* Calculations use average data for Russia

500 000 ₽

Starting investments

10 months

Payback period

25-30 sq.m.

Required area

30 - 100%

Product markup

Opening a beer store is a business idea that many aspiring entrepreneurs dream of. A positive example of their business among acquaintances and friends who recaptured a beer store in a couple of months, small investments, impressive crowds of customers and beer regulars can create a certain halo of success around the beer business. However, it is still not worth rushing to open a draft beer store without at least calculating the approximate price of the issue and without assessing the risks.

The situation in the beer market

Before opening your own business, you cannot do without analyzing the situation in the industry as a whole. The beer retail market is no exception. Firstly, novice entrepreneurs should remember that the boom in the opening of live beer outlets has ended for many years. The main reason is the strengthening of state regulation of the industry - the situation for small businesses has become noticeably more complicated. Since 2008, the beer market in Russia has been declining. Increased excises - from 12 and 21 rubles. per liter of beer with an alcohol content of 0.5-8.6% and more than 8.6% in 2012 to 21 and 39 rubles. respectively in 2017. This led to an increase in prices. According to experts, in 2020 the beer market will lose another 2-5% - the industry was also affected by the ban on the sale of beer in PET containers with a volume of more than 1.5 liters.

In connection with these and other trends, beer consumption in Russia has decreased from 77 liters per person per year (the peak value was recorded in 2008) to 50 liters in 2016. Compared to other countries, beer consumption in our country is relatively low. For example, in the Czech Republic, which is considered the leader in beer consumption, each inhabitant of the country drank 143 liters of beer on average in the same year. At the same time, no matter how pessimistic forecasts are made by analysts, beer still remains the most favorite alcoholic drink of Russians. For example, in 2016, the average Russian drank only 6.7 liters of vodka, 3.5 liters of wine and 1.1 liters of champagne, which is many times lower than beer consumption.

Beer consumers are mainly men aged 18 to 55, regardless of marital status and income. At the same time, even with a general decrease in the solvency of the population, beer still does not lose its audience. Today, a certain culture of drinking beer has developed in the country - the number of establishment formats is multiplying, and manufacturers offer varieties for every taste and budget. His business of selling live beer is still not losing popularity. Beer is served both in premium restaurants, sports bars and craft pubs, as well as in ordinary draft pubs. However, if not all buyers can afford the first option, then the second option is much closer to the people. It is easier to open a small pub - there will always be some kind of customer flow at the outlet. True, it has become more difficult to enter the market - all profitable places have already been staked out for the most part, the “zones of influence” of beer houses have been divided, so now you need to win your client in part.

Beer shop. Location and premises

The key factor for a beer store is its location. It is with the choice and assessment of the future point that experienced entrepreneurs are advised to start. The best location for a pub is traditionally considered to be a street with busy car and pedestrian traffic in a residential high-rise area. The search for a future location should usually begin by looking at options in new high-rise neighborhoods where there is either little or no competition. The advantages of this location are obvious - this is a large number of potential customers per square area. In addition, new buildings are places where young people who actively consume beer move. In no case do not place a pub where people do not live - that is, in a business center, remote from "sleeping" areas and from residential buildings in general. The fact is that live beer is bought by people in order to slowly drink it at home.

You can estimate the density of the market and calculate the number of operating pubs in a particular area using electronic cartographic reference books like 2GIS. Even better - immediately evaluate the place yourself, take a closer look at the contingent of residents, their gender, age, approximate level of income, evaluate pedestrian and car traffic. It should be remembered that the pub should be located no closer than 100 meters from schools, kindergartens and medical institutions. Also, proximity to sports or cultural facilities, gas stations, military facilities, as well as being in markets, bus stations, airports and other crowded places is not allowed.

Since beer cannot be sold from non-stationary premises, temporary structures such as stalls and kiosks will not work. The building of the pub must have a foundation and be entered in the real estate register. To begin with, a small beer shop with an area of ​​​​25-30 square meters is enough. meters selling at least 10 beers. About 8-10 sq. meters of this area must be given to the warehouse. The rent will depend on a number of factors: the city, the proximity/remoteness of the center, metro stations and bus stops, the presence/lack of repairs, etc. and can vary from 10-15 thousand in small towns with a population of about 100 thousand people and reach 100-150 thousand or more in Moscow. It is worth remembering that these amounts, as a rule, do not include utilities.

Table 1. Rent for 20-30 sq. meters of retail space in Russian cities

* according to announcements on the Avito website as of September 2017

Assortment and suppliers of beer

Even before opening a beer outlet, an entrepreneur must decide on suppliers. It is best to conclude contracts with those beer producers that are in demand on the local market. Accordingly, to begin with, you need to find out which types of beer are more popular with residents of the city or region, what exactly they enjoy their trust. According to the experience of entrepreneurs, if we are talking about a point with 10 sorts of beer, then about 6 of them will be local bottling - unpasteurized unfiltered beer of a local producer is already well known to the buyer. Live beer is stored for a short time, starting to lose its taste after 3-5 days. The rest may be not so famous, but with high palatability premium varieties. This is a pasteurized beer with a long shelf life, which allows you to transfer transport from Europe and storage in a beer store with low demand. Don't forget that beer suppliers are located close to the draft beer store, so that you do not have to bear additional transportation costs.

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Even for a small outlet selling draft beer, you should not limit the assortment - expand the range of drinks with kvass and lemonade during the season. Also, a beer shop should always sell snacks for beer - dried fish and snacks - crackers, pistachios, chips, squid and more. The more variety of tasty snacks, the better.

The margin for draft beer will be from 30 to 100%, it is advisable to set the margin for a snack at the level of 20-25% so as not to force the buyer to go to the nearest supermarket for it. PET containers for selling beer will cost a small amount. The wholesale price of plastic bottles today is about 4.5-5 rubles. for a volume of 0.5 liters, 5.5-6 rubles. for 1 liter and 6-7.6 rubles. for 1.5 liters. As a reminder, the sale of beer in PET containers with a volume of more than 1.5 liters is prohibited in Russia from July 1, 2017.

Setting up your own beer business

The most optimal form for starting your own draft beer retail business would be an individual entrepreneur. The procedure for registering an individual entrepreneur is much faster and cheaper than an LLC, requires fewer documents, and besides, an entrepreneur can freely use funds from a current account for personal needs. It is worth remembering that it is prohibited by law to sell wholesale or sell strong drinks to individual entrepreneurs. For retail trade in draft beer, the following OKVED-2 codes are suitable:

47.25.1: Retail sale of alcoholic beverages, including beer, in specialized stores;

47.25.12: Retail sale of beer in specialized stores.

Since the circulation of alcohol in the country is controlled by the state, even small businesses cannot do without interacting with EGAIS. EGAIS is a state system for controlling the circulation of alcohol. Individual entrepreneurs who sell draft beer are only partly concerned with it - they are required to connect to the system only to confirm bulk purchases from the supplier. To do this, you need to obtain a special electronic signature and register on the Rosalkogolregulirovanie website. After that, the buyer will receive his identification number (ID), and the beer supplier will be able to issue invoices for him and reflect them in the Unified State Automated Information System. After accepting a consignment of goods, the supplier writes it off from its balances in the system, and it is fixed by the buyer. Until the fact of receipt is reflected in the Unified State Automated Information System, the products will not be released for sale.

Beer store taxation

The best form of taxation for small beer outlets is considered to be a single tax on imputed income (UTII). Entrepreneurs give it preference due to the fact that the size of the tax under this form is tied to a small area of ​​the pub, while the size of the tax is always fixed. In addition, until recently, the absence of the need to keep accounts and start a cash register was considered as an advantage of UTII over other forms of taxation. However, due to recent changes in legislation, the optional use of a cash register for UTII and PSN was limited until July 1, 2018. From June 1, 2018, UTII and PSN payers will also need to acquire online cash desks with a fiscal registrar.

In other words, now any outlet selling draft beer cannot do without: a computer with RAM of 2 GB or more, an Internet connection, an operating system Windows 7 and above, a crypto-key with an electronic digital signature (EDS), UTM and software for EGAIS, as well as an online cash register and a barcode scanner. On the one hand, this is a new headache and costs for many entrepreneurs, but there are also conveniences: with a cash register, it is easier to control sales and the integrity of the seller, the inventory procedure is facilitated, it becomes possible to pay with a bank card, and consumer confidence increases. In hard-to-reach areas of the country that do not have access to the Internet, legislators will allow the use of cash desks offline, without transmitting data over the network.

Beer shop equipment

Your beer store will need special equipment for bottling, including a multi-circuit cooler, gas cylinders with carbon dioxide for supplying beer from kegs, defoamers, a gas reducer, hose and fittings, kegs, pallets, a beer column. Also, one should not forget about the refrigerator, which will be needed to store fish, the bar counter and other furniture. For a beer store with an area of ​​25-30 sq. meters for these purposes can be kept within 200-250 thousand rubles.

Table 2. Approximate list of equipment for a pub for 10 beers

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Equipment should be purchased from a regional supplier. Installation, as a rule, is carried out by an invited specialist. There is also an option to rent equipment free of charge from local beer producers, but in this case, the entrepreneur will be obliged to sell only factory beer with prescribed volumes of the strait. This option is well suited for those who do not want to immediately purchase expensive equipment without really getting used to this business. It should be noted that the beer equipment will require ongoing maintenance with circuit flushing.

Advertising and promotion of a beer store

For a draft beer store, it will be necessary to make a good advertising sign, preferably illuminated, so that the beer store can be seen at night. Saving on this point is hardly worth it. The main flow of buyers falls on the evening. The cost of the sign will be 15-30 thousand rubles. Enticing pavement signs and distribution of leaflets and flyers can also help. If a decision is made to work with one beer-producing plant, the distributor himself will help with promotional materials.

In order to acquire regular customers at the opening stage, it’s not bad to arrange some kind of promotion, for example, with a beer tasting or a gift of 0.5 liters when buying 1.5 liters of beer. This will help draw attention to the opened business, especially in a small town in the early days. During normal times, customers can be encouraged to buy large volumes of beer. For example, to provide a discount when buying 10 liters of beer.

At the same time, it is worth remembering that the best advertising for a beer store will be two conditions - it's a great location and high quality beer. In their beer business, word of mouth is very important - once a seller sells sour beer at least once, bad fame will spread throughout the area.

Beer store employees

Trade in beer by law (with the exception of public catering outlets) is allowed from 8 to 23 hours. The daily operation of a beer store with a schedule from 10:00 to 22:00 will require two salesmen. If an entrepreneur plans to sell beer on his own, then it will be necessary to hire at least one seller to replace him. High qualification in this case does not matter. It can be either a man or a woman over the age of 18. Beer staff must have a sanitary book.

Starting investments, revenue and profit of a beer store

In addition to the costs of repair, purchase and installation of bottling and cash equipment, the creation of a sign, the purchase of beer and snacks, you will need to spend money on some other things. Don't forget about security. Any draft beer store will benefit from a quick response button and a video surveillance system. For these purposes, it is worth laying at least 15 thousand rubles. A video surveillance camera can do a good job - its presence disciplines sellers, allows you to resolve misunderstandings when working with customers. In addition, do not forget that you are working, if not with strong alcohol, but with alcohol, which means you need to be prepared for any incidents. Additional expenses can be added by non-obvious expenses, such as advance payments to the landlord, the purchase of an office, or paying utility bills. Therefore, for the first time it is necessary to have some kind of airbag. It should definitely include the costs of the first months of rent and the payment of salaries to employees. Thus, investments in the opening of a pub for 25-30 sq. meters will be about 500-600 thousand rubles.

According to the experience of such beer shops, in order to reach zero, that is, to cover all the costs of rent, wages, taxes and the purchase of beer and snacks per month, it is necessary to sell goods for 200-250 thousand rubles. A turnover of 300-350 thousand rubles will allow reaching a net profit of 50-70 thousand rubles. That is, on average, a beer store needs to sell at least 10 thousand rubles a day. Even with such a rather modest sales plan, for example, when opening a business in a small town, a pub will pay off in 10 months. You need to understand that success will largely depend not on luck and “how it goes”, but on all the decisions you make, starting from the chosen place and supplier and ending with the personality of the seller and the availability of one or another type of beer in the assortment.

Popular questions about the beer store

💡 What is the business idea of ​​a beer store?

Opening a beer store- a business idea that many aspiring entrepreneurs dream of. A positive example of their business among acquaintances and friends who recaptured a beer store in a couple of months, small investments, impressive crowds of customers and beer regulars can create a certain halo of success around the beer business. However, it is still not worth rushing to open a draft beer store without at least calculating the approximate price of the issue and without assessing the risks.

💡 How to advertise a beer shop?

💡 Where is the best place to have a beer shop?

Key factor for beer store is its location. It is with the choice and assessment of the future point that experienced entrepreneurs are advised to start. The best location for a pub is traditionally considered to be a street with busy car and pedestrian traffic in a residential high-rise area. The search for a future location should usually begin by looking at options in new high-rise neighborhoods where there is either little or no competition. The advantages of this location are obvious - this is a large number of potential customers per square area. In addition, new buildings are places where young people who actively consume beer move. In no case do not place a pub where people do not live - that is, in a business center, remote from "sleeping" areas and from residential buildings in general. The fact is that live beer is bought by people in order to slowly drink it at home.

In this business, I would single out 2 main risks. The first is the absolute unpredictability of the current government in the field of lawmaking. It is not possible to predict it based on ordinary logic, and this is no secret to anyone. It is not known what our legislators will lobby tomorrow. As an option, and even a very serious one, this is the creation of an SRO for beer sellers, another “game” with the areas, with the location, with the number of storeys of the store (they may prohibit their placement in the basement, for example). New requirements for beer storage (temperature, humidity), containers or sellers. All this is sad, unpredictable, and sometimes illogical.

And the second factor that I often point out to aspiring entrepreneurs in the process of consulting is the gradual "blurring of the market." This has already happened to the pharmacy sector, when there are three pharmacies in one house. Blurring of the market, which, in the end, will lead to the fact that the profitability from the sale of 1 liter of beer can be preserved, but sales volumes will noticeably decrease. They can decrease by a factor, which will lead to the fact that the so-called. The "break-even point" in liters will be much higher than the volumes that can actually be sold.

Do not forget that this business is subject to seasonal demand. And given the fact that the conditionally “winter period” in Russia is 6 months or more in some areas, it is advisable to provide for sale and related products, the sale of which would keep it “afloat” in the off-season.

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For the inhabitants of Russia, beer has always been one of the most beloved and purchased drinks. According to population surveys, many people prefer non-bottled drink, noting the unique taste of non-filtrate.

That is why the market for the sale of a live intoxicating drink has recently experienced a real upsurge in activity, and every businessman who wants to join it can make good money.

Bubble drink business

What is the consumer interested in this kind of business?

The target audience in this kind of place is attracted by a wide range of quality goods, which simply cannot be compared with the minimum that is presented in grocery stores or supermarkets.

This is the reason why not only beer lovers, but also those who just want to try something new become buyers of a beer shop.

From all this we can conclude that the profitability of a beer house directly depends on the assortment and quality of the goods.

Selection of assortment

There should certainly be a lot of beer in a pub, and there are several types of each variety (dark, light and unfiltered). You should also present several rather exotic varieties in the assortment, this will attract to the store those visitors who do not like beer at all.

Also, one should not forget about where this beer is sold. When choosing an assortment, one should rely on the social and financial situation of people living near the pub.

If the store is located in an average area (not elite, but not poor), then An entrepreneur can use the following proven recommendations:

• The assortment must be distributed in the following percentage:
  • 70% - a drink of the middle price segment;
  • 20% - the most economical varieties;
  • 10% - elite expensive varieties of intoxicating drink;
• Especially serious should be taken to cheap varieties and drinks of average price., due to the fact that they will account for the bulk of sales. It is desirable that these segments of the assortment are most fully and diversely represented;
• 70% of the assortment of the store must represent well-known and established brands. The remaining 30% of the range should be sold from a local manufacturer, and this volume also includes varieties of live unfiltered beer;
• Average within one outlet about 10-30 varieties of different beers should be presented.

In order to attract more buyers, special attention should be paid to local varieties, periodically update them, conduct product tastings and experiment.

Thus, it is possible to interest young people who want to try something new.

In addition to income from the sale of the beer itself, you can make good money by selling related products, such as, for example:

• Dried fish of various varieties;
• Kvass;
• Seeds;
• nuts;
• Tobacco products;
• Crackers;
• Cold drinks;
• Beer mugs;
• Ice cream, etc.

When choosing additional goods for sale in a pub, it is advisable to give preference to those that meet the following requirements:

1. Shelf life of six months or more;
2. Availability of individual sealed packaging;
3. Small weight of each package (about 100-150 grams);
4. The product must be ready to use.

By choosing such products, the entrepreneur will save himself from problems with inspection commissions.

Business plan for the future store

The idea of ​​​​creating your own draft beer point of sale can turn out to be an excellent income for an entrepreneur.

But before starting to calculate the mythical profit, an entrepreneur should think about drawing up a competent business plan that would help to navigate and choose an algorithm of actions in any situation related to this type of business.

Starting investments

An estimate for opening a medium-sized store may consist of the following items:

• Registration of an enterprise and payment for the services of a lawyer - 20 thousand rubles or more;
• Payment for the services of a real estate company - 20 thousand rubles;
• Rent - 1 thousand rubles per square or more;
• The cost of repair and finishing works - no more than 100 thousand rubles;
• Manufacturing and installation of a bar counter - 20 thousand rubles;
• Cash register - about 18 thousand rubles;
• Showcase with refrigeration equipment - 20 thousand rubles;
• Air conditioning - 15 thousand rubles or more;
• Production of a signboard, company logo, etc. - 20 thousand rubles or more;
• Wages to employees - 15 thousand rubles or more for each unit;
• Purchase of the first batch of the drink - 50 thousand rubles;
• Purchase of small things (stationery, bags, disposable tableware, etc.) - 5 thousand rubles or more.

The cost of creating such a medium-sized business is about 150,000 thousand rubles, but in some cases, the starting capital can reach more than 1 million rubles.

Additional equipment (kegs, defoamers, etc.) can be purchased directly from contractors. When buying goods in bulk, such equipment can be provided free of charge.

Monthly expenses

• Rent - 40-45 thousand rubles;
• Consumables - 180 thousand rubles (provided that the store sells 150 liters per day);
• The salary of a security guard and a cleaner is 5-10 thousand rubles;
• Utilities - 5 thousand rubles;
• The salary of sellers is 30 thousand rubles.

Estimated earnings

If we proceed from sales volumes of 150 liters per day, then this will already be 4,500 liters per month. The average wholesale price of a foamy drink is about 40 rubles per 1 liter, which means that it will take 180 thousand rubles a month to buy beer.

With a markup of 100%, the profit will be 360 ​​thousand, and with a markup of 50%, the profit will be equal to 270 thousand rubles. We should not exclude also the profit from related products, which will be 10-15% of the profit.

Thus, you can make a good profit, and 150 liters per day is far from the limit, the store can sell much more, especially in the summer.

The payback of such a business is about 1 year, but there are times when this period is halved.

Preparation of the necessary package of documents

In order for the created beer shop to exist without problems, and its owner not to have any problems with local governments and various services, The following documents must be completed in advance:

1. Permission to sell alcoholic beverages;
2. Certificate of registration of LLC or IP;
3. Permit issued by a health officer;
4. Permit issued by a fire officer;
5. Rospotrebnadzor permission;
6. Agreement with the landlord;
7. Labor agreement concluded with each of the employees;
8. Certificate of registration of the cash register.

Some nuances of organizing and doing business

Running a business selling a hoppy foamy drink is associated with some features and subtleties that an entrepreneur should be aware of in advance.

Rental issues

Statistics show that beer shops located far from residential areas, parks and recreational areas close much more often.

This is due to the fact that people prefer to buy such drinks, especially when it comes to live beer, close to home.

Being in the city, the target audience often prefers cafes and restaurants, or bottled beer.

But opening a beer shop in residential courtyards or basements is also fraught with problems with neighbors.

An entrepreneur must be prepared for the fact that when opening a store in a residential courtyard, he opens a pub around it, a terrace for drinking a drink and, of course, a toilet.

Well, local residents will pour out their discontent about this on the owner of the beer store, and not on its visitors.

In addition, there are clear rules for choosing a room:

1. Area not less than 50 squares in the city and 25 in the countryside;
2. The room must have a separate entrance.;
3. The room must be away from:
   1. educational institutions;
   2. Sports complexes;
   3. Catering establishments;
   4. Polyclinics and medical institutions;
4. The area must have high traffic.

When choosing a location, one should not forget about the seasonality of this business, so the best choice would be places where a large number of people gather in spring and summer.

A few words about decor

The interior of a beer store can be completely different, but there are some well-established standards that are best adhered to:

• The best would be Irish or Czech style;
• The combination of wood and brick is most acceptable for a beer hall;
• Muffled light;
• A bar counter and a few high chairs complete the atmosphere.

Recruitment

In order for the store to work, the following staff is quite enough:

1. Two salesmen working in shifts;
2. Cleaning woman;
3. Security guard;
4. Accountant.

Sellers must have health books and look neat.

The biggest problem for entrepreneurs involved in such a business are dishonest sellers who strive to appropriate someone else's.

The following staff tricks have been identified:

• underfilling. In this case, the owner will receive his income from the sold barrel, but the client who discovers underfilling may refuse the services of the store;
• Non flush system. If the technician and the seller agree, then the washing on paper will be issued, but will not be produced, thereby the drained beer will be written off and sold. As a result, the beer sold will acquire a sour taste, and the client will be lost;
• Set up. The seller sells beer not from the owner's barrel, but from his own. The entrepreneur pays the costs, and the seller receives the profit;
• Substitution. The seller replaces a barrel of expensive beer with a cheap one;
• Dilution. Sellers dilute beer with water, thereby increasing the volume.

To prevent this from happening in a new pub, a businessman should:

• Install a video surveillance system;
• Weigh barrels upon receipt of goods;
• Conduct inventory at the end of each shift;
• Buy a powerful air conditioner and a good refrigerator, preventing souring;
• Installation of samples with water so that the client can control the amount of beer poured to him;
• Active participation of the entrepreneur in his own business.

Seasonality of the beer business

The sale of a hoppy drink is considered a business that is highly dependent on the season, because in the summer the sales level increases by 40%.

Well, during the winter, most of these shops operate only in order to be able to cover the cost of maintaining the store.

There are also situations when it is cheaper for an entrepreneur to close a store in winter than to maintain it in the cold season.

That is why in the summer the entrepreneur should take care to set aside funds for the winter maintenance of the business.

SES requirements for beer shops

• For wall decoration it is better to use ceramic tiles;
• The room should have natural and artificial lighting;
• It is necessary to equip the room with an emergency lighting system;
• The room must have a heating system;
• Wiring must be secure;
• The power supply system must be equipped with a circuit breaker.

More specifically, the requirements should be discussed with representatives of the SES before the start of repair work.

Foam product delivery and store equipment

In order to start selling beer, you will need both the product itself and equipment that allows you to contain and pour it.

shop equipment

Equipment can be bought or simply rented, for the full operation of the store you will need the following equipment:

1. Draft equipment:
   1. Kegs for beer;
   2. coolers;
   3. Gas cylinder;
   4. Hose;
   5. Crane for spill;
   6. Reducer gas;
   7. intake head;
   8. Clamps;
   9. drip tray;
   10. Drain for installation of taps;
   11. Counter;
2. Retail store equipment:
   1. Cash machine;
   2. Refrigerator;
   3. Scales;
   4. Refrigeration showcase;
   5. Chairs and tables, if you plan to pour the drink into glasses and mugs.

Product Suppliers

The main suppliers of beer for such stores are:

• Brewery and private breweries;
• Distributors cooperating with one manufacturer;
• Wholesale firms buying large volumes of products from various manufacturers.

Among the various providers, you should choose one or more, using the following recommendations:

1. Price policy:
   1. The price of products should be as low as possible;
   2. The cost of delivery of products should be minimal, otherwise the low cost of the goods will not be an advantage for the supplier. It is better to choose organizations with free delivery;
2. Terms of cooperation:
   1. It is worth paying attention to the presence of a service with a deferred payment;
   2. The supplier must have a sufficiently flexible approach to the client with the possibility of obtaining discounts;
   3. High level of service;
   4. Delivery should be fast and inexpensive. It should not be forgotten that the non-filtrate can be stored for no more than 5 days;
3. Reputation and recommendations of partners:
   1. Be sure to find out what experience the supplier has in this area and give preference to the most experienced;
   2. You should ask friends and competitors about the reputation of this supplier;
   3. You should look at the certificates and declarations for the supplier's products.

It is much more profitable and more convenient to work with one supplier, so you should familiarize yourself with the entire range that he offers in advance.

Storage conditions for a perishable live drink

The best container for storing beer is considered to be a keg, which is quite convenient in a store:

• Kegs should not be placed on the floor, but on a wooden pallet;
• Keep the container away from heating appliances;
• The keg should be opened no earlier than 24 hours before use;
• If the beer in a keg placed in a cooler freezes, turn off the cooler;
• The gas cylinder should be placed vertically.

Unlike other varieties, unfiltered beer has a minimum shelf life of only 5 days. Many beer store owners admit that it is a pity to pour out beer, but it is impossible not to do it.

Beer lovers usually communicate quite closely, and by treating one person to sour beer, the entrepreneur risks warding off all potential customers.

Advertising campaign

To promote the beer business, you should definitely use advertising. Not all types and methods of marketing campaigns will be effective enough, but they will cost quite a lot.

The following might be the best choices:

• Bright visible sign;
• Thematic decoration of the store facade, echoing the interior design;
• Corporate clothing of employees;
• A pillar with a price list on the street;
• Original name;
• Sound advertising messages;
• Carrying out promotions;
• Good lighting noticeable in the dark;
• Bright and memorable opening ceremony;
• Providing discount cards and gift coupons;
• Organization of delivery service and order by phone;
• Internet page.

This business is very interesting and is especially suitable for those businessmen who themselves are connoisseurs and connoisseurs of intoxicating foamy drink.

To date, people have invented a huge number of ideas that allow you to create your own business. This is a kind of philosophy that helps to achieve financial independence from routine work or from public service.

Business is created for the sake of individual enrichment, therefore, each of its branches has a huge number of entrepreneurs competing with each other. To overcome the competition, a new player should come up with something of their own, something unique, or add their own flavor to what already exists.

Any business plan starts with an idea, such as setting up a store that sells beer on tap. Recently, such small business projects have begun to bring big profits, especially on hot days. This business has its pros, cons and risks. The business plan of a draft beer store in 2016 will help to take into account all these aspects, in which it will be possible to consider the main stages and characteristic features that require attention.

So, we can highlight the main steps on the way to creating your own draft beer store:

1. The administrative-legal form in which a new enterprise should be registered is an individual enterprise.
2. Choosing a store location and renting a room.
3. Registration of cash registers.
4. Obtaining the necessary permissions from the controlling services.

Equipment

A draft beer store will require an impressive amount of necessary equipment, ranging from refrigerators to special taps that will take beer out of cylinders under pressure. It is also necessary to install a special climate control system. In sum, all of the above devices and systems will be very expensive. Therefore, it is not worth buying your own equipment. It will bring nothing but costs.

The easiest way to get all the necessary equipment is to sign a contract with a certain beer supplier or brewery. Provided that the store sells only beer of this brand, the supplier company will provide the store with its equipment, because this or that company is interested in sales growth.

You should use the equipment very carefully, since all breakdowns will have to be repaired out of your pocket. Once a month, you should invite a specialist who will set up the equipment for its correct operation.

Store location

An important point in the business plan of a draft beer store is the choice of location. Sales and demand for the store's products will directly depend on this factor. So many entrepreneurs who want to conquer the pinnacle of the beer business have "lost" because of the wrong choice of store location. Therefore, this issue must be taken very seriously.

The success of a business depends on people's commitment to the store. It is worth remembering one simple rule: people drink beer to relax and have fun. From this we can conclude that a draft beer store should not be opened somewhere in a work or business center. In such places, people will be busy working, not thinking about beer. Best of all, such a store will take root in a residential area. In it, people do not work, but live. Therefore, in the evening you can see a large crowd of people.

You do not need to use the basement room to place a store there. A basement is a basement. Such a store will never receive permission from the fire and sanitation services. Plus, the residents of the house will be extremely unhappy with such a neighborhood, which is located right in the basement of their house.

Marketplace area

The organization of the trading platform should be the most competent. The store should present itself, then people will want to buy something in it. The store area must be at least 50 square meters. In this area there is where to turn around. In such a store, it will be possible to fit more than 40 varieties of different beers. In addition to beer, the store sells goods for beer.

A store that will best meet the needs of customers who want to drink beer and eat salted fish will be very popular among residents of a certain area.

Do not forget about the decent design of the store. A person who comes to such a store should not forget why he came, but he should get lost in the amount of goods that are presented in the windows. Such an effect will be achieved when the interior of the store matches. Special lighting, places for comfortable rest, enticing shop windows - all this will contribute to the process of business development.

Required personnel

The staff for the draft beer shop should be recruited through recruitment. Employees must work in shifts. The process of organizing the shifts themselves should be decided by the entrepreneur himself.

In the most standard version, the staff should include the following workers:

1. Each shift must have at least one salesperson. Therefore, it is better to hire four. Two will work one shift, the other the next. The main task of the seller is to sell beer and monitor the health of the equipment. Thus, the salesperson is the eyes and ears of the director.
2. Security guard. Enough for two people. Security guards will work mostly at night when the store is closed. However, if the store will work around the clock, the guards will be replaced every other day. Therefore, it is better to hire three people at once for this position.
3. Cleaner, accountant.

Markup on beer

Draft beer will always be much more expensive than its bottled counterpart. This is because draft beer is distinguished by its quality and taste, unlike bottled beer. Therefore, the quality of beer must be constantly monitored. The quality of beer is the key to profit.

Chir concerns cheating, it is 100% for products of a domestic manufacturer and 30% for all other goods. But quality is the main thing. If it is absent, then no cheating on beer will save the business from decline.

Income and expenses

Statistics show that such a business can be developed if you invest about 1 million rubles in it. Most of the amount will be used to pay rent, and the rest to purchase equipment, furniture and other necessary things. Do not forget that the sale of beer is a seasonal business. Therefore, in winter, it may not bring any profit at all. But let's not talk about sad things.

If we take into account the fact that the equipment will be delivered by the beer supplier, then the initial costs can be reduced several times.

As practice shows, such an enterprise pays off after a month of work.

Conclusion

Small beer shops can only be found here. In European countries, people are accustomed to consuming a beer product exclusively in pubs. You can open a draft beer store business in any city and spend a fairly decent amount, which will be used to promote it. All these features make the beer business industry one of the most popular today. All invested money will be multiplied within the first month and will bring excellent profits.

In this material:

For Russians, beer is considered the most favorite low-alcohol drink. Today, among a wide variety of beers, consumers are increasingly choosing beer with a good recipe. Real gourmets prefer draft varieties with a unique taste and excellent quality.

Such serving in simple grocery stores is excluded. Only pubs, cafes, restaurants or specialized beer outlets can organize the sale of beer on tap, which have been growing like mushrooms after rain in the last decade and are in unprecedented demand among the population.

Such a business is considered profitable and promising. But in order to properly organize it, you will need a business plan for a draft beer store.

Beer as a business: the relevance of the idea

Advantages and disadvantages of opening a draft beer store

The advantages of the beer and related products retail business include a clear definition of the target audience, an understanding of its desires and purchasing power. The popularity of the proposed product among the population makes this type of entrepreneurial activity attractive.

A significant disadvantage is the pronounced seasonality.

Description of products and services

The main product of the pivnushka is domestic and imported draft beer, which can be strong and low alcohol, filtered and unfiltered, dark, light, red and even green. It is recommended that most of the taps be assigned to domestically produced filtered light beer of the middle price category and one tap each for the following options:

• light unfiltered domestic inexpensive and medium price category;
• dark filtered imported;
• light filtered imported;
• imported beer with a rare exotic taste.

Also, one crane must be assigned to positions such as

• kvass;
• duchesse or lemonade.

To cover all consumer preferences, it is recommended to always have 30 varieties of draft beer, 1 type of kvass and 1 type of sweet carbonated drink in stock.

From related products, customers are offered fish, seafood, snacks, canned food and preserves, water with and without gas, frozen semi-finished products, sweet drinks (Coca-Cola, Pepsi-Cola, merinda, sprite, fruit drink, juice, and so on), crackers, nuts, cigarettes, bread.

Market analysis in this niche

Store target audience

The portrait of the main target audience of a pub is a man or woman from 28 to 40 years old with an average income. But visitors can be youth companies, and elderly couples, and students.

The core of the target audience are men aged 28-40, office workers, representatives of lower and middle management.

Assessment of the level of competition

To study the competitive environment, you need to drive around the city and identify similar draft beer stores. These will be direct competitors, so it is advisable to open an outlet as far away from them as possible. There are also institutions that are indirectly competitive:

• grocery stores offering bottled beer;
• pubs, restaurants, retail outlets with several taps of draft beer.

To stand out in the retail market for a popular foamy drink, you need to take care of a diverse range of basic and related products, as well as a special friendly atmosphere.

Possible risks

When opening a beer store, you need to consider the following risks:

• high level of competition;
• business seasonality;
• uneven demand during the week.

We should not forget about the risk of changing the terms of trade in alcoholic beverages at the legislative level.

organizational plan

Beer registration: documents, taxation

Entrepreneurial activity selling beer is better to register as an individual entrepreneur. To do this, you need to contact the local tax office and submit the following package of documents:

• copy of the passport;
• completed application form Р21001;
• receipt of payment of the state fee in the amount of 800 rubles.

After receiving a certificate of registration of an individual entrepreneur, you should register an online cash desk and open a bank account, which is necessary for the following operations:

• settlement with suppliers;
• settlement with the tenant;
• payment of taxes;
• transfer of salaries to personnel within the framework of the salary project;
• acquiring.

It is better to choose the form of taxation in the form of UTII or STS "income minus expenses", which will be 15% of the profit.

The conclusions of the SES, Gospozharnadzor and Rospotrebnadzor will be required.

Renting premises and requirements for the location of a retail facility

Choosing a location is essential for successful retailing. The liquor store is no exception. It is important that the entrance to the store is from the side of the road, and not from the yard. It is also necessary to have an asphalt platform at the entrance for loading and unloading operations and parking of customers' cars.

An excellent option for a future pub will be a room located

• in the sleeping area;
• near a park, square, pond;
• in crowded places;
• along the road.

A beer shop can be organized on the ground floor of a multi-storey residential building, in a separate pavilion, in a shopping center.

It is less risky for a startup to rent a space than it is to own or build a pavilion.

IMPORTANT: According to the legislation of the Russian Federation, places of sale of alcoholic and tobacco products must be located at a distance of at least 100 meters from children's and educational institutions, libraries, markets, student dormitories.

The furnishings are of great importance for a beer store, so you will have to spend money on design development and minor repairs of the retail space.

Procurement of equipment, furniture and inventory

A business plan for a beer store is impossible without a list of necessary commercial equipment and furniture, since a significant part of the investment will go to the arrangement of the premises. First of all, it is necessary to decide: kegs with intoxicating drink will be stored in a refrigerator or in a simple room with subsequent cooling with special devices.

Most beer stores use special coolers to ensure that the drink is sold cold. Given the fact that coolers are provided by suppliers free of charge, this option for bottling beer equipment is considered the most affordable.

But beer is a living drink that has a limited shelf life and must be stored under certain conditions. In the summer, in the heat, a whole keg of such a product can disappear in one day, and the store will have an unpleasant sour smell that can scare away customers.

Therefore, one of the reliable ways to store barrels of intoxicating drink is the use of a special refrigerator. In addition, beer, which is stored constantly at a temperature of 2-5 degrees, is significantly different from chilled when served by the "shock method" with the help of a cooler.

If you plan to open a draft beer store from scratch, first you need to make a project of a retail space. The refrigerator compartment should be placed along the back wall. You will also need several refrigerated cabinets for bottled drinks, chest freezers for deep-frozen seafood, display cases for dried and dried fish, and several racks for snacks.

The utility room should be adapted for eating and resting staff. Here you can also equip the workplace of an accountant and an incoming marketer by placing a desk and office equipment.

Below is a list of the necessary furniture and commercial equipment with calculations for the normal functioning of a live beer outlet:

It should be noted that trade equipment is provided free of charge by suppliers along with a certain volume of goods.

Part of the investment must be allocated for the purchase of a batch of disposable bottles (100 pieces) and goods.

Formation of staff

In order for a draft drinks store to function normally, two salespeople are enough, each of which will work on a salary of 28,000 rubles per month with a 2/2 shift schedule. You will also need a room cleaner, an accountant and a marketer with a remote work system. The function of ordering goods can be assigned to sellers.

It is recommended that an accountant's responsibilities include maintaining primary documentation, cash and current account operations, reconciliation with counterparties, tax and management accounting, reporting, personnel records, monitoring sellers and timely detection of shortages of goods.

The staffing table will look like this:

Drawing up an assortment of beer on tap and pricing policy

The assortment of a specialized store should be quite diverse. It is recommended to supply at least thirty taps for draft beer, one for kvass and one for lemonade. For a wider coverage of the public, it is better to distribute the varieties of draft beer as follows:

• 15% economy (price category up to 160 rubles per 1 liter);
• 70% of the middle price category (from 160 to 250 rubles per 1 liter);
• 15% premium (from 250 rubles per 1 liter).

As a premium category, expensive imported beer is chosen, better than those produced in Germany, the Czech Republic, and Belgium. One variety can be chosen quite exotic, such as cherry beer, it will also find its buyer and confirm the reputation of the store, where "you can buy any beer."

Strait of each variety will be in a different volume - a barrel of one variety can be sold in half a day, and another can stand for two weeks. Therefore, it is recommended to equip a large refrigerator and place all barrels there. Otherwise, beer will quickly turn sour in summer, which will inevitably lead to loss of goods and an unpleasant sour smell that scares off buyers.

A good move would be to constantly update the assortment, for example, every two weeks to introduce a new sort of draft beer to replace the most unpopular one. This will help to better know the tastes of buyers and attract the public with new products.

Another equally important component of the assortment of a beer store is a snack. It is necessary to find reliable suppliers offering good dried fish.

Also, one should not forget about magnet positions, for which they go to the store, but in the process of buying they increase the check, buying more goods. The category of magnets includes drinking water, snacks, chewing gum, tobacco products, fresh bread.

Below is a list of product groups required for this outlet:

• beer on tap;
• bottled beer;
• lemonade or draft duchess;
• bottled sweet carbonated drinks;
• juices, fruit drinks in packages;
• draft kvass;
• kvass in the package;
• drinking water, mineral water;
• dried and dry fish;
• fish straw;
• nuts with flavors in assortment;
• canned food and preserves of their fish and seafood;
• snacks;
• smoked cheese
• frozen shrimp and other seafood;
• bread;
• cigarettes;
• chewing gum.

Beer advertising, marketing strategy

The main marketing strategy for a beer store will be a good location with a bright sign that lights up at night. Also, good service and high-quality always fresh goods are especially important for this type of business. In this case, regular customers will quickly be found, and popular advertising will appear in the form of word of mouth.

The appearance of customers loyal to the store is very important - they form a positive image of the pub in the area, distribute information and recommendations among acquaintances, bring friends.

Among the effective marketing activities to promote the outlet of draft drinks, there are the following:

• distribution of leaflets;
• outdoor advertising;
• website promotion on the Internet;
• advertising in social networks;
• holding various promotions.

Financial part of the business plan

Investment in point opening

Investment required to open a beer shop:

Current expenses

The monthly expense of the outlet when selling goods in the amount of 4104620 rubles will be:

Calculation of tax per month under the taxation system of the simplified tax system 15% (income minus expenses):

Revenue from the sale of beer

The revenue and marginal income from the sale of goods in the season (April to September) is as follows:

Shop profit

The financial result for the month will be 601,086 rubles of net profit.

Profitability and payback period

The profitability of this business at the declared level of income will be 14.6%. The payback period is from 3 to 6 months, subject to the opening of the store for the season.