In Russia, more than 11% of beer is sold on tap through shops and small retail outlets. The origin and large-scale development of this business occurred in 2008-2009, when, in the cycle of the economic crisis, shops with a relatively small assortment began to appear like mushrooms after rain. Beer on tap does not undergo pasteurization and is characterized by a brighter and richer taste than bottled beer. Therefore, every year it finds more and more admirers, and also makes many entrepreneurs who build businesses in this field successful.

The beer industry is one of the fastest-growing industries, even during a crisis—over the past 20 years, this segment has grown approximately 6 times. This development was partially facilitated by the state, motivating a reduction in the consumption of strong alcoholic drinks - cognac, vodka, etc. As a result, today ¾ of alcohol comes from beer. There is also an emerging trend for the growth of draft beer outlets - these are separate buildings and departments in shopping and entertainment centers.

What do you need to open a beer store?

Before opening any line of business (for example), you need to calculate all the basic and additional costs, analyze the consumer market, assess the level of competition, how much it costs to open a draft beer store, as well as the risks and disadvantages of the business.

Algorithm for opening a draft beer store:

• financial calculations, drawing up a business plan;
• discovery and construction of a development strategy;
• choosing a store format to open;
• registration of permit package of documents;
• searching for a place, concluding a lease agreement;
• purchase of equipment;
• selecting a supplier and concluding an agreement for periodic supplies;
• personnel search, conclusion of employment contracts;
• advertising;
• opening of a draft beer store.

Advice: selling draft beer is a seasonal business. Income in summer exceeds this figure in winter by 4-5 times.

Since the shelf life of a live foam drink does not exceed 7 days, it is necessary to ensure sales within this period so that the product does not have to be thrown away and suffer losses.

It is recommended to start with small volumes - 18-25 varieties are enough. The entire assortment should be divided into 4 sectors, each of which should contain 3-5 proposed options for an intoxicating drink. For some buyers, it is important how much beer costs, while others are willing to pay a lot, but only for their favorite variety. Carefully analyze consumer demand; after 4-6 months, the product range can be adjusted. A year later, the owner has a clear picture of which varieties sell better.

It is also advisable to offer snacks with foamy drinks - dried fish and squid, suluguni cheese, smoked pig ears, chips, crackers, nuts, etc. This makes it possible to double the bill. There is a great alternative for beginners - . In this case, some of the organizational issues will fall on the shoulders of the partner, and you will have the opportunity to work with a well-known brand and get an established business process scheme.

Open a draft beer store: where to start?

The main thing is to open a place with a high traffic rate. Draft beer stores are local - they are located at the intersection of busy roads, near the entrances to supermarkets, department stores, metro stations, that is, places with large crowds of people. Due to the small space, since the foamy drink is sold to take away, you can quickly recoup even the most expensive rent and achieve a stable income already in 2016.

There are also outlets with a small number of seats, similar to a pub. They are located over a larger area and require the installation of a bar counter and chairs.

According to beer business experts, the coverage radius of one point is approximately 350-400 meters. It is important that this particular place has a high degree of traffic. For the calculation, you should take into account both the residents of the area and the people who pass by.

After choosing a location, you need to take care of the visibility of the store - order a bright sign, place signs. You should not place a store near your competitors - these are the same points of draft beer, universal kiosks, bars.

Since in every city the center is overcrowded with similar establishments, sleeping areas remain vacant - an excellent option for accommodation. This is a minimal number of competitors, relatively low rent and a stable flow throughout the day. According to experts, a student residence located nearby can increase sales by 30%.

But do not forget about the restricted areas, which include educational, medical and sports institutions.

It is unprofitable to open a store from scratch near business centers and business districts. It is unlikely that anyone will want to buy an intoxicating drink during the working day; the bulk of visitors will appear only after the end of the working day. More relevant in this place.

The supermarket will also become a big competitor, since many people find it easier to buy bottled beer while shopping than to go elsewhere for draft beer. In addition, spill points are often already located at the outlet. If the sale in them is not carried out by you, then only a variety of varieties will help increase the number of visitors.

Equipment for a draft beer store

Equipment can be purchased independently or rented - it depends on the availability of start-up capital and the foresight of the strategy.

You can enter into a long-term contract with a specific supplier. As a rule, most distributors supply their own equipment, sometimes even taking care of advertising and staff training.

In order to open a draft beer store from scratch, you need to purchase equipment:

• cooler – a device for maintaining a stable level of liquid temperature (approximately +5º);
• stand for placing filling taps;
• bar counter or counter;
• containers for transportation and storage - kegs;
• column – a mechanism for dispensing a drink;
• drip tray;
• defoamers;
• hoses;
• gas cylinders for displacing liquid from the keg;
• reducer for pressure support;
• refrigeration chambers;
• showcases for selling related products - snacks, dried fish, etc.

Beer store decoration

The list of permits depends on the place where trade will be conducted. Without completing a full package of documents, you should not open a point, since inspection authorities can quickly close it until the circumstances are clarified, which will arouse suspicion among residents of the area. Therefore, on the opening day, all documentation must be ready - from the seller’s health record to.

Basic list for store design:

• permission to trade from the local administration (if you want to open a point on the street);
• sales permit (if you plan to open an outlet in a shopping or entertainment center);
• conclusion of the SES authorities;
• fire inspection report;
• lease contract;
• employment contract with staff;
• workers' health records.

The owners of most points of this format are registered as individual entrepreneurs - the registration procedure will not take more than 5 working days, but a minimum.

In order to obtain permission from the sanitary and epidemiological authorities, you need to use non-toxic paint or tiles to decorate the walls. Lighting should be both natural and artificial, floors should be waterproof. The draft beer store must have good ventilation. Wet cleaning must be carried out daily; cleanliness is the main criterion when analyzing SES organs, as with.

To obtain a permit from the fire inspectorate, the following requirements must be met:

1. the presence of an emergency exit, the doors of which must be opened from the outside;
2. availability of instructions on fire safety measures;
3. conducting one-time training on fire safety measures for all workers;
4. availability of an evacuation plan and signs with the fire department number;
5. presence of fire sensors.

How to keep records in a draft beer store?

“It’s not beer that ruins people...it’s its accounting and sales that ruin people,” joke experienced beer market players.

A draft beer store from scratch is a fairly new discovery in the field of sales. For ease of record keeping, it is recommended to choose automated computer systems. Most outlets install automated trading equipment from the moment they open; some buy it after the start-up costs have been recouped.

The store owner needs to choose a program that will record transactions performed, take into account income and expenses, and also create a customer loyalty program.

Seller's technology:

• accepting an order from the buyer;
• beer bottling;
• search for the ordered variety from the proposed list in a special program;
• sending labels for printing;
• gluing a label to a bottle;
• barcode scanning;
• settlement with the buyer;
• printing a check.

Companies that optimize these processes and can be used when opening and operating a draft beer store from scratch:

• "MiniSoft";
• "TapVisor";
• Microinvest, etc.

Beer store design

The design of a draft beer store is an important point. Simply making repairs and arranging furniture is not an option. It is necessary to create an appropriate atmosphere that will correspond to the intended theme and give visitors comfort.

Among the large number of beer outlets, when developing a design, the task is to stand out among competitors. This can be done by an original and unique interior, room design, general style, finishing materials and paraphernalia.

To match the specifics of the store, you can decorate the room in dark pastel colors, use rough wooden furniture, and artistic plaster on the walls. An important design element is attributes. These can be wooden barrels, dark-colored wood, thematic paintings, hop ornaments, etc. The lighting in such places is muted. As a rule, the rays are directed towards the product, while other corners and the interior remain dark.

Also today, many draft beer stores have deviated from the main theme when developing their design and have opened bright, spacious rooms with the addition of red, orange or blue colors. As a result, the room appears visually larger and has a feeling of cleanliness and comfort. Large windows, a standardized interior and a huge number of lamps make the draft beer store bright, light and unforgettable.

A big role in design development belongs not only to the interior, but also to the sign. It should be concise, bright and memorable. You can place original or standard signs around the store that will guide people and encourage them to make a purchase.

How to promote a draft beer store?

When choosing advertising and marketing moves, it is worth starting from the specifics of the business. What is relevant for most areas may not produce results in the beer business. For example, advertising on television, radio, and placing ads in print media will be expensive, but will not give the expected effect.

In addition to signage, interior design and thematic design, outdoor advertising - banners in the area where it is located - can be a good marketing ploy.

Advice: It’s hard to believe – but even the name of a draft beer store affects sales volume. It is important to come up with a short, concise and original name that is quickly remembered.

Experienced players in the beer business call sound advertising an effective method. Any promotion or lucrative offer is announced to passersby through a megaphone. The main thing is to do such events periodically, otherwise the residents of neighboring houses will hate you.

Everyone approaches the issue of discounts differently. Some experts do not advise handing out discount cards “right and left”, since in winter the store can expect losses. Other popular outlets boldly introduce discount and savings cards to attract customers.

Also, the marketing issue can be resolved with the beer supplier. Many of them provide advertising paraphernalia with their logo for free - these can be ashtrays, coasters for glasses, etc.

How much does it cost to open a draft beer store?

The threshold for entering a beer outlet starts from 300 thousand rubles. Start-up investments depend on the region of location, store format, and types of beer supplied.

Let's consider an approximate business plan for opening a draft beer store from scratch:

• registration of individual entrepreneurs, registration of permits – 10 thousand rubles;
• rental payments – 40 thousand rubles. per month;
• carrying out repair and finishing work - 80 thousand rubles;
• purchase of beer equipment – ​​180 thousand rubles;
• purchase of the first batch of goods (beer plus snacks) – 100 thousand rubles;
• advertising – 10 thousand rubles;
• staff salary (2 salespeople) – 40 thousand rubles.

Based on calculations, in order to open a draft beer store from scratch, you need to spend 460 thousand rubles. Every month the expenses will be about 250 thousand rubles.

This means that daily revenue should not be less than 9 thousand rubles. If the average check is 300 rubles, it is enough to serve 30 customers. It's not that much.

Is it profitable to open a draft beer store?

Draft beer is a popular product. Opening a store selling it from scratch is great in a metropolis. The markup level varies between 50-100%.

Since this business is seasonal, it is possible to recoup the initial investment only in warm weather. Experts advise opening a store from scratch in early spring so that by the beginning of summer the store will be well known. The initial costs can be recouped in the first summer month. In winter, many points simply close because the business becomes unprofitable. In this case, it is important to retain the right to rent the premises. Sometimes it is more profitable to pay rent in non-working months than to then start all over again and spend money on advertising in a new location.

Calculation of project payback:

• the average cost of a liter of draft beer is 60 rubles;
• average turnover per day (in summer) – 250-300 liters;
• The average monthly turnover will be 450-540 thousand rubles.

As can be seen from the calculations, the payback period for the project will be 1-1.5 summer months.

Draft beer store as a business: reviews

Beginners and experienced entrepreneurs who have managed to open a draft beer store from scratch generally give positive feedback. Most of them literally “live” their business, highlighting a whole culture of drinking live draft beer.

It is recommended not to be afraid of competition, which is now abundant in every city. If such a large number of points are functioning, it means that there is a demand for the product, and they can be squeezed out by finding new places (it only seems at first glance that there are no such places left) or by offering a wider range. “If there is beer, there will be buyers,” says Sergei Rozhkov, owner of a draft beer store from Yekaterinburg.

It is also noteworthy that many managed to open a business without their own investments. If you build a competent business plan and are confident in the profitability of the project, you can get credit funds and quickly repay the loan.

Negative reviews about this business can only be received in winter. If from November to February (the most crisis time) the point “goes to zero” - the profit received pays off monthly expenses, it is better not to close the place. If the store is operating at a loss, operations can be stopped for a period of crisis.

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Opening a draft beer store is a profitable business if you approach all organizational aspects responsibly. The profitability of the project largely depends on the choice of location. Despite the fact that the business is in the seasonal category, high demand in warm weather can quickly recoup the initial investment and ensure work during the winter months. Also important when organizing is the design of the premises, general style, preparation and collection of permits and the search for a reliable supplier.

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A beer bar is a highly profitable (~30-35%) and quick-payback type of business (~7-12 months). Opening such an establishment does not require large financial investments and does not require hiring highly specialized specialists or chefs. This makes this business easy to create, but highly competitive, especially in large cities. In this article we will look at how to open a beer bar from scratch and give an example of a business plan with calculations.

Advantages and disadvantages of opening a beer bar

Beer is one of the most popular drinks in the world. The most beer-drinking nations are the Czechs (140 liters per year), the Germans and the Irish. In Russia, beer consumption is 2.5 times less than in other European countries. The main visitors to the beer bar are “blue collar” (middle class): managers, office workers aged 25-50 years.

Types of beer bars: comparison

Let's consider the types and features of a beer bar: a pub, a sports bar, a summer tent and a highly specialized bar.

Stages of opening a beer bar

Let's consider the main stages of opening a beer bar:

1. Business registration: choosing a form of ownership, choosing a taxation system, registering an organization, finding a location;
2. Creating a business model for a bar: marketing analysis, developing a pricing policy, drawing up a concept for an establishment, developing a work plan;
3. Design: creation of a technological project, assessment of inventory and equipment, development of utilities, establishment design, creation of signs and internal advertising;
4. Equipping the premises: furniture, bar counters, creating unique uniforms for staff and administrators, installing video surveillance cameras;
5. The final stage: creation of a personnel training system, creation of a menu, installation of equipment and engineering systems, notification of Rospotrebnadzor about the opening, permission from the fire inspectorate, acquisition of a license to sell alcohol.

Beer bar location

The location of the establishment directly determines its profitability and payback period. Location is a key factor in the success of a brewpub. The optimal location would be the city center with the most convenient accessibility to the bar and high traffic. The first option is location in close proximity to shopping centers, business centers, and offices. The proximity of the location to the offices will allow you to occupy the daytime and organize business lunches for employees. (As a rule, the bar is open from 12:00 to 00:00)

The second option for locating the bar is in areas with large production centers: factories, factories and other industries. The purpose of visiting such bars is to relax after work.

The third option is location near major transport hubs: train stations, airports and ports. The purpose of the visit is to reduce the waiting time for transit passengers in a pleasant atmosphere.

The bar itself can be located either on the ground floor (first line of houses) or in the basement or ground floor. The main thing is the visibility of the establishment and its accessibility.

Minimum room area 180 m2. (120 m2 reserved for seating), 40 seats.

Your beer bar can be decorated in the ethno style of a Ukrainian hut or a Russian village hut, in the spirit of Soviet times, in the style of a Russian folk hut. Moreover, it needs to be decorated in such a way that the staff also wear clothes that match the design of the bar. When designing, the name of the bar should be consistent with its internal design.

For example, if the bar is called “Red Arrow”, then branded clothing for waiters and bartenders can be in the form of conductors and conductors or the head of the train. The furniture imitates the furniture on the train, glasses, tablecloths and napkins with Red Arrow emblems. Everything around the bar should create the effect of immersion in the atmosphere of the legendary train.

How to open a beer bar: business registration

Registration of a beer bar (restaurant) with the tax office is carried out by: individual entrepreneur or LLC. In the table below we consider the main advantages, as well as the necessary list of documents for their registration. When registering under OKVED, select the main activity: 55.4 - “Activity of bars”; additional: 55.3 - “Activities of restaurants”; 55.5 - “Activities of canteens and supply of catering products”; 92.3 - “Other entertainment and entertainment activities”.

The optimal choice of taxation system for a restaurant will be UTII(single tax on imputed income), to switch to this system there must be a municipal law on the possibility of using UTII (up to 100 personnel and the cost of fixed assets up to 100 million rubles). The interest rate is - 15%. If the organization chooses the simplified tax system, then an interest rate of 6% of income will be the optimal solution.

How to open a bar from scratch?

This video tells the success story of Dmitry Levitsky: how he opened his bar, what difficulties he encountered and how he is developing his business.

Assortment of the establishment

The main goods that will be consumed are beer and warm and cold snacks. It is important that in addition to draft and bottled beer, accompanying dishes are served: nuts, chips, crackers, smoked wings, squid, snacks, various types of fish: dried, smoked, herring, cheese balls, pork ears. In addition to traditional beer of varying strengths, you can offer visitors non-alcoholic beer.

Organize a business lunch and hot meals to attract visitors during the daytime lunchtime. You can also deliver business lunch to offices.

Total costs of a beer bar

Let's consider the main financial costs of opening a beer bar:

1. Legal registration ~10 thousand.
2. License for the right to sell beer (issued for 5 years) – 40 thousand.
3. Rent of premises – about 300 thousand monthly
4. Repair, interior design of the premises ~500 thousand.
5. Purchase of equipment (coolers) 10 pcs. – 200 thousand
6. Gas cylinders 10 pcs. – 32 thousand
7. Beer flow meters 10 pcs. – 85 thousand
8. Beer kegs – 36 thousand.
9. Dishes for at least 50 clients – 10 thousand.
10. Columns for bottling 10 pcs. – 30 thousand
11. Lamps and furniture - 300 thousand.
12. Textiles (curtains, tablecloths, napkins) – 40 thousand.
13. Home cinemas 2 pcs. – 50 thousand
14. Kitchen utensils and cleaning products – 20 thousand.
15. Cash desk – 10 thousand.
16. Refrigerator 2 pcs. – 28 thousand
17. Electric stove – 8 thousand.

In total, the purchase of equipment will cost ~800 thousand rubles. For the purchase of products ~300 thousand rubles. For advertising (signboards, banners, stands, advertisements in the media and via the Internet) ~100 thousand rubles. So, a one-time investment in opening your own beer bar will be ~2 million rubles. The current costs of the beer bar for each month will be approximately 400 thousand rubles. The main monthly expense is renting a room! The main current expense items are presented in the figure below:

The daily revenue of the beer bar is ~20,000 rubles. The main revenue comes at the end of the week: Thursday, Friday in the evening hours from 19:00 to 24:00. Monthly gross income ~600 thousand rubles. Net profit monthly is ~200 thousand rubles. Return on initial investment costs ~7 months.

Assessment of the attractiveness of a business by the magazine website

Business profitability	(3.7 out of 5)	Business attractiveness 3.0
Project payback	(3.5 out of 5)
Ease of starting a business	(2.0 out of 5)
A beer bar is a highly profitable business with a quick payback period (~7-12 months), but an extremely risky business. A key success factor is the location of the establishment in close proximity to offices, business and shopping centers. The main monthly expense item is rental payments. The main share of revenue comes from the evening hours (19.00-24.00) at the end of the week (Thursday, Friday). One of the quick options for creating a business is to open it as a franchise, which will save time on organizing technological processes, searching for suppliers and setting up a location.

Today beer is the most popular alcoholic drink in Russia. According to Euromonitor International, in 2012, 1019 deciliters of foamy drink were sold in our country for a total of 904 billion rubles. At the same time, there is an increase in demand for draft beer. Consumers like the rich taste of “live” draft beer and the special aesthetics associated with it, reminiscent of the times of the Soviet era. How to open a beer outlet and how much money will you need at the initial stages? This question is asked by many beginning entrepreneurs, because this type of business is considered very profitable and promising.

The starting capital for opening a point of sale of draft beer is an amount of 400 thousand rubles.

Financial investments can increase significantly if you prefer purchasing a retail space to renting. It is worth considering the fact that at the initial stage the best option would still be renting. Prices for renting retail space range from 1000-2000 rubles/sq.m. m.

The first procedure you need to go through is registration as an individual entrepreneur. Individual entrepreneur status is the best option for this business, but if you plan to carry out wholesale sales, registration as a limited liability company is suitable.

Next, you need to obtain permission from the local administration and the territorial department of Rospotrebnadzor for this type of activity, enter into a lease agreement, register a cash register, register with the tax office, and also obtain approval from the sanitary and epidemiological station and the fire inspectorate.

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Your task is to choose a place with good traffic, in a clearly visible area, located at a distance of at least 100 m from educational institutions. How many people can see your sign is very important. The best option would be a residential area, preferably a residential area. Also, the number of sales is favorably influenced by the proximity to recreation parks, beaches, bus stations, and student dormitories. In business districts and places with a large concentration of office buildings, a beer outlet may not be profitable. It is worth finding out whether there are supermarkets, bars, cafes nearby: this may have a negative impact on profits.

You can use a separate pavilion, set up a retail space in a grocery store, or rent a non-residential space on the ground floor of the building. Keep in mind that, in addition to the sales area, you will need space for office and storage space. The optimal size of a retail outlet is 50 sq. m. If the sizes are significantly smaller, you will have to reduce the range of goods.

A mandatory condition is the presence in the premises where draft beer is sold, two exits, a bathroom, as well as an alarm system, a safe and a cash register.

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The main costs are the equipment necessary for trading. To purchase it you will need 200-300 thousand rubles. To save money, you can purchase used equipment. If you wish, you can enter into an agreement with the supplier of a specific brand of draft beer manufacturer, and then some of the equipment will be provided to you free of charge.

So, the main list of necessary equipment:

Cash machine. (with passport)

Refrigerator display.

Refrigerator cabinet.

Gas cylinders.

Gas reducers.

Kegs 50 and 30 l.

Defoamers.

Air conditioner.

Average income in winter is 150-250 thousand rubles per month; in summer, profits double: from 300 thousand rubles per month and above. Therefore, if you want to recoup your business as quickly as possible, we recommend planning to open a point for May-June.

The range of products directly depends on the size of the area at your disposal. You can start with 10 varieties of the drink, so that there are both dark and light draft beers. In addition to the foamy drink, the assortment should include various snacks: snacks, dried fish, cheese, salted nuts. The presence of related products can double your profits.

If you have less than three points, then it is better to purchase through a distributor. Purchasing products directly from the consumer plant is profitable, provided that you purchase in large quantities. Sellers impose a double markup on beer from domestic producers; beer from imported brands, as a rule, is sold at a price 30% higher than the purchase price.

A seller selling draft beer must have a health certificate.

Organizing a point selling draft beer is not so troublesome and difficult if you have a small start-up capital and basic knowledge at your disposal. At the initial stages, you or one of your family members can directly engage in trading. But remember that for a business to truly succeed, it requires constant growth, so aim to expand your network and staff accordingly.

Beer is the most popular alcoholic drink among Russians: according to research, it is consumed by 51% of the population who are loyal to alcohol. Recently, the prestige of a foamy drink packaged in glass and, especially, plastic containers has fallen. Consumers increasingly trust live varieties, products directly from the manufacturer. Therefore, the business of a beer store on tap has great prospects in our country.

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Business Description

The peak of opening draft beer stores from scratch came in the 2000s. At this time, incomes of the population increased noticeably, which persuaded many lovers of the foamy drink to drink draft beer. The varieties offered in stores, bars and restaurants had a significant advantage over their bottled counterparts in terms of taste.

Services

The main service of a draft beer store, naturally, is the sale of products to take away. In addition, such establishments can sell all kinds of snacks to accompany the intoxicating drink. Most often, packaged factory products are used, but some entrepreneurs sell products by weight or even home-made products. Considering the large number of snack options (all kinds of nuts, fish and seafood, cheeses, etc.), additional products can become a separate type of profit. At the same time, it is not necessary that its consumer will be the target audience of the beer store itself.

Relevance

Beer is a seasonal drink, its sales peak during the hot season. But even in the autumn-spring period, especially during the broadcast of major sporting events, it remains popular. As practice shows, a well-organized beer pub sells up to 100 liters of product per day.

The advantages of a beer store as a business are that its consumer is almost always and everywhere at such a point of sale. Fans of an intoxicating drink prefer to consume a high-quality but inexpensive product. And stores selling draft beer offer exactly such products, certified and having passed all the necessary tests.

Beer options

Despite the seemingly narrow focus of a store selling draft beer, there are quite a lot of ideas and options for forms of its organization.

So the most common are:

• special shop;
• a separate pavilion in a large shopping center or supermarket;
• beer kiosk or container;
• an establishment operating under a franchise scheme with one of the well-known brands in the field of draft beer sales.

Special shop

It is recommended that entrepreneurs who already have experience in this field open a specialized store selling draft beer. The cost of opening such an establishment (even in rented premises) is significantly higher than, for example, a beer kiosk. To implement such a project, knowledge of the market, competition and main risks will be required, as well as an understanding of the taste and seasonal preferences of consumers in a particular region. In addition, knowledge of room design and advertising strategies in business will be required.

When looking for a place to open a specialized store selling draft beer, you should conduct careful planning and find a “golden mean” between the two main selection criteria. Firstly, the place must have a high “traffic” of potential customers. Secondly, since the product is sold “to-go”, it must be located close to the place where the drink is consumed (usually from the buyer’s home).

Department in a large grocery store or supermarket

Organizing your own business in a large grocery shopping center is suitable for novice entrepreneurs. There is no need for major re-equipment of the retail outlet or design design. In addition, monitoring buyers of not only bottled products will allow you to always be aware of customers’ taste preferences. But it should be remembered that in such establishments there will always be competition with cheaper bottled drinks.

A room with a separate entrance on the first or basement floor of the building

Promising, from the point of view of the availability of product consumers, is to open a store with a separate entrance on the first or basement floor of a residential building. But starting such a business, as a rule, encounters enormous resistance from local residents, and with them the administration. Sometimes, in order to obtain permission to open a pub, it is necessary to obtain the consent of even residents of nearby buildings.

Beer kiosk

A stall is a great way to start a business for aspiring entrepreneurs. In case of failure, it can be converted to any other type of activity. In addition, small architectural forms can be placed in any place convenient for the entrepreneur where the sale of alcoholic beverages is permitted.

Franchise work

Currently, there are a number of brands offering entrepreneurs their own ready-made business under a franchising scheme. The advantage of this type of activity is powerful advertising support for the network, assistance with equipment, room design and products sold. The only disadvantage of a franchise store is the narrow space for making independent decisions. In any controversial issues, the franchisor's opinion will have priority.

The video shows an example of a franchise offer from one of the chain of draft beer stores. The video was filmed by the Sergey Sergeev channel.

Description and analysis of the sales market

Before opening a business selling draft beer, you should carefully analyze the market. Research shows that sales volumes directly depend on weather conditions. Thus, the cold summer of 2019 had a negative impact on the entire beer market, including draft analogues. One of the characteristic trends of recent years is the optimization of product varietal diversity. Exclusive, but less widespread types of beer do not justify the investment in them.

The target audience

The main consumers of draft beer are men aged 18 to 55 years. A distinctive feature of this target audience is that the consumption of the foamy drink does not decrease with a slight increase in its prices or a fall in household incomes.

Recently, there has been a decrease in alcohol consumption by clients who consume “medium” (from 2 liters to 4.5 liters per month) and “large” (over 4.5 liters per month) amounts of alcohol. The population’s growing passion for a healthy lifestyle also plays a certain role in reducing beer consumption.

Competitive advantages

The main competitive advantage of a draft beer store business is the freshness and quality of the product sold. You should pay attention to local manufacturers, whose products can be delivered for sale as soon as possible.

One of the important advantages of such an institution is its narrow focus. Therefore, it is necessary to provide the consumer with the largest possible selection of related products (snacks). It is also important to inform the buyer about the place and timing of production of products.

Advertising campaign

Outdoor advertising is most often used to advertise a draft beer store. The establishment must be properly designed so that the consumer can immediately understand the direction of its activities. It would not be superfluous to install advertising stands or billboards. In order to orient the buyer in the dark, it is advisable to install a bright luminous sign.

At the time of opening of the establishment and during the most active sales, they distribute all kinds of leaflets and flyers. In the first case, the main goal is to inform potential buyers about the appearance of a point of sale, and in the second, to intensify the sale of products.

What do you need to open?

When wondering what needs to be done to open their own pub, most entrepreneurs start by looking for premises and form. It should be remembered that any business must be organized competently and step by step.

To do this you need:

• carefully draw up a business plan for the enterprise;
• properly complete the establishment’s documentation;
• rent and renovate premises for a point of sale;
• purchase the necessary equipment, inventory, main and related products;
• hire (and often train) staff.

Documentation

When preparing documentation for a business, you first need to decide on the form of its organization. The most acceptable option is to register a person as an individual entrepreneur (sometimes LLC is chosen as the form of store registration). When choosing a UTII taxation system, the point of sale will not have to be equipped with a cash register; the system also significantly simplifies the maintenance of accounting reports. Since beer is not a strong alcoholic beverage, licensing of activities is not required.

When registering an activity, you must indicate code 47.25.12 according to OKVED (for the sale of beer). When selling related products, codes 47.23 (fish, crustaceans and seafood) and 47.25.2 (sale of soft drinks) are also registered.

When wondering, before opening a beer stall, what documents are needed for this, you should focus on the following list:

• individual entrepreneur registration documents;
• tax registration documents;
• conclusion on permission to operate from the sanitary-epidemiological service, fire inspectorate and State Consumer Rights Protection and Human Welfare Service;
• health records of working personnel;
• employment contracts with personnel;
• premises rental agreement;
• certificates for products sold, which are provided by suppliers of beer and snacks.

Room and design

When choosing premises for a store selling draft beer, you should proceed from the fact that its minimum size should not be less than 15 square meters. Two thirds of this space is allocated for retail space, the rest for storage.

As practice shows, visitors perceive the rustic style of interior design best. The walls, floors and ceilings of the room can be decorated with beer-themed designs or accessories. It is best to use wood to decorate the interior of a building.

Premises requirements

When calculating the required space, it is assumed that, on average, 5 square meters. m area can accommodate 6 types of beer (kegs and taps). That is, with an assortment of 30 varieties, you will need a retail space of at least 25 square meters. m.

According to fire safety requirements, the store must have an emergency exit in case of emergency. Therefore, organizing a draft beer store in the basement is often hampered by this particular norm.

Equipment and inventory

A significant part of the funds (sometimes up to 50% of the contributed capital) is spent on purchasing high-quality equipment for the establishment. Working under a franchising scheme, an entrepreneur can receive the necessary equipment from the network itself. It should be remembered that saving on quality inventory can lead to poor quality service and loss of customers.

The list of equipment for equipping a beer store on tap includes:

• beer column;
• defoamers;
• gas cylinders;
• kegs;
• drip tray;
• fridge;
• hoses;
• showcase;
• lighting devices;
• cash register (if provided for in the tax form).

The main types of equipment for a store selling beer on tap look something like this.

Refrigerator for bottled drinks Kegs for storing draft beer Beer column Refrigerator display

Organization of supplies and storage

As practice shows, the minimum required variety of beer in a store should include at least seven varieties. You should definitely include both light and dark types of foamy drink in your assortment. It is advisable to offer the client several types of imported beer. To attract the female part of the target audience to sales, they offer cider, mead or cherry beer.

It is most advisable to enter into an agreement with one supplier. It is desirable that the company has experience in the relevant region (knows the tastes of the consumer) and has established contacts with local manufacturers.

Draft beer is stored in kegs. The optimal temperature in the room with the container is +10°C. 24 hours before the product is sold, it must be delivered to the place of sale and opened. Kegs should not be left on the floor; it is advisable to use wooden floors or pallets to place them.

Staff

For a store selling draft beer, it is enough to have two salespeople working on a “two in two days” scheme. It is best to organize the services of an accountant and cleaner for a small business on an outsourcing basis. To motivate sellers, it is advisable to set them a bonus in the form of a percentage of the amount of products sold. As a rule, a salesperson's salary is made up of salary and 5% of the store's income.

A very important point when selecting personnel is their preparedness for work. In many cases, sellers will have to be trained in how to communicate with clients, how to offer products, and how to resolve conflict situations.

Step-by-step instruction

Once the entrepreneur has decided to open a point of sale of beer on tap, he should draw up step-by-step instructions for implementing the business.

An approximate business plan for a beer store looks like this:

1. Analysis of business profitability, marketing research of the product market.
2. Drawing up a financial plan taking into account risks and options for increasing the profitability of the enterprise.
3. Choosing the form of organization of entrepreneurial activity and its taxation system.
4. Collection of a complete package of documents.
5. Selection and renovation of premises.
6. Purchase of necessary equipment and inventory.
7. Selecting a product supplier, concluding supply contracts.
8. Selection of key personnel, search for employees on an outsourcing basis.
9. Conducting an advertising campaign.
10. Purchase of main and additional products for sale.

Financial plan

The financial requirements for starting your own business selling draft beer vary significantly depending on the location of the business.

Thus, in 2019, opening such an enterprise on average in the Russian Federation cost about 123 thousand rubles and included the following expenses:

• rental of premises - 25 thousand rubles;
• salary of permanent employees - 40 thousand rubles;
• personnel insurance contributions - 17 thousand rubles;
• taxation (according to the UTII system) - 8 thousand rubles;
• utility bills - 6 thousand rubles;
• salary of an accountant and cleaner - 12 thousand rubles;
• other expenses - 15 thousand rubles.

The lion's share of money in a store selling draft beer has to be spent on purchasing products and containers for packaging them (50-60 thousand rubles per month).

Regular investments

Regular investments in this type of business include:

• expenses for the purchase of products and packaging;
• staff salaries;
• monthly rent for premises;
• tax deductions;
• communal payments.

Since the sale of beer on tap is highly dependent on the season, it is necessary to take into account how much it will cost to operate a beer hall during the unprofitable months of the year (from November to April). An entrepreneur must be able to wisely manage the funds received at the peak of sales.

Opening dates

The most optimal month to open a draft beer store is April. During this time, the entrepreneur manages to get comfortable in this market segment and conduct the necessary advertising campaign. By the time the season begins (May), the point of sale will already have its own customer base and will be able to immediately begin generating income for the owner.

Risks and payback

The main risk of running a beer store on tap is its seasonality. You should be prepared for the fact that the store will not be profitable (and will often operate at a loss) from November to April. The ban on the sale of alcoholic beverages at night or on holidays also has a significant impact on sales volumes.

The growing passion of the population for a healthy lifestyle excludes some consumers from the target audience. You should be prepared for the fact that local residents may object to the proximity of the pub and its regulars. In addition, the anti-alcohol campaign in Russia is gaining momentum every year, which may lead to the emergence of new restrictive laws.

The average store markup on the price of draft beer varies depending on the manufacturer. On average, the markup on imported varieties is 30–50%, on local varieties - up to 100%. If the average number of purchases per day is about fifty, with an average receipt of 150 rubles, then the enterprise will pay for itself within 9 months. The calculations include a period for “promotion” of the outlet, which, judging by the reviews, is three months. The profitability of a beer store on tap is about 80%.

How to open a pub from scratch: market analysis + 5 reasons to open a pub in your city + legal aspect + search for premises and equipment + how to promote a pub + financial plan.

Beer is the most popular alcoholic drink in the world. In order to drink it, people do not look for special occasions or expensive restaurants, while the assortment surprises with the variety of tastes and prices.

Today, the beer industry does not stand still, and many budding entrepreneurs strive to open a beer shop in their city.

If you are also interested in how to open a pub, read our detailed guide.

Market analysis is the first step to opening a pub

A competent businessman will never risk his money until he analyzes the current market situation. This will avoid many problems in the future, such as high levels of competition or insufficient demand.

Therefore, the first step towards this should be a market analysis, which includes. What does it include?

No. 1. Demand and consumer preferences.

Find out how popular your business will be, whether they drink foamy alcoholic drinks in this city or area, or whether, for example, wine is more popular.

To do this, use all the methods available to you:

• polls,
• survey,
• search on the Internet, after all.

No. 2. Competitors and market saturation.

Walk around the area of ​​your choice (where you are going to open a pub) and carefully study the competitors: how many there are, what drinks they sell, how busy they are in a particular period of time, what kind of advertising they use, etc.

No. 3. Prices for beer and related products.

Pay attention to the prices at which beer and other similar goods are offered (kvass, cider, etc.). When analyzing, you need to take into account all possible options: from store-bought bottled beer to exclusive beer from . This will help you price your product in the future.

No. 4. Buyers' income.

This is a controversial indicator, but it can be a great help in choosing the price segment of a product. Since the incomes of people in different cities or even regions of the same city can vary greatly, this can play a decisive role in the choice of beer for sale.

In general, there are a lot of indicators for analysis. Depending on your specific case, you may want to add or remove some items.

If you do not have the specialized education to conduct such research, you can contact a marketing agency. The most famous and reliable ones are presented on the website https://www.pikmarketinga.ru The services of such companies will cost you from 15 thousand rubles.

The situation on the beer market today...

Before opening a pub, pay attention to the statistics on the consumption of alcoholic beverages:

In Russia, beer is the most popular alcoholic drink among all age categories. Therefore, the beer industry demonstrates constant development. Every day, new pubs, stalls, etc. open in big and small cities, offering a huge assortment of foamy drinks.

But, despite the great saturation of this market, a novice entrepreneur has a chance to become the first. As a rule, we are talking about small cities or towns, where the culture of consuming foamy drinks is slightly different, but people are already ready to accept the new format of establishments - stores that sell beer on tap.

However, in a metropolis you also have a chance of success if you find a place with good traffic and take care of quality marketing.

However, statistics say that in large cities, such as Moscow and Novosibirsk, up to 50% of beer is sold on tap, while in some villages this figure fluctuates between 2-3%.

This is why it is so important to conduct market analysis at the initial stage of opening a pub.

General indicators in the beer industry are as follows.

• In 2017, beer consumption per person was about 50 liters.
• The main fans of the foamy drink are men aged 18 to 55 years. However, women are also given a choice: weak light varieties, fruit fillings, etc.
• Solvency and marital status have virtually no effect on beer demand.

Considering the current picture, beer is the most promising alcoholic drink for starting your business.

5 reasons to open a pub in your city

If you want to open a pub, but still doubt its prospects, we suggest you evaluate 5 advantages of the beer business:

1. Beer is a favorite drink of people of different age groups.
2. In order to open a pub, it is not necessary to have a specialized education; the main thing is to take the matter seriously and study as much information as possible on the topic.
3. The relatively low cost of the product reduces losses in the event of force majeure situations.
4. The demand for foamy drinks, although seasonal, still allows you to make a profit even during a period of stagnation.
5. You can open a pub in any city, regardless of its geographical location.

The legal aspect of the question of how to open a pub

When market research has shown that the idea of ​​opening a pub has the right to “life” in your city, you can begin to legally register your business.

Let's talk about how to open a pub on paper, i.e. what documents need to be completed and how.

Let us immediately note that legally registering a pub is not easy. You need to collect a large package of documents.

It includes:

• Documents for registering a case
• Documents for premises for a beer store
• EGAIS and cash register
• Alcohol declaration

Let's take a closer look at each point.

a) Documents for registering a pub as a new business.

To open a pub, you can register an LLC. This option is relevant if you plan to sell beer in bulk and expect high turnover. For retail sales to individuals, registration of an individual entrepreneur will be sufficient.

OKVED codes you can choose from:

You can read more about the registration process here: https://www.nalog.ru/rn77/ip/interest/reg_ip/petition

b) Documents for premises for a beer store.

To open a pub in a building, you must have a lease agreement or documents confirming ownership.

note that the total area of ​​the store (sales area + warehouse) must be at least 20 sq.m.

The premises must comply with all sanitary standards and requirements (SanPin 2.3.4.021-94).

Therefore, before the ceremonial opening of the pub, you need to obtain the following conclusions:

In addition, the presence and correct design of a consumer corner is mandatory. The following documents should be publicly available:

To obtain permission to open from the State Fire Marshal, you must install a fire alarm and post an evacuation plan in an accessible place. It is also mandatory to have a fire safety log.

c) EGAIS and cash register.

EGAIS is:

To implement this, connecting your pub to the system is mandatory. You can read more about this on the official website: https://egais.com

In addition, you must register the cash register and obtain the appropriate documents for it - a passport, a service agreement.

d) Records of alcohol turnover.

An alcohol declaration is a document that records the volume of production and turnover of alcoholic beverages in the Russian Federation. It is filled out based on the alcohol log and submitted quarterly to RosAlcoholRegulation.

The alcohol logbook is filled out by the pub seller daily (or no later than the next day) based on the number of beer sales.

Premises for a pub and necessary equipment

Finding the premises in which you plan to open a pub is a very important and crucial stage in the process of opening a pub. After all, its success directly depends on the location where the store will be located.

Experts advise looking for premises for a pub in residential areas with high traffic. Those. you need to choose a place where people live, but do not work. Focus on the fact that beer is most often bought to be enjoyed at home with a favorite TV series or in the company of friends.

According to the law, alcohol on tap cannot be sold in stalls or kiosks, i.e. the room must be stationary. The most suitable locations would be in shopping centers, the ground floors of new buildings or individual buildings.

Important ! A beer store cannot be opened at a distance of less than 100 meters from kindergartens, schools, hospitals, stadiums, cultural or military facilities, etc. It is also prohibited to place a beer store in crowded places.

In the premises you choose, there must be space allocated for a warehouse and, in fact, a store. The total area for a point that sells 10-12 varieties of draft drinks must be at least 20-30 sq.m.

Average rent for a store with an area of ​​25 sq.m. is 50 thousand rubles, but depending on the chosen city it can range from 20 to 100 thousand rubles.

To open a pub, you will need to purchase the following equipment:

Name	price, rub.	Quantity, units	Cost, rub.
Total:			239,800 rubles
Cooler for 6 circuits	33 700	2	67400
CO2 cylinder with pressure reducer	11 200	1	11200
Fence head	2 500	12	30000
Column for 12 taps	6 000	1	6000
Defoamer	3 500	12	42000
Tap	2 100	12	25200
Accessories	5 000	1	5000
Hoses and fasteners	3 000	1	3000
Refrigerator for fish, snacks, etc.	25 000	1	25000
Bar counter	15 000	1	15000
Other furniture	10 000	1	10000

Installation of equipment is carried out by the company that sold it. Also, in order to save money, you can rent equipment from local suppliers. This option is suitable if you are starting with a small store, but in the future it is advisable to acquire your own equipment.

We are looking for suppliers for a pub

The quality of the products provided, their price and the popularity of your beer store in general depend on the choice of suppliers.

To purchase goods, you can use the following options:

• Buying beer directly from the manufacturer. This option is suitable if the supplier is a local manufacturer.
• The services of distributors will be needed if draft beer is brought from afar.

You can choose one option or combine them depending on the selected range.

What to look for when choosing a supplier:

1. The supplier must sell primarily beer and similar products, and not everything.
2. Reliable companies will always deliver the ordered goods directly to the store, but will not offer you to pick it up yourself.
3. The manufacturing company must be well-known and have a good reputation.

Assortment in the new pub

Before forming an assortment, it is worth finding out what kind of alcohol is popular on the local market.

As a rule, in a pub with 10 types of beer, 6 are local beer, unpasteurized and unfiltered (also called “live”). This drink has a short shelf life, and it makes no sense to bring it from afar.

Other types of foam are imported, premium varieties with a long shelf life. But you shouldn’t bring beer from afar, this will increase transportation costs.

In addition to those listed, expand the range with other drinks - kvass, cider, lemonade. Pay attention and give them a separate place in your pub before you open a beer shop.

If you plan to open a taproom with a lot of snacks, pay attention to how they combine with the main product.

Finding staff for the pub you want to open

Personnel must be selected with special care. A seller in a pub (it doesn’t matter whether he is a man or a woman) must be smiling, attentive, clean and, in general, win over customers. Education is not very important, but training in cash accounting is necessary.

For one pub with a working schedule from 10:00 to 22:00 you will need at least two sellers with a salary of 30 thousand rubles. per month.

Also, you, as a manager, need to take care of the availability of sanitary books for your staff before opening a pub and starting selling alcohol.

How to promote your pub from scratch?

When you already know how to open a pub, a new question arises: how to promote it?

Let’s say right away that we need to act comprehensively here:

• Start with a bright, backlit sign, since beer is most often purchased at night.
• Also, hire a promoter who will hand out advertising flyers in crowded places.
• At the initial stage, come up with promotions and nice bonuses for new customers.
• Delight your customers with special offers and a cumulative discount system.
• Make sure there is information and reviews about you online.
• Run promotions and giveaways on social networks.

And remember: a good reputation is the key to success, because one satisfied client will bring you two new ones, and one dissatisfied client will take away ten.

Business. Draft beer.

How much does it cost to open a beer store?
Main expense items.

Detailed financial plan for a beer store

In order to open a pub, you will need a rather large initial investment. Of course, your biggest investment will be in the purchase of equipment. But this is far from the only voluminous expense item.

Below we give you an approximate calculation of starting costs:

As you can see, in order to open a pub, you will need an initial investment of 600,000 rubles. Don’t forget that until you reach self-sufficiency, monthly expenses will also have to be covered from the available starting investments.

According to statistics, the average income of a small pub in spring and summer is 250-300 thousand rubles, while in autumn and winter the monthly turnover decreases to 200-250 thousand rubles.

With such indicators, the pub will pay for itself in 6-10 months, depending on the season. The best results will be if you open a pub during the season, i.e. in summer.

We hope that in this article you found the answer to the question of how to open a pub, and now you understand that the success of your business will depend entirely on the decisions you make, good location, reliability of suppliers, quality assortment and good staff.

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