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Brewery Business Plan Template [Updated 2022]

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Brewery Business Plan Template

If you want to start a Brewery business or expand your current Brewery business, you need a business plan.

The following Brewery business plan template gives you the key elements to include in a winning Brewery business plan.

Below is an outline of each of the key sections of your Brewery business plan:

I. Executive Summary

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Business Overview

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

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

Products Served

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

  • IPA
  • Seasonal
  • Belgian Witbier
  • Pale Ale
  • Amber Ale
  • Lager

Customer Focus

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

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

Management Team

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

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

Success Factors

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

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

Financial Highlights

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

Specifically, these funds will be used as follows:

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

 

financial-highlights-restaurant


II. Company Overview

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Who is [Company Name]?

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

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

[Company Name]’s History

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

Since incorporation, the Company has achieved the following milestones:

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

[Company Name]’s Products/Services

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

  • IPA
  • Seasonal
  • Belgian Witbier
  • Pale Ale
  • Amber Ale
  • Lager


III. Industry Analysis

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

The Brewery industry is highly concentrated, with historically dominant operators controlling the majority of industry revenue and boasting significant profit. Over the past five years, the industry has experienced significant change, with the rise of craft breweries, wineries and distilleries. Smaller, regional operators experienced substantial growth, provoking a slew of new operators to enter the industry.

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

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

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


IV. Customer Analysis

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Demographic Profile of Target Market

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

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

 WilmetteWinnetka
Total Population26,09710,725
Square Miles6.893.96
Population Density3,789.202,710.80
Population Male48.04%48.84%
Population Female51.96%51.16%
Target Population by Age Group
Age 18-243.68%3.52%
Age 25-345.22%4.50%
Age 35-4413.80%13.91%
Age 45-5418.09%18.22%
Target Population by Income
Income $50,000 to $74,99911.16%6.00%
Income $75,000 to $99,99910.91%4.41%
Income $100,000 to $124,9999.07%6.40%
Income $125,000 to $149,9999.95%8.02%
Income $150,000 to $199,99912.20%11.11%
Income $200,000 and Over32.48%54.99%

Customer Segmentation

We will primarily target the following three customer segments:

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


V. Competitive Analysis

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Direct & Indirect Competitors

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

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

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

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

Competitive Advantage

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

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


VI. Marketing Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

The [Company Name] Brand

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

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

Promotions Strategy

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

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

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

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

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


VII. Operations Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Functional Roles

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

Operation Functions

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

Administrative Functions

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

Milestones

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

The following are a series of steps that lead to our vision of long-term success. [Company Name] expects to achieve the following milestones in the following [xyz] months:

DateMilestone
[Date 1]Finalize lease agreement
[Date 2]Design and build out [Company Name]
[Date 3]Hire and train initial staff
[Date 4]Kickoff of promotional campaign
[Date 5]Launch [Company Name]
[Date 6]Reach break-even


VIII. Management Team

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Management Team Members

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

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

Hiring Plan

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

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


IX. Financial Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Revenue and Cost Drivers

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

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

Capital Requirements and Use of Funds

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

Specifically, these funds will be used as follows:

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

Key Assumptions

The following table reflects the key revenue and cost assumptions made in the financial model:

Number of customers per day  Number of wholesale contracts per year 
FY 145FY 15
FY 255FY 210
FY 365FY 315
FY 475FY 420
FY 585FY 525
Average order price$28.00Average order$250
Annual Lease ( per location)$60,000

5 Year Annual Income Statement

  Year 1Year 2Year 3Year 4Year 5
Revenues
Product/Service A$151,200 $333,396 $367,569 $405,245 $446,783
Product/Service B$100,800 $222,264 $245,046 $270,163 $297,855
Total Revenues$252,000 $555,660 $612,615 $675,408 $744,638
Expenses & Costs
Cost of goods sold$57,960 $122,245 $122,523 $128,328 $134,035
Lease$60,000 $61,500 $63,038 $64,613 $66,229
Marketing$20,000 $25,000 $25,000 $25,000 $25,000
Salaries$133,890 $204,030 $224,943 $236,190 $248,000
Other Expenses$3,500 $4,000 $4,500 $5,000 $5,500
Total Expenses & Costs$271,850 $412,775 $435,504 $454,131 $473,263
EBITDA($19,850)$142,885 $177,112 $221,277 $271,374
Depreciation$36,960 $36,960 $36,960 $36,960 $36,960
EBIT($56,810)$105,925 $140,152 $184,317 $234,414
Interest$23,621 $20,668 $17,716 $14,763 $11,810
PRETAX INCOME($80,431)$85,257 $122,436 $169,554 $222,604
Net Operating Loss($80,431)($80,431)$0$0$0
Income Tax Expense$0$1,689 $42,853 $59,344 $77,911
NET INCOME($80,431)$83,568 $79,583 $110,210 $144,693
Net Profit Margin (%)-15.00%13.00%16.30%19.40%

5 Year Annual Balance Sheet

  Year 1Year 2Year 3Year 4Year 5
ASSETS
Cash$16,710 $90,188 $158,957 $258,570 $392,389
Accounts receivable$0$0$0$0$0
Inventory$21,000 $23,153 $25,526 $28,142 $31,027
Total Current Assets$37,710 $113,340 $184,482 $286,712 $423,416
Fixed assets$246,450 $246,450 $246,450 $246,450 $246,450
Depreciation$36,960 $73,920 $110,880 $147,840 $184,800
Net fixed assets$209,490 $172,530 $135,570 $98,610 $61,650
TOTAL ASSETS$247,200 $285,870 $320,052 $385,322 $485,066
LIABILITIES & EQUITY
Debt$317,971 $272,546 $227,122 $181,698 $136,273
Accounts payable$9,660 $10,187 $10,210 $10,694 $11,170
Total Liabilities$327,631 $282,733 $237,332 $192,391 $147,443
Share Capital$0$0$0$0$0
Retained earnings($80,431)$3,137 $82,720 $192,930 $337,623
Total Equity($80,431)$3,137 $82,720 $192,930 $337,623
TOTAL LIABILITIES & EQUITY$247,200 $285,870 $320,052 $385,322 $485,066

5 Year Annual Cash Flow Statement

 Year 1Year 2Year 3Year 4Year 5
CASH FLOW FROM OPERATIONS
Net Income (Loss)($80,431)$83,568 $79,583 $110,210 $144,693
Change in working capital($11,340)($1,625)($2,350)($2,133)($2,409)
Depreciation$36,960 $36,960 $36,960 $36,960 $36,960
Net Cash Flow from Operations($54,811)$118,902 $114,193 $145,037 $179,244
CASH FLOW FROM INVESTMENTS
Investment($246,450)$0$0$0$0
Net Cash Flow from Investments($246,450)$0$0$0$0
CASH FLOW FROM FINANCING
Cash from equity$0$0$0$0$0
Cash from debt$317,971 ($45,424)($45,424)($45,424)($45,424)
Net Cash Flow from Financing$317,971 ($45,424)($45,424)($45,424)($45,424)
SUMMARY
Net Cash Flow$16,710 $73,478 $68,769 $99,613 $133,819
Cash at Beginning of Period$0$16,710 $90,188 $158,957 $258,570
Cash at End of Period$16,710 $90,188 $158,957 $258,570 $392,389

 

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

 

Brewery Business Plan FAQs

A business plan is a formal document that serves as roadmap for your brewery. It outlines the important aspects of your business, sets goals and expectations, identifies potential problems, explains how to solve them, and serves as an operating manual.
Yes! A good business plan is important to your success. It will help you define your target market, establish a pricing structure that ensures profitability, and assess the financial viability of your company. If you are seeking financing or investment from outside sources to start a brewery or expand your existing brewery, lenders and investors will want to know how you intend to run your business and what steps you have taken to ensure success. A well-written business plan is the best way of communicating that information at this stage.
A good business plan is a living document that will need to be revised as your brewery or brewpub grows or changes. You may also need to update the plan in response to changes in the craft beer industry, competition, or changes in economic conditions.
A well-written brewery business plan will include the following components:
  1. Executive Summary - In this section, you will provide an overview of your brewery including highlights from each section of the business plan.
  2. Company Overview - This section would include a description of your company, its legal form of business, where you are located and/or based out of, who is involved in the venture (both financially and non-financially), who your customers will be, why they should buy from you instead of a competitor.
  3. Industry Analysis - Here you will describe the current state of the industry that your brewery will operate in, as well as describe how you fit into that industry and what makes you unique.
  4. Customer Analysis - Identify who your customer is and create a profile or persona of your typical customer. You may also provide a geographic analysis to identify which regions your brewery will be able to best serve.
  5. Competitive Analysis - Identify who your major competitors are and what they do differently than you. It is important to provide an honest assessment of the industry without being overly negative or derogatory of competitors.
  6. Marketing Plan - This section should include how you will attract people into your brewery, keep them coming back for more, and highlight what makes your brewery special (and worth their money).
  7. Operations Plan - This section should discuss how you will run your brewery (or plan to run it) and highlight what makes running this business easier than other similar businesses.
  8. Management Team - Here you will include biographical information on the key members of your management team, their roles in the company, and what makes them qualified to help your brewery succeed.
  9. Financial Projections - Here you will include both static and pro-forma projections for the first year, three years, and five years of operations. You will include the following:
    • A thorough income statement including operating expenses and projected revenue
    • Balance sheet projections showing beginning and ending cash, fixed assets (i.e., equipment, vehicles), and current liabilities (i.e., accounts payable) for each year of your plan
    • Cash flow projections that detail inflows and outflows by month for each year of your business plan.