An unprecedented guide to successfully start or grow a microbrewery or craft brewery in a much more competitive world.
Opening a microbrewery starts with, of course, making great beer. But that is just the beginning. Today’s sophisticated patrons are offered an ever-increasing array of options. It’s so much more than beer nowadays. Yes, great beer is essential, but to attract and hold on to a loyal customer base, you must create a sense of place. Do your research. Understand financing and cash flow. Know how to measure your success. A successful, well-run microbrewery knows how to hire the right employees - employees that will spread word of your business to friends, family, even total strangers, both on and off the clock. Marketing, branding, customer experience; they all matter. There are so many factors that directly and indirectly contribute to success, it may at times be overwhelming. The Microbrewery Handbook offers an extraordinary look at all of the facets of success in the industry. No matter if you are thinking about starting a new venture or are already operating your own microbrewery, this valuable book offers real-world advice and proven strategies to help you thrive in the competitive micro and craft brewing industry.
Focused on practical guidance, author D.C. Reeves distills his experience founding Perfect Plain Brewing Company in Pensacola, Florida into an engaging, up-to-date resource for microbrewers everywhere. Clearly showing readers what works in the industry and, just as importantly, what doesn’t work, The Microbrewery Handbook:
- Helps you create unique, memorable experiences for your customers, your employees, and your city
- Includes coverage of the financial aspects of building and growing your business, such as banking, investment, and debt
- Shows you how to transform your business into a community anchor
- Offers suggestions on building an entire culture around your brand that promotes positivity and attracts the right kind of attention
- Shares personal stories and advice from a successful microbrew entrepreneur
- Includes interviews and insight with industry experts as well as owners of some of the nation’s elite craft breweries including Sam Calagione of Dogfish Head, Jeffrey Stuffings of Jester King, and Doug Resier of Burial Brewing
The Microbrewery Handbook: Craft, Brew, and Build Your Own Microbrewery Success is an indispensable, first-of-its-kind book for anyone in the micro and craft brewing industry.
Table of Contents
Foreword xi
Acknowledgments xiii
1. Before You Begin 1
2. How to Use This Book 8
Part I: The Basics 13
3. State of the Industry - for Now 15
4. Focus on Your Taproom First 20
5. How to Differentiate Your Brewery 28
6. Industry Q&A: Dogfish Head CEO Sam Calagione 33
Part II: Building Your Microbrewery 37
7. Tips to Start Your Business Plan 39
8. Figuring Out Your Financials 42
9. Finance Q&A with Bhramari Brewing CEO Audra Gaiziunas 52
10. Finding the Dollars to Get Started 60
11. Sizing up the Brewery 67
12. The Wonderful World of Permitting and Zoning 72
13. What to Ask Your Architect and Contractors 76
14. Best Practices Q&A: Jester King Founder Jeffrey Stuffings 81
Part III: The Keys to Success: Leadership and Company Culture 93
15. The Start to a Successful Brewery: Keys to Strong Leadership 95
16. How to Hire Well and Eliminate Turnover in Three Steps 99
17. How to Have Happy Employees 111
18. Common Barriers to a Strong Company Culture 120
19. Employee Engagement Q&A: Quint Studer 127
Part IV: Creating an Incredible Customer Experience 139
20. Customer Service Tips 141
21. How to Program Your Taproom to Build Revenue 146
22. Keys to Improving Day-to-Day Taproom Operations 156
23. The Value of Finding and Preserving Mentorship 164
24. Best Practices Q&A: Burial Beer Co. Co-Founder Doug Reiser 168
Part V: Getting the Word Out: Branding, Social Media, and Public Relations 181
25. Why Branding Matters 183
26. Tips for Improving Your Social Media Presence 186
27. How to Get the Local Media on Your Side 195
Part VI: Capturing the Heart of Your Brewery: How to Love Your Community 199
28. Love Your Community, and It Will Love You Back 201
29. Community Q&A: Creature Comforts Brewing Co.’s Matt Stevens 206
Appendix 1. Perfect Plain Brewing Co.: Manage Up Employee Questionnaire 215
Appendix 2. Perfect Plain Brewing Co.: New Hire Checklist 219
Appendix 3. Core Values and Standards of Behavior 227
Glossary 233
About the Author 237
Index 239
