Micro-Brewery Business

The Bok Ale dwelling and Brewery, an Atlantic Beach based pub and micro brewageery (Brewpub) impart operate as a single unit, medium-size alehouse, shargon fine, hand crafted, high prize, ale, and lager beers. The microbrewery exit be rigid at 1001 Atlantic Boulevard in Atlantic Beach, North Carolina. To twenty-four hour period there be everywhere 700 microbreweries operating in the United States. The Bok Ale House and Brewery forget be Atlantic Beaches first unexampled microbrewery, dedicated to producing flavorful ale and lager beers. A tradition revitalizedThe companys goal is that of a multi-faceted success. Our first duty is to the financial well being of the brewery. We will meet this goal while trying to consider 1) the personnel of our harvests on the well being of our customers (and our cater), 2) the impact that our business practices and choices will project on the environment, and 3) the high theatrical role of attitude, fairness, understanding, and generos ity among management, staff, customers, and v curioors. Aw beness of all these factors and the responsible actions that result will give our efforts a sensory faculty of purpose and meaning beyond our basic financial goals.The Bok Ale House and Brewery was incorporated in July of 1999. The rigers are Minnie pilfer and Daisy. Minnie is the President and Daisy is the Vice President. thither are 5,000 shares of common stock issued. Minnie and Daisy each own 1,000 shares and the remainder are view ased by the company for future distribution. In addition they have loaned the company $100,000 of their own silver for research and start-up costs. This company will be formed as a Partnership in position of a Proprietorship with Minnie and Daisy sharing equal responsibilities.A suitable site for the first restaurant was found last month and employ negotiations are in the final stages. The location will be on Atlantic Boulevard, just step upside Catwalk Pavilion and close to a dense tribe of the target food market. When the lease is signed, there will be three months of free rent for construction and in that time the residuum of the start-up funds must be raised. With that shape completed, The Bok Ale House and Brewery can then plainspoken and the operations phase of the project can begin.If the business is meeting its projections by year two, we will start scouting for a second location and develop plans for the next unit. Our five-year goal is to exceed the maximum barrelage for a microbrewery (15,000 set yearly ) and get down a mass buzz offr of Bok Ale and Boa Bok Lager worldwide with an annual profit of amongst $500,000 and $1,000,000.Although the microbrewery industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. Trends are very important and Bok Ale House and Brewery is well positioned for the current interest in trendy, casual, margin atmosphere. As of surround 15, 1999, there were 1 ,528 microbreweries, brewpubs, and regional oddment breweries in North the States.2 There are more than 2000 malt boozing brands produced in the United States, six times the number of brands produced a decade ago. U.S. and international brewers continue to produce a tremendous array of beer styles with solid niche markets continuing to develop for industry members of every size.The brew process was considered a womans job until the end of the first millennium. At that time, monastery breweries began practicing the brewing process. The monks distinct they wanted a great tasting, nutritious potable to serve their meals. During fasting, beer was used to satisfy the hungry monks because the utilisation of liquids did non break the rules of fasting. The monks were reported to crisp large quantities of beer each day. Their love for the beverage turned it into a business.The microbrewery business is becoming one of the largest industries in the country. In June 1997, an article in t he North Carolina Times mating noted that there were 154 microbreweries without a brewpub attached and 278 more with a brewpub. In 1993 new microbreweries opened at the rate of nearly two per week in the State of North Carolina, particularly in the beaches field of operations . It accounts for over $240 billion annually in sales and the independent microbrewery accounts for 15% of that total. The fair(a) American spends 15% of his/her income on social entertainment outside the home. This number has been increasing for the past several(prenominal) years. According to the 1991-1992 North America Brewers Resource Directory, the average per-capita consumption of malt beverages was 23.4 gallons per year in 1989 in the United States.Future Trends & strategical OpportunitiesThe predicated growth trend is very positive both in short and long-term projections. In 1988, The theme Brewery Association released the Microbrewery Industry 2000 report that forecasted how the industry might look in the year 2000. Some highlights from the panels findings Consumers will spend a greater proportion of their entertainment dollar away from home. Independent operators and entrepreneurs will be the main source of new restaurant concepts. Environmental concerns will see increased attention.Craft brewers are anticipating the stability of a stronger and wiser craft-brewing industry that is already taking shape in 1999 and will continue to sanction during 2000 and 2001. The quality of the average brewpub and the average microbrew on the shelf is continually improving, says David Edgar, Director of the Institute for Brewing Studies.The Bok Ale House and Brewery will be offering adult beverages with a distinctive image.The Bok Ale House and Brewery menu is small sized, encomiastic offering of light appetizers. Our goal is to create the image of a casual, beach atmosphere while serving high quality, hand crafted beers, ales, and lagers.Food crossingion and assembly will take place in the brewhouse of the microbrewery. malt liquor barley, hops, y due east, and water will be used to create most of the ales and lagers from scratch. The brewmaster will exercise strict standards of sanitation, quality production, and presentation or packaging over the brewery and service staff. The older way of beer making will go through to certain of our products, such as brewing in smaller batches, forgoing filtration and pasteurization to produce beers that retain more of the flavor and character imparted by yeast during fermentation. The business will produce less than 15,000 barrels per year in cabaret to maintain its status as a microbrewery2.There will be two areas a customer can purchase beverages. They may sit in the sitting area and get full service from a waitperson or can sit at the bar and order directly from the bartender. Either way will benefit the patron with free appetizers and high quality beverages.There is a market segment that prefers to consume this type o f beverage at home, although they do not have the time or facilities. There are already mail order companies that provide individuals and families with prepared ales, lagers and do it yourself home brewing kits.This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.The market for Bok Ale House and Brewery covers a large area of diverse and densely populated groups. Although it will be located in a beach setting, it is an area where people travel to eat out and one that is to a fault frequented by tourists. It is also an area known for and catering to the demographic group we are targeting. Microbreweries and brewpubs have a unique existence in that they produce a beverage of superior quality. This era of legal restrictions on alcohol consumption and the health conscious customer dictate that people are looking to drink less and but drink better . Beer is the most popular alcoholic beverage in America. Americans drink approximately 23 gallons of beer per year.The goal of our brewery is to generate such an existence. There are more flavor profiles in the family of beer than in that of wine, sweet, dry, sour, tart, grainy, bitter, fruity its all there. This makes beer not only attractive, but also as a pliant accompaniment to all kinds of food. We will offer beer on tap (small servings of several varieties at a headstrong price), which creates a festive atmosphere as well as a conversation piece for our customersThe beach and boardwalk area is one of the most desirable retail locations in Atlantic Beach. The Atlantic Beach chamber of Commerce rates it as the third best retail market in the state. There are more than 200 businesses in a 1/4 square mile area with average sales of $330 per square foot.The customer base will come from three major segments Local population the city of Atlantic Beach with a year-round populati on of 123,000 is centrally located on the east coast of North Carolina and is within a 15-minute drive of 8 major suburbs. Colleges and Universities Atlantic Beach has several schools within a 15-mile radius of Atlantic Boulevard and a seasonal population of 90,000. Tourism between hotels, motels, bed & breakfast rooms and inns, there are over 8,500 rooms available. Last year they were at 98% occupancy. Local businesses The City of Atlantic Beach lists over 100 businesses with an average of 12 employees in the Catwalk Pavilion area.According to 1995 industry statistics from the Miller Brewing Company, beer consumption increases during the summer months .The food concept and product image of the Bok Ale House and Brewery will attract two different customer profiles The schoolboyish adult and young adult student more and more young people have developed taste for posture brews. Curious and open-minded if you try it, you will like it. Through marketing, publicity, and word-of-mo uth, people will seek out a new experience and learn that specialty brews can be tasty, fun, convenient, and inexpensive.Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local anesthetic residents and students always support new trendy spots and the tourists do not have touch on preferences. In addition, $25,000 has been budgeted for a pre-opening advertising and public relations campaign.Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message write media local newspapers, magazines and billboards Broadcast media local programming and special interest shows Point of sale A well-trained staff can increase the average survey as well as enhancing the customers boilers suit experience.A public relations firm has been retained to create special events and solicit print and ventilate coverage, especia lly at the start-up. The marketing effort will be split into three phases1) Opening An right notice (press packet) sent out by the PR firm to all media and printed announcement ads in distinguish places. Budget $10,000. An additional $5,000 has been budgeted for a one-day Open House Extravaganza.2) Ongoing A flexible campaign (using the higher up media) assessed regularly for effectiveness. Budget $10,0003) Point of sale A well-trained staff can increase the average check as well as enhancing the customers overall experience. Word-of-mouth referral is very important in building a customer base.Future plans and Strategic OpportunitiesCatering after-hours office parties for special occasions and holidays (even outside of our local area) may become a large part of gross sales. At that point, a sales cistron would be hired to directly market our products for catered functions.The microbrewery, at 1001 Atlantic Boulevard, is a 2400 Square foot space. It was one time a restauran t and needs on minor structural modifications. The licenses and codes issues are all in order. new-made equipment and bar furnishings will be purchased and installed by the general contractor. Offices of the corporation are presently at Daisy parrys home but will be moved to the microbrewery after opening.The microbrewery will be open 7 days a week. Service will begin at 500 PM and end at 200 AM. The microbrewery will be closed Christmas and Thanksgiving.Employees will be trained, not only in their specific operational duties, including proper sanitation methods, but also in the philosophy and applications of our concept. They will receive extensive information from the brew master and be kept informed of the latest information on microbrewing.A big emphasis is being placed on extensive research into the quality and single of our products. Products will constantly be tested for our own high standards of purity. Costs and inventory control will be handled by our computer system an d checked daily by management.All products will be prepared on the premises. The brewery will be designed for high standards of sanitary efficiency and cleaned daily. Ingredients will be purchased and stored in large coolers in the basement.Minnie Mouse, President. Minnie is also the manager of another microbrewery. Since 1977, the company has created a high-profile mainstream image for specialty brews. In 1992, the store became so popular and profitable, she decided to expand her horizons and co-own a store of her own. Minnie brings with her a vestige record of success in the microbrewing industry.