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Business Plan Resources for Breweries

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

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

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

Learn How to Create and Maintain Your Business Plan

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

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

Business Plan Resources:

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

Don’t Forget to Use Your Community

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

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How To Write a Brewery Business Plan

A brewery business plan helps you make sense of this complex — but rewarding! — business model, while helping you attract brewery investors.

Tyler Martinez Author

Tyler Martinez

Brewery Business Plan Template

Use this free template to easily create a great business plan that organizes your vision and helps you start, grow, or raise funding for your brewery.

In the 90s and early 2000s, microbreweries started popping up all over the country. By the 2010s, craft beer madness was in full swing, with beer aficionados flocking to their local breweries to taste their seasonal wares. 15 years later, breweries have continued bringing in crowds of beer aficionados, and the  craft beer industry keeps growing .

Writing a Business Plan for Breweries

Many would-be brewery owners go into it as a passion project, perhaps inspired by experience working in craft breweries, the brewing industry, or in-home brewing. It’s a potentially lucrative and profitable, if complex, business model — and in order to keep operations in order from the very beginning, you need a strong brewery business plan.

Whether you're dreaming of an open-air beer garden, a brewing company closed to the public, an industrial taproom space with cans piled high, or just a restaurant space with onsite brewery equipment , starting a brewery requires a roadmap to guide you through every step of your venture, from development to distribution.

Why You Need a Brewery Business Plan

Breweries require a complex sequence of licenses, permits, leases, and financing just to get started. There’s a lot of moving pieces, from accounting to brewing beers to renting space to finding a  POS that works with complex brewery operations. A business plan will let you get all the details sorted while simultaneously acting as a way to entice potential partners and investors.

A business plan will also prompt you to consider the market for high-quality craft beers in your location and how your brewery restaurant will fit into that market. Are you offering a unique experience to customers or are you hoping to hold your own in a robust local craft brewery scene? What’s going to be your competitive advantage?

Brewery Equipment Checklist

Opening or upgrading a brewery? Don't miss any essential equipment! Download our free, comprehensive Brewery Equipment Checklist.

Elements of a Brewery Business Plan

Executive summary.

The first section of the business plan is an executive summary, which is a concise introduction to the concept and goals of your brewery. Use this section to introduce key elements of your business, such as the vision for the product, your mission statement, key information about the brewery space, and the distribution market.

As you write the executive summary, imagine the investors and partners that you want this plan to attract. How might you catch their attention, get them interested in your concept, and convince them to keep reading? Craft breweries became extremely popular in the early 2010s, with new breweries opening all over the country. How will your successful brewery attract a unique share of the consumers or compete with other local brands?

Are you an experienced entrepreneur trying to invest in a microbrewery business? Or are you an experienced brewer and hospitality pro trying your hand at running your own brewery?

Company Overview

The company overview works with the executive summary to provide an introduction to the rest of your business plan, but the company overview is more practical than creative, covering the nuts and bolts of your business.

Use this section to define the type of brewery and restaurant combination you envision — are you opening a microbrewery? A brewpub? A brewery plus restaurant? Will you serve food or partner with food trucks onsite? Will you forego food and just provide bags of chips?

What will your location look like? Many convert their extra warehouse space into miniature arcades or provide lawn games like cornhole for guests to enjoy while they drink at the brewery. The focus is always on the brews, but offering an experience gets people to visit and stay awhile, increasing the brewery’s on-premises sales potential.

State what kind of legal structure your business will operate as — LLC? Sole proprietorship? Corporation? — and explain the proposed ownership structure and how your potential investors will fit within it.

Define your product, the brewing process, the supply chains you’ll rely on, and how your product will stand out in the somewhat bloated beer industry.

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. Like any startup, you’ll be making educated guesses here, but try to cover all potential factors that could impact your income statements and cash flow statements in the first year and beyond.

Team and Management

The staffing needs for your brewery are unique to the business you’re building, and the role you see yourself filling within the business. Are you a brewmaster who needs funding? Will you be an owner and manager, spending all your time doing hands-on work and managing employees? Or will you hire a GM and focus your attention on the financial side of things?

Consider, too, the staffing needs of a brewery or restaurant depending on the scale of your operation. You might start by brewing a couple of drafts in a warehouse and scale up – and need very few employees – or jump into a brewery and taphouse that requires a full management team, kitchen, and front-of-house staff.

There are so many types of breweries, and just as many team structures to go along with them. Explain how you plan to find and train your team, and what traits you’ll look for in the most indispensable roles.

Sample Menu

Outline the kinds of brews you plan to craft and serve, and the kinds of food you’ll offer, if any. The combination of types of beers and types of food served are what will bring customers back time and time again, so use a sample menu to show investors what your brewery will offer. There are so many  types of beers to choose from, from lagers to IPAs , so choose your niche.

Consider building your beer and food menu on a theme: if you plan to brew mostly Belgian-inspired beers, you might consider accompanying them with crispy french fries with mayo, shrimp croquettes, mussels with fries, and waffles.

Discuss your pricing strategy and include prices on your sample menu to show potential investors how much you’ll be able to bring in on an average check.

Market Analysis: Target Market, Location, and Competition

A market analysis is crucial to prove your brewery will have what it needs to be successful. The market analysis is about three key factors: target consumer, location, and competition. Provide research-backed information in your market analysis to really impress potential investors or partners.

In 2021, the  US Brewers Association reported there were over 9000 breweries in the country, including over 3400 brewpubs, over 3800 taprooms, over 2000 microbreweries, and over 200 regional craft breweries.

Do a competitive analysis of your city or town: how many breweries of each kind exist within a reasonable radius? Are any very similar to the concept you plan to create? How will you improve on what they already do?

If there isn’t yet a local craft brewery in your area, is there clientele that would visit one? Are you in the middle of a vibrant craft brewer scene but have a unique product that will appeal to the established consumer base? Will you plan to collaborate with existing breweries?

Market trends vary too —  double IPAs have gone up and down and up again in popularity. What’s big now, and how will you stay ahead of trends?

Outline your target market, including the demographics you hope to appeal to, and how your location and product will help you reach them.

Brand and Marketing Plan

Marketing for your brewery includes more than just eye-catching label designs, and your potential investors and partners will want to know you’ve thought through how you’ll reach new customers — and keep them coming back. Which channels will you use in your brewery marketing strategy? Social media is important, and  email marketing can be a game-changer — how will you implement them?

Develop a coherent vision for your brand that both matches the spirit of your company’s values and will be attractive to your target customers. Plan to take advantage of social media to make your customers aware of your brand and craft a cohesive and memorable online presence.

Blue Mountain Brewery is a company based in Afton, VA, and they rent the inn and venue at their picturesque brewery. Their branding is bright and brimming with local flair, ensuring brand recognition and creating a cohesive aesthetic that can be translated to their product labels for distribution to the surrounding area.

Branded Graphics

One of the most exciting aspects of planning to market your brewery is working with designers to create graphics that convey your brand to potential investors and eventually customers. Think about how your logo will represent the ethos of your brewery and how it will influence the customer’s experience of your brand.

Even if you envision scaling up to regional or national distribution, don’t shy away from building a memorable, locally influenced brand. Beer aficionados across the country will love to collect your cans, especially if they clearly represent where the beer is made.

Restaurant Marketing Plan

Create a marketing plan that'll drive repeat business with this customizable marketing playbook template and interactive calendar.

Business Operations

The business operations section includes information about everything from the daily routine of the brewery to the chain of command and management structure. Consider including information about sales and inventory, your onsite seating plan, your  point of sale (POS) system , accounting, and the supply chain for your beer's ingredients.

Talk about your distribution plan: Some breweries opt to only sell their beer locally — like  Alchemist Beer in Stowe, Vermont where beer lovers travel to to buy their famous Heady Topper beer. Others make enough local craft beer to warrant national distribution in beer stores and bars.

A brewery is a complex business model: unlike restaurants, you’re not just selling food and drinks — you’re also producing the drinks en masse, from scratch. Outline the beer production process thoroughly, including the team members you’ll need, and explain how your brewing operation will fit into the rest of your day-to-day taproom operations.

The business operations section will act as the north star for your operations on a daily, weekly, monthly, and quarterly basis – don’t spare any details. This is the section you’ll fall back on to answer any questions from investors or partners.

Financing and Loans

Whether you’re starting a brewery based on your passion for great pilsners or because your friends convinced you to invest in opening a local brewery so they can hang out there, you’ll likely need to secure some additional funding to cover startup costs before you start bringing in revenue. It’s crucial to carefully consider your finances and prepare to apply for any necessary lines of credit or loans.

This  financing guide is a valuable resource: look through it to learn about funding options from brick-and-mortar banks, alternative loans, Small Business Association (SBA) loans, merchant cash advances, business lines of credit, crowdfunding, asking family or friends, commercial real estate loans, equipment financing, and purchase order funding. 

Once you have a concrete plan to fund your brewery, provide potential investors with information about other partners and detailed financial plans with projections of profit and expenses of your business. Provide ways to engage: do they want to be a part-owner, or just buy equity in the business? Can they provide a personal loan? Walk through how they might be able to help financially, and what they’d get in return.

Sales Forecasts and Operating Expenses

The operating expenses of a brewery include the costs of brewing, bottling, and kegging equipment, hops, grains, labor, insurance, licenses, rent, marketing, food — the list goes on, and should be balanced against your sales forecasts.

It's typical to include a break-even analysis in this section of your business plan, which compares the sales required to break even with the cost of expenses each month. Investors will be interested in the potential for profit and loss in order to assess the risk of contributing to your business, but a profit and loss statement for a business that isn’t open yet requires that you make some informed projections. 

A cash flow analysis shows investors that the company will be able to support itself without additional investments by detailing planned spending on labor, supplies, and operations. 

How to Present Your Brewery Business Plan

As you write and edit your plan, start memorizing the key points and takeaways so you're ready to talk about it at any time. Remember that the way you talk about your business should be tailored to the situation you find yourself in — an elevator pitch at a networking event, a full presentation with a slide deck, excel sheets, and accompanying binders at a formal meeting.

Send your business plan to investors and banks far and wide – put your concept and plan in the hands and minds of as many people as possible. 

Once you secure a meeting with a potential investor or partner, you’ll want a more detailed presentation that presents all the key elements of your business plan. Lean into the why of your business: how will your brews add to the beer landscape? How will your brewery impact the community?

It’s good to anticipate potential questions and prepare answers for questions you encounter for the first time. When networking, be honest and genuine, even if you don’t have a ready answer for each question that comes your way – investors will be interested in your charisma and honesty just as much as your ability to build a detailed plan.

Bar and Lounge POS Comparison Tool

A free, customizable Bar and Lounge POS Comparison Tool to research and compare point of sale systems in one Excel spreadsheet or editable PDF.

Related Brewery Resources

Cost to Open a Brewery

How to Open a Brewery

Brewery Marketing Ideas

How To Do Brewery Branding

Brewery Name Ideas

Best Brewery Websites

How Much Do Breweries Make

Brewery Ideas and Concepts

Brewery Design Ideas

Brewery Equipment List

Brewery Floor Plans

Brewery Menu Ideas

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DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.

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How To Write a Successful Brewpub Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for brewpub 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 brewpub business owner should include in their business plan.

Download the Ultimate Business Plan Template

What is a Brewpub Business Plan?

A brewpub 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 Brewpub Business Plan?

A brewpub 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 Brewpub Business Plan

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

Executive Summary

The executive summary of a brewpub 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 brewpub 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 brewpub 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 brewpub firm, mention this.

You will also include information about your chosen brewpub 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 brewpub 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 brewpub 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 brewpub business may include local businesses and office workers looking for a place to unwind after work, consumers seeking distinctively-flavored beer, or customers who want to eat food with their beer.

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 brewpub 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 brewpub business may have:

• Unique brewpub concept
• Extensive beer menu
• Casual and inviting atmosphere
• Good food options
• Excellent customer service

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 brewpub business via word-of-mouth marketing.

Operations Plan

This part of your brewpub 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 brewpub business include reaching $X in sales. Other examples include expanding to a second location, adding new menu items, or increasing social media followers by 25%.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific brewpub 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 Brewpub 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 Brewpub 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 brewpub business.

Sample Cash Flow Statement for a Startup Brewpub 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 brewpub 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 brewpub company grows.

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

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Brewery Business Plan Template & PDF Example

• July 22, 2024
• Business Plan

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

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

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

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

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

Brewery Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

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

Executive Summary

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

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

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

Brewery Business Plan Executive Summary Example

Business Overview

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

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

Market Overview

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

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

Management Team

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

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

Financial Plan

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

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

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

Brewery & Equipment

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

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

Beer Offering & Pricing

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

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

Industry size & growth

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

Key market trends

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

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

Competitive Landscape

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

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

Identifying Your Competitors in the Brewing Industry

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

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

Brewery Competitors’ Strategies

Analyzing the strategies of these competitors involves several aspects:

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

What’s Your Brewery’s Value Proposition?

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

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

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

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

Marketing Plan

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

Marketing Channels

Digital marketing.

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

Local Advertising

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

Partnerships and Collaborations

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

Promotional Activities

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

Sales Channels

Taproom sales.

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

Online Sales and Distribution

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

Membership and Subscription Programs

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

Strategy Timeline

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

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

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

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

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

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

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

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Brewery Business Plan Template

Written by Dave Lavinsky

Brewery Business Plan

Over the past 25 years, we have helped over 5,000 entrepreneurs and business owners create business plans to start and grow their breweries. On this page, we will first give you some background information with regards to the importance of the business planning process. We will then go through a brewery business plan step-by-step so you can create your plan today.

Download our Ultimate Brewery Business Plan Template here >

What is a Brewery Business Plan?

A business plan provides a snapshot of your brewery or microbrewery as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.  

Why You Need a Business Plan for Your Brewery

If you’re looking to start a brewery or grow your existing brewery you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your brewery in order to improve your brewery’s success. Your brewery business plan is a living document that should be updated annually as your brewery concept grows and changes.  

Source of Funding for Breweries

With regards to funding, the main sources of secure funding for a brewery are bank loans and angel investors.

Banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.

Angel Investors

The second most common form of secure funding for a brewery is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding or, like a bank, they will give you a loan.

Finish Your Business Plan Today!

How to write a brewery business plan.

A brewery business plan should include 10 key elements as follows:

Executive Summary

• Company Overview

Industry Analysis

Customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of brewing company you are operating and the status; for example, are you a startup, do you have a craft brewery that you would like to grow, or are you operating a chain of brewpubs?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the craft brewery industry. 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. And offer an overview of your financial plan.

Company Analysis

In your company analysis, you will detail the type of brewing company you are operating.

For example, you might operate one of the following 6 core types of craft breweries:

• Microbrewery : which is a brewery that produces less than 15,000 barrels of beer per year and sells 75% or more of its beer off-premises.
• Nano brewery : a brewery that produces less than 15,000 barrels of beer per year
• Brewpub : this is a restaurant-brewery combination that sells 25% or more of its beer on-site and offers food service
• Taproom Brewery : which sells 25% or more of its beer on-site, but does not offer food services
• Regional Brewery : a brewery that has annual beer production of between 15,000 and 6,000,000 barrels
• Contract Brewing Company : a business that contracts with another brewery to produce its beer

In addition to explaining the type of brewery you operate, the Company Analysis 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 sales goals you’ve reached, new store openings, etc.
• Your business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

In your industry analysis, you need to provide an overview of the brewery business.

While this may seem unnecessary, it serves multiple purposes.

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

Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards lighter beer consumption, it would be helpful to ensure your plan calls for plenty of lighter brew options.

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 plan, you achieve just that.

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

• How big is the brewery business (in dollars)?
• Is the market declining 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 forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your brewery? 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.

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

The following are examples of customer segments: college students, sports enthusiasts, soccer moms, techies, baby boomers, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of brewery you operate. Clearly, baby boomers would want a different atmosphere, pricing, and product options, and would respond to different marketing promotions than college students.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations, and income levels of the customers you seek to serve. Because most breweries primarily serve customers living in the same 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.  

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Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

With regards to direct competition, you want to detail the other breweries with which you compete. Most likely, your competitors will be other breweries and brewpubs located in your region.

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 restaurants (for brewpubs) and other products (spirits, wine) for microbreweries. You need to mention such competition to show you understand that not everyone who drinks alcohol frequents a brewery.

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 they good at?
• 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 areas of competitive advantage. For example:

• Will you provide superior brewery products or services?
• Will you provide brewery products that your competitors don’t offer?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition or ways to make your brewery unique and document them in this section of your plan.

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

In the product section, you should reiterate the type of brewery that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, will you brew IPAs, pilsners, stouts, 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 menu items you offer and their prices.

Place refers to the location of your brewery. Document your location and mention how the location will impact your success. For example, is your brewery located next to a heavily populated office building, or gym, etc.? Discuss how your location might provide a steady stream of customers. Also, if you operate or plan to operate kiosks, detail the locations where the kiosks will be placed.

The final part of your brewery 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:

• Making your brewpub’s front store extra appealing to attract passing customers
• Establish a web presence
• Social media marketing
• Event marketing
• Advertising in local papers and magazines
• Reaching out to local bloggers and websites
• Local radio advertising
• Banner ads at local venues

While the earlier sections of your business plan explained your goals, the business operations section 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 brewery such as brewing beer, serving customers, procuring supplies, keeping the store clean, inventory management, etc.

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.

To demonstrate your brewery’s ability to succeed as a business, a strong leadership team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a brewing company.

Ideally, you and/or your team members have direct experience in the brewery 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. An advisory board would include 2 to 8 individuals who 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 breweries and/or successfully running retail and small businesses.

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 100 customers per day or 200? 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 $100,000 on building out your brewery, 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 $100.000, 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 money you need to start or grow your business and make sure you never run out of money. What most entrepreneurs and 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 brewing contract, that would cost you $50,000 to fulfill. Well, in most cases, you would have to pay that $50,000 now for supplies, brewing equipment rentals, employee salaries, etc. 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 costs:

• New location build-out including design fees, construction, etc.
• Cost of brewing equipment
• Cost of ingredients and maintaining an adequate amount of supplies
• Payroll or salaries paid to staff
• Business insurance
• Taxes and permits
• Legal expenses

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

Free Business Plan Template for a Brewery

You can download our free brewery business plan PDF template here. Using a brewery business plan example can help you create your own business plan from scratch.

Brewery Business Plan Summary

Putting together a business plan for your brewery will improve your chances of success. The process of developing your plan will help you better understand the brewery market, your competition, and your customers. You will also gain a marketing plan to better attract and serve customers, an operations plan to focus your efforts, and financial projections that give you goals to strive for and keep your company focused.

Additional Resources For Starting a Brewery

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

• Commercial Brewing Equipment and Supplies
• Brewery Licenses & Permits
• Brewery Business Overview & Trends
• Requirements for Brewery Operations

Don’t you wish there was a faster, easier way to finish your Brewery 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 plan services can give you a winning business plan.

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