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SECOND

EDITION

THE BREWERS ASSOCIATION'S GUIDE TO

STARTING YOUR OWN

BREWERY

DICK

CANTWELL

A Division of the Brewers Association

Boulder, Colorado

CONTENTS Acknowledgments

vii

Foreword

ix

IV.

Branding/Marketing/Sales

15. BRAND IDENTITY

Marking

INTRODUCTION

Finding Your Place (and Your Place in It All)

1

It with Your Brand

16. PROMOTION

Promoting I.

Planning

1.

Born in the 2.

Country,

Raised in Town

Paying for Experts

Big Should Your Brewery Be?

Concept.

to a

8.

It

to

Or Not.

EQUIPMENT OPTIONS

Perfect Fit

Slopes 20.

a

Functional

Mousetrap

119

131

and Surfaces

QUALITY ASSURANCE/CONTROL Levels of Inquiry and Intervention

29

137

21. SECURING RAW MATERIALS Who Are You

35

HUMAN RESOURCES 39

VI.

Calling

a

Pawn?

141

Brewing

22. CRAFTING YOUR PORTFOLIO

Revolt into

Starting Up/Growing Up

Down the Drain

47

Sustainability

63

and

Adding Locations

Sensibility

The Tao of Your Beer

PROJECTIONS 69

157

Accidents 75

161

26. SAFETY

11. PLANNING NEVER ENDS

Maximizing

as

25. PACKAGING AND PRESENTATION

10. PRODUCTION PLANNING

the Flow

153

24. SUSTAINABILITY

RAISING MONEY

AND SALES

149

Style

23. WASTEWATER ISSUES

WRITING YOUR BUSINESS PLAN

Going with

Equipment/Technical Building

23

WEATHERING DELAYS

Filthy Lucre

Waiting

to

Happen

167

EPILOGUE You Can Do This

III.

111

Market

19. FLOORS

Speculative Nonfiction 9.

V.

17

CO-OP BREWING

Finding the II.

13

NO PRESSURE

When Time Stands Still 7.

Bringing

18.

Putting Your Heads Together 6.

7

SIZE MATTERS

Committing 5.

105

CONSULTANTS

How 4.

Artisanal

17. DISTRIBUTION

Free Advice and 3.

an

Movement—a Paradox?

LOCATION

101

173

Legal/Regulatory Appendices:

12. THE TAXMAN

Let Me Tell You How It Will Be

83

13. BUSINESS STRUCTURE It Isn't

Easy Being Us

89

14. COMPLIANCE

Other

Legal

and Ethical Issues

A. Pro-Forma Worksheet

175

B. Brewsheet

179

C.

Sample

Index 95

Business Plan

181 207