes breweries make

Financing options

beer fund piggy bank glass of beer

Equity financing: For many investors, equity is the most attractive form of investment, giving them the prestige of ownership; investors give you money in exchange for a future stake in your bar when you become profitable. You estimate how much you think your future worth will be and, based on this estimate, they decide how much they will give you, which congruently determines percentage of ownership they’ll have. If bootstrapping isn’t an option and your initial collateral is minimal, the long runway that equity financing will give you to become profitable makes it a strong option to pursue.

If possible, seek out a business partner or investor with high net worth to provide the financial backing because they are passionate about your concept. Investors that will likely invest in you are probably not looking to make a huge profit and are more interested in the prestige of owning a bar (you should be offering about 2 percent of ownership, so you’ll need multiple investors unless you enter into a partnership).

Debt financing gives you a lump sum and you agree on a repayment schedule and an interest rate. While this is the most common form of financing for new businesses, if you don’t have any substantial collateral you may have difficulty securing this type of loan because, in the event that your business goes under and you default on the loan, your investors will expect there to be some kind of tangible guarantee.

Note: If your bar is also a restaurant, the Small Business Administration may have loans available that you could qualify for.

Convertible debt functions as a synthesis of debt and equity financing; you receive a loan and your investors agree that the loan will either be repaid in the future or converted into equity, perhaps after the business has reached a certain valuation. You can offer a discount to your investors (typically about 20 to 25 percent) so that if and when they do convert their loan into equity, they get however much you offer in addition to the original loan.

For both types of investors, those that choose to convert and those that do not, you will need to set an interest rate so that you can repay them until they convert or the loan is repaid. If you’re having trouble setting a valuation for your bar but don’t want the rigidity of debt finance, this is a good route to take with your possible investors.

Thanks to the Bond Street peeps for letting us republish a piece of their guide — focused on the business plan and financing. If you like what you see, definitely hit their site for the full thing , which includes more on cost expectations, the liquor license process, hiring, equipment, etc.


Reader Interactions

Leave a reply cancel reply.

You must be logged in to post a comment.

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

PlanBuildr Logo

Brewery Business Plan Template

Written by Dave Lavinsky

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

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

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

Executive Summary

Business overview.

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

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

Product Offering

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

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

Customer Focus

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

Management Team

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

Success Factors

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

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

Financial Highlights

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

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

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

Financial Highlights

Company Overview

Who is mountain craft beer.

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

Mountain Craft Beer History

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

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

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

Mountain Craft Beer Services

Industry analysis.

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

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

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

Customer Analysis

Demographic profile of target market.

The precise demographics for Boulder, Colorado are:

Customer Segmentation

Mountain Craft Beer will primarily target the following customer profiles:

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

Competitive Analysis

Direct and indirect competitors.

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

Boulder Brewery

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

BC Craft Beer Company

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

Crafty Colorado Brews

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy

The promotions strategy for Mountain Craft Beer is as follows:

Word of Mouth/Referrals

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

Professional Associations and Networking

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

Print Advertising

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

Website/SEO Marketing

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

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

Social Media/Influencers

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

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

Operations Plan

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

Operation Functions:

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


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.

beer shop business plan

How To Write A Comprehensive Brewery Business Plan

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

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

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

What is a Business Plan?

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

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

Why Do You Need a Brewery Business Plan?

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

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

starting a brewery business plan

What to Include in Your Brewery Business Plan

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

Business Description Section

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

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

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

Business Operations Section

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

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

brewery business plan template

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

Management and Team Overview

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

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

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

Menu Overview

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

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

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

brewery marketing

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

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

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

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

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

brewery location

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

Market Research

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

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

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

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

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

brewery market research

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

Business Structure and Licenses

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

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

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

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

Equipment and Setup

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

brewery equipement

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

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

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

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

brewery financials

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

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

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

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

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

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

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

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

beer shop business plan

Brewery Business Plan Guide + Example

beer shop business plan

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:

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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:

beer shop business plan

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

beer shop business plan

  • 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

beer shop business plan

  • 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

beer shop business plan

  • 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. 

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

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.

beer shop business plan

Watch how to create financial projections for your Brewery

beer shop business plan

Key Point  4 

beer shop business plan

  • 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

beer shop business plan

  • 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.

Other Stories to Check out

How to know if your financial projections are realistic.

It is important for financial projections for a small business or startup to be realistic or else an investor or lender may not take them seriously. More importantly, the founder may make a financial mistake without a reliable plan.

How to Finance a Small Business Acquisition

In this article we are going to walk through how to finance a small business acquisition and answer some key questions related to financing options.

How to Acquire a Business in 11 Steps

Many people don't realize that acquiring a business can be a great way to become a business owner if they prefer not to start one from scratch. But the acquisition process can be a little intimidating so here is a guide helping you through it!

Have some questions? Let us know and we'll be in touch.

How To Guide

House-Flipping Business Plan

Clothing Line Business Plan

Clothing Line Business Plan

Cannabis Business Plan

Cannabis Business Plan

Laundromat Business Plan

Laundromat Business Plan

brewery owners holding beer glasses-brewery business plan

  • Business Plans

Brewery Business Plan


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

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

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

Download our winning brewery business plan template here!

The Brewery Business Plan Format

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

Executive Summary

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

Brewery Details

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

Market Research

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

Competitive Analysis

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

Marketing Strategy

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

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

Operational Strategy

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

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

Financial Projections

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

Special Considerations

beer shop business plan

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

Pay Attention to the Details

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

Consider the Community

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

Know Your Numbers

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

Need Help With Your Brewery Business Plan?

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

beauty app business plan - hair cutting supplies

You may also like

Dog Daycare Business Plan

Dog Daycare Business Plan

woman with smartphone using music app

Music App Business Plan

commercial cultivation business plan - marijuana plant

Commercial Cultivation Business Plan

Leave a reply cancel reply.

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.


How to Open a Beer Store

  • 11 expert advice

If you are planning to open a beer store, determine if there is a need for the store in your area and study the competition. Prepare a business plan, choose a location, choose the products that you want to sell, choose a supplier, and secure a license.

  • Google Share

These are the things that you have to do when putting up your own beer shop.

beer store

Things needed to Start a Beer Store

Do you love drinking beer? If you do, it might be a good idea to put up your own beer store. Having a passion for your business will ensure success especially if you create a comprehensive business plan. The business plan can serve as your roadmap to success. Before you take another step, you have to determine if there is a need for a beer shop in your area. Take a look at the current competition in the market. Are there beer stores in your area? What brands are they selling? If there are not many beer stores in your area, then perhaps you can profit from this kind of business.

When you’ve found out that there is a need for a beer store, you have to work on your business plan right away. The plan will cover the marketing aspect, the financials, management, etc. Find an ideal location in your area for the store. You can pick one that is besides general liquor stores or perhaps near a wine store . When customers see that you’re specializing in beers, they will surely check out your store. Determine the brands that you are going to sell. It would be best to pick popular brands. You can also conduct a local survey to determine the brands that are most preferred by the local residents.

Similar Articles

  • Starting a Beer, Wine, Cigarette Delivery Service
  • Start Your Own Beer Dealership Business

Getting a License for a Beer Store

Once you’ve found the ideal location and the beer brands that you are going to sell, you can now acquire an alcohol license. Getting a license can be hard and you have to comply with the qualifications and requirements accordingly. The license will help gain the trust of your customers. Find a local supplier of the beer brands that you want to sell. You have to get enough stock to accommodate the needs of the customers.

The store should be designed to suit the type of business that you are managing. Since you’re selling beers, you will have to decorate the interior with intriguing lights, and shelves for the different beer brands, and you can also provide music. Advertise your business by giving out business cards, flyers, and local news or radio ads. You can offer special promos during the opening like free beer for the first 10 customers! Think of a cool strategy that can drive customers to your store. Never sell beer to minors. Your beer store can go a long way if you obey the regulations and you relate well with your customers.

Draw Some Inspiration from this Beer Store Owner

Recommended Articles

  • Starting a Beer Company Starting a beer company is not as easy as it seems though no business is straightforward; this kind of business is a sure hit since many people love to drink beer.
  • Opening a Beer Pub Bar If you are looking for an investment then opening a beer pub bar is a lucrative option. How to start a pub brew business? Want tips on the beer and wine brew business?


  • Felipe Hernandez   said on May 14, 2010 how much money would u need to start one up and what is the first step in getting your license
  • vinod Prajapati   said on May 25, 2010 Dear Sir, I want to open a beer shop in Mumbai (Kandivali)will you provide me full details, Where can i got the required license for its? what is the cost of license? Area required for setup this plan as per Law. please reply.
  • sumit kharart   said on May 25, 2010 hello sir i need to open a beer shop in miraroad. could you please guide me with the procedures.
  • pankaj   said on June 2, 2010 hi, I want to open a beer shop in nagpur, i have my own blocks. could you please guide me with the procedures. provide me full details. what are the procedures for getting license.
  • ashish gade   said on June 2, 2010 hello sir i want to open a beer shop in ghatkopar will provide details, where can i get registered, what is the procedure for getting a license.
  • Ankush ubale   said on June 3, 2010 hello sir i want to open a beer shop in kalyan will provide detail, what procedures for getting license & how much money for license.
  • Pradeep Madde   said on June 6, 2010 Dear Sir, I want to open a beer shop in Lonavala, pl confirm the following details, What is license cost? What is the procedure to get license? Is there in condition for shop location?
  • Nityanand   said on June 9, 2010 I am planning to open a beer shop kandivili & borivili. I need to know the procedure. LIc fees per annam. Regards, Nityanand
  • Dharampal   said on June 19, 2010 Hello sir, Good morning i want to open a beer shop in kurla east will u provide me some details, where can i get registered, what is the procedure for getting a license. and how much money is required for set the business and from were to get the stock of beers. pls reply.
  • Deepak Thorat   said on June 21, 2010 i want to open only a beer shop. I have got the supplier but don't know how to get a license and the amount for license. i am located in new mumbai. please email me. thank you.
  • dinesh khutale   said on July 2, 2010 i want to open beer shop in my city mumbai but i want address of government office to get license
  • manojbhambhani   said on July 7, 2010 beer shop for malad license fee, procedure, which approach, time consumed, yearly renewal expenditure etc.
  • Shailesh surve   said on July 13, 2010 i want to open a beer shop in virar, state(maharashtra), india. Will u pls tell me how investment is required. What is the prize of the license and how i can get it.
  • Anil Thakar   said on July 14, 2010 Hi, I want to open a beer shop in Lonavala (Pune), Maharashtra. Will you plz. tell me how investment is required, What is the prize of the license and how I can get it.
  • arvind miskin   said on July 23, 2010 Dear Sir, I want to open a beer shop in Mumbai on jogeshwari vikroli link road. Will you provide me full details, Where can i get the required license ? what is the cost of license? Area required for setup this plan . please reply
  • victor   said on July 23, 2010 hi i want to open a beer store in dallas tx and i would like to know how much money am i going to need and how much is the license? thank u
  • juan Rojas   said on July 23, 2010 Hi I need to open a beer store in Dallas Texas my questions are How much is the license and how much money to start with? Thanks
  • Antonio   said on July 24, 2010 Dear Sir, i would like to open a beer shop plus wine shop in kurla east area in mumbai. will appreciate if u could provide me the details from where i can get the license and what is the procedure for this, what are the required documents and how much expense will come for this
  • gaurav   said on July 26, 2010 i have open new beer shop, your guidance better understand
  • NILESH WANKHEDE   said on July 28, 2010 Dear Sir, This is Nilesh ,i m looking to open new wine shop in Raipur(Chattisgarh) & Nagpur (Maharashtra) specially for beer and wine only. I'm very disappointed becoz i m not finding proper information what to do & where to contact? I will be highly obliged if you could guide me the procedure. 1) Help me with the address of Nagpur and Raipur excise office or where to contact for wine shop license. 2)How to open the wine shop , Financial investment(Cost of license & material) ? 3)Is it possible for me to open that shop in Raipur and Nagpur. Regards, Nilesh Wankhede
  • Aurobinda Dixit   said on July 29, 2010 Dear Sir, This is Aurobinda , I m Looking to open a new Beer bar in Nimapara (State- Orissa, Dist-Puri, Block-Nimapara ) I'm very disappointed becoz i m not finding proper information what to do & where to contact? I will be highly obliged if you could guide me the procedure and also Financial investment(Cost of license & material)
  • Anil Joshi   said on August 1, 2010 Dear Sir, This is Anil. I am looking to open new Beer shop in Kalyan (Dist-Thane, State-Maharashtra). Please provide me the procedure to get the license and the documents required. Also please let me know the cost of the license.
  • rajendra bendre   said on August 2, 2010 hi sir, i am planning to overtake one of the running beer bar in KHED (RATNAGIRI) MAHARASHTRA, I JUST WANTED TO KNOW what is the procedure to transfer license and how to order stock and from where? what is estimated investment? how much is the profit margin in liquor? how much is the sales tax? and is there any quota to buy liquor stock? can u plz reply me on this? thank u
  • kunal baikar   said on August 12, 2010 Hi, my name is kunal i stay in chunabhatti, sion. I have done my hotel management and interested in beer and liquor. I want to know the procedure to open a beer shop and other requirement like license, Excise rules and regulations. The cost to set up the business. The equipments required. Set up a business strategy. Sir i want to do my homework thorough so i can have maximum chances of making a profitable business.
  • uday singh   said on August 12, 2010 dear sir, i want to start beer and wine shop. so how to start process i am from nagpur and start in here so please guide me what is the first process and how much money for getting license?
  • Prathamesh   said on August 17, 2010 hello sir i want to open a beer shop in kalyan please will u provide details, what procedures for getting license & how much money for license & what is the margin of the profit in this business
  • pavitar singh   said on August 21, 2010 hi i want to own beer bar in india punjab. so how can i get license. and how much i have to invest. which brand will be good. and in nonveg wt can i get. plz give me some information and tell how much area in sqft will be good for public. plz help me. with best regards pavitar
  • dua   said on August 25, 2010 Dear all, There are a number of legal regulations you have to comply with. For further information please contact me at [email protected].
  • sagar chudasama   said on August 31, 2010 Dear Sir, This is Sagar, i m looking to open new wine industry in Raipur(Chattisgarh) specially for beer and wine only. I'm very disappointed becoz i m not finding proper information what to do & where to contact? I will be highly obliged if you could guide me the procedure. 1) Help me with the address of Raipur excise office or where to contact for wine industry license. 2) How to open the wine industry , Financial investment(Cost of license & material) ? 3) Is it possible for me to open that industry in Raipur . Regards, Sagar Chudasama
  • Jack   said on September 3, 2010 Is it legal to open a beer store and choose your own inventory? what i mean is, if i don't wish to sell any of the popular brands do i have any obligation to? I ask this because i know the delivery system of beer is seemingly complicated.
  • atul jagtap   said on September 6, 2010 Dear sir plz give me more information about new agency of kingfisher beer (wholesale dealer in solapur dist )
  • Ganesh   said on September 13, 2010 hello sir I want to open a beer & wine shop in Malad, Mumbai. Please provide me the necessary information for the same....
  • rupesh   said on September 19, 2010 hi this is rupesh i would like to open beer shop in kalyan .. i need information abt license , which document need and what is the procedure how long it will take & and abt the all expenses total pz i m waiting for ur response. thank you.
  • PARESH DABREO   said on September 22, 2010 Dear Sir I want to open a beer shop in virar (w)in that regrds I would like to know the procedure and the license cost for getting beer shop. awaiting your prompt reply. Rgds, Paresh.
  • NITIN LOKHANDE   said on October 4, 2010 Dear Sir, I am much interest to open a beer shop will u pls guide me that from the license for the beer shop is available and what is the procedure ?
  • Sumit   said on October 9, 2010 Hi all.Please mail me at [email protected] if u want to open shop anywhere in Maharashtra.
  • Yogesh Darshan Khosla   said on October 11, 2010 Hello sir,i want to open a beer shop in sion east will u provide me some details, where can i get registered, what is the procedure for getting a license. and how much money is required for set the business and from were to get the stock of beers.(note :only a beer shop) pls reply.
  • pravin rane   said on October 13, 2010 i want to open a only beer shop in sindhudurg district of maharashtra. tell me what is the procedure for getting license. how much money required for set the business. pls reply
  • puru   said on November 22, 2010 i want to open a beer parlour(pub)in Kerala ay kannur district for this what is the procedure for getting a license what is annual fee for license pls reply
  • Prash   said on December 2, 2010 Hi this is Prashant i would like to open beer and wine shop in Karnataka .. i need information about license , which document need and what is the procedure how long it will take & about the all expenses total price.. i'm waiting for your response. Thank you.
  • Girish joshi   said on December 5, 2010 Dear sir, i want to open a beer shop in Bhayander, Dist- Thane, will you provide me all the necessary details like where can i get the required license? what is the cost of the license? area required for setup this plan? what are the required documents etc. etc. Regards, Girish Joshi
  • Jitendra Pawar   said on December 7, 2010 Hi, i'm Jitendra and i want to open beer shop in Mumbai can u please advice me and give full procedure details with cost. Thanking you.
  • saurav kumar singh   said on December 8, 2010 i want to know ,what is the cost of getting a license to open a beer beer restaurant at bhopal,m.p.?please help me.
  • Avinash   said on December 28, 2010 Dear Sir, I want to open a beer shop in outside of Pune (Maharashtra). Could it be possible for you to provide me full details? Where can i get the required license for it? What is the cost of license? Area required for setup this plan as per Law. This information will help me to create the business plan. please reply.
  • omar garza   said on January 4, 2011 hi my name its omar gazra and i would like to open a beer store in dallas tx but im trying to find out how much the license cost and about how much does it really take to get a beer store opened up i would really appreciated if you reply thanks
  • Amit   said on January 15, 2011 hello sir i want to open a wine & beer shop in East Delhi, please provide the details, what procedures for getting license & how much cost required to get license and complete set up.
  • Pradeep H. Kale   said on January 16, 2011 I wish to open small Beer Selling Store, which has been totally liberalized and opened for anyone to start selling Beer anywhere in Mumbai. Kindly let me know from where can I get the License, and let me know the entire procedure how to go about it to obtain the License for selling Beer anywhere in Mumbai. What are the requirements? Kindly let me have full details and oblige.
  • Jessie velasquez   said on January 18, 2011 Dear sir I really want to open a beer store how much would the license cost and how much money would it take too start this business and it is in Greeley Colorado. Thank you
  • raja   said on January 25, 2011 1 have location on your name or no objection letter of owner 2 go to excise office of taluka or your local place and apply for license (fees around 25000) 3 have deep fridge and store room 4 no mandir, masjid or school in 200 meters or radius. 5 should not be in residential area, colony, society.
  • Sachin M   said on February 15, 2011 I wish to start a Beer shop at GB Road Thane. Can u tell me the procedure to follow to get the license, Estimate of Investment required for getting license and other expenses. I do have a location. Please guide me
  • sanjay jagadale   said on February 18, 2011 I wish to open small Beer Selling Store in kalyan , which has been totally liberalized and opened for anyone to start selling Beer anywhere in Mumbai. Kindly let me know from where can I get the License, and let me know the entire procedure how to go about it to obtain the License for selling Beer anywhere in Mumbai. What are the requirements? Kindly let me have full details and oblige.
  • Hardeep Singh   said on February 26, 2011 Dear sir, I want to open a beer shop in mira road. From where does i will get the license for it & what is the fee for it. I have shop also. I am planing to open a chines stall also with it. What is the procedure for it & how much investment should i have to do for both the things pls guide me in proper way. Regards Hardeep Singh
  • vijay shetty   said on March 5, 2011 Hi,i need to start a beer shop in mumbai(western suburb).I would like to know where and how can i get the license to start this business. Also want to know how much initial capital would be required to start this business and is it easy to get the license? Also would like to know the difference between wine shop and beer shop.

Raghunath Natarajan Startup Biz Hub - Advisor (Staff)

  • Prasanta Patra   said on March 6, 2011 Sir, I am interested to open a wine shop in my village 8 k.m from Angul town (orissa). Please give the details that how to get license & how much amount need for license. Who is the dealer of wine in orissa & how can i contact them. How much money need to start this business.
  • bhushan kadam   said on March 7, 2011 hi, I am Bhushan Kadam from pune I was thinking of starting beer shop in chinchwad, so can you please give me details how to get license and how much will be the investment to start this business.
  • sebastian   said on March 7, 2011 Hi, I am interested to open a Beer shop in Vasai can u help me with the min investment required to set up the a beer shop and the permit for it pls reply
  • parm   said on March 14, 2011 hi my name is parminder i am living in patiala punjab i want open a beer shop but i dont know how to open a wine shop pls send me a message
  • sainath   said on March 23, 2011 HI, I would like to start a beer and wine store in bangalore and i would like to know the details regarding license, requirements and legal terms and conditions. Looking forward for your favorable reply sainath.
  • sushant   said on March 28, 2011 Dear sir, I want to open a beer shop in Kolhapur. From where does i will get the license for it & what is the fee for it. I am planing to open a chines stall also with it. What is the procedure for it & how much investment should i have to do for both the things pls guide me in proper way. Regards sushant
  • RAHUL DESHMUKH   said on April 1, 2011 Sir, I am interested to open a wine and beer shop in my village 90 k.m from pune. Please give the details that how to get license & how much amount need for license. How much money need to start this business. What is the procedure for it & how much investment should i have to do for both the things pls guide me in proper way. Regards RAHUL DESHMUKH
  • Andrew Louis   said on April 7, 2011 Dear Sir, I would like to open a beer & wine shop in Thane please guide me with details about License and legal terms and conditions.Looking forward for your earliest reply Andrew
  • PRAKASH BHOSLE   said on April 9, 2011 hi sir, i am planning to only BEER SHOP in PHURSUNGI (PUNE SASWAD ROAD)MAHARASHTRA, I JUST WANTED TO KNOW what is the procedure license and how to order stock and from where? what is estimated investment? how much is the profit margin in liquor? how much is the sales tax? and is there any quota to buy liquor stock? can u plz reply me on this? thank u. REGARDS PRAKASH
  • Basanta   said on April 10, 2011 HI, I would like to start a beer and wine store in bandhabahal orissa and i would like to know the details regarding license price, requirements documents and legal terms and conditions.
  • AMARENDRA PANDA   said on April 20, 2011 hi sir this is amarendra from small town in orissa called rourkela my place is vary much famous for (sail)steel authority of India limited. The location am planning to open my bar is situated in a market so please advice how to obtain a beer bar license and the related expenses to obtain it thank u
  • karale yuvraj   said on April 21, 2011 Hi, I want to open bear shop in Ahmednagar city. I dont know how to get license of it so please provide information about it thankx
  • Kedar Deshpande.   said on April 22, 2011 Hi this is Kedar. I want information regarding to bear shop. could you tell me where do i go for license of bear shop?and how much money require for it? I want to open the bear shop in Puna.
  • rajendra Patkar   said on April 25, 2011 I have to open beer shop in the village of Ratnagiri, maharashtra, india. How to get license & from which authority. What is tentative investment for the same including license charges. Whether this license is one time or we have to renew every year? if yes what is the charges. Can I open beer shop in partnership.
  • Keyur Desai   said on May 6, 2011 Hello, My name is Keyur Desai, and i am really passionate about opening a good beer shoppe in Borivali, Mumbai (Maharashtra). i have good location in my mind vicinity, but please do let me know where can i get the form to apply for the beer License? where to go for registration of the same. and little fair idea about the total cost including the Lic of the same.
  • Abhilash babu   said on May 8, 2011 Dear sir i want to open a beer shop in sion , i don't know where should i go and ask the license , will u give me full ideas of license
  • shivshankar.kini   said on May 9, 2011 I am ex-serviceman and want to open wine shop in mira road mumbai where do i get license and what is the procedure and what will be total amount
  • HARSH SINGAL   said on May 13, 2011 Dear Sir, I want to open a bar cum restaurant in Ludhiana (Punjab). Can you please provide me procedure and estimate of expenses to get a license for the same.
  • ramneesh bhagat   said on May 13, 2011 hello sir, i want to open a beer cafe in jammu .can you please tell me what all things we need to start a beer cafe . Can you please provide me procedure and estimate of expenses to get a license to serve beer and to have all brands of beer.
  • shailesh   said on May 16, 2011 Hello sir i want to open new beer shop in chinchwad pune maharashtra can you please advice how to get beer shop license & total expenses amount
  • debra shedd   said on May 17, 2011 how to get license to open a beershop an total expenses in lubbock tx
  • Munish Gupta   said on May 21, 2011 I want to open a beer bar in Ludhiana, Punjab. Tell me about the conditions to select the area (as per Govt. Rules) detailed procedure to get license.
  • Kishor Vaity   said on May 30, 2011 Dear Sir, I would like to open a beer & wine shop in Airoli. please guide me with details about License and legal terms and conditions. And also how to get stock of beers and wines. Looking forward for your earliest reply, Kishor.
  • Vishal   said on May 30, 2011 Dear Sir, I would like to open a beer & wine shop in Thane / Sanpada New mumbai. please guide me with details about License and legal terms and conditions. And also how to get stock of beers and wines. Looking forward for your earliest reply?
  • bimal gupta   said on June 4, 2011 I want to become distributor for beer for thane (maharashtra) region. what to do ? do I need license for this? kindly revert.
  • vishal k   said on June 4, 2011 Dear sir, i would like to open beer shop in kalyan. please guide me with details about License and legal terms and conditions. with cost of license. and also how to get stock of beers. do need full.
  • Manish   said on June 15, 2011 Dear sir, I want to open a beer shop in Mumbai (Vasai dist: thane)will you provide me full details, Where can i got the required license for its? what is the cost of license? Area required for setup this plan as per Law. how much money is required for set the business and from where to get the stock of beers? what is the profit margin in this business? Looking forward for your earliest reply? Thanks, Manish.
  • roshan   said on June 15, 2011 hi sir , i make wine and beer .... and i want to sell wine and beer ... what are the various licenses that are required to start selling wine and beer to the public ... and what are the estimated charges for availing these licenses ... please help!!! want to know as soon as possible... thanking you roshan. stay in india.. karnataka...
  • sanjay deshmukh   said on June 19, 2011 hello sir, i want to open a beer shop in aurangabad cidco area. plz provide some info about how i can get a license and what will be the investment for starting this beer shop. i am 29 yrs old and i unemployed. i have a shop available on rent of 150sq.ft, thanking you.
  • jame   said on June 24, 2011 Hello ,sir ,May I know how to get business license for small store in Melaka state in Malaysia? How much we have to use for this license? Please let me know.Thanks you much.
  • NITIN LAD   said on June 26, 2011 Dear sir, I want to open a beer shop in Mumbai (NALLA SOPARA, dist: thane)will you provide me full details, Where can i get the required license for the BEER SHOP? what is the cost of license, Area required for setup this plan as per Law. how much money is required for set the business and from where to Purchase the stock of beers? what is the profit margin in this business? Looking forward for your earliest reply? Thanks, Nitin Lad.
  • Sanjay Shinde   said on June 26, 2011 Hello Sir, I want to open Beer shop near Chiplune in Maharastra. Please provide me some information about procedure to get a license. Addi tonal to it how much will initial investment required? Also how much min. space required?
  • MAHENDRA R JAISWAL   said on June 28, 2011 Dear Sir, i want to open an beer shop in bhayander (W), thane maharashtra plz help me with the process for obtaining license and other details
  • Vicky   said on June 30, 2011 Hello Sir, I am thinking to open a Beer shop. So,Please tell me the approx. total amount to open a Beer shop. (including all types of fees, license & other expenses etc.)
  • abhijeet   said on July 3, 2011 dear sir i want to open aliquor bar at nagpur can u provide me the detail how to get license and other things that are essential for opening the shop i will be thankful to u if u provide me information as soon as possible
  • manoj mankar   said on July 5, 2011 what is the first step to getting license, How much money would i need to start one up store.
  • Kuljeet Kaur   said on July 5, 2011 Hello Dear, Can you help me the procedure to get the Beer license for Thane District., What are the formalities and documentation required. Do Govt. have given any substitutes to women who wish to come up with her own business in this field, if Yes, then wish to have all those details. Waiting for your reply Rgds kuljeet
  • Ajit gupta   said on July 21, 2011 i want to know what is the profit margin in branded liquor.i.e. (dsp, mcdowell, R&S,Bagpiper, IB)
  • Pankaj   said on July 22, 2011 Hi, I would like to open a beer shop in Ozar (mig), nasik, Maharashtra. Can u tell me from where to get the license and how much to pay for license? Thank you.
  • Prakash   said on July 23, 2011 Respected Sir, I am prakash from jagatsinghpur,orissa. i want to have a foreign liquor off retail shop in my locality. please guide me with the procedures from the very begging (i.e how to get the license,how much it would cost,where and whom to apply for the license.)till the establishment of the shop.i am having my own land. Only necessity is the permission and license for the foreign liquor retail. Thank you.
  • Nitin   said on July 26, 2011 Hello Raghunath, I have all the plans set up to start a beer lounge near bangalore out side the city limit. Pls would you guide me to procedure for application form for the beer license i think its CL-7,i have political contacts who can help me to get the license so i jst need to start up with the procedures. If you find convenient talking to me pls call me on 9880356333 or let me know your contact to call u. Thanks for your help!!! Take care.
  • PHORS   said on August 15, 2011 Hello, I want to open a beer store, I am in Phmon Penh is the capital city of Cambodia. Could you please provide the detail for opening the beer store as a cool strategy to the costumers, how to compete with other beer store around us, how to promotion, how to design? Thanks.
  • M.sahu   said on August 26, 2011 respected sir,i want to open a beer shop in my native area.der z so much demand for beer but as it z a rural area suggest me such type of plan to open a beer shop and how get a license and what should be the starting capital.
  • prashant   said on August 27, 2011 can you please tell me how to start beer shop and what are the necessary requirement for shop..and how much money we have to invest in start. we have shop....but dont have license
  • Franchise Opportunities
  • Wholesale Business Opportunities
  • Small Manufacturing Business
  • Farming Business Ideas
  • Unique Business Opportunities

Shop Business Ideas

  • Small Business Opportunities
  • Startup Company Ideas
  • Home Based Business Opportunity
  • Rural Business Opportunities
  • Tips for Buying and Selling
  • Starting Rental Business
  • Ideas for Small Business
  • Free Business Ideas
  • Internet Business Ideas

Store Business Opportunities

  • Ideas for Stores
  • Entrepreneur Business Idea
  • Retail Store Ideas

Service Business Ideas

  • Advice for Small Business
  • Financing a Small Business
  • Restaurant Business Opportunities
  • Small Business Articles
  • Business Marketing and Advertising
  • Repair Business Opportunity
  • Professional Career Opportunities
  • Business Insurance Information
  • Instructor Guides
  • Starting a Pawn Shop Business
  • How to Start a Meat Shop?
  • How to Start Auto Body Shop?
  • How to Start a Donut Shop
  • How to Open a Sandwich Shop
  • Starting a Grocery Store Business
  • Starting a Fashion Clothing Store
  • How to Open a Liquor Store
  • How to Start a Drug Store Business?
  • How to Start a Hardware Store?
  • Starting Your Own Guest House Business
  • Starting Your Own Money Lending Business
  • Starting a Recruitment Agency
  • How to Start a Courier Business?
  • Starting Your Own Computer Training Center

Paid Through

You are using an outdated browser not supported by The Brewers Association. Please consider upgrading!

Business Plan Resources for Breweries

business plan resources social

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, offers a free business plan template paired with a 10-minute tutorial explaining each section.
  • If learning on the go is of interest, 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.

Resource Hub:

More like this.

BP CBC Release x

The Human Resources Guide for Small Breweries

brewery employees having meeting in brewery x

Zywave: Hiring and Onboarding

Resource hub, search

  • Brewers Association Search Form

Browse Resource Hub Categories

Explore the Brewers Association's most high-value resources and tools in one click. Need some additional guidance? Click here to setup a resource meeting with Graham, the BA's Engagement Coordinator.

Looks like you haven't bought a membership yet.

Finish setting up your membership at the link below!

Logging you in and unlocking this member exclusive.

Redirecting, your membership has expired..

Renew now to keep accessing exclusive seminars, industry statics, the BA forum, and much more!

Logging you in and unlocking exclusive member content.

There is a problem with your profile..

Please contact our membership team to evaluate your profile.

Brewery Mavericks Logo Design

How To Write a Successful Brewery Business Plan + Template

Business Plan-DB

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

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

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

Download the Ultimate Brewery Business Plan Template

What is a Brewery Business Plan?

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

Why Write a Brewery Business Plan?

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

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

Writing an Effective Brewery Business Plan

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

Executive Summary

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

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

Company Description

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

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

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

Industry Analysis

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

Questions to answer include:

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

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

Customer Analysis

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

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

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

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

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

Competitive Analysis

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

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

Below are sample competitive advantages your brewery business may have:

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

Marketing Plan

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

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

Operations Plan

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

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

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

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

Management Team

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

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

Financial Plan

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

This includes the following three financial statements:

Income Statement

Your income statement should include:

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

Sample Income Statement for a Startup Brewery Business

Balance sheet.

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

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

Sample Balance Sheet for a Startup Brewery Business

Cash flow statement.

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

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

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

Sample Cash Flow Statement for a Startup Brewery Business

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

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

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

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

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

Finish Your Brewery Business Plan in 1 Day!

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

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

Other Helpful Articles

How To Write a Successful Microbrewery Business Plan + Template

How To Write a Craft Beer Store Business Plan + Template

How To Write a Successful Brewpub Business Plan + Template

How To Write a Successful Taproom Business Plan + Template

Financial Model, Business Plan and Dashboard Templates - FinModelsLab

Ultimate 9-Step Guide: Launch Your Beer Store Business Successfully!

By alex ryzhkov, resources on beer store.

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan
  • SWOT Analysis
  • Business Model
  • Marketing Plan

Welcome to the burgeoning world of craft beer in Austin, Texas, where the industry sees a robust growth trajectory, with the craft beer market contributing significantly to the state's economy. Aspiring entrepreneurs looking to tap into this flourishing sector will find valuable insights in our step-by-step guide on how to start a beer store business . Our comprehensive checklist will steer you through everything from securing an alcohol sales license in Texas to choosing the best location for a beer store in Austin , ensuring you set the foundation for a successful venture in this dynamic market.

  • Analyze market.
  • Create business plan.
  • Secure funds.
  • Obtain licenses.
  • Establish location.
  • Coordinate suppliers.
  • Hire and train staff.
  • Develop marketing.
  • Execute launch.

9-Steps To Start a Business

Before launching your business, it's essential to carefully plan and prepare. Here are the steps you should follow to ensure your business starts on a strong footing and is prepared for success.

Market Research

To successfully open a beer shop in Austin, conducting detailed market research remains foundational. This comprehensive investigation helps to gauge local demand , assess the competitive landscape, and define the beer enthusiasts’ preferences prevalent in Austin's market. Such a strategic approach ensures that the Beer Store aligns with the specific desires and needs of its potential clientele.

Exploring the craft beer market in Austin involves various methodologies such as surveys, which offer quantitative insights into consumer behavior and preferences. Focus groups provide qualitative feedback, giving depth to understanding consumers' perceptions and expectations. Furthermore, reviewing industry reports and trends furnishes a broader perspective on potential market shifts and opportunities.

Effective Market Research Strategies:

  • Utilize online platforms to conduct digital surveys that reach a wider audience in Austin’s diverse demographic landscape.
  • Organize taste-testing events to gather direct feedback on various beer types, which can also generate early interest in the Beer Store.
  • Analyze existing beer stores in Austin to understand successful strategies and identify areas for differentiation.

By focusing on the nuances of local preferences and competitor analysis, the Beer Store will be better prepared to meet its aim of not only starting a beer store business but becoming a pivotal element of the beer-loving community in Austin. The data gathered through these research techniques will directly influence product offerings, store layout, and customer engagement strategies, laying a solid foundation for success.

Business Planning

Developing a thorough business plan is critical when aiming to start a beer store business like Hop Haven. This document will facilitate detailed discussions of every aspect of the operation, from initial concept to daily management. The plan is designed to ensure that all stakeholders, including potential investors and financial institutions, have a clear understanding of your business model and its potential for success.

In the business plan for Hop Haven, the value proposition highlights the unique selection of international and local brews, coupled with expert guidance from knowledgeable staff and engaging community-oriented events. This sets the groundwork for a compelling beer store business plan that distinguishes itself in the Austin market.

Marketing and sales strategies are outlined to target beer aficionados within the Austin area through strategic channels like social media, local event partnerships, and SEO-optimized content to enhance online visibility. The operational workflow will document the process from inventory management to customer service, ensuring efficiency and high standards of service.

Financial projections are crucial, detailing expected revenues from direct sales and supplementary events, alongside forecasted costs such as rent, inventory procurement, and staffing. These figures will illustrate the anticipated profitability and necessary benchmarks to meet the financial goals of Hop Haven, including a net profit target of $150,000 in the first year and achieving a 30% gross profit margin.

Key Tips for Effective Business Planning

  • Utilize realistic financial models based on deep market research to enhance the accuracy of your projections.
  • Focus on a niche market initially to build a strong brand presence before expanding.
  • Incorporate flexibility in your business plan to adapt to market changes or challenges.

The business plan is a living document, crucial not just for the launch phase but also as a continuous guide for strategic decisions. Ensuring it is comprehensive and well-constructed can significantly improve the chances of securing the necessary funding for the beer store and achieving long-term success.

Funding Acquisition

To start a beer store business like Hop Haven, securing the necessary funding is pivotal. For Hop Haven's launch in Austin, Texas, the budget is set at $500,000 . This capital will be raised through a judicious mix of personal investment and a business loan. Crafting a detailed business plan and preparing financial projections that showcase the viability and potential profitability of the beer store are essential steps.

Our approach includes a meticulous compilation of financial documents which highlights a thorough analysis of the craft beer market in Austin . These documents not only cover the initial setup costs but also project the revenue streams from diverse sources such as direct beer sales, hosting events, and tastings. The anticipated gross profit margin of 30% and a net profit target of $150,000 by the end of the first year make a compelling case for beer store investment opportunities .

To effectively secure funding for a beer store in Austin , presenting these details to potential lenders or investors is crucial. The pitch will emphasize Hop Haven’s unique market positioning, focusing on its wide selection of global brews, knowledgeable staff, and community-driven events, setting it apart in the burgeoning craft beer market in Austin .

Key Tips for Successful Funding Acquisition

  • Create a robust financial model that reflects realistic yet promising financial returns. This should include detailed revenue streams, cost analysis, and break-even points.
  • Ensure the business plan articulates a clear unique selling proposition (USP) and competitive advantages of your beer store, such as exclusive product offerings and exceptional customer service.
  • Engage with lenders and investors who have a history or interest in the retail and craft beer sectors, as they are more likely to understand and value the business model.

Remember, obtaining an alcohol sales license in Texas is part of the legal prerequisites, which must be highlighted in the funding acquisition presentations to assure potential investors of the compliance and legitimacy of the beer store operations.

Funding for a beer store is not just about having the capital but building a foundation of trust with investors and lenders by demonstrating a deep understanding of the market and a clear path to profitability.

Licensing And Permits

Securing the appropriate licensing and permits is a critical step in setting up Hop Haven in Austin, Texas. This process ensures that the beer store complies with all state and local regulations, which is essential for operating legally and avoiding costly fines or business interruptions.

To open a beer shop in Austin , one must first obtain an alcohol sales license . This is mandatory for any establishment planning to sell beer, whether for consumption on-premises or for retail. The Texas Alcoholic Beverage Commission (TABC) is the primary body overseeing the issuance of liquor licenses, and it's imperative to meet their criteria and submission deadlines.

Additionally, health and safety permits from Austin's Health Department are necessary to ensure that the premises meet all required sanitary standards. This includes regular inspections and compliance with food and beverage safety regulations, crucial for stores offering tastings or housing consumption areas.

Local business operation licenses, issued by the City of Austin, are also required to legally conduct business within city limits. These licenses vary depending on the type of business and its specific needs, including zoning permits if applicable.

Key Tips for Navigating Licensing Challenges:

  • Start the application process early to accommodate potential delays and ensure all documents are correctly submitted.
  • Consult with a legal expert specializing in beer store licensing in Austin to navigate the nuances of local and state regulations effectively.
  • Keep abreast of changes in legislation that might affect licensing requirements, especially those related to alcohol sales in Texas .

Understanding and adhering to these legal requirements will provide Hop Haven not just the legal right to operate but also establish a foundation of trust and credibility with customers and the community. Remember, each permit and license has its renewal period and conditions, so ongoing compliance is as crucial as initial approval.

Location Setup

Identifying the right location is a critical step in the journey to open a beer shop in Austin . This involves pinpointing a retail space that is both accessible and carries the potential to draw in the target demographic pivotal to the success of Hop Haven. An ideal location would be situated in a high-traffic area that not only enhances visibility but also complements the lifestyle of the craft beer aficionado. The bustling neighborhoods known for their vibrant nightlife or popular shopping districts in Austin could serve as prime locations for attracting both local patrons and tourists.

Once a suitable location is chosen, the next phase involves negotiating lease terms that align with the financial forecast and growth projections of the beer store. It's crucial to secure terms that balance affordability with the strategic value of the location. This may require engaging with real estate professionals who specialize in commercial properties to ensure that the chosen site offers the best possible terms.

The layout of the beer store must be meticulously planned to support both the retail and experiential aspects of the business. This includes a designated area for in-store tastings and events which will act as a central hub for community engagement and customer interaction. The design should focus on creating a welcoming and functional environment that enhances the shopping experience while showcasing a diverse range of beer selections.

Key Tips for Effective Location Setup

  • Consider foot traffic data and demographic trends in potential neighborhoods to ensure alignment with your target market.
  • Engage with a commercial real estate advisor early in the process to gain insights into the best location for a beer store in Austin .
  • Incorporate flexible design elements that allow for future modifications as the store grows and customer needs evolve.

Negotiating the lease and designing the store layout are foundational actions that pave the way for a successful launch and operational execution. With a strategic approach to location setup, Hop Haven can establish itself as a leading destination for beer enthusiasts in Austin, ensuring the business meets its operational and financial goals.

Supplier Relations

In the journey to launch a successful beer store, fostering strong supplier relations is paramount. At Hop Haven, our approach includes connecting with a broad spectrum of beer suppliers, both locally in Texas and globally. This strategy ensures that our inventory is not only extensive but also eclectic, catering to the varied palates of our Austin clientele.

Effective negotiations are crucial to secure terms that bolster our profit margins while maintaining competitive pricing for our customers. We emphasize partnerships that offer us flexibility in order quantities, timely deliveries, and exclusive access to specialty brews, which can significantly enhance our offerings at Hop Haven.

Understanding the dynamics of the craft beer market in Austin also guides our selection process. By aligning our inventory with consumer preferences, which often favor unique and local options, we ensure the relevancy and appeal of our product lineup.

Key Tips for Effective Supplier Negotiations

  • Market Research: Before entering negotiations, thorough market research is indispensable. Understand the current trends and consumer demands in the craft beer market in Austin to discuss potential and profitability with suppliers effectively.
  • Volume Discounts: Leverage the quantity of your orders to negotiate better prices. Higher volume can often secure a decrease in unit cost, which in turn supports healthier margins for your beer store.
  • Exclusivity Agreements: Consider negotiating exclusivity deals for certain popular or unique brews. This not only makes your beer store a preferred destination but also enhances bargaining power with suppliers.

Focusing on these strategic elements in supplier relations will lay a strong foundation for the operational success of Hop Haven, ensuring that we offer a diverse and appealing selection of beers that resonate with our target audience while maintaining profitability.

Staffing and Training

Securing the right team is pivotal for the success of any retail business, especially when aiming to start a beer store business like Hop Haven. The vibrant craft beer market in Austin demands that staff not only be knowledgeable about the wide array of beer options but also be passionate and enthusiastic about sharing this knowledge with customers.

Initial hiring should focus on finding individuals who exhibit a strong interest in craft beers and who possess excellent customer service skills. It’s essential that they can convey enthusiasm and knowledge convincingly to both novice and aficionado customers. Once the team is assembled, comprehensive training becomes crucial. This training should cover detailed aspects of beer types, the specifics of various brewing techniques, the nuances of flavor profiles, and the origins of different brews.

Moreover, customer service training must not be overlooked, as it ensures that all staff members can engage effectively with customers, making their visit to the store not just a purchase but a memorable experience. Sales procedures should also be a critical part of the training process to streamline operations and enhance customer satisfaction.

Key Tips for Effective Beer Store Staff Training

  • Implement regular tasting workshops to keep staff updated on new arrivals and seasonal brews.
  • Encourage staff to obtain certifications like Cicerone or Beer Steward to enhance credibility.
  • Utilize role-playing scenarios to refine and test customer interaction skills.

Through rigorous hiring practices and a thorough training program, your beer store can foster a community around the love of beer , turning first-time visitors into regular customers and creating an enthusiastic atmosphere that promotes beer education and enjoyment.

Marketing Strategy

Developing a robust marketing strategy is essential for the success of any beer store, particularly in a vibrant market like Austin, Texas. Hop Haven's approach focuses on building a strong brand identity that not only resonates with the community but also appeals strongly to beer enthusiasts.

The strategy integrates several components:

  • Branding: Establish a compelling brand image that reflects the diverse and quality offerings of our store. This involves creating a distinctive logo, consistent visual themes across all materials, and a brand voice that speaks directly to our target audience's passion for unique beers.
  • Online Presence: Develop a user-friendly website with e-commerce capabilities to facilitate online orders and pickup. Regular updates of our inventory, blog posts about rare finds, and features on popular brews will help in driving traffic and engagement.
  • Social Media Engagement: Utilize platforms like Instagram, Twitter, and Facebook to share interesting content, announce new stock and events, and engage directly with customers. Social media contests and live tasting sessions can particularly increase our visibility and attract new customers.
  • Local Advertising: Invest in local media advertising, including radio spots, local newspapers, and outdoor billboard advertisements in strategic locations throughout Austin to increase physical store visits.
  • Community Events: Hosting and sponsoring local events such as beer tastings, brewery tours, and beer education workshops to build a strong community presence and foster customer loyalty.

Essential Tips for Effective Beer Store Marketing:

  • Engage with local beer influencers and craft beer enthusiasts on social media to leverage their networks and influence.
  • Offer exclusive memberships or loyalty programs that provide special discounts, early access to new beers, or invitations to exclusive events.
  • Track the analytics from all marketing efforts to refine strategies and improve engagement continuously.

The beer store marketing strategy in Austin should not only focus on attracting customers but also on creating an experience that makes them want to return and share their positive experiences with others. Effective marketing, therefore, involves a mixture of traditional methods and innovative approaches that resonate well with the craft beer community.

Launch And Operational Execution

The culmination of meticulous preparation in starting a beer store business, such as Hop Haven, transitions to a pivotal phase: Launch and Operational Execution. This step not only illuminates the readiness of the business to serve the vibrant Austin market but is also critical in establishing its operational backbone.

A grand opening event acts as a cornerstone for generating consumer interest and excitement. Organizing a memorable launch invites both afficionados and curious novices alike, setting the stage for a thriving community hub centered around craft beer appreciation. Here, effective promotional strategies meet the allure of live events, tastings, and exclusive offers to captivate an eager audience.

Simultaneously, precise implementation of operational processes is essential for sustaining initial momentum. This involves the meticulous management of inventory to ensure a diverse and appealing selection is always on-hand. Moreover, streamlining the fulfillment of online orders with robust logistical support guarantees customer satisfaction and repeat business, essential for meeting the financial goals set out in the beer store business plan .

To integrate in-store experiences with operational efficiency, Hop Haven will conduct regular beer tastings and host brewery events. These initiatives not only enhance customer engagement but also fortify brand loyalty and community presence. Furthermore, continuous evaluation and adjustment of business procedures based on performance data and customer feedback is vital. This dynamic approach ensures the store remains competitive and responsive to market demands, thereby optimizing growth and profitability.

Essential Tips for a Successful Beer Store Launch

  • Engage with local breweries for exclusive launch day brews to draw in craft beer enthusiasts.
  • Invest in a user-friendly online platform that seamlessly integrates with in-store inventory for real-time stock updates.
  • Create a feedback loop with customers using digital surveys post-purchase to refine product offerings and service quality.

Thorough planning and engaging the community through a strategic launch will be the bedrock on which the long-term success of Hop Haven will be built. By meticulously orchestrating the grand opening and implementing efficient, customer-oriented operational processes, Hop Haven sets itself apart as a leader in the Austin craft beer market.

Launching Hop Haven in Austin, Texas is a promising opportunity for entrepreneurship in the thriving craft beer market. By following the outlined steps—from conducting detailed market research, crafting a robust business plan, to establishing a strong supplier network and effective marketing strategies—Hop Haven is positioned to become a pivotal destination for beer lovers. The goal is not only to offer a diverse selection of global brews but also to foster a vibrant community around the appreciation of quality beer. With careful management and a focus on customer satisfaction, Hop Haven is set to achieve its financial and community-oriented objectives, making it a valuable addition to Austin's local business landscape.

Excel financial model

$169.00 $99.00 Get Template

Related Blogs

  • KPI Metrics
  • Running Expenses
  • Startup Costs
  • Pitch Deck Example
  • Increasing Profitability
  • Sales Strategy
  • Rising Capital
  • Valuing a Business
  • Writing Business Plan
  • Buy a Business
  • How Much Makes
  • Sell a Business
  • Business Idea
  • How To Avoid Mistakes

Leave a comment

Your email address will not be published. Required fields are marked *

Please note, comments must be approved before they are published

Growthink logo white

Liquor Store Business Plan Template

Written by Dave Lavinsky

Liquor Store Business Plan Template

Liquor Store Business Plan

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their own liquor stores. On this page, we will first give you some background information with regards to the importance of business planning whether you are opening a new liquor store business or expanding an existing business. We will then go through a liquor store business plan template step-by-step so you can create your business plan today.

Download our Ultimate Liquor Store Business Plan Template here >

Purpose of a Liquor Store Business Plan

A liquor store business plan will help you meet the typical challenges of operating a new liquor business and control your store’s growth in a logical and organized way. It will also prove to outside investors and lenders that your liquor store is a good financial risk.

Your business plan provides an overview of your liquor store as it exists today, as well as a defined growth plan for the next three to five years. It explains your business goals, identifies key obstacles, and provides solid strategies for meeting your goals. It is a living document that should be updated regularly as your liquor store grows and evolves.

Sources of Funding for Liquor Stores

Bank loans and angel investors are the most common sources of secure financing for a liquor business.

Banks will want to review your liquor store business plan and be confident that you can repay your loan and interest. To gain this trust, the loan officer won’t just want to ensure that your financials are reasonable; they’ll also need a competent strategy. Such a strategy would provide them with confidence in your ability to run a company successfully and professionally.

Angel Investors

Angel investors are the second most popular type of safe money for a liquor store. Angel investors are individuals who have lots of money and will give you a check. They will either take an ownership stake in return for their cash or, like a bank, extend you a loan.

Finish Your Business Plan Today!

How to write a business plan for a liquor store.

The liquor industry is highly competitive, which requires liquor store owners to put extra effort into setting their stores apart from other businesses. The liquor industry also changes frequently, so you must be willing to evolve your liquor store’s strategy as well. Such conditions make it all the more important to write a liquor store business plan that lays out your liquor store’s future.

The following sections should be included in all business plans:

Executive Summary

Your executive summary provides an overview of your business plan, but it is normally the last section you write because it provides a summary of each key section of your business plan. Investors and lenders will use this section to decide whether to read on, so make it count.

The goal of your Executive Summary is to quickly engage the reader. Briefly describe your liquor business, including the type you are operating and the status. For example, are you a startup? Do you have an existing liquor store that you would like to grow? Or, are you operating a chain of liquor stores?

Next, provide an overview of each of the subsequent sections of your business plan. For example, give a brief overview of the market analysis proving that an unfilled need exists and your store’s unique qualifications to meet that need. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing strategy and plan. Identify the key members of your team. Finally, offer an overview of your financial plan and sales projections.

Company Description & Overview

In the company description, detail the type of liquor store you are operating and how it exists in the present moment.

In addition to explaining the type of liquor store you operate, the Company Description section of your business plan needs to provide background on the business.

Include answers to questions such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include partnering with a reliable supplier for a volume discount, securing a significant amount of funding, new store openings, etc.
  • Your business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal business entity here.
  • Your unique qualifications to compete in the industry. This might include sole distribution of a local winery’s new products or you offer an elegant patio to hold weekly tasting parties.

Industry Analysis

In your industry analysis, you need to provide an overview of the liquor business. This process can be confusing because most average-sized cities have numerous liquor businesses. However, you only need to focus on your relative market or niche where your liquor store fits.

While this may seem unnecessary, it serves multiple purposes.

First, researching the liquor industry educates you. It helps you understand the market in which you are operating.

Secondly, a market analysis can improve your strategy particularly if your research identifies trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your business plan, you achieve just that.

The following questions should be answered in the industry analysis section of your liquor store business plan:

  • How big is the liquor industry (in dollars)?
  • Is the market decreasing or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth potential over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential market for your liquor business. You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local or regional population.

Discuss the ways you will dominate your niche. You may consider the following questions:

  • Will you specialize in hard-to-find liquors?
  • Are you connected to your town’s tourism market?
  • Is your business a small corner store where people stop on their way home from work?

Research the current trends and future projections for your segment of the alcohol industry, and develop a strong plan for overcoming any identified hurdles.

Customer Analysis

The customer analysis section of your liquor store business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: young adults, wealthy connoisseurs, craft beer drinkers, working-class beer drinkers, tourists, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of liquor business you operate. Clearly, wealthy connoisseurs would want a different atmosphere, pricing, and product options, and typically respond to different marketing promotions compared to young adults.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the customers you seek to serve. Because most liquor businesses primarily serve customers living in the same neighborhood, city, or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers. Consider the following:

  • Do your customers see your liquor store as a place to get in and out of quickly, or a spot to see and be seen on a Saturday night?
  • Do they purchase one or two bottles for home consumption, or buy in batches for weddings and corporate events?

Narrow down your customer demographics as precisely as possible, and identify their unique needs. Then create a plan for meeting those specific needs.

Finish Your Liquor Store Business Plan in 1 Day!

Don’t you wish there was a faster, easier way to finish your business plan?

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

Competitive Analysis

This section should identify the indirect and direct competitors your liquor business faces and then focus on the latter.

With regards to direct competition, you want to detail the other liquor stores with which you compete. Most likely, your competitors will be other retailers of liquor within the neighborhood or within a certain radius of your store.

Indirect competitors are other options that customers have to purchase from you that aren’t in the same target market or industry but may offer similar products or services. This primarily includes grocery stores, bars, local breweries, and other places that serve alcohol. You need to mention such competition to show you understand that not everyone who drinks alcohol frequents a liquor business.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

  • What types of customers do they serve?
  • What products do they offer?
  • What is their pricing (premium, low, etc.)?
  • What are their strengths?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective.

The final part of your competitive analysis section is to document your competitive advantages. For example:

  • Will you provide superior alcohol products?
  • Will you provide alcoholic beverages that your competitors don’t offer?
  • Will you provide better customer service?
  • Will you offer competitive pricing?

Think about ways you will outperform your competition and document them in this section of your business plan.  

Marketing Plan

Traditionally, this section includes the four P’s: Product, Price, Place, and Promotion. For a liquor store business plan, you should include the following:

In the product section, you should reiterate the type of liquor business that you documented in your Company Analysis. Then, detail the brands and specific products you will be offering. For example, you may sell Hebrew beers, Bud Light Lime, etc.

Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections, you are presenting the items you offer and their prices. Make sure you are pricing products to sell, provide a healthy profit margin, and offer an additional competitive advantage to your patrons.

Place refers to the physical location of your liquor store. Document your location and mention how the location will impact your success. For example, is the location on a major road, highway, or intersection? Will it be easy to park at your liquor store?

The final part of your marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

  • Attractive Storefront for Passing Customers
  • Establish a Web Presence
  • Social Media
  • Banner Ads at Local Venues
  • Discount & Coupon Promotions
  • Local Newspaper Ads
  • Local TV & Radio Advertising
  • Community Events
  • Partnerships/Sponsorships

Finally, any good marketing plan includes a plan for retaining your loyal customers. This may include the following:

  • Birthday Club
  • Regular Customer Promotions
  • Customer Loyalty Program

Once you’ve obtained the customer sale, make sure you’re finding additional ways to keep them coming back.

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your neighborhood liquor store such as ordering alcohol, unloading deliveries, stocking shelves, labeling liquor bottles, following state regulations, and maintaining strict control to prevent shrinkage (loss due to theft or breakage). Document all of these tasks in your operations plan so employees know the expectations for their role on the liquor store team.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your X,000th customer, or when you hope to reach $X in sales. It could also be when you expect to hire your Xth employee or launch in new markets.  

Management Team

To demonstrate your liquor store’s ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to expand a liquor company.

Ideally, you and/or your team members have direct experience in the alcohol business. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board or hiring a business advisor. This individual or group of individuals would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in liquor stores and/or successfully running a small business or retail store.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to create a sales forecast. For example, will you serve 20 customers per day or 100? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheet

While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $50,000 on building out your liquor store, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your projected cash flow statement will help determine how much funding you need to start or expand your business and make sure you never run out of money. What most entrepreneurs and small business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. For example, let’s say a company approached you with a $100,000 contract that would cost you $50,000 to fulfill. Well, in most cases, you would have to pay that $50,000 now for liquor supplies. But let’s say the company didn’t pay you for 180 days. During that 180 day period, you could run out of money.

In developing your Income Statement and Balance Sheets be sure to include several of the key start-up expenses:

  • Location build-out including design fees, construction, etc.
  • Cost of store equipment including shelves, display cases, etc.
  • Cost of goods sold
  • Payroll or salaries paid to staff
  • General liability and business insurance
  • Taxes and permits
  • Legal expenses
  • Other expenses including a liquor license, business licensing, workers’ compensation, etc.

Financiers also look for a solid exit strategy that shows a deep understanding of the target market and willingness to capitalize on profitability.

Attach your full financial projections in the appendix of your business plan along with any supporting documents that make your business plan more compelling. For example, you might include your store design blueprint or location lease. 

Putting together a new business plan for your own business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the industry, your competition, your business operations, and your potential customers. You will have developed a marketing strategy to reach your new customers, and will really understand what it takes to launch and grow a successful liquor store.

To further help you, we have other articles on key aspects of how to start your liquor store and running it effectively. Specifically, our liquor store marketing plan will help you develop the best promotions strategy. Our liquor store startup costs post will let you know what costs to expect.

Liquor Store Business Plan FAQs

What is the easiest way to complete my liquor store business plan.

Growthink's Ultimate Liquor Store Business Plan Template allows you to quickly and easily complete your Liquor Store Business Plan.

Free Liquor Store Business Plan PDF?

You can download our liquor store business plan PDF template here . This is a business plan template you can use in PDF format.

Don’t you wish there was a faster, easier way to finish your Liquor Store business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s business planning advisors can create your business plan for you.

Other Helpful Business Plan Articles & Templates

Business Plan Template

Wine Shop Income Per Month [Is It A Profitable Business?]

Table of Contents

1. How Much Money Can You Make Owning A Liquor Store?

2. owning a liquor business in india, 3. liquor shop profit in india, 4. profit margin in liquor store in india.

5. Profit Margin In Liquor Business & Factors Affecting It

6. How Much Does Liquor License Cost In India?

7. what are the different types of liquor licenses, 8. wine shop license price in india, 9. how to get a wine shop license in india, 10. documents required to get a wine shop license in india, 11. key takeaways.

Can you think of one business that is never affected by the many recessions that hit an economy? Well, yes! You guessed it right– the liquor business! There is no dearth of beer and liquor shops in India, it always is looked at as a profitable business. But, is it so? Let’s understand the economics of the liquor industry and how profitable a liquor or beer shop can be.

One of the main driving factors that make a liquor business a popular one is a never reducing demand. In a young country like India, craft beers have gained popularity. This has given rise to many microbreweries and set off a virtuous cycle of increased demand. Before we understand whether a beer/liquor shop is profitable, let’s look at what goes into setting up this business. You must know what your target market is, and who your customers are.

It is rather obvious that your target customers, in this case, are people who prefer to buy their drinks and enjoy at home with friends and family, rather than a drink at a bar or lounge. In India, the target includes this category of people, and a large part of the target customer are youngsters who enjoy house parties. Another important aspect to take note of before setting up your business is to research what the most sought-after drinks are. The right menu of drinks goes hand-in-hand with the right target group.

beer shop business plan

Getting this combination right is the key to a successful liquor or beer shop. The next important factor is the perfect location. You would want your shop to get the most attention, and be located close to residential areas or business districts for high sales. One of the most important factors to pay attention to, while setting up a liquor or beer shop in India, are the licenses and permits. Getting these permissions and running your shop as per the rules and regulations of the state and central governments of India is a bit of a challenge for most people setting up their first shop.

Getting right to the point– Is a beer/liquor shop a profitable business in India Well, the answer is Yes! No matter what the country’s economic state is, the government makes a lot of profit by just keeping liquor shops open. One of the most recent incidents that prove this, is the fact that liquor shops were the first ‘non-essential’ shops that were opened by the different states as part of ‘unlocking’ during the coronavirus pandemic in 2020. This clearly shows the huge demand for liquor shops.

Here are a few reasons that make liquor shops a highly profitable business:

1- High Public Demand

  • No matter hail or storm, recession or a booming economy, liquor shops are always popular among people.
  • While those with money enjoy a couple of drinks to celebrate and relax, those with less money splurge their scanty savings on buying liquor to dunk their sorrows in.
  • So, no matter what happens in the country, your liquor shop is sure to stay afloat, even in the most uncertain economies.

2- High Profit-Making Business for the Government

  • The government of India levies huge taxes on liquor and imposes hefty amounts of money to obtain a license or permit to sell liquor.
  • For this reason, the liquor business per se is extremely money-making for the government.
  • When the country's economy was dwindling, and the states were running out of money in their coffers in the middle of the covid-19 pandemic, they allowed liquor shops to open, as that was a sure-shot way to fill in the state coffers.

Also Read: Whisky Brands in India

3- Huge Margins For Liquor Shop Owners

  • Just as the government makes huge margins on liquor sold in shops, liquor shop owners have a lot of margins to make profits.
  • This enables liquor stores to expand their range and variety of liquor, or expand to set up more shops in different localities.
  • All in all, a great way to make money!

4- Recession-Proof Business

  • As we have seen earlier, a liquor shop is profitable at all times and is recession-proof.
  • In fact, with more stress comes people’s dependence on alcohol, as it enables them to relax and bust their stress.

5- Year-Round Demand

  • There is always a demand for alcohol.
  • Some months the demand rises, whereas, during the religious months of Ramzan and Navratri or other festivals, the demand drops.
  • However, there is always a consistent demand for liquor, and your liquor store is never going to run dry of customers.

5. Profit Margin In Liquor Business & Factors Affecting It

While setting up a beer/liquor shop is profitable, there are a couple of factors that affect how profitable your liquor shop is likely to be.

1- Competition

As we now know, liquor shops are highly profitable in India. This has resulted in many stores cropping up in neighbourhoods close to where people are more likely to buy liquor. You are always going to have to compete with nearby liquor stores. However, to keep up the sales numbers and profits, you must have great offerings to your customers to stay ahead of the competition.

2- Sales And Service Strategies

While your basic goal is to serve your customers and sell your inventory, you must devise your sales and service strategies. For example, with alcohol delivery becoming legal in the country recently, adding ‘home delivery of alcohol’ to your list of services will bring you lots of loyal customers. Especially if your neighbouring liquor shops are not providing this service. Another great sales strategy is to run ‘Best Offers’ that are attractive to your customers and brings them to your shop.

beer shop business plan

3- Country’s Economic State

Though the liquor business is recession-proof, at certain times of the year when the markets plunge, liquor sales do take a slight hit. However, this is more of a speed-breaker and not a complete standstill for your shop.

4- Product Costs & Price Points

A differentiating factor that can make your liquor/beer shop business profitable is your product costs and your price points. Getting your Math, strategy, and sales on-point will help you turn a very normal liquor shop into a mega money-minting machine.

5- Range Of Liquor Available

To make lots of profits in your liquor/beer shop, you must ensure you have a good range of liquor and a good mix of different types of alcohol. The two reasons for this being:

  • More range would attract different types of customers
  • More liquor variety would ensure a good amount of profits, as different alcohols have a different profit margin.

First things first you absolutely need a wine shop license to sell alcohol. The price of a liquor license in India varies from state to state. A wine shop license or regular liquor license monitors the following things:

  • Which businesses can sell alcohol?
  • Where and when the companies can sell alcohol?
  • Charges and quantity of alcohol being sold?
  • Type of alcohol being sold
  • Manufacturing and distribution of alcohol
  • Who to sell the alcohol?
  • Beer & Wine Shop License ( mild liquor )
  • Restaurant Liquor License or All-Liquor License
  • Brewpub Liquor License ( For microbreweries )
  • Tavern Liquor License ( 50% profit from liquor )
  • P-10 ( Serving alcohol at a particular function in the city )
  • P-13 ( Hotels serving Imported liquor )
  • L-10 ( For Retail selling )
  • L-9 ( Retail selling of foreign liquor )
  • L19 ( Clubs serving imported alcoho l)
  • L3/L5 ( Hotels serving imported liquor in the room service/bars )
  • L1 ( Wholesale liquor supply to other license holders )
  • L6 ( Retailers of Indian liquor and beers )
  • Temporary Liquor License: For less than 100 members – INR 7,000 and for more than 100 members – INR 10,000.
  • FL-4 License: For private flats, resorts- INR 13,000.
  • Permit Room License: For restaurants and wine/beer shops INR 1,50,000 and to serve in permit rooms – INR 5,44,000

Other prices include anywhere between INR 5000 to INR 15000 depending on the state. It also depends on the tier type of city on a yearly/annual basis like:

  • Tier 1 Cities- Rs. 10 Lakh per year
  • Tier 2 Cities- Rs. 7.5 Lakh annual
  • Tier 3 Cities- Rs. 5 Lakhs per annum
  • Tier 4 Cities- Rs. 2.5 Lakhs per year

beer shop business plan

It's best to consult a lawyer before applying for a liquor license in India . Other things include-

  • The type of license.
  • Then visit State Excise Department’s official website
  • Download a Wine Shop License application form
  • Fill in all mandatory information like- premises for business, type of license, background details, and type of liquor.
  • Submit supporting documents to the authorities.
  • Pay the prescribed application fee during the time of submission.
  • After getting verified, you'll get a notice at your submitted address as proof.
  • If no objections occur, you will receive your liquor license.

Every state has different requirements in terms of liquor license. This is a standard list of documents you will need to get a wine shop license in India .

  • Affidavit confirming applicants no pending dues
  • Affidavit ensuring applicant doesn't have any criminal records
  • Applicant's Recent photograph
  • MOA and AOA for companies
  • Application form with personal plus business details
  • Latest ITR copy
  • Municipal corporation’s & Fire Department’s NOC
  • Business address proof or premises proof
  • Applicant’s Identity Proof
  • Applicant’s Address proof
  • If you are looking to set up your own beer/liquor shop, it is a great investment.
  • With a growing young population in the country and increasing disposable income in modern, nuclear families, the culture of drinking is definitely on the rise.
  • Be it restaurants, clubs, bars, or at home; you are surely never going to run out of customers asking for their favourite poison.
  • Get out there, and seal your profits!

1) How Does the Beer Industry Work? 2) How does the cigarette industry work? 3) How does the packaged food industry work? 4) Offline Business Ideas In India

Stay updated with new business ideas & business tips with OkCredit blogs in English, Hindi, Malayalam, Marathi & more! Download OkCredit now & get rid of your bookkeeping hassles. OkCredit is 100% Made in India.

beer shop business plan

Q. How much does a liquor license cost in Mumbai?

Ans- A liquor license in Mumbai costs around 15,000 Rupees. It also requires obtaining temporary party permits for bigger parties or a club license to get approved.

Q. Can we sell liquor online in India?

Ans- No, Legally you are not allowed to sell liquor online in India. No laws have been previously formed regarding the same, every state has different rules in terms of liquor control.

Q. How much profit does a liquor store make in India?

Ans- In India, on average a liquor store can incur profits of around 4 to 5 Lakh rupees. It also depends on the type of store, whether it is an all under one roof kind of store or just a standard beer and wine shop. The profit margin remains higher on imported alcohol.

Q. What is the profit margin on alcohol?

Ans- Standard liquor margins can range up to 80 to 85 per cent, while draft beers hold a margin of around 80%. For bottled beer brands the margins come around 75% while the general average comes to 60 and 70. Imported liquor have more margin than domestic alcohol brands. per cent

Q. Is a liquor store a good investment?

Ans- In a generic statement, liquor stores are amongst the best retail investment compared to other business investment opportunities. It pays off generously in the long term.

Q. Is a liquor store a good business to start?

Ans- If you have got a good amount of funds/investments a liquor store can be amongst the most profitable and stable businesses to start. But always be sure to weigh the pros and cons to enter this industry before putting in all your money.

Q. How To Grow Your Liquor Store Sales?

Ans- These are some of the most-effective tips to help you grow your liquor store sales :

  • Offer a variety of products plus offers in-house.
  • Host workshops, events, and impromptu classes.
  • Reach out to bars, pubs, bistros, hotels, and more to increase business partnerships.
  • Find reliable financiers/investors.

Q. How much money do you need to open a liquor store in India?

Ans- The initial cost of starting a liquor shop in India can range anywhere from 50 Lakh Rupees to 70 Lakh Rupees. Some major factors being- location, licenses, permits, taxes, and brands.

Q. Can I sell drinks online?

Ans- There are some websites and online applications that let you set up an online wine store in India. Other than that, alcohol is not officially allowed to be on other food-based apps like the USA for sale commonly.

Q. How do I start a wine selling business?

Ans- Follow these steps to understand how to start a winery in India:

  • Step 1- Choose a Business Entity & Business Name
  • Step 2- Create a Solid Business Plan
  • Step 3- Obtain all your Licensing, Taxes, and Permits.
  • Step 4- Finalise a Budget
  • Step 5- Get funding/investors for your Business.

Q- How much does it cost to get a liquor shop permit in India?

Ans- Getting a liquor shop license and a permit is a slightly expensive affair. It involves depositing a huge sum of money to the state government where you wish to set up your liquor shop.

Q- What is the profit margin for selling beer in India?

Ans- Profit margins of selling beer in India varies from state to state but can lie anywhere between 23-35% on the MRP. For example, the taxes levied on alcohol in states like Goa is much lesser. Therefore, it is very profitable to sell liquor in these states.

Sukanya Mukherjee

Sukanya Mukherjee

Check out the best of small business ideas, information on GST, business tips & tricks & more.

Recent Posts

Cable manufacturers in india [5 best manufacturers], air compressor manufacturer in india [top 11 manufacturers], pet bottle manufacturers in india [top 7 manufacturers], paint manufacturers in india [6 best manufacturers], silk saree manufacturers in india [best manufacturers], you might be interested in, foreign direct investment(fdi) 101: a complete guide, series funding [types, how it works and more], sustainable architecture ideas that can improve our lives.


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

    The executive summary of a craft beer store business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan. Start with a one-line description of your craft beer store company. Provide a short summary of the key points in each ...

  2. Brewery Business Plan Example

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

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

    When writing your business plan, document the following information to show that you understand your market: The size of the 21-and-over population in the area you want to serve. The number of licensed breweries in the area. The number and types of other competitors (bars and restaurants, grocery stores that serve alcohol, etc.)

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

    An organizational chart example for a taproom brewery. 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.

  5. Starting a Brewery (10 Steps): Business Plan, Costs, & More

    However, for a standard brewery, it's reasonable to expect that value to fall between the range of $500,000 and $1.5 million. The average cost of opening a brewery is dependant on a number of factors which vary based on your concept, location, needs, and preferences. 4. Secure Brewery Funding.

  6. Your guide to opening a beer bar: From creating a business plan to

    Your guide to opening a beer bar: From creating a business plan to financing. December 14, 2016 CBB Editorial Staff. Bond Street just published a great step-by-step guide on how to go about opening your very own bar, and we thought it was worth sharing with you CBB ers that still have that dream of moving your craft beer love from your garage ...

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

    Here you'll describe how you will put the plan you've described so far in place. This means outlining everything from your business team to suppliers, insurance, and licensing: Team structure: Identify the members of your business team. You can include their years of experience, qualifications, and responsibilities.

  8. Brewery Business Plan Template (2024)

    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.

  9. How To Write A Comprehensive Brewery Business Plan

    Part of your brewery business plan is figuring out all the necessary equipment. This should be related to your menu, your brewery size, location, and how you plan to operate. When planning your brewing equipment, consider the volume of beer you need to brew and have a clear plan for how you will be able to sell this.

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

    Step 2: Examine Your Brewery's Plan. If your brewery is going to have a unique way of doing things, it's a good idea to check if it will work well before you move forward with your business plan. Tools like the Business Model Canvas can help you look closely at your idea and make sure it's a good one.

  11. How to write a business plan for a craft beer bar?

    A business plan has 2 main parts: a financial forecast outlining the funding requirements of your craft beer bar and the expected growth, profits and cash flows for the next 3 to 5 years; and a written part which gives the reader the information needed to decide if they believe the forecast is achievable.

  12. Brewery Business Plan Guide + Example

    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.

  13. How to open a craft beer bar

    The next step in our guide on how to open a craft beer bar is to put an effective marketing strategy in place to help you attract and retain customers. Many means of communication are at your disposal, so it's up to you to identify the most relevant to your business. Taking to the streets to hand out flyers and advertising in your local ...

  14. How To Write Your Brewery Business Plan

    With over 25.9 million barrels of craft beer sold in 2018, commanding over $27.6 billion in revenue, there's no wonder that entrepreneurs are launching more breweries than ever. ... Next article Coffee Shop Business Plan. You may also like. Dog Daycare Business Plan. October 17, 2023. Music App Business Plan. November 17, 2021. Commercial ...

  15. Craft Beer Store Business: 9 Steps to Success!

    This will give you an idea of what type of beer is most in-demand in your region. 2. Evaluate your competition: Identify other craft beer stores in your area and understand their niche, customer base, and pricing strategy. Assess what makes them successful and what you can do differently to set your store apart.

  16. How to Open a Beer Store

    How to Open a Beer Store. If you are planning to open a beer store, determine if there is a need for the store in your area and study the competition. Prepare a business plan, choose a location, choose the products that you want to sell, choose a supplier, and secure a license. These are the things that you have to do when putting up your own ...

  17. How To Write a Brewery Business Plan

    Consider including introductory information about roles you'll need to fill, as well as your vision for the customer's experience. You'll also want to include information about potential customers, the demographics you hope to appeal to, and how you plan to reach them. Include a summary of financial projections.

  18. Brewers Association

    Business Plan Resources for Breweries. 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.

  19. How To Write A Successful Brewery Business Plan + Template

    The executive summary of a brewery business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan. Start with a one-line description of your brewery company. Provide a short summary of the key points in each section of your business ...

  20. 9 Steps to Launch Your Beer Store Business: Your Ultimate Checklist!

    Here are some key steps to consider when developing your business plan: Research the market: Conduct in-depth market research to understand the demand for beer stores in your area. Identify your target audience, competitors, and market trends. Define your business concept: Determine what makes your beer store unique.

  21. Liquor Store Business Plan Template & Guide [Updated 2024]

    Purpose of a Liquor Store Business Plan. A liquor store business plan will help you meet the typical challenges of operating a new liquor business and control your store's growth in a logical and organized way. It will also prove to outside investors and lenders that your liquor store is a good financial risk.

  22. Wine Shop Income Per Month [Is It A Profitable Business?]

    8. Wine Shop License Price In India. Temporary Liquor License: For less than 100 members - INR 7,000 and for more than 100 members - INR 10,000. FL-4 License: For private flats, resorts- INR 13,000. Permit Room License: For restaurants and wine/beer shops INR 1,50,000 and to serve in permit rooms - INR 5,44,000.