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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.

Resource Hub:

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

Thinking about having a microbrewery? Good call.

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

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

Need help getting your plan in order?

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

Sounds good? Let’s dive right in!

What is a Brewery Business Plan?

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

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

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

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

Why Do You Need a Brewery Business Plan?

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

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

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

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

What to Include in Your Brewery Business Plan?

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

1. Executive Summary

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

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

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

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

2. Business Overview

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

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

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

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

3. Industry & Market Analysis

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

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

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

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

4. Sample Menu

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

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

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

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

5. Sales and Marketing Strategy

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

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

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

Marketing strategies for Hop Haven Brewing Co.

Online marketing

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

Pre-launching events

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

Social media marketing

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

Local promotions 

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

Partnerships

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

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

Loyalty programs

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

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

6. Operations Plan

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

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

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

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

7. Management Team

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

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

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

8. Financial Plan

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

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

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

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

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

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

9. Appendix

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

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

Download a Sample Brewery Business Plan

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

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

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

Start Preparing Your Business Plan with AI

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

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

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

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

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

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

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

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

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

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

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

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

About the Author

Upmetrics Team

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

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Brewery Business Plan Template

Written by Dave Lavinsky

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

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

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

Executive Summary

Business overview.

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

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

Product Offering

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

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

Customer Focus

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

Management Team

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

Success Factors

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

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

Financial Highlights

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

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

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

Company Overview

Who is mountain craft beer.

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

Mountain Craft Beer History

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

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

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

Mountain Craft Beer Services

Industry analysis.

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

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

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

Customer Analysis

Demographic profile of target market.

The precise demographics for Boulder, Colorado are:

Customer Segmentation

Mountain Craft Beer will primarily target the following customer profiles:

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

Competitive Analysis

Direct and indirect competitors.

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

Boulder Brewery

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

BC Craft Beer Company

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

Crafty Colorado Brews

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy

The promotions strategy for Mountain Craft Beer is as follows:

Word of Mouth/Referrals

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

Professional Associations and Networking

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

Print Advertising

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

Website/SEO Marketing

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

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

Social Media/Influencers

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

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

Operations Plan

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

Operation Functions:

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

Milestones:

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

8/1/2022 – Finalize contract to lease facility

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

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

9/15/2022 – Begin networking at industry events

9/22/2022 – Begin moving into the facility

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

Financial Plan

Key revenue & costs.

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

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

Funding Requirements and Use of Funds

Key assumptions.

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

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

Financial Projections

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

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

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

What are the Main Types of Breweries?

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

How Do You Get Funding for Your Brewery Business Plan?

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

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

What are the Steps To Start a Brewery Business?

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

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

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

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

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

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

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

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

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

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

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

Where Can I Get a Brewery Business Plan PDF?

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

Brewery Business Plan Guide + Example

July 6, 2023

Adam Hoeksema

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

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

This guide includes the following:

What Should be Included in a Brewery Business Plan?

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

Example Brewery Business Plan

Brewery business plan faqs.

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

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

Brewery Business Plan Outline

I. Executive Summary

II. Company Description

III. Market Analysis

IV. Marketing and Sales Strategy

V. Operations and Management

VI. Financial Plan

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

VII. Appendix

VII. Conclusion

How to do Market Research for a Brewery Business Plan

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

What Will be the Cost to Advertise my Brewery?

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

What Keywords are Customers Using in Their Searches?

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

How Seasonal are Brewery?

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

How Many Customers Do my Competitors Receive Each Month?

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

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

How to Create Financial Projections for a Brewery Business Plan

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

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

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

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

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

Table of Contents

1. executive summary,  1.1. company overview.

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

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

   1.2. Objectives

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

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

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

  1.3. Mission Statement

 Describes the company's purpose and core values.

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

  1.4. Keys to Success

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

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

2. Company Description

   2.1. company history.

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

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

   2.2. Legal Structure

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

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

 2.3. Unique Selling Proposition

  Emphasizes the company's competitive advantage or unique offerings.

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

  2.4. Target Market

Defines the company's ideal customer base.

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

3. Market Analysis

3.1. industry overview.

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

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

3.2. Competitor Analysis

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

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

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

3.3. Target Market Analysis

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

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

3.4. Market Opportunities

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

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

Key Point  1

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

4. Marketing and Sales Strategy

4.1. product or service offerings: .

Describes the company's products or services in detail.

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

4.2. Pricing Strategy

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

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

4.3. Sales Strategy

  Explains how the company plans to generate sales and build

customer relationships.

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

4.4. Distribution Channels

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

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

4.5. Promotions and Advertising

 Details the company's promotional efforts and advertising strategies.

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

Key Point  2

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

5. Operations and Management

5.1. brewery production.

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

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

5.2. Inventory Management

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

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

5.3. Taproom Operations

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

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

5.4. Compliance and Regulatory Requirements

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

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

Key Point  3

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

5.5 Staffing and Human Resources

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

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

5.6. Financial Management

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

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

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

6. Financial Plan

   6.1. startup costs.

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

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

6.2. Revenue Projections

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

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

6.3. Expense Projections

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

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

6.4. Profit and Loss Statement

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

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

6.5. Cash Flow Projections

 Outlines the company's projected cash inflows and outflows.

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

6.6. Break-even Analysis

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

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

Watch how to create financial projections for your Brewery

Key Point  4 

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

7. Appendix

   7.1. supporting documents.

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

   7.2. Glossary of Term

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

   7.3. References and Resources

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

Key Point  5

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

How can I choose the ideal location for my brewery?

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

What are the steps to start a craft brewery?

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

How can I finance my brewery startup?

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

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

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

About the Author

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

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How To Write a Successful Brewery Business Plan + Template

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

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

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

Download the Ultimate Brewery Business Plan Template

What is a Brewery Business Plan?

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

Why Write a Brewery Business Plan?

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

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

Writing an Effective Brewery Business Plan

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

Executive Summary

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

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

Company Description

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

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

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

Industry Analysis

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

Questions to answer include:

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

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

Customer Analysis

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

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

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

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

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

Competitive Analysis

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

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

Below are sample competitive advantages your brewery business may have:

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

Marketing Plan

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

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

Operations Plan

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

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

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

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

Management Team

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

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

Financial Plan

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

This includes the following three financial statements:

Income Statement

Your income statement should include:

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

Sample Income Statement for a Startup Brewery Business

Balance sheet.

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

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

Sample Balance Sheet for a Startup Brewery Business

Cash flow statement.

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

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

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

Sample Cash Flow Statement for a Startup Brewery Business

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

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

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

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

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

Finish Your Brewery Business Plan in 1 Day!

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

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

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Brewery Business Plan 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.

Other Helpful Business Plan Articles & Templates

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How to Start a Brewery: The Definitive Guide

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Craft beer is a rapidly growing field.

You’re in the right place if you’re passionate about beer and ready to join the craft beer community. Starting a business is hard work. But you’re not alone.

Over the past fifteen years, our team has helped hundreds of entrepreneurs start breweries and hundreds more rebrand their existing brewery businesses. This guide shares our experience, insights, tips, and best practices.

How to Start a Brewery Business

Choose a business model, get to know the legal stuff, fill in the business blanks, define your brand, crunch the numbers, build your brewing infrastructure, optimize your packaging, share your beer with the world, build a web presence.

Let’s look at what you need to know to get started.

You can't get where you're going if you don't know where you're going.

So, what do you see when you envision your own craft beer business?

There are many opportunities in the brewery business.

U.S. beer volume sales increased by 1%, and craft brewer volume sales grew by 8% in 2021. This raised small and independent brewers’ share of the U.S. beer market to 13.1%.

Dollar sales of craft beer increased by 21% to $26.8 billion. Craft beer sales account for about 27% of the $100 billion U.S. beer market.

That growth doesn’t include microbreweries that produce fewer than 15,000 barrels of beer annually. And the number is still growing.

It’s no wonder craft beer is so popular.

Anyone can grab a 6-pack of Miller or Budweiser at the local grocery store.

But craft breweries offer unique personalities and unique flavor profiles that their consumers can relate to. And that counts for a lot.

People value authenticity in the brands they purchase; craft breweries deliver that authenticity in spades.

And this desire for genuine, unique brand experiences isn’t going anywhere. So, if you make quality beer and have a unique perspective to share with the world, there’s a place for you in the craft beer industry.

The craft beer community is an unusually welcoming one. Bucking the traditional competitive attitude engendered by our capitalist economy, craft brewers have chosen to work together to strengthen their industry for all comers. Brewers Association president Charlie Papazian explains :

We’re a new kind of capitalism with a different perspective on the end game. We’ve found a way to be in business and enjoy it. A lot of people are flabbergasted by the camaraderie, the sharing among competitors. We’re open to doing things in a positive light. More passionate than opportunistic.

This supportive attitude serves them well. The community shares information, ideas, and encouragement, making craft beer one of the most welcoming industries for newbies.

Are you planning to sell your unique brews to distributors to be sold regionally?

Maybe you’re running a brewpub, pairing delicious menu items with your craft beers.

Or are you the master of a microbrewery and taproom?

Before you can start to plan your own craft beer business seriously, you need to understand the end goal that you’re aiming for and develop and refine your business idea . Choosing your business model is the first step in that direction.

This is true for any business, not just for brewery businesses. In our guide on how to start a business , we suggest that aspiring entrepreneurs choose a niche for the best chance at success.

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The Brewer’s Association for Small and Independent Craft Brewers identifies four separate market segments for the craft beer industry – microbreweries, brewpubs, contract brewing companies, and regional craft breweries.

Here’s some info on each to help you decide which is the right fit for you…

• Microbrewery – The BA defines a microbrewery as producing fewer than 15,000 barrels of beer per year and selling 75% or more of its beer offsite. Microbreweries may include a taproom that sells beer onsite.
• Brewpubs – Brewpubs are restaurant breweries that sell at least 25% of their beer onsite. In some states, brewpubs can also sell beer, wine, and spirits from other manufacturers; other states prohibit this. Check on your local state laws.
• Contract Brewing Company – In this business model, one business hires another brewery to manufacture its beer. The contract company would handle other business aspects such as distribution, marketing, and sales.
• Regional Craft Brewery – This category is somewhat vague.  The BA defines it as “An independent regional brewery with a majority of volume in “traditional” or “innovative” beer(s).”

It’s important to note that each state in the US defines its alcohol laws. And, to truly understand your business options, you’ve got to learn what’s legal in your state.

So, read up on your state’s laws. A microbrewery in one state may be governed by very different rules than a microbrewery in the next state over.

And once you’ve decided which overall business structure is the right fit for you, it’s time to get more specific. We recommend that you write a business plan . This should outline your goals and how you plan to achieve them.

A business plan will guide you as you run your business. And, remember – business plans aren’t set in stone (you should be prepared for it to evolve). But they are a necessary starting point to help you get your business.

Ensure that your business plan assesses your total addressable market to help you understand the opportunity better.

The alcohol industry is governed at both the federal and state levels. Alcohol production, distribution, and sales are all heavily shaped by laws.

The alcohol industry is overseen at the federal level by the Alcohol and Tobacco Tax and Trade Bureau or “TTB.” You must know and abide by all existing federal laws governing beer and alcohol .

And, while the federal laws and regulations provide the baseline for what you’ll need to know, they are merely the foundation. State laws have the most control over how your craft beer business will be run.

You should consider hiring an experienced business attorney who can help you navigate the legal pitfalls.

The current laws governing alcohol production, distribution, and sales evolved in the wake of the Prohibition era. After the 21st Amendment (lifting prohibition) was passed in December of 1933, states were left to decide how to repeal the prohibition laws in their respective states. The result was a 3-tiered system separating alcohol producers, distributors, and retailers. This system is still in place in most states today.

Marc Sorini, lawyer and expert in alcohol regulatory law, explains :

Fortunately for small brewers, the laws of many states provide flexibility allowing many brewery business models to thrive within the overall three-tier structure. Brewpub laws allow the marriage of producer and retailer tier into single premises… Conversely, most state brewery laws today authorize brewers to have a tasting room or restaurant as part of their brewery, and an increasing number of states permit brewers to also open a few remote retail tasting rooms or restaurants in order to brand themselves at premier retail locations.

As you can see, this 3-tier system provides the framework within which your future craft beer business must operate. So, get to know it well. You can learn more about the 3-tier system here .

Each state determines how this 3-tier system will be executed in their territory. So, look into your state’s laws governing beer production, distribution, and retail.

Investigating your state alcohol laws early will save you the strife of changing course mid-stream. These resources from the Brewers Association should help you get started with your state law research:

• Self-Distribution Laws by State
• Brewery Sales and Sampling Laws
• Barrel Cap Laws

Starting a craft beer business isn't all brewing and drinking.

There are basic administrative tasks that all businesses must complete to operate legally.

For instance, you need to choose the business structure for your new business . Sole proprietorship or LLC ? Will you incorporate or register a partnership ?

Think carefully about your business structure. Breweries are expensive endeavors. So, an LLC’s protections may be a better fit than a sole proprietorship.

Hire an expert to form your company and save time. Our trusted partners can help: Northwest ($39 + state fee) or Bizee ($199 + state fee) . We recommend Northwest. After evaluating the leading registration companies, Northwest stands out as our top choice due to its competitive pricing, exceptional customer support, and commitment to privacy. Pay just $39 + state fees and you'll get a free year of registered agent service, articles of organization, privacy, and client support from local experts.

Don’t skimp on these less glamorous decisions – they can have a big impact on your business in the long term.

Licenses and permits

After you decide on your business’s legal structure, you must file the necessary paperwork and get the required licenses and permits.

The  U.S. Small Business Administration says a license or permit is necessary for every business type. You may need to file multiple permits – those relevant to establishing your business entity (LLC, sole proprietorship, partnership, etc.) and those relevant to your specific industry.

Also, remember that most states require you to register your business if the trade name you operate your business differs from your business’s legal name.

For example, if your registered company is an LLC named Three Brothers, LLC, you cannot operate that business lawfully in most states if you’re selling products under the trade name Three Tigers. That’s because the registered name, and your trade name, are different.

Fortunately, this is not a difficult problem to overcome. You can simply register your actual trade name with your state (and or local government) by filing a “doing business as” (DBA) certificate. DBAs are also commonly called “assumed name,” “fictitious business name,” or “trade name.” Here’s a terrific resource that explains a DBA, the DBA state requirements, and how to file a DBA for your business in all 50 states and U.S. territories.

Remember to research the state laws impacting breweries in your location to discover precisely what permits and licenses you’ll need to acquire to run your brewery, microbrewery, or brewpub.

This article from CraftBrewingBusiness.com walks you through the overall brewery license and bonding process. And you can find a tutorial and get started with your TTB permits here .

Okay, enough with the legal stuff. Let's talk about something fun - your brand!

Craft breweries are known and celebrated for their unique brand personalities. No boring Michelob or Budweiser here! So, if you’re going to get noticed, you need to develop your brand identity consciously.

As we’ve  previously discussed ,

…your brand is your company’s public identity. Ideally, your brand should embody the best (and most essential) attributes of your company.

The importance of your brand identity cannot be understated – especially in the world of craft beer.  With so much creativity and unique personality already on display, a lackluster brand will fail to take off, no matter how good your brews are.

In particular, millennials (a major buying force) want authentic connections with the brands they purchase. And, with so many craft breweries in the US, there’s a perfect fit for every unique beer-drinking audience.

Here are a few questions to guide you as you think about your brewery or brewpub’s brand:

• What personality do I want my brand to project?
• Who will want to drink my beer?
• What can customers get from my beer that they can’t get anywhere else?
• What makes my brand unique? 
• What is the most important part of my customer’s experience?

Your answers to these questions (and others like them) will build your brand’s core. All of your future branding decisions should expand on these ideas. Your  business name , your  company logo , your business website design , your beer can or label designs, and your brewpub or tap house decor should all grow from the concepts you lay out here.

So, take the time to think –  really think – about your brand from the start. And maintain that brand as your craft beer business evolves and grows. This consistency of brand personality (and the quality of your beer) will keep loyal customers returning.

You can learn more about the nuts and bolts of establishing and maintaining a consistent brand identity in   Grow Your Small Business with Consistent Branding .

Smart marketers incorporate one or more psychological principles into marketing campaigns, content marketing, and sales strategy. Here is everything you need to know about the important principles and theories that can supercharge your marketing and influence people to buy your products or services.

When starting any new business, it’s important to understand the numbers.

You’ll want to track your sales and profits – eventually. But there’s much more to think about before you can get there. You’ve got to start at the beginning… with your start-up costs.

For a craft beer brewery, these costs will include the following:

• license, bond, and permit fees
• deposits and rent for your physical brewing space
• insurance premiums
• brewing equipment and canning or bottling equipment
• your brand design (logo, label or can designs, and website)
• ingredients for making your beer
• basic infrastructural costs like phone and internet service, etc.…
• cleaning supplies
• marketing and advertising costs
• wages for you and your brewing staff

If you’re running a brewpub, you’ll also have all the additional start-up costs of a restaurant, including:

• dishes, flatware, and table linens
• cookware and kitchen appliances
• ingredients for preparing your menu
• Printing costs for menus
• wages for cooks, bussers, and wait staff

For a complete picture of the cost of starting your brewery, read this article from Nerdwallet.

Once you know how much it will cost to get you started, compare that with your funds. Then plan how you’ll make up any difference. If you have savings, that’s great. But be prepared to take out a small business loan.

Running smart calculations to determine how much it will cost to start your brewery will allow you to plan. Devin of 7venth Sun Brewing shares these wise words:

Before we got started we did a lot of research on what to anticipate from seasoned veterans in the industry.  All of them said that we should plan for everything to take twice as long and cost three times as much.  We approached our plan with this in mind and they were certainly right.

Keep the whole picture in mind when it comes to your finances. Nobody likes surprises – and expensive surprises are the worst. So, plan your budget to cover all known costs and build in some extra to cover the “unknown unknowns.”

For example, you may need to find an agency to help your brewery grow and stand out. Depending on your specific needs, many accomplished agencies work with alcohol brands .

For a deeper look into this complex topic, consider following up with Beer Business Finance .

The heart of your business is the beer you brew. So, giving your brewing set-up the utmost attention and thought is vital.

At the very least, the facility you choose to brew in and the equipment you put there will determine your brewing capacity for the next several years. And upgrading or purchasing a new system is complex and expensive. So it’s best to get your brewing set up right from the get-go and pick a great physical location for your business.

So, let’s take a deeper look.

Location, location, location…

Choosing the right location is a make-or-break decision for every brewery. There’s a lot to think about – cost, space needed, actual location, renovation costs for creating a taproom or brewpub, zoning restrictions…

Start by determining what functions your space will serve and how you will use it.  Is it just where you brew your beer? Or will there be a taproom as well? Will it be a brewpub? If so, how much space must be dedicated to the brewery vs. the kitchen vs. the seating area?

Once you’ve outlined exactly what you need from your space, you can consider those needs as you review different facilities.

Here are a few things to consider as you review each space…

• Does the building have easy access to loading and unloading supplies and products?
• Is there room to store products on-site?
• Is the rent or mortgage low enough to accommodate any needed renovation costs and remain within your budget?
• Does the neighborhood have (and is it safe for) foot traffic if you plan to cater to onsite guests?
• Is there room for guests to park (if appropriate)?
• Does the building offer enough space to expand your brewing system’s capacity in a few years, or would you need to relocate?

One of the most valuable lessons you can learn from established brewers is to choose a location with room to grow. Brett from Dust Bowl Brewing Company speaks from experience :

We’ve expanded the operation and reached capacity production three times since we started brewing in 2009. We’ve now maximized what we can fit in the footprint of our current building. We are in the process of relocating to a new location. Our new site will, of course, have room to grow, so at least we’ve learned!

Brewing equipment

Your brewing system is also vital to the success of your craft beer business. The larger the system, the more beer you can produce and the more beer you can sell.

Myles from Borderlands Brewing ran into this issue early on:

People are thirsty! We started with a 3 barrel brewhouse, and that barely made enough beer to keep our tap room stocked. And the tap room was only open two days a week. We recently upgraded to a 20 barrel system, and we’re already planning the next expansion!

But brewing equipment is expensive. So, it’s important to strike the right balance. Overspending on your brewing system without an established demand will only backfire. A system that’s too small will save you money upfront but lead to additional costs as you upgrade.

This article by Wooden Hill Brewing gives a great breakdown of the equipment you’ll need and the considerations to keep in mind when choosing your system. This  piece by the Brewing Industry Guide can help you decide on the right size system for your brewery’s needs. Beer news publications can help you stay current on the latest equipment, ideas, and industry developments.

Before any consumers can enjoy your beer, it has to be packaged. And it needs to look good.

Luckily, you have more options for packaging than ever before. You’ll still be working with bottles, cans, and kegs. But new technology in materials and labeling means you can make smarter choices for your business.

Some breweries choose to bottle or can their brews on their equipment. Other breweries hire mobile canning services like The Beer Monks of Southern California.

Image courtesy of Oh Beautiful Beer

Here are the topics that should be on your radar when planning your beer packaging…

DIY or hire a service

Opening a brewery is a big investment. When starting up, it’s a good idea to ask yourself where it makes sense to save money. For some breweries, the packaging is one of those places.

Depending on your operation’s size, and thanks to mobile canning and bottling services, you may be able to avoid purchasing, housing, and running your bottling equipment. Look to see if there are mobile bottling and canning services in your area. Then compare their fees with the costs of buying and running your packaging system.

Remember that packaging your beer allows you to control the process’s quality more precisely. But it also means training and paying staff to run the machines and paying for repair costs. Chris Riphenburg of Ale Asylum in Madison, Wisconsin, offers this advice:

…if you don’t have an engineer on staff, become friends with one quickly. There is always something that needs to be repaired.

Bottling vs. canning

Bottles are the traditional choice of craft breweries. But cans are growing in popularity.

Purists will claim that beer tastes better from a bottle. But cans keep beer fresher longer, are more eco-friendly, and are cheaper to ship due to their lighter weight.

The differences don’t stop there. Bottles offer the flexibility of a cap, neckband, and label to share your packaging design. But cans offer more physical space for design.

There’s no wrong choice. But don’t decide without weighing the pros and cons.

Choosing your packaging design

When it comes to packaging design , consider both the materials the design will be printed on and the package graphics .

There’s a dizzying array of bottle-label materials to choose from, including paper, matte film, glossy film, metalized film, wood finish film, or clear film. Each of these communicates a different message to your consumer, so make sure to select a label material that reflects your brand identity.

Cans don’t offer quite so many options. You can print directly on cans or apply a plastic shrink-wrapped sleeve.

Printing directly on the can limits the number of colors you can use, and it’s hard to achieve bright, vibrant colors.

Can sleeves offer a more vibrant look and a quicker turnaround. These sleeves are very versatile canvas for printing your can design.

To learn more, read up on cans vs. can sleeves here .

Once you know what material your design will appear on, you can enlist the help of a professional designer. Make sure to let them know the dimensions and materials for your packaging and detailed information about your brand and the product itself.

The more information you can provide about your brand personality, mission, and beer, the better. These details equip the designer to create a design embodying your beer and brand.

And don’t be shy about providing feedback to guide the evolution of a design. You know your product better than anyone else. So don’t be stingy with your knowledge and guidance.

If you’d like to see many design options before settling on a final design, consider using a crowdsourced design service like crowdspring .

Kegs – stainless steel vs. one-way

Historically, kegs have been made of stainless steel.  These kegs are then returned to the brewery for reuse after being tapped out. However, there’s a new game in town.

Lightweight, sustainable, one-way kegs are now available. They’re cheaper to ship and can travel further from your home base than traditional stainless steel kegs. This gives you the option to sell to new markets.

Whether you opt for stainless steel, lightweight one-way kegs, or both… know your options and choose that will serve your business best.

Okay, you've brewed and packaged your beer - hooray! But your beer is just beginning its journey. It still needs to make its way to retailers or direct to consumers - this is known as distribution.

As Tom McCormick of ProBrewer explains :

You can brew the very best of products and have great packaging, but without good distribution, it will be not be enjoyed by the end consumer.

And depending on where your brewery is located, you may or may not be able to distribute your own beer. (Remember that 3-tier system?) As always, begin by researching the laws in your state.  This resource from the Brewer’s Association is a good place to start.

Equipment (trucks, trailers, etc.) costs can be high, as we emphasized in our guide on how to start a trucking company . So, if you decide that paying for trucks, labor, and storage is too costly and you don’t want to self-distribute… you’ll need a distributor.

Either way, do your homework carefully before signing a distributor contract. Here are some considerations to keep in mind when shopping for a distributor:

• Do they have access to the markets you want to sell in?
• Will they help to market your brand?
• Do they have the connections to get your beer into the retail spaces where your audience drinks and buys?
• Is their territory-wide enough to help your business expand as it grows?
• Do they fit into your budget?

Once you’ve signed with a distributor, you’ve committed to that path for the contract term. So be sure you’re comfortable with your choice before you commit.

For a more in-depth look at how to prepare for beer distribution, click here .

Your website is one of your brewery or brewpub's most important ambassadors.

As we explained  previously :

Today, it’s impossible to reach most customers without a website. This is especially true for new small businesses and startups trying to compete in an increasingly noisy world. but it’s also true for even established companies. Don’t believe me? A  recent study  shows that 97% of consumers research their purchases online before they buy something. Your website is a crucial component of your marketing and branding strategy.

So, put this vital business tool to work for your craft beer business.

Start by ensuring that your  website design truly embodies your brand. Visitors should understand who you are and what your brand is about as soon as they arrive.

As we mentioned in a previous  article,

It’s not enough to have a website… You also want to be sure that your site’s design is unique and that it showcases your products and you. Just like your logo, your web design should start with your personal brand. A well-designed website will expand upon and support the values and personality traits that you’ve identified as being core to your business. If web design is not among your many DIY skills, know that there’s  help available .

Your website’s visual design and marketing copy should project your brand’s voice and identity. Here are some suggestions:

• Use your brand’s colors.
• Prominently feature your logo.
• Share your brewing process and philosophy as a brewer.
• Write copy with your target consumer in mind.

Besides serving as a brand ambassador, your business website is also a great venue for attracting a wider customer base. Strong copy describing your beers, along with enticing photography, will make consumers want to give them a try.

And you can share your full line, inspiring consumers to try more flavors. Offer seasonal brews? Mention them on your site so that folks know to return to try them at the appropriate time.

Finally, a strong website design will lend credibility and legitimacy to your business. Make sure you’re using your website to its fullest capacity.

To learn more about great website design, check out  Grow Your Small Business With These 7 Website Design Best Practices  and  10 biggest web design trends for 2021 .

There’s no doubt that starting a craft beer business is hard work.

But brewing is a work of passion. And for those who have followed its call, it’s a rewarding, fulfilling career.

With planning and hard work, you can join their ranks. And, soon, you’ll be toasting your craft beer business with your very own brew.

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• Business Plans

Brewery Business Plan

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

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

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

Download our winning brewery business plan template here!

The Brewery Business Plan Format

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

Executive Summary

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

Brewery Details

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

Market Research

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

Competitive Analysis

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

Marketing Strategy

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

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

Operational Strategy

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

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

Financial Projections

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

Special Considerations

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

Pay Attention to the Details

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

Consider the Community

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

Know Your Numbers

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

Need Help With Your Brewery Business Plan?

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

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A key phase in Biden's new student-loan forgiveness plan has wrapped up, bringing borrowers one step closer to relief. But pushback is brewing.

• The public comment period on Biden's new student-loan forgiveness plan is over.
• This means borrowers are now one step closer to the relief, which is planned for the fall.
• Still, opponents of the plan have threatened legal challenges, jeopardizing the relief's timeline. 

Rachel, a Pennsylvania student-loan borrower, wants President Joe Biden's new debt cancellation plan to be implemented — and she wants the relief to be as broad as possible.

In a comment to the administration publicly available on the Federal Register, Rachel wrote that "the more student loan debt that can be forgiven the better."

She said her mom's student loans were forgiven last month, and during the over three-year student-loan payment pause, she was able to buy a home because she didn't have to pay her monthly student-loan bills.

"My loans are currently in repayment, and if that burden could be lifted it would be life-changing for me," she wrote.

Rachel is among the millions of federal student-loan borrowers contending with monthly bills again amid an uncertain time for relief. Biden's Education Department is working to implement a new debt relief plan after the Supreme Court struck down its first plan last summer .

The new plan — expected to benefit over 30 million borrowers — is focused on distinct categories for relief, including:

• cancellation of unpaid interest of up to $20,000 ;
• debt cancellation for borrowers who are eligible for — but have not yet enrolled in — relief under plans like Public Service Loan Forgiveness and income-driven repayment;
• relief for borrowers who entered repayment at least 20 years ago;
• and relief for borrowers who attended programs that left them with too much debt compared to post-grad earnings.

While a separate proposal for relief for borrowers experiencing financial hardship is expected to be unveiled in the coming months, the Education Department just concluded the public comment period for the other categories — meaning it is now one step closer to implementing the relief this fall.

But the road ahead isn't smooth. The department's proposal received a flood of negative comments, including a letter from 20 Republican state attorneys general who claimed the relief is unconstitutional.

"The least the American people should be able to expect is that people receiving debt cancelation actually apply for it and that the Department makes a determination on an individual basis," they wrote. "Instead, the Department is twisting the law to forgive as many loans as possible. This is wrong."

Related stories

Some of those attorneys general have already filed lawsuits to block some of Biden's more targeted relief efforts, like relief through the new SAVE income-driven repayment plan, and it's highly likely lawsuits will arise once the administration gets closer to finalizing this new rule.

The administration has maintained confidence in the legality of its relief, vowing to move as quickly as possible so borrowers can start reaping the benefits this year.

"From day one of my Administration, I promised to fight to ensure higher education is a ticket to the middle class, not a barrier to opportunity," Biden said in a recent statement . "I will never stop working to cancel student debt — no matter how many times Republican elected officials try to stop us."

Where the challenges stand

The administration is required to adhere to the negotiated rulemaking process to implement this new student-loan forgiveness plan. That means it will now take into account all the comments it received on the plan, and it will decide whether to adjust its proposal or move toward implementation.

For now, the administration plans to begin implementing the relief this fall, coinciding with the presidential election . Should Biden win, relief efforts would continue, but former President Donald Trump would likely cease those efforts if he wins another term.

A host of Republican lawmakers have also called on the administration to rescind its proposed rule. Before the public comment period concluded, 130 of them signed onto a letter saying that "the Supreme Court has made it abundantly clear that there is zero authority to write-off federal student loans en masse last June when the Department's 'Plan A' was ruled unconstitutional."

In addition, experts previously told Business Insider that Biden is likely to face similar legal challenges to the ones he did the first time around when he attempted to cancel student debt using the HEROES Act of 2003. The HEROES Act allowed the education secretary to cancel student debt in connection to a national emergency, like the pandemic, which the Supreme Court ultimately ruled was unconstitutional.

Biden's administration is using the Higher Education Act this time, which does not require a national emergency. Still, Cary Coglianese, an administrative law professor at the University of Pennsylvania, previously told BI that Biden "is certainly still facing a very skeptical Supreme Court."

"Even though it's a different statute, it's still a skeptical Supreme Court," he said. "It's still a pretty big program even though it's a smaller one."

For now, all borrowers can do is continue to make their payments as they wait for debt relief — either through one of the administration's targeted efforts or the broader version set for the fall.

Have you gotten student-debt relief? Do you have loans and don't believe they should be forgiven? Reach out to this reporter at [email protected] .

Watch: Why student loans aren't canceled, and what Biden's going to do about it

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Brewery Business Plan

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Sedibeng Breweries

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

Sedibeng Breweries is a medium-scale brewery that is located in the growing industrial centre of Selebi Phikwe, Botswana. This is a relatively new business in its start-up phase having been incorporated recently.

We are on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Sedibeng Breweries to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Our primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng Breweries and its behavior as a corporate citizen.

Initial plans are to produce three main lines of products primarily focusing on X, Y, and Z beer (which comes in different flavors: B, P, C and S). These products will be sold in different sized containers ranging from the 250 ml ginger beer to the 500 ml traditional beer. These products shall be extensively distributed to remote, yet extremely viable areas where the market is appreciative of readily available, good quality brew.

To prosper there is need for Sedibeng to be flexible and responsive, to delight customers by providing them with what they want, when they want it and before the competition. From product concept to goods dispatch we intend to ensure that every policy and procedure, system and process must have the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and manufacturing, if the organization is to realize its full potential, with manufacturing being employed as a strategic weapon.

Our marketing strategy will be based mainly on ensuring customers know what need the product(s) is able to fulfill, and making the right product and information available to the right target customer. Hence we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry. We will ensure that our products’ prices take into consideration people’s budgets, and that these people appreciate the product(s) and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution so as to ensure that we remain viable and operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. In the long term Internet marketing shall also be undertaken, details of which are provided in the marketing section of the following plan.

Our target markets will primarily constitute the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners, who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers, who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas. The common bond will be the appreciation of a good-quality traditional brew able to fulfill their thirst. Sedibeng is primarily targeting a market share of 6% to attain sales of approximately $1.5 million in our initial year. Sedibeng Breweries will pride itself on its production ability, competitive prices, its high standards of quality and its adaptability to changes in the market and in the method of its practice.

It is important to recognize that we do not intend that our tangible resources alone will make us potent competitors but more so our intangibles, such as our ability to relate to consumers, management style, corporate culture and commitment. These elements will differentiate us from our competitors and contribute towards the development of a sustainable competitive advantage.

We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing each employee’s full potential. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun  and promote the maintenance of high standards. By encouraging all employees close to our customers to think tactically about what Sedibeng Breweries service offerings should be, and by having enthusiastic, capable and empowered people interacting with our customers, we build the competitive advantage of being able to meet our customers’ needs better than anyone else.

Sedibeng Breweries intends to provide the customer with more than just a traditional brew. We intend to provide a quality brew that will not only be refreshing and pleasurable, but also encourage gatherings and sharing of fun. Our customers are assured of products that have been produced using the highest quality standards.

As we grow we want to grow right. Initially pursuing organic development and expansion we intend to undertake vertical integration in the future so as to be in total control of our raw materials and goods dispatch. For example, we realizing that we have to be in constant touch with our stakeholders to ensure market knowledge at all times. This is the nature of the channels we deal with. Also, we intend to build our management team correctly. We need the right people, in the right place, at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows– a mutually beneficial relationship. We shall strive to attain our primary goal, which is to develop and strengthen our license to trade, bestowed by the communities in which we function. As Sedibeng Breweries prospers and grows, these communities will continue to benefit from both the value created by Sedibeng and its behavior as a corporate citizen.

1.1 Objectives

Our business strategy will revolve around the need to provide quality brew to our various target customers, in the process fully satisfying their needs. This shall be undertaken through the implementation of high quality control standards and technological innovations, as well as the recruitment of a professional production and sales team, and the production of good quality marketing material designed to cater for various kinds of customers. This marketing material shall be professionally done so as to be reflective of our intended image and reputation. We shall position ourselves as a quality manufacturer that strives to provide quench fulfillment, enjoyment, reliability and a good image. We intend to establish a good rapport with all the relevant stakeholders.

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Our objectives will revolve around the following guiding principles:

• Provision of a great work environment, treating each other with respect and dignity.
• Apply high-quality standards of excellence to all business processes.
• Develop enthusiastically-satisfied customers all of the time.
• Contribute positively to our communities and our environment.
• To continuously formalize and measure cross-functional working communication so as to ensure that the various departments work harmoniously towards attainment of company objectives.
• To instill a culture of continuous improvement in beating standards of customer satisfaction and efficiency.
• Fully commit to supporting growth and development in the economy.

Ultimately we intend to create a stable business platform that will create prosperity for all those involved in the business venture at all levels, and to uplift unemployed Botswanans who are prepared to participate in this venture.

1.2 Keys to Success

The keys to Sedibeng Breweries success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement advertising, personal selling and direct marketing strategies aimed at the target markets. Our advertising marketing strategies will rotate around.

Hence our key success factors will include the following:

Excellence in Fulfilling the Promise: We intend to produce and provide products of uncompromised quality to our customers. This is so as to meet the needs and standards of our customers. Effective and Efficient Distribution Network: The importance of such cannot be overemphasized in our line of business. We intend to establish an excellent distribution network that will enable us to rapidly respond to customers’ orders, and be available in remote areas our competitor has not yet exploited. Assembly Technology: To ensure quality brewed beverages it is essential to utilize the latest and most efficient assembly technology. Keeping abreast with technological developments will ensure we gain, and maintain, a competitive advantage utilizing the latest production techniques. Loyalty and Dedication: The loyalty and dedication of our employees shall be essential to the prosperity of the organization. We recognize that Corporate commitment to success should lead to the survival and prosperity of the products, and ultimately the organization as a whole. Marketing Know-how: In an increasingly competitive market there is need to aggressively market our business so as to be continuously at the top of our prospective and current client’s minds. Adherence to Stringent Values and Principles: Sedibeng needs to acknowledge the fact that the financial and strategic management of the business will ultimately determine its prosperity and success. Hence we intend to adhere to stringent values and principles that will enable such to be achieved.

1.3 Mission

Sedibeng Breweries intends to create a pleasant, enjoyable and sociable environment through the provision of refreshing high-quality brews. Hence we intend to assist in the creation of a welcoming and relaxed ambiance reflective of people enjoying themselves. We are sensitive to the taste, look and feel of good beer, as well as affordable prices depending on the market. We intend to provide the best possible value to our customers who care about quality products at affordable prices, and we want every dollar spent on our products to be well spent. Hence our value proposition is to sell the benefit of refreshness and enjoyment to our various consumers at reasonable prices.

Internally we intend to create and nurture a healthy, creative, respectful and enjoyable office and plant environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the product we produce. In addition follow-up will be mandatory so as to ensure customer satisfaction and make any improvements as recommended by the customers in future. We seek a fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly compensate owners and investors for the money and risk.

We also intend to obtain ISO 9000 certification from the South African Bureau of Standards (SABS) so that our products are internationally recognized and approved. This will assist in our penetrating the regional and international markets, intentions of which we have in future. However this will occur after we have established ourselves on the local market. The above is well summarized in our mission statement which goes as follows:

Our mission is to carefully attend to detail in the hygiene in all our brews, and to uphold superb quality at all levels of production. To satisfy all our customers and stakeholders.

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

Sedibeng Breweries is a relatively new company providing high quality alcoholic and non-alcoholic beverages in the local market. Sedibeng Breweries intends to focus on the brewing process and the brewery itself. The brewery will house four stainless steel vessels whose shiny finish will be highlighted by the flood lights on the ceiling. Interested stakeholders will be able to observe the brewing process during the day and will be offered guided educational tours of the brewing facility.

It will focus initially on providing and satisfying two kinds of markets:

• Working Class: This will range from the miners who constitute a large portion of the market to administrative personnel appreciative of good quality traditional beer.

As it grows it will take on people and expand into related markets. It will also look for additional leverage by establishing relationships and representations with appropriate strategic allies.

2.1 Start-up Summary

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.

2.2 Company Ownership

Sedibeng Breweries is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of Mr. X and Mr. Y. Its fiscal year is the calendar year. Though it has only been in existence for seven months it realizes the potential market and opportunity for growth given implementation of the appropriate strategies, aided by the necessary finances.

2.3 Company Locations and Facilities

At present the company plants and offices are located in the growing industrial center of Selebi Phikwe, Kasane and Palaype with intentions of establishing an additional plant in Maun or Francistown, largely depending on the dictates of the market and the obtaining of a lease. Our current facilities provide offices, plants and machinery, office equipment and so on.

2.4 Company Values

This shall be undertaken through implementation of the following company values:

• Ultimately we intend to uphold all the above company values, promoting our employees and respective third parties engaged by us to do likewise.

Through promotion and implementation of the above stated company values we believe that we will be able to attain our corporate and stakeholders’ goals and objectives for the benefit of all concerned, in particular the communities in which we will operate.

Sedibeng Breweries produces and markets several products. There are three main products currently in its production line. These are:

All products are periodically taken for testing to the National Food Laboratory for quality checks so as to ensure that they conform to required quality standards.

3.1 Product Description

Sedibeng Breweries produces products of high quality and impeccable taste. The company currently produces three main lines of products, namely X beer, Y beer and Z beer. All three have unique properties that will enable them to excel on the market. We will also be watching for technological developments in South Africa and overseas, allowing us to be first on the market and produce high-quality products through cost effective means. In addition the company will select suitable products for production under license.

Our current product listing is as follows:

• Z Beer This traditional food product is widely consumed as a substitute for regular meals and energy booster, whenever available. Up to now it has only been available in two sources, namely home prepared or more commonly bought from a shop having a fridge to keep the product refrigerated.

This denies the people in rural area access to these delicious and nutritious foodstuffs. In fact, it is so wholesome that a growing child is able survive on one litter of this per day, as it contains protein, starches, calcium, vitamins and other essential trace elements. We have the ability to produce a long life Z that needs NO refrigeration, which can be sold from the shelf in the same fashion as Ultra Mel and similar products. This means that it can be bought by consumers who might not always have access to cooling or refrigeration facilities, to be consumed later, as a food whilst way from home, or as an emergency food supply. This is available in several flavors, such as x, y, w, t, s and other xx flavors that the market might want. It is also a good product to use in school feeding schemes and similar projects.

3.2 Competitive Comparison

Identifying competition in terms of companies that fill the same needs that we do, our competitors are few in our main product lines, though dominant in the market. Hence there will be a need to strongly differentiate ourselves from these other businesses. However on a broader scale our competition comes in several forms:

• On a larger scale manufacturers of other beverages including soft drinks and coffees also constitute competition, but of a generic nature, as people have to choose between them as refreshments. These products being marketed in supermarkets are often advertised on an extensive basis. To this end we intend to implement a strategy that will integrate the various promotional elements or tools such that our products are well known and appreciated on the market.

3.3 Macro-environment

Over the last few months abnormal weather has affected many parts of Southern Africa, including Botswana, during the key summer season. It has been extraordinarily severe with heavy rainfall, flooding and there definitely promises to be low temperatures, particularly in the winter season. This is likely to have an adverse effect on our initial financial performance, though marginal as consumption levels may decrease slightly.

At a large scale, market research demonstrates that the brewing industry market is growing and changing. Generally there is a trend toward more appealing and attractive brews as potential customers either are moving to the urban areas as a result of urbanization or are satisfied with an existing brew in their area. Research indicates that those in the rural areas are often satisfied with the existing brew due to lack of access to other higher-quality brews, whilst the new generation of executives being more educated and aware of the global environment wants to be seen drinking something attractive and recognized by others–status recognition. In addition this same market is not only more image conscious but appreciative of a quality brew as it is more selective. Therefore with the emergence of this generation of individuals, the appreciation of quality brews and packaging, dictates that our product lines will be popular.

3.4 Technology

Sedibeng Breweries will strive to maintain the latest and most efficient assembly technology so as to ensure quality-brewed beverages, and maintain low production costs ultimately benefiting the consumer. Keeping abreast with technological developments will ensure we gain and maintain a competitive advantage utilizing the latest production techniques.

3.5 Future Products

In putting the company together we have attempted to offer enough products to allow us to always be in demand by our customers and clients. The most important factor in developing future products is market need. Our understanding of the needs of our target market segments shall be one of our competitive advantages. It is critical to our effort to develop the right new products. We also intend to have what we call a “core product engine” that will be the foundation of future products. This shall be established in time as we determine our core product. In the future, Sedibeng Breweries will broaden its coverage by expanding into additional markets (i.e., the whole of Southern Africa) and additional product areas. In doing so we will strive to ensure that it is compatible with the existing products and assembly technology.

3.6 Fulfillment

• We will turn to reliable farmers, suppliers and distributors who will assist in ensuring that the products are delivered timely and are of the highest quality. We will also rely on these stakeholders for relevant information on the market situation (trends, consumer tastes, feelings and comments amongst other things).

SWOT Analysis SWOT analysis .">

We are in a highly lucrative market in a rapidly growing economy. We foresee our strengths as the ability to respond quickly to what the market dictates and to provide quality brew in a growing market. In addition, through aggressive marketing and quality management we intend to become a well-respected and known entity in our respective industry. Our key personnel have a wide and thorough knowledge of the local manufacturing market and expertise, which will go towards penetrating the market. However we acknowledge our weakness of a medium-sized company without a lot of experience, and the threat of new competition taking aim at our niche. Below are the summarized strengths, weaknesses, opportunities and threats.

4.1 Strengths

• An aggressive and focused marketing campaign with clear goals and strategies.

4.2 Weaknesses

• Establishment on the Internet will produce technological challenges.

4.3 Opportunities

• Increasing number of foreign firms, especially from South Africa looking at penetrating the market.

4.4 Threats

The present growth in the market may result in market saturation, through competition. This competition could emerge from a variety of given sources including:

• Intolerable price increases by foreign suppliers may occur.

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

Today we are experiencing rapid growth in the economy of unsurpassed nature. This has been brought about by (amongst other things) the relaxation of foreign exchange policies and macro economic policies geared towards attracting foreign investors into the country. The fiscal and monetary policies of the government geared towards maintaining growth with social justice have largely contributed towards this, evidenced by our economy averaging a growth rate of 7% since 1990–very high by international standards.

The current drive and emphasis by the government on diversification of the industrial base away from the minerals sector presents an opportunity for Sedibeng Breweries to make a valuable contribution towards achieving this goal. This will result in implementation of modern production techniques and transfer of knowledge. Having undertaken a thorough and comprehensive research of the market we realized that there was a need for a manufacturer that focuses on producing affordable thirst quenching brew tailored to satisfying client’s needs. Though there are breweries currently on the market, some of whom have been in existence for a relatively long period of time, we believe that there is a market need for one (ourselves in this instance) that particularly focuses on the low to medium earning individuals. We intend to provide products of extremely high quality–something that cannot be over-emphasized in the international arena with the current drive towards globalization. The marketing mix of the products has been carefully and strategically put together to position them in the market.

Aware of the fact that we will be operating in a predominantly monopolistic market structure we intend to ensure that our marketing strategies are considerate of the importance of the fit between our products capabilities and benefits, and the target market, so as to develop a strong sustainable competitive position in the market. As a result we intend to implement a niche marketing strategy, focusing on certain target markets, particularly in view of XX Breweries dominance on the market. Our initial overall target market share shall be 6% of the local market. This share will vary with the actual products, with ginger beer having a larger share than traditional beer due to its uniqueness.

We appreciate that entering such a market is not a bed of roses, particularly as it is monopolistic. Hence we intend to implement an aggressive marketing strategy, well supported by the other business functions. The above prognosis influenced our decision to enter the brewing industry.

5.1 Market Segmentation

Sedibeng Breweries will be focusing on the corporate and working class who appreciate good quality traditional beer. The working class will range from the miners who constitute a large portion of the market, to administrative personnel appreciative of good quality traditional beer. The corporate or managerial segment will constitute those managers who though aware of their image and reputation, want to put aside their ties and jackets after hours and/or on weekends to drink good traditional beer, easily accessible in the urban areas.

Our most important group of potential customers are those in the rural areas who often converge after hours to socialize and update one another on local news. These are potential customers who want to have an enjoyable time whilst drinking a good refreshing beverage. They do not want to waste their time making their own brew, but appreciate a good quality brew at a reasonable price.

We also intend to appeal to the foreign and local tourists who would be looking at experiencing traditional foods and drinks, a change from the usual beverages they often have.

5.2 Target Market Segment Strategy

Our marketing strategy will be based mainly on making the right product available to the right target customer. We will ensure that our products’ prices take into consideration peoples’ budgets, and that these people appreciate the product and know that it exists, including where to find it. The marketing will convey the sense of quality in every picture, every promotion, and every publication. There is already a sense of segment strategy in the way we define our target market. We are choosing to compete in areas that lend themselves to local competition, service and channel areas that match our strengths, and avoid our weaknesses.

Our strategy calls for the development of relationships with suppliers, distributors and retailers to support our business. Regular visits will be undertaken to these areas so as to ensure that we are meeting their expectations.

5.2.1 Market Trends

Our target markets are increasingly growing towards recognizing the difference between poor quality brews and those of high quality. This development is an important trend for us as it represents our target market. We now are having an increasing number of people who appreciate the traditional brews whilst living in the urban areas. With this in mind we intend to ensure that our packaging is respectable and attractive.

Today’s extremely stressful work environment dictates that individuals consume healthy drinks especially in the summer season, this presents an opportunity that we may exploit, marketing the health aspect of our beverages.

5.2.2 Market Growth

Import statistics provide a reliable guide as to the size of the brewing industry. According to the Trade Department, the market has been growing at a steady rate of 7% per annum although it is projected to increase slightly in 1999 and 2000.  According to the most recent Trade Department import statistics for beer and wine, total beer and wine imports stood at 10,421,968 liters ($14,473,000) in 1998 whilst total exports stood at 864,668 liters ($281,363) in the same year. This brought about a total market size estimated at just over 11,286,636 liters in 1998. Specifically, imports for traditional beer stood at 310,627 liters in 1998 which represented an increase of approximately 32.56% from the previous year (1997). In 1997 these imports had risen by approximately 66.14%.

5.2.3 Market Needs

Sedibeng Breweries will set out to provide good quality products that will help instill a jovial environment. Sedibeng Breweries intends to provide the customer with more than a drink to quench one’s thirst. We intend to provide a quality brew that not only quenches one’s thirst but enables one to enjoy themselves and be proud of it. The quality of raw materials and assembly technology evident in our products will serve to enhance the appearance of our customers, in turn adding to their status. The large market is due to the fact that opaque beer is traditional beer for most Botswana. It is consumed for social, ritual and ceremonial purposes and hence appeals to a vast majority of the rural population in particular.

5.3 Industry Analysis

Industry analysis information is presented in the following subtopics.

5.3.1 Competition and Buying Patterns

The key element in purchase decisions made at the Sedibeng Breweries customer level is the availability of an affordable, thirst-quenching product of good quality. The most important factor in this market is the distribution network. This is particularly so considering the good distribution network that XX Breweries Limited has in place enabling them to produce products that are constantly in demand throughout the country.

5.3.2 Main Competitors

Being in a predominantly monopolistic market structure, competition in the brewery manufacturing market as a whole is not that intense (in terms of numbers) at the current time due to the dominance of XX Breweries Limited, which has been on the market for a relatively long period of time. Cognisance should also be taken of home brewers who represent competition on our intended market. However upon closer research we identified several niches in the market that we may exploit, not wanting to confront XX Breweries one-on-one.

In general, our competition will be stiff, as we intend to penetrate the low to medium earning customer. At the same time we shall be differentiating ourselves from XX Breweries. We intend to market ourselves in such a way that with time competitor customers will choose our products over competitors’ on the basis of our higher quality, thirst-quenching brews. We shall now provide a more thorough outline of our main competitors in the same strategic group as ourselves, including their strengths and weaknesses.

XX Breweries Limited and ZZ Breweries – T Brewery Holdings

Arguably the largest and most reputable manufacturer, supplier and marketer of alcoholic and non-alcoholic beverages in the country, XX Breweries has been on the market for a considerable period of time now. Part of the large and extremely reputable conglomerate, YY Breweries International, XX Breweries is currently the dominant domestic producers of beer, sorghum and Coca-Cola products in the country, with an overall market share of more than 95%. XX Breweries is able to take advantage of the financial, managerial and technical clout that it has through YY Breweries International. Due to its size it enjoys an economy of scale and thus the competitive advantage of being able to offer low priced beverages in large quantities to its target markets. YY Breweries International Africa enjoys strong cash flows in the form of royalty payments, management fees and dividends from its Botswana operations due to its dominance.

One of XX Breweries’ main products is S traditional beer, which will be one of our main competitor products. S is currently mass marketed in the whole of Botswana and is popular amongst the rural and town folk. It is also present in the regional countries, including Zimbabwe, Zambia and Mozambique, with current intentions of going beyond these borders. This is mainly because it is in its maturity stage and these efforts of going international are meant to extend its product life. However a frailty of S is that the product does not maintain freshness for a long period, which is debilitating when its intentions are export. Hence Sedibeng intends to take advantage of this weakness.

XX Breweries In Botswana

Recent financial results from T Brewery Holdings indicate that the organization as a whole has continued to perform exceptionally well on the back of a buoyant Botswana economy. Turnover grew by 42% whilst operating profit is up 60% from $21.5 million to $34.5 million. For the 12 months to 31 March 2000, volume growth exceeded non-mining GDP growth by more than 2%, resulting in turnover growth of 12%. According to the audited results, higher volumes and turnover coupled with greater productivity and stringent cost controls translated into excellent earnings growth. With this in mind we strongly believe that there is an extremely lucrative market we may exploit.

Strategy and Implementation Summary

Our marketing strategy emphasizes focus. This will be the key. We are a relatively new company and hence must focus on certain kinds of products with certain kinds of consumers. Initially Sedibeng Breweries will focus on the local market and in the remote and previously inaccessible areas where there is a large market for our products. Hence the form of growth that shall be initially pursued will be that of organic growth mainly due to limited resources and the need to instill confidence in our products. The target customers will include key decision-makers in the retail and supermarket chains who often order or recommend on behalf of the whole organization, the aim being to obtain an initial order and fully satisfy the customer from then on.

• We are focusing advertising on several key media.

We intend to achieve growth by creating a more enthusiastic customer culture than that of our competitors. All criteria from price competitiveness to staff attitudes are to be initially measured six-monthly, and then on a more regular basis as time goes on. The results will go down to depot level and be compared with the overall target. This form of consistent measurement of strategic goals will ensure that the organization remains focused on its goals and objectives, making any necessary adjustments where need be.

6.1 Value Proposition

Our value proposition is offering our customers refreshness and enjoyment at reasonable prices ensuring peace of both body and mind. Hence we intend to:

• Market the company.

This value proposition shall be communicated through advertisements, personal selling, sales literature and catalogues, and referrals that emphasize how the company is able to provide refreshment, enjoyment and fulfillment to the customers.

6.2 Competitive Edge

Our competitive edge will be our dominance of access to previously remote areas, customer orientation and traditional high-quality brew through stringent quality control. Although XX Breweries dominates the local market, it does not penetrate the remote areas as much as we intend to.

Though we shall be serving different market segments we intend to focus on (discussion removed for confidentiality).

6.3 Sales Strategy

We intend to focus on improving our implementation, by working on key objectives and better coordination of marketing efforts. For the short term at least, the selling process will depend on personal selling and advertising to lure and inform potential clients about the products we offer and the benefits of consuming our products. Our marketing does not intend to affect the perception of need as much as knowledge and awareness of the product categories.

6.3.1 Sales Forecast

The sales forecast monthly summary is included below. The annual sales projections are included later in the plan. It should be noted that as we become established and known on the market we project sales to increase at a faster rate than the initial year.

6.4 Marketing Strategy

One core element of our marketing strategy will be that of differentiation from our competitors. In terms of promotion, we intend to sell our company as a differentiated strategic ally, not just our products. In price, we intend to offer extremely reasonable prices in comparison to the competition and we need to be able to sustain that. Market penetration through lower prices shall be undertaken where need be, while premium pricing will be the case of the upper-end of the market.

6.4.1 Service Provision

The service aspect of Sedibeng Breweries marketing mix shall constitute an important element in delivering total quality. This is due to the high degree of exposure our competitors already have. As such we intend our customer service to be key to the retention of customers. We shall follow-up with our clients on a regular basis so as to ensure they are satisfied with our products and delivery times. This is mainly because we intend our customers not to be one-time buyers but regular order seekers. The establishment of a rapport and understanding between our customers and ourselves is going to be an ongoing processes.

We intend to implement database marketing whereby we shall be targeting customers based on their previous purchases, in terms of size, frequency and actual products, so as to forecast their demands and establish long beneficial relationships. Customer service shall be enhanced through infrastructure support in the form of merchandising and credit facilities, and alternative distribution facilities where possible and viable.

6.4.2 Pricing Strategy

Initially our prices will not be under our control but dictated by the market conditions prevailing at the particular time. This is particularly so in the case of products which are also produced by our competitors, as they are often representing a scale for consumers. However we realize that we must charge appropriately for the quality and work we shall be providing, in addition to the distribution of the products. Hence we intend the price will accommodate the mark ups prevailing in the industry, as well as our own costs. To be competitive in the market we intend to offer discounts to customers making bulk orders, which are in competition with the industry. This will also assist in the establishment of customer loyalty. Hence our prices shall be as follows: (discussion removed for confidentiality).

We intend our income structure to match our cost structure, so as to ensure that the salaries we pay to assure good workmanship is balanced by the price we charge. We will make sure that we charge for the product, workmanship and delivery with our aim being to achieve a gross profit margin of at least 30% in our initial years of operation. All in all we intend our prices to be extremely competitive on the market.

6.4.3 Promotion Strategy

Our promotion strategy will be based primarily on informing potential customers of our existence and making the right information available to our target customer. Since we shall be targeting different segments, the promotional tools and messages may vary slightly to match the intended market. However in all cases the marketing will convey the sense of quality, refreshness and health in every picture, every promotion and every publication. Promotional campaigns will seek to promote the ‘sharing aspect’ of the beer, customers drinking these products in groups. Our promotional activities shall be focused towards driving the organization’s overall strategy relentlessly, developing internal consistency and prepare it to confront any radical changes that may arise. In such a market we cannot afford to appear in, or produce, second-rate material that make our products look less than they are. We intend to leverage our presence using quality brochures and other sales literature, including promotional material such as pens, complimentary slips and stickers. Due to the fact that our products are in the introductory phase on the market, promotional expenses are high in order to generate customer attention and knowledge of our products existence.

We intend to spread the word about our business through the following:

Advertising

In view of the fact that we are entering a market largely dominated by XX Breweries Limited which has an approximate market share of approximately 95% (as previously discussed) we intend to undertake extensive advertising of our products in addition to our brand name–company name. This is so as to instill awareness and knowledge of our existence in the market place, which hopefully shall convert into market share. Hence the need to ensure that our products are constantly available to our target market, and of consistent high quality. Whilst we are committed to providing products of uncompromising quality to meet the needs and expectations, the company believes its products should be advertised and promoted in an honest and ethical manner that respects the values of our consumers’ societies. Examples include the Boccim Business Directory which will require us being members of Boccim, Botswana–a review of commerce and industry, Contacts Botswana, and other telephone directories. A constant look out will also be made of any special editions in the local newspapers, which may provide an opportunity to advertise.

These are increasingly becoming important as more firms establish in the country and hence the need to be known. The organization aims to participate in trade shows and quality taste tests. Not only will these increase awareness of the products, but if a particular product were to gain recognition, for example through being chosen #1 at a taste test, the organization will be able to take advantage of this in all its promotional campaigns, adding leverage to its reputation and image. Undoubtedly this would add confidence and pride in our staff complement as their hard work would be recognized often at the highest levels. Communicating such achievements often gives customers a feeling that they can rely on the product, and this builds strong customer loyalty. An example of a trade show we intend to participate at is BITEC. The aim of this exhibition is to provide a conducive environment for companies to display their products in a specialized exhibition. The exchange of technologies, ideas, and contacts will serve as a fertile ground for the blooming of healthy trade relationships and partnerships.

We also intend to participate at the Botswana International Trade Fair (BITF) in August so as to expose our business to potential customers and suppliers. Such fairs serve as important eye openers for both potential customers and ourselves. With time it shall be necessary for us to participate in regional trade shows and fairs such as the South African Exhibition Show so as to gain awareness and ultimately orders from outside the country.

Public Relations

Recognizing that we are relatively new on the market there will be a need to organize an event, of grandeur nature, introducing ourselves onto the market. At this we intend to invite potential customers, senior officials, including the Minister of Industry and Commerce, and other stakeholders so as to penetrate the market. In collaboration with this we also intend to place news stories and features in magazines and newspapers to keep stakeholders updated on the latest developments and to increase awareness. We also plan to have a major festival initially in Selebi Phikwe, appropriately named, that maintains and promotes Botswana culture. This will assist in the recognition and appreciation of our company in the surrounding community especially. Our efforts on community service will show that the company has its community at heart, contributing towards the establishment of a good and reputable image. Homes for the under privileged will be also be built in the medium, to long term as we plough back into the society we operate in. In addition we intend to pursue educational sponsorship for the less advantaged but promising young individuals in the community. This will constitute some of our corporate social responsibility details of which are provided in the respective section.

We also intend to experiment with a road show in the various often-neglected remote areas giving out caps, bags, and other such prizes to individuals who answer questions correctly. This will also enable our business name and products to be better known by the respective communities. However we are extremely confident that these road shows if well planned will be a success as they encourage community participation. Brewery tours shall also be arranged with interested stakeholders including school children and college students. This is so as to increase awareness of our facilities and products and also showing confidence in our production process and standards. Hopefully visitors will leave impressed and confident in our products, adding to the possibility of positive referrals. These same tours will also be arranged with prospective clients/order-takers.

Still in the infancy idea stage we have in mind the hosting of a ‘fest’ whereby guzzlers of our brews as well as first-timers are encouraged to drink as much as possible whilst enjoying themselves. This is likely to be held in the hottest month of the year (October) when people are often extremely thirsty. Hence the name ‘October fest’ might be appropriate. Proceeds of such festivities are to be donated to charities.

Personal Selling

This shall be undertaken in the form of sales calls whereby a sales person will go out to potential customers and distributors informing them what products we are able to offer them. In addition the sales person will listen to client’s needs at close hand, so as to ensure that the product is delivered timely and that it is the right product as demanded by the surrounding community. Close analysis shall also be undertaken of the consumption patterns of the respective communities, that is whether they prefer larger or smaller containers. This will ensure that our products are customized as much as possible to the surrounding community’s needs and wants. In cases where there is the opportunity of obtaining a large order it may be necessary for the top management to go out personally, especially considering the fact that we are still a relatively new firm in the market.

Direct Marketing

This will be used, but only to a limited extent, in the form of telemarketing and informing potential customers and obtaining referrals where possible. In the case of telemarketing it will involve our targeting potential customers/distributors of our products and informing them of our existence and the products we offer. We may then arrange for an appointment with the respective decision-maker/order-maker, with the intention being to lure them into ordering one or more of our product lines.

Internet Marketing

The increasing growth of the Internet as an information source provides an opportunity that we may exploit. This is particularly so in view of the increasing investment and global trade amongst countries, as both large and small organizations look at obtaining the best deal possible. More often than not these organizations will seek out potential clients over the Internet due to the cost of transport and accommodation, apart from the obvious time factor, which is increasingly becoming of importance in view of the dynamic environment. However this will require adequate planning and research so as to establish a professionally done website. This will mainly serve foreign customers and other stakeholders including potential investors.

In all the above we intend to communicate our ability to manufacture good quality brews that will satisfy the customers needs. Hence our messages will influence the buying decision of prospective customers and distributors by emphasizing our unique selling proposition, and persuade prospective buyers that we are different from our competitors. All the above promotional tools shall be well integrated and utilized in tandem so as to maximize their effect.

6.4.4 Distribution Strategy

We believe that through our obsession for improvement, and commitment to a leadership position in our respective markets, we can overcome the traditionally binding constraints of resource base, firm size and narrow conceptualization of our business domain. This shall be undertaken through coordination and logical integration of our distribution operations. We aim to reduce cycle time for key processes, eliminate rework and waste, and optimize our human resources utilization. To attain low lead-times we intend to (discussion removed for confidentiality).

Trade Channels:

• Retail Distribution Channels (discussion removed for confidentiality).

We intend to ensure that our breweries are located close to our major distribution centers not only to minimize costs but also to enable our products to be easily available, in the best condition, in the different markets nationwide. By engaging and establishing good relationships with shebeen owners we intend our products to be readily available to our target market. In terms of actual delivery for every vehicle the daily fuel used, kilometers driven, repairs and maintenance costs must be recorded and compared with the set standard. (Discussion removed for confidentiality.)

6.4.5 Product Marketing

Our product marketing will emphasize the benefits of consuming our products, including refreshment and enjoyment of top-quality brews. We intend to sell the opportunity to enjoy oneself amongst friends, family and/or colleagues. This will come out in our advertising, delivery and collateral such as sales literature and business cards. Our product marketing’s most important challenge will be the problem of being accepted and appreciated on the market as a provider of quality products. Hence we intend to not only meet customers’ expectations but to exceed them, initially targeting a market share of 6%.

We intend to focus on the individual or group who want to enjoy themselves through the consumption and sharing of refreshing healthy beverages. However, not wanting to limit our horizons in the initial period, we intend to be continually looking out for opportunities that we may exploit. In all cases we intend to provide a thorough understanding and appreciation of the products to the customer and the benefits of consuming them.

6.4.6 Product Packaging

Our product packaging shall be of utmost importance, as it will definitely influence our potential customers on whether to try out our products or not. As such we shall ensure that it is not only attractive to consumers but also hygienic. As time progresses we intend to have packaging that enables the container to be used for other purposes after beer consumption, for example keeping water and being able to be deposited to retailers, the former of which we have identified as already being done. In the medium to long term we intend our product packaging to also be recyclable and hence more environmentally friendly–a continuous improvement process. Continuous improvement on packaging will also be undertaken so as to maintain, if not improve product appeal.

Currently the products are served in X ml and Y ml packs. However depending on the dictates of the market, there might be need to introduce new product packs. Hence we intend to ensure that we are flexible if such changes are to occur. A specific example is the X ml T beer pack, which is not being produced by any of the other breweries at the moment, representing an opportunity to be realized.

6.5 Corporate Social Responsibility

Sedibeng Breweries intends to be involved in a wide range of social responsibility engagement programs to invest back into the community in which we operate. Through our social responsibility program we can assist in improving peoples lives. If we contribute to development in a sustainable way, we need to support projects that communities bring to us, rather than strictly creating our own solutions for our communities. This is because if we impose our solution and drive a project it is an artificial response, and the risk is that the project will then always ‘belong’ to us. Whenever the project comes up against a new challenge, we will be expected to fix it, and will be forced to stay in a situation where we have to look after the same few projects forever. Rather we intend to fund several projects that belong to, and will be driven by, the community and become sustainable. However, before we commit ourselves to projects we intend to ensure that skills will be transferred, communities are involved and the projects will be able to become self-sustaining. We know that we cannot address all the development needs of our society. Where we can, we assist and sometimes may form partnerships so as to increase capacity.

We intend to be involved in the following activities:

• Arts and Culture (discussion removed for confidentiality).

Production Summary

Our production system shall strive to attain service excellence in addition to manufacturing safe, quality products. This shall be undertaken through the engagement of modern production techniques using up-to-date assembly technology. This will also result in low production costs being attained by the company. We also intend to ensure that the suppliers we engage are committed and reliable so as not to let down the final consumer in terms of the quality of the product and time of delivery.

In order to improve productivity in our plants we intend to reduce waste and duplication in our breweries by streamlining administrative functions and promoting and instilling a business culture that focuses on the teamwork rather than individual productivity. By the undertaking the above we will optimize our productivity given our available resources.

7.1 Suppliers

Currently the company obtains the vast majority of its raw materials from South African suppliers. However as we are committed to fair terms of trade and promotion of local business we intend to engage local suppliers. Hence raw materials, including x and y, may be sourced from local communal and commercial farmers avoiding intermediaries so as to minimize costs, ultimately benefiting the final consumer. The major advantages of doing so being higher margins, faster payments and lower risks of payment default. Through the use of economies of scale we aim to maintain low input and production costs. This may be undertaken through (discussion removed for confidentiality).

Hence we intend to establish good rapport with all our suppliers and hence long mutually beneficial business relationships. This shall be undertaken through working closely with suppliers to ensure uninterrupted deliveries.

7.2 Receiving

Recognizing that the receiving of our raw materials is an essential element in our entire business, we intend to ensure that it is done by responsible persons who will be present during off loading to check the quantity and condition of the consignment. During the actual off loading the receiving bay personnel will mass check on at least X% of the consignment. Non-confirming raw materials in terms of quality will only be approved with the consent of the managing director who would have undertaken further analysis of it.

7.3 Storage

It shall be the policy of the company to ensure that all raw materials are stored in a secure, clean and pest free manner. Stock takes and reconciliations shall be undertaken on a regular basis, initially done at least once a week. The stock principle of First In First Out (FIFO) shall be implemented. Whenever stock is taken out it shall be recorded on a separate stock or bin card, with reconciliations of raw materials issued to the brewery, issued to production, losses, opening and closing stock taken. Should any deviations arise these must be explained.

7.4 By-Products

Sedibeng Breweries intends to utilize every resource it has to the fullest possible extent. We realize that there shall be a lot of by-products that will be produced from our production of the main product lines. However not wanting to pollute the environment, and our community at large, we plan to utilize by-products whenever possible. This will ensure that our resources are fully utilized.

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

Sedibeng Breweries shall evaluate the jobs it provides, paying competitive remuneration packages against market benchmarks to employees for their agreed and set out tasks. Consonant with its efforts to create added value by employees, Sedibeng Breweries seeks to negotiate the provision of incentive pay delivery mechanisms against achievement of agreed targets relating to accomplishment in the areas of productivity enhancement, savings and other specific successes, that is, the implementation of an effective performance management system.

Hence our human resources strategy will revolve around:

• Stakeholder inclusivity.
• Maintaining preventative health and safety structures for employees and support for surrounding communities.

8.1 Management Team

The management team, mainly comprising of the shareholders, has wide expertise and broad knowledge of the products and markets, which if well planned for, will enable the business to realize its goals and objectives. Daily management will consist of Mr. B in the role of technical and operations, and Mr. G in dealing with government, corporate bodies, and public relations.

Management style will reflect the participation of the shareholders. The company intends to respect its community and treat all employees well. We will develop and nurture the company as community. We do not intend to be overly hierarchical. Management’s ongoing initiatives to drive sales, market share and productivity will provide additional impetus.

8.2 Personnel Plan

We intend to compensate our personnel well, to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. As an equal opportunity employer, we respect the diversity and human rights of our people, and strive to achieve optimal productivity, while realizing the full potential of each employee. Awards will be given out to outstanding individuals, groups and plants for hard work and production so as to instill a sense of fun into the work and promote the maintenance of high standards. Sedibeng Breweries recognizes that our employees contribute fundamentally to the company’s long-term prosperity. We intend to enhance our capacity to attract and retain people of quality, through benefits such as housing and family education grants.

Employee health shall be of extreme importance. This is because the health of our people is an integral element of employee well-being at work and at home. Compliance with relevant legislation is a minimum target in our organization. We also intend to minimize if not totally eliminate the number of isolated incidents of intimidation in the workplace, so as to ensure that production and distribution are not materially affected and sound relationships are maintained between employee and employer and between employees as a whole.

8.3 Training

In-house training shall be continuous with regular external training being undertaken particularly following any new developments in the market. This is so as to ensure that we are continuously able to anticipate our markets needs–a proactive approach, which is so essential if we are to gain and maintain a competitive advantage. Courses on brewing will be undertaken primarily in South Africa, preferably with the established and reputable firms, such as YY Breweries. This will ensure that our personnel are exposed to the latest production techniques and are able to set their standards, or benchmark, using these organizations standards. Internal training will not only include product and technical aspects, but also expand to give much greater knowledge of customers, market trends, products, new technology aids, time management amongst other such variables. We intend to conduct health education sessions for groups and individuals on health risks in the workplace, balanced with lifestyle education and employee assistance programs that incorporate rehabilitation and counseling in a range of illnesses and social or personal problems. This is of particular importance in view of the AIDS epidemic that has grappled the country and continent as a whole to unparalleled levels.

We acknowledge the fact that successful recruiting, motivation and discipline procedures are keys to the growth of the organization. Hence we intend to promote and maintain good labor relations, strong morale and high quality work per employee.

8.4 Feedback and Control

• We will encourage our employees to put forward any suggestions they might have regarding the improvement of any of the company’s functions–an open door philosophy. Such a culture will enhance innovativeness and creativity in turn leading to job satisfaction and enrichment.

Financial Plan investor-ready personnel plan .">

We want to finance growth mainly through cash flow and equity. We recognize that this means we will have to grow more slowly than we might like.

The most important factor in our case is collection days, particularly with the bulk order customers. We can’t push our customers hard on collection days, because they are extremely sensitive and will normally judge us on our terms. Hence they tend to have a certain degree of financial authority. Therefore we need to develop a permanent system of receivables financing systems, using a well-coordinated accounting department. In turn we intend to ensure that our investors are compatible with our growth plan, management style and vision.

Compatibility in this regard means:

• Fundamental respect for giving our customers value, and for maintaining a healthy and congenial workplace.
• Respect for realistic forecasts, and conservative cash flow and financial management.
• Cash flow as first priority, growth second, profits third.
• Willingness to follow the company and contribute valuable input to strategy and implementation decisions.

9.1 Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table as annual assumptions. The monthly assumptions are included in the appendix. From the beginning, we recognize that collection days are critical, but not a factor we can influence easily. Interest rates, tax rates, and personnel burden are based on conservative assumptions.

Some of the more important underlying assumptions are:

• We assume a strong economy, without major recession.
• We assume, of course, that there are no unforeseen changes in economic policy to make our products immediately obsolete.

9.2 Break-even Analysis

Our break-even analysis will be based on running costs, that is costs we shall incur in keeping the business running, including salaries and wages, rent, water and electricity, insurance amongst others. Hence many fixed costs shall be included in these costs. We will thus aim to ensure that our sales levels are running comfortably above break-even.

The following chart and table summarize our break-even analysis. With fixed costs of approximately $41,040 per month at the outset (a bare minimum), we need to bill approximately $93,000to cover our costs. We don’t really expect to reach break-even until several months into the business operation.

9.3 Projected Profit and Loss

Our projected profit and loss is shown on the following table, with sales increasing from more than $1,466,000 the first year to more than $1,612,000 the second, and approximately $1,806,000 in the third year. Profits are calculated to be around $152,000 before tax the first year during the start-up phase of this business. This will be representative of a net profit margin of approximately 7%, which though may not seem that impressive is relatively good for a start-up firm in our line of business. As with the break-even, we are projecting very conservatively regarding cost of sales and gross margin. Our cost of sales should be much lower, and gross margin higher, than in this projection.

9.4 Key Financial Indicators

The following benchmark chart indicates our key financial indicators for the first three years. We foresee major growth in sales and operating expenses, and a bump in our collection days as we spread the business during expansion.

Collection days are very important. We do not want to let our average collection days get above 30 under any circumstances. This could cause a serious problem with cash flow, because our working capital situation is chronically tight. However, we recognize that we cannot control this factor easily, because of the relationship with our clients.

9.5 Expense Forecast

Initial marketing expenses are relatively high as we seek to become known on the market. This will be brought about by the development of sales literature, advertising expenses, and function expenses (including lunches and dinners with interested stakeholders). As our market share increases and capital is generated, further marketing programs and the expansion of those in existence at the time will be undertaken, to ensure market development. Once these programs will start generating revenue for the business, which we shall in turn reinvest.

9.6 Projected Cash Flow

Cash flow projections are critical to our success. Detailed monthly numbers are included in the appendix. However it should be noted that they do not take into account the required capital injection.

9.7 Projected Balance Sheet

The balance sheet shows healthy growth of net worth, and strong financial position. The three-year estimates are included in the appendix.

9.8 Business Ratios

The table below shows our business ratios.

The local brewing market has been growing steadily over the last few years due to increases in people’s disposable income and opening of the economy. With this in mind we intend our marketing programs to expand accordingly. The introduction of quality catalogues and sales literature will enable Sedibeng Breweries to market to potential customers. We project sales to increase accordingly, though slightly slower as we establish a reputation for ourselves. With time, a presence on the Internet and participation in regional trade shows will be key milestones to expanding sales and marketing potentials through the utilization of new channels and identification of potential customers.

Throughout the year we intend to undertake regular evaluations of our marketing programs so as to ensure that we are in-line with our intended objectives.

In summary we intend to undertake the following:

• Saying no: Though difficult initially, we intend to be able to say no to special deals that take us away from the target focus and are unprofitable.

10.1 Contingency Planning

• Though Botswana overall is rather secure on the labor front in terms of strikes we intend to have in place a mechanism that will ensure that were this to occur the negative effects would be minimized. However further research and analysis into the above is still being undertaken.

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Milwaukee's Company Brewing closes its doors in Riverwest neighborhood

Milwaukee's company brewing closes suddenly.

Company Brewing in Milwaukee's Riverwest neighborhood announced on social media Tuesday, May 28 that it is closing its doors after nine years in business.

MILWAUKEE - Company Brewing in Milwaukee's Riverwest neighborhood announced on social media Tuesday, May 28 that it is closing its doors after nine years in business.

The owners and operators of the brewery and restaurant wrote the following in their Facebook post :

"…our little business on the corner of Center and Fratney has been an incredibly rewarding experience, and we are thankful for every minute of it. You all brought this space to life in ways beyond our biggest dreams of what it could mean to be in the 'Company' of other people. We take pride in the countless beers, celebrations, events, shows, and everyday interactions that our space has hosted. But most importantly, we are grateful for the wealth of joyous energy our community brought us when y'all walked through our doors."

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Company Brewing did not mention why the business is shutting down.

Company Brewing, Milwaukee

When Joey Falcone came for his opening shift at Company Brewing Tuesday morning. He had no idea his boss was going to cut his day short.

"Literally, no one expected this, really," the bartender and server said. "He sits me down and he just very flatly is like "me and my wife have decided we’re going to close down the business.’"

Later on in the day, a message on the company's social media page announced the sudden closure.

The announcement was posted less than two weeks after the Riverwest business celebrated its ninth anniversary.

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"No one in the kitchen knew, marketing people didn’t know, so yeah no one knew," Falcone said. "As far as why they closed, he didn’t really [...]  he didn’t really explain."

According to online comments, it was a similar shock to others who had wedding receptions and events scheduled there in the coming weeks.

Peter Jest owns the Shank Hall live music venue. He offered extra hours to Company Brewing former employees and booking dates for bands.

"If we can help some people out, we have open weekends," Jest said. "What’s disappointing is, yes places go out of business, but make it a month in advance so the employees can find something."

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General election latest: Tory tactic on Starmer age may backfire, poll suggests; Farage changes tune on Tory deal

Sir Keir Starmer has faced accusations of a left-wing cull in the Labour Party, including from predecessor Jeremy Corbyn. In better news for the party leader, another Tory - Mark Logan - has defected. Submit your election questions in the form below.

Thursday 30 May 2024 21:20, UK

• General Election 2024

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Election news

• 'How can we trust you?' Voter challenges PM
• Tory defects to Labour | 'The right thing for country'
• Dropped Labour candidate accuses some in party of racism
• Corbyn claims Starmer 'clearly intervening' in 'purge'
• Tory tactic on Labour leader's age may backfire, poll suggests
• Farage changes tune on Tory deal
• Live reporting by Tim Baker

Expert analysis

• Jon Craig: Latest Tory defector not an obvious fit for Labour
• Gurpreet Narwan: Reform unfussed by impact of 'immigration tax'
• Darren McCaffrey: Partygate clearly still an issue for Tories
• Beth Rigby: Massive distraction gives Starmer questions to answer

Election essentials

• Trackers: Who's leading polls? | Is PM keeping promises?
• Campaign Heritage: Memorable moments from elections gone by
• Follow Sky's politics podcasts: Electoral Dysfunction | Politics At Jack And Sam's
• Read more: What happens next? | Who is standing down? | Key seats to watch | How to register to vote | What counts as voter ID? | Check if your constituency's changing | Your essential guide to election lingo | Sky's election night plans

No major party had much of a TikTok presence before the general election was called. 

Now, they're racing to build them on the fly.

But it's not all about follower count - while Reform leads in that field, it's Labour who are making the most of this key digital battleground. 

Our  online campaign correspondent  Tom Cheshire   explains...

Until voters go to the polls on 4 July, the Politics Hub will be looking back at some memorable moments from previous general election campaigns.

We have the perfect follow-on from our previous post...

New Labour's time in power often saw stories about an apparently fractious relationship between Tony Blair and Gordon Brown.

But the pair put on the truest form of friendship imaginable on the 2005 campaign trail: enjoying some delectable 99 Flakes together.

The photo op was designed as a rebuttal to reports they did not much like each other, and nothing brings people together like a good ice cream.

And they probably really did cost 99p back then.

Previous entry:  'Nothing has changed'

One of the Tories' favourite attacks on Labour leader Sir Keir Starmer has been to label him "Sir Softy" for an allegedly weak stance on crime.

Well, he somewhat lived up to that moniker today - for very different reasons.

He was in South Wales today on the campaign trail, where he served ice cream to day trippers on Barry seafront.

Faiza Shaheen, who was until yesterday set to be the Labour candidate for Chingford and Woodford Green, has released a statement and spoken to Sky News in the wake of the row.

Writing on X, she said the central Labour Party withdrawing their backing comes at "the end of a systematic campaign of racism, Islamophobia and bullying from some within the party when I first announced that I wanted to run for Labour again".

Sky News has contacted Labour for comment.

Ms Shaheen previously stood for the seat in 2019, and enjoyed visits from the then shadow minister Sir Keir Starmer.

Speaking to Sky presenter Gillian Joseph , Ms Shaheen says she was suspended because of 14 posts on X over 10 years.

However, she played down the fact she "liked" a post from US comedian Jon Stewart in 2014 in which he criticised Israel - saying she was not "pressed particularly on that".

Asked about the claims of racism, Islamophobia and bullying, Ms Shaheen says she will "put out" evidence.

She says she made a complaint in October or November about something posted in a WhatsApp chat.

"It took six months for them to come back to me and even then they were like, we consider... it is closed," Ms Shaheen says.

She adds that she "really upset" when Sir Keir Starmer said Labour was searching for the "best" candidates.

The full list of candidates for Chingford and Woodford Green is:

• Chris Brody, Green Party;
• Josh Hadley, Liberal Democrats;
• Yousaff Khan, Workers Party of Britain;
• Paul Luggeri, Reform UK;
• Iain Duncan Smith, Conservative Party.

A squeeze on people's incomes due to frozen tax thresholds will continue until 2028 under Tory plans, Jeremy Hunt has confirmed.

Rishi Sunak introduced a freeze on tax-free personal allowance thresholds (the amount you can earn before you start paying tax) when he was chancellor back in 2021. In his autumn 2022 budget, Mr Hunt extended the time it would need to be in place from 2026 to 2028.

The frozen rates mean many have failed to feel the benefit of the national insurance cut which kicked in this year.

The Office for Budget Responsibility also estimates the static rates will drag an additional four million people into paying tax by 2028 and push three million into a higher tax bracket. This is because wages will go up alongside inflation, but the threshold won't. 

The policy is often referred to as a "stealth tax".

Mr Hunt told BBC Radio 4's Today programme: "The tax rises that happened as a result of the pandemic and the energy shock, these two giant shocks, will stay for their allotted time period."

But he reiterated the Conservatives' pledge to end the freeze after 2028, saying: "I can absolutely undertake that the threshold freeze that we introduced until 2028 will not continue after that."

The Tories have said they will unfreeze the thresholds for pensioners if they win the election.

Labour has also refused to commit to unfreezing overall tax thresholds.

Sir Keir Starmer said earlier that he believed the tax burden on working people was "too high" but that his party was not going to "make commitments that we cannot afford".

"Therefore I'm very clear about the tax that will remain and will be locked and where we cannot make those commitments," he said.

What are the tax thresholds and what do they mean?

The personal tax allowance is frozen at £12,570. You don't pay income tax on anything you earn below that - anything above is taxed at the 20% base rate. At the same time, the higher rate has been frozen at £50,271 - anything above that is taxed at 40%.

Tom Selby, director of public policy at AJ Bell, said the personal allowance, if it had been inflation-linked since 2021-22, would be forecast to rise to £15,989 by 2028 - nearly £3,500 higher than the frozen threshold.

There was another classic of the Lib Dem election stunt genre today, and this time Sky joined in.

Our correspondent Matthew Thompson jumped on a waterslide with party leader Sir Ed Davey - and you can watch the fun they had below...

The stunt was done to raise awareness of a Lib Dem policy to introduce a mental health professional into school.

That concludes our coverage of tonight's Politics Hub With Ali Fortescue - it'll be back tomorrow, but stick around for more news and analysis through the evening.

If this is the first TikTok election, you might be surprised at who's winning.

On the youngest, buzziest social media platform, Reform UK - whose vote tends somewhat towards the elderly - has the most followers, 125,500, just ahead of Labour on 108,500.

But others are catching up fast - and how they're using it reveals a lot about a key digital battleground in this election, one of the few arenas where money doesn't buy you influence.

Because this is new territory. "It's worth noting that the three major parties are really new to the game," says Kate Dommett, professor of digital politics at the University of Sheffield.

No major party had much of a TikTok presence before the election was called. Now they're racing to build them on the fly.

Read more from our online campaign correspondent Tom Cheshire :

Our panel is asked by Ali whether it's becoming difficult to distinguish between the two parties.

Former government adviser  Mercy Muroki says she thinks so. 

"We've heard a lot of talk already about how Labour are kind of trying very hard to move… to the centre at least and to purge the left," she says.

"And I think the policy platform they have on tax and other issues is more or less practically indistinguishable from what the Conservatives have been trying to do," she adds. 

Regardless, she says, "all parties come in promising various things on tax, and they always end up breaking it - always end up raising tax when they said they wouldn't".

Ali Fortescue   turns to our panel, former government adviser Mercy Muroki and ex-Labour staffer Greg Cook .

Asked about Mark Logan's defection, Ms Muroki says it is a "very odd" example of someone changing parties.

She points out that Mr Logan was elected in 2019 as a Boris-backing Brexiteer who is now saying Sir Keir Starmer is the future of the country.

Ms Muroki adds that Mr Logan doesn't really criticise Rishi Sunak in his letter, and admitted the Tories could hold his seat.

She says there is no clear reason for him leaving the Tory party, unlike in other defections.

Tories 'will be absolutely terrified'

Mr Cook says it may be that Labour had a hand in the defection, and it could be a useful distraction from the bad Labour headlines at the moment.

The former Labour employee says that Mr Logan seems like a "genuine, honest guy" who clearly thought his decision through.

Mr Cook says that, when Tories defected in 1997, it was over Europe and showed other Conservatives they could back Labour.

Now, there is no single clear reason that defectors have given.

"I imagine the Tories will be absolutely terrified there are more of these in the pipeline," Mr Cook says.

On the subject of Diane Abbott, Ms Muroki says it is "clearly not a good look" for the Labour Party.

But she criticises some of the narrative around the case.

She says: "I just do find it this narrative that, you know, she's a black woman, and somehow she should receive special treatment for that. 

"It's kind of undermining the reason that she was sort of being investigated in the first place."

Ms Abbott was suspended from the parliamentary Labour Party after writing in The Observer that "Irish, Jewish, and Traveller" people suffer "prejudice" - and likened it to discrimination experienced by "redheads".

"But they are not all their lives subject to racism," she added.

Another MP defecting to Labour will no doubt come as a blow to Rishi Sunak, but there are divisions in Labour too, our political editor Beth Rigby says. 

"Mark Logan has defected… it comes on the back of Natalie Elphicke [leaving, who was] more high-profile, actually," she says.

"She defected to Labour about small boats and you then had Dan Poulter, a former minister and a doctor, saying he was defecting to Labour over the NHS.

"It will, of course, be a blow to the prime minister."

In response, Beth says, the Tories have thrown themselves fully into campaigning. 

"Rishi Sunak is actually trying to shore up, for now, the right of the party, with those offers on national service, on the triple lock and more tax benefits for pensioners."

Moving to Labour, she says the Diane Abbott row may actually be a bigger story than we think. 

"The way that they are responding is making it a bigger, bigger, bigger problem, instead of nipping it in the bud," she says.

"It speaks to divisions in the party."

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Business | Hemp beverage brewers fear Illinois hemp ban…

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Business | Hemp beverage brewers fear Illinois hemp ban will end fledgling industry

The proposed ban by lawmakers is meant to rein in a wild west of hemp products that includes knockoff and mislabeled edibles and vapes that are sold without age limits or regulations. But producers say lawmakers can save businesses and jobs by tightly regulating and taxing hemp instead.

“Banning and killing this segment of the industry, with no process to discuss what to do, seems really excessive and unfair,” Marz Community Brewing Co. founder Ed Marszewski said.

Hemp beverages have been a lifeline in the past year or so for craft brewers, who’ve seen beer sales fall since the COVID-19 pandemic.

In Minnesota, where hemp beverages are regulated and taxed, they are generating sales taxes of more than $1 million a month.

Mars’ brewpub in McKinley Park began making hemp beverages like Power of Flower and Juniper Fizz in 2019. Some contain CBD, the nonintoxicating component of hemp, while others contain THC, the part of pot that gets users high.

Other brewers like Hopewell Brewing in Logan Square, Noon Whistle Brewing in Lombard and Naperville, and Engrained Brewing in Springfield also make hemp drinks.

The Illinois Craft Brewers Guild has 300 member companies that employ about 6,000 people, but reports about 40 breweries closed in the past two years.

“The fact that members can access a new revenue stream is incredibly important,” Executive Director Ray Stout said. “This ban could pull the rug out from beneath our feet.”

The ban, as originally proposed by state Sen. Kimberly Lightford, would put a two-year moratorium on all intoxicating hemp products , including those sold widely at vape shops and gas stations, until a committee can propose regulations. A newer version, put into an existing bill for fast approval, would allow the sale of products, but only by businesses licensed under the current state cannabis law.

Hemp business owners say that would cause widespread closures of businesses and put many people out of work. Instead, they are calling for restricting products to adults 21 and older, requiring testing and labeling of potency and purity, and imposing a wholesale tax of 10% plus a retail tax of 10%.

State-legal cannabis companies have pushed for the legislation, saying it’s unfair they have to follow tight restrictions while hemp businesses are unchecked.

While marijuana remains illegal under federal law, federal lawmakers legalized hemp in 2018, defining it as cannabis or cannabinoids with less than 0.3% delta-9 THC. But processors have figured out how to derive intoxicating cannabinoids, such as delta-8 and delta-9 THC, from hemp, creating the current controversy.

Further complicating the matter, some licensed cannabis companies also produce hemp-derived products.

Tiffany Ingram, executive director of the Cannabis Business Association of Illinois, representing licensed weed companies, called the hemp products “Frankenstein weed” that tests have shown sometimes contain contaminants or much higher or lower doses than labeled.

“This is why Illinois needs to push pause on these products,” she said.

While there are some bad actors, hemp brewers like Marszewski say responsible companies use the same labs as cannabis companies to accurately test and label their products, and deserve a chance to sell their nonalcoholic drinks.

Marszewski sees the ban as a money grab by billion-dollar cannabis companies to eliminate their startup competition.

“The hemp industry allows people who don’t have deep pockets to start a business, employ people and pay taxes,” he said. “These attacks are merely a way for cannabis companies to maintain their monopoly.”

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