How to open a beer store and guarantee its success? How to open a beer outlet from scratch

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

Advantages	Flaws
The margin (markup) on products is 100%. High business profitability ~30-35%	Large initial costs for opening an establishment, high rent in the city center
Fast payback period ~7-12 months	High competition, especially in large cities: Moscow, St. Petersburg, Kazan, Yekaterinburg
A large number of potential visitors to the establishment	The establishment is not overcrowded during the daytime and on weekdays

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.

Type of beer bar	Peculiarities
Beer restaurant	Emphasis on national cuisine: German, Irish, English + exclusive beers (see " "). Availability of a banquet hall. Entertainment: live music. Target audience: premium segment of the population with high solvency: married couples, office employees.
A pub	Focus on conveying national flavor in design and types of beer. Entertainment in the form of sports broadcasts, live music. Target audience: managers, office workers, students
Sports bar	Focus on broadcasting sporting events. Target audience: fans, students, fans
Summer tent	Sale of alcoholic beverages in the summer in parks and recreational areas and high traffic areas. Investment costs for opening are low. General target audience
Highly specialized beer bar	Decoration in thematic national style: German, English, etc. Requires large financial outlays to open. Targeting tourists and wealthy visitors

Stages of opening a beer bar

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

Business registration: choosing a form of ownership, choosing a taxation system, registering an organization, finding a location;
Creating a business model for a bar: marketing analysis, developing a pricing policy, drawing up a concept for an establishment, developing a work plan;
Design: creation of a technological project, assessment of inventory and equipment, development of utilities, establishment design, creation of signs and internal advertising;
Equipping the premises: furniture, bar counters, creating unique uniforms for staff and administrators, installing video surveillance cameras;
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 - “Activities 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”.

Form of business organization

Benefits of use

Documents for registration

IP ( individual entrepreneur)

Used to create a small fast food restaurant type establishment (<50 мест). Количество персонала 3-5 человек

receipt of payment of state duty (800 rubles);
a certified statement from a notary in form No. P21001;
application for transition to UTII or simplified tax system (otherwise it will be OSNO by default);
a copy of all pages of the passport.

OOO ( limited liability company)

Used for opening a large beer restaurant (>50 seats), attracting additional financing, scaling, capital construction

application in form No. Р11001;
LLC charter;
decision to open an LLC or protocol if there are several founders (partners);
receipt of payment of state duty (RUB 4,000);
copies of the founders’ passports certified by a notary;
application for transition to UTII or simplified tax system.

According to the law, the authorized capital of an LLC cannot be less than 10,000 rubles!

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:

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

Return to contents

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.

Open an individual entrepreneur selling draft beer– the dream of many young entrepreneurs. An interesting product, good demand, not too expensive equipment and rental of a trading platform. And everything would be fine, but special requirements for the beer trade and constant inspections by regulatory authorities often negate both the pleasure and profit from running your business. What will a businessman have to face when choosing such a specialization for his business? This is exactly what our article is dedicated to. So, let's begin…

The most popular questions about beer sales asked by individual entrepreneurs:

Can an individual entrepreneur sell beer in 2019?
What documents are needed to sell beer in 2019 for individual entrepreneurs?
Do I need a license to trade beer for an individual entrepreneur in 2019?
What is the latest news about beer and EGAIS for individual entrepreneurs?

First of all, we note that the sale of beer for individual entrepreneurs in 2019 is the only permitted type of sale of products that contain alcohol. Beer, cider, mead and other beer-based drinks are all that an individual entrepreneur can sell. Only legal entities can sell strong alcohol. Therefore, to the question whether an individual entrepreneur can sell beer, the answer is unequivocal - yes, he can. Another question is whether he wants to get involved with this... Yes a number of requirements, which significantly limit the businessman who chose this particular one.

Beer business requirements:

Beer can be sold at retail only in stationary premises. You cannot sell beer in temporary premises - in stalls, mobile pavilions, etc. The only exception is a temporary premises that functions as a catering outlet (for example, a bar or an outdoor cafe): here beer can be offered for sale among other services.
There are a number of requirements for EGAIS reporting for individual entrepreneurs on beer (we will discuss it in detail below).
A beer store should not be adjacent to medical, educational, or various cultural institutions.
It is prohibited to sell beer at gas stations, train stations, public transport, markets and other crowded places.
You cannot sell beer to minors.
It is prohibited to sell beer without accompanying documents for the goods.
According to the sales time, there is a ban on the sale of beer from 10 pm to 10 am the next day.
It is mandatory to maintain a book taking into account the sale of beer in a special form approved by RosAlkoRegulation.

EGAIS for individual entrepreneurs selling beer

What is EGAIS for beer for an individual entrepreneur? The purpose of introducing EGAIS is to improve control over the production, movement and sale of products containing alcohol, including beer. This applies to all manufacturers, suppliers and final distributors of alcoholic products.

Ideally, with such a system, each bottle would be labeled and tracked from the factory to the buyer. As usual, a good intention (the fight against counterfeit products) resulted in a big headache for individual entrepreneurs.

Where to start as an individual entrepreneur for EGAIS (beer retail):

An individual entrepreneur must connect to the federal information system EGAIS through his computer. In this case, you will need to purchase a crypto key, buy an electronic signature (ES), register on the website egais.ru, download and install the UTM utility, and check the compatibility of your goods accounting program with UTM.
When receiving goods from the supplier, the individual entrepreneur receives an invoice on his computer and checks the goods with the data in it.
If the information in the invoice corresponds to the facts, then the individual entrepreneur must accept the invoice and record the purchase in EGAIS.
If the information in the electronic invoice does not correspond to the actual indicators for the product (for example, there are discrepancies in the quantity of products or the markings on individual products are damaged), then the entrepreneur rejects the electronic invoice or draws up a report documenting the discrepancy.
Next, the data on the purchased beer must be loaded into the cash register program (if the individual entrepreneur uses a cash register).

The question of the feasibility of introducing such a procedure still haunts business; it is often discussed on the Internet, in print media, and in television programs. Here is one of the interesting posts on this topic:

What does an individual entrepreneur need to trade beer from January 1, 2019

The main changes to the law on retail trade in beer for individual entrepreneurs concern recording in the EGAIS system the fact of purchasing beer from a supplier. EGAIS has been introduced for individual entrepreneurs (beer in retail) since 2016, but only in terms of confirming the purchase of beer from the supplier. Individual entrepreneurs are not required to confirm the facts of beer sales.

Generally speaking, the introduction of EGAIS for individual entrepreneurs (beer retail) in rural areas does indeed introduce many difficulties, if only because of the lack of Internet in many settlements.

The new rules for the sale of beer in 2019 for individual entrepreneurs in rural areas do not make any exceptions - the fact of purchase will have to be recorded in EGAIS regardless of the size of the rural settlement and the availability of the Internet. Otherwise, this will be a violation of Federal Law dated June 29, 2015 No. 182-FZ.

That is, in order to sell beer, an individual entrepreneur must purchase the necessary equipment to transfer information about purchases to EGAIS, and also be sure to keep a log of sales of beer (any alcohol). To summarize, we note once again that the legislators introduced new things about the sale of beer in 2019 for individual entrepreneurs.

What to do first:

Be sure to connect to the EGAIS system.
It is mandatory to record beer purchases in EGAIS (sales are not required to be recorded yet).
It is mandatory to keep a log of sales of beer products.
Be sure to use a new type of cash register (read more in the article).

Thus, reporting on beer for individual entrepreneurs in 2019 means recording purchases in EGAIS and recording sales in the sales journal.

License to sell beer in 2019 for individual entrepreneurs

Let's consider whether a license is needed to trade beer for an individual entrepreneur in 2019. We have already discussed this issue earlier, in the article, but we will briefly summarize it here.

Based on Federal Law No. 171-FZ of November 22, 1995, retail sale of beer is not a licensed activity. Therefore, it is not necessary to obtain a beer license for an individual entrepreneur (as well as for an LLC).

People often ask what is better for beer retailing - an individual entrepreneur or an LLC? In our opinion, individual entrepreneurs are preferable for beer trade, if only for the reason of lower fines for violations. Taking into account the information provided in the article, it is now not at all easy to trade beer without violations.

Read: everything new is always on the main page of our website.

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Beer trading in 2019 for individual entrepreneurs: new rules updated: April 12, 2019 by: Everything for individual entrepreneurs

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:

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

Lately, many people have realized that it is much more pleasant to drink beer in well-maintained pubs than in courtyards. To open a pub, which should be successful in the future, you need to think through the necessary concept: choose a suitable room, arrange the interior, and much more.

How to open a pub from scratch.

Before opening a pub, you should visit the establishments of your future competitors and analyze what mistakes your competitors made, so as not to make them yourself.

Please note that beer consumption has long gone beyond the usual framework of gatherings with friends. Nowadays everyone drinks beer. Before opening a pub, think carefully about the type of visitors you are opening the pub for. Once you have made your decision, it will be much easier for you to decide on the location of your future business: you can open an inexpensive stall, or you can open an elite pub; the range of products depends on the place where you decide to open a pub; for example, in an elite pub there is no place for ordinary cheap beer, which You can buy it at any tent on the street.

Opening a pub is not much different from opening an ordinary cafe: you register as an individual entrepreneur (individual entrepreneur), look for and rent the premises you need, receive all the necessary documentation, make high-quality repairs to the premises, establish relationships with suppliers of the necessary products and equipment, and recruit staff. It is a great idea to organize a brewing workshop in the beer hall itself. This move will be very popular, because most people prefer freshly brewed beer.

When opening a pub, don’t forget about advertising; excellent advertising will attract a large number of visitors to your establishment. You can also attract customers to the pub with the help of a bright sign, inscriptions on the asphalt (a very cheap and popular type of advertising), you can also distribute leaflets and advertise on social networks.

If you doubt that you have your own concept for a future beer hall, you can buy a ready-made premises for an existing beer hall; this will usually lead to low costs for advertising and attracting customers and you will open something already familiar to the buyer.

How to open a pub from scratch.

Beer has recently gained enormous attention among the population, so opening a beerhouse in our time is a fairly successful business.

A beer hall or beer stall provides for such a legal form as an individual entrepreneur (individual entrepreneur), since the main consumers of the products are individuals.

Initially, when starting such a business, it is necessary to analyze the financial situation, draw up a rough business plan, and then register with all authorities in accordance with the requirements and regulations. You can open a pub only with permission from special authorities - this is the municipality, the conclusion of the SES, the conclusion of the state fire inspection. After deciding on the location of the pub, it is important to take into account that the pub is not located near educational institutions. In this case, there must be an appropriate room. This could be a room with a separate entrance, or retail space rented in a supermarket or large grocery store, or your own stall. The most profitable and cost-effective option is to open your own beer stall. Recently, live beer, which is sold on tap, has become popular, so presumably the beer hall should be open around the clock.

Recruitment is important to the operation of a brewery and its profitability. The personnel must be adequate, clean and conscientious and must have a health certificate. If all organizational measures are followed, it is necessary to conduct an advertising campaign that will attract visitors. The work of a beer hall can be improved by expanding the range of related products; in addition to the beer itself, fish, nuts, chips, etc. can be offered.

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