Start Your Own Microbrewery, Distillery, or Cidery: Your Step-By-Step Guide to Success
182
Start Your Own Microbrewery, Distillery, or Cidery: Your Step-By-Step Guide to Success
182Paperback
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Overview
Growing each year, this multi-billion dollar industry, driven by consumer preferences, shows no signs of slowing down, giving you the perfect opportunity to start up.
Corie Brown of Zester Daily and our experts introduce you to more than 30 craft producers, including pioneers like Ken Grossman of Sierra Nevada Brewing Co., Jörg Rupf creator of Hangar 1 Vodka, Kent Rabish owner of Grand Traverse Distillery, and Mike Beck co-owner of Uncle John’s Cider Mill.
You'll gain an insider’s look at how to:
- Analyze craft products, their distinct challenges, and dynamic market
- Write a winning business plan that promotes growth and secures funding
- Keep overhead low and margins high with options like self-distribution
- Capture customers and create evangelists with the story behind the brand
- Enhance the brand experience with events, taprooms, tastings, and tours
- Develop invaluable relationships with distributors and restaurants
Product Details
| ISBN-13: | 9781599185651 |
|---|---|
| Publisher: | Entrepreneur Press |
| Publication date: | 06/30/2015 |
| Series: | StartUp Series |
| Pages: | 182 |
| Sales rank: | 550,304 |
| Product dimensions: | 6.90(w) x 8.90(h) x 0.60(d) |
About the Author
Corie Brown is the cofounder and general manager of Zester Daily, a cooperative of 70 professional journalists writing about all aspects of what we eat and drink. She is a professional journalist who has been on staff with BusinessWeek, Newsweek and the Los Angeles Times and recently authored a cover story on Internet marketing guru Seth Godin.
Table of Contents
Acknowledgments xi
Preface xv
Chapter 1 Today's Craft Alcoholic Beverage Industry 1
In the Beginning 3
Time to Jump In? 4
Different Products, Distinct Challenges, Dynamic Markets 5
Craft Breweries 6
Craft Distillers 11
Craft Hard Cider 15
Chapter 2 Making a Mark in the Craft Alcoholic Beverage Industry 19
Get to Know Ken Grossman and Jim Koch 20
Are You a Koch or a Grossman? 21
Start Prepared 22
Know Yourself 22
Stand Tall 23
Set Goals 23
Advice from Two Leaders 24
Ken Grossman; Be Nimble, Be Smart 24
Jim Koch: Make Friends 24
New Craft Brewers, Distillers, and Hard Cider Makers 25
Step One: The Garage 26
Chapter 3 Launching a New Craft Brand 29
June Lake Brewing, June Lake, California 30
Model for a New Craft Brewery 32
Advice from a Veteran: Steve Hindy, Cofounder, Brooklyn Brewery, Brooklyn, New York 33
Ventura Spirits Company, Ventura, California 34
Model for a New Craft Distillery 35
Advice from a Veteran: Jörg Rupf, Founder, St. George Spirits, Alameda, California 36
Brooks Dry Cider, San Francisco, California 36
Model for a New Craft Hard Cidery 38
Advice from a Veteran: Mike Beck, Owner, Uncle John's Fruit House Winery, St. Johns, Michigan 39
Go on a Mission 39
Say Something 40
Creating a Winning Business Plan 41
Executive Summary 43
Business Description 43
Market Strategies 44
Competitive Analysis 45
Design and Development Plan 45
Operations and Management Plan 46
Financial Factors 46
Chapter 4 Regulation and Taxation 49
Washington 50
The States 51
Federal Alcoholic Beverage Laws 52
Permits and Approvals 53
Distribution 53
Taxes 53
Hiring an Accountant 54
Choosing an Accountant 56
State Alcoholic Beverage Laws 58
Texas 58
New York State 61
California 62
State Distribution Laws 64
State Taxes 64
Chapter 5 Craft Businesses That Work 67
Location, Location, Location 69
Florida 72
Portland, Oregon 72
Los Angeles, California 73
Hand-Crafted Companies 74
Grand Traverse Distillery, Traverse City, Michigan 74
Albemarle Cider Works, Rural Ridge Farm, North Garden, Virginia 76
Alchemy & Science, Burlington, Vermont 77
Greenbar Craft Distillery, Los Angeles, California 79
Craft Brew Alliance (CBA), Portland, Oregon 80
Troy Cider, Sebastopol, California 82
Harlem Brewing, Harlem, New York 83
Wormtown Brewery, Worcester, Massachusetts 85
Green Star Brewing, Chicago, Illinois 86
Chapter 6 The Craft Customer 89
Generation Craft 90
The Rise of Big Craft 90
The Craft Identity 92
International Markets 94
Chapter 7 Financing Craft Beverage Companies 97
Self-Financing 99
Equipment Leasing 102
Investors 102
A Word of Caution 105
Private Equity 106
Institutions 107
State Support 107
Crowdfunding Rewards Programs 108
Crowdfunding Equity Campaigns 111
Sell a Brand 112
Craft Buying Craft 114
Selling to an Industrial Beer or Spirits Company 114
Chapter 8 Gaining Traction in a Crowded Market 117
What Is Branding, Exactly? 120
Building a Branding Strategy 122
Bringing It All Together 123
Getting Started 124
Distribution Means Marketing 128
Chapter 9 Shovels at the Gold Rush 133
Is the Equipment Niche for You? 134
The Growing Equipment Market 134
Business Is Hopping 135
Supply Side Economics 136
Making the Jump to a New Product 136
Chapter 10 Defining Craft in a New Era 139
High West Distillery 141
Tito's Handmade Vodka 143
Understanding Your Unique Selling Proposition 144
Chapter 11 Does the Party End? 147
Anchor Brewing and Anchor Distilling 149
Boulevard Brewery 151
The Foreseeable Future 152
Appendix: Craft Brewing, Distilling, and Cidering Resources 153
Associations 154
Market Trends and Craft Industry Websites 155
Equipment Suppliers and Distributors 157
A Flight of Breweries, Distilleries, and Cider Makers 158
National Craft Beer Festivals 165
Craft Spirit Festivals 166
Glossary 173
Index 175