How to organize a beer business from scratch. How to open a beer outlet from scratch? Requirements of SES and State Fire Supervision for a retail outlet

Can a person who has never done business start his own business literally from scratch? What does it take to become a successful businessman? Is it now possible to find your niche in a market segment that seems to have been filled for a long time?

Our interlocutor, Sergey Rozhnov, owner of a draft beer store in Yekaterinburg, will tell you about this and more.

– Sergey, why beer? The choice of this drink in stores is huge; weren’t you afraid to enter into a confrontation with the giants?

– If you approach the organization of the matter correctly, then there will be no confrontation. Our business, of course, overlaps with retail sales, but still, as they say in Odessa, these are “two big differences.”

It may seem that canned or bottled beer and our product are aimed at the same audience. But in reality this is not entirely true. The difference is in the perception of the drink itself.

We offer a higher quality product. And, naturally, it costs more. Customers especially come to us not just to sip beer, but to get a drink that is different from the store-bought one.

True, an increasing portion of our sales comes from takeaway sales, but for this we had to work hard to get people to believe in us, to “educate” our clients, to prove our level.

From the very beginning, it was necessary to maintain the brand so that the buyer understood that he was not paying money in vain, and to maintain an image of a certain “luxury”.

How to open a draft beer store correctly?

- How it all began? Where did the idea come from, because to the untrained eye it may seem that the market is full, and it is quite difficult to carve out a niche in it.

– It’s very simple – I love beer, and good beer.

We have many similar points in our city, there is even a whole chain of beer stores.

But there was nothing like this in our area, and it was inconvenient to go somewhere special.

And, in the end, I thought that there are not so few amateurs like me.

I know that, for example, beer stores in Moscow can be found almost every step, which means they find their customers.

Therefore, I began to find out how much it costs to open a beer store, what is required for this, search on the Internet for the interiors of beer stores, information about equipment. All this ultimately ended with the opening of our draft beer store at the beginning of 2014.

– Business - a beer store, like any other business, requires initial investment. At first I thought about buying a beer business. There are companies that have been involved in the beer business for a long time.

They have experience, an established supplier base, they offer a business plan for any beer bar, and they train staff. In general, they offer a ready-made beer business. The sale of beer stores brings them their main income.

That’s why I first thought of opening a beer store as a franchise, but in the end I abandoned this idea because I found an option to get a loan specifically for my own business. But, in general, a beer store franchise is a rather interesting proposition.

– Have you invested your funds?

- No, I took out a loan. It turned out that this is not so difficult, but without a well-developed business plan they will not give you money. It is worth considering that a business plan is not just expenses and possible income calculated in a column, but a document with a serious justification, drawn up by specialists.

At first I tried to compose it myself, but I realized that such projects are better left to professionals. As a result, I decided to order a business plan for a beer store and was not disappointed at all.

I received a business loan from a bank, but with a guarantee from the Entrepreneurship Support Center. Banks approve such financing without any hesitation and do not require collateral.

Photo of a micro-store on the street. Innovators, Moscow, Pinta retail chain. Photo by Vladimir Markov, correspondent for the Russian start-up website

And the rate turns out to be almost equal to the Central Bank refinancing rate. And this, even after its increase, turns out to be very profitable. But, I repeat, I was able to receive such a government guarantee only after I provided a detailed business plan for the beer bar.

Another issue that needs to be resolved when opening a draft beer bar store at the very initial stage is the premises.

There are three options for selling draft beer: your own premises, renting part of the space in a large grocery store or supermarket, something like an “on-site” option - either a stationary stall or a stall “on wheels”, in a special trailer.

I was lucky that at the same time I was looking for a place to rent, a small grocery store closed and the owner was looking for new tenants. The option of renting space in a supermarket was also considered, but at that time the proposed cost per square meter was high for me.

Photo of a micro-store selling beer on Vernadsky Ave., Moscow, of the Litra retail chain. Photo by Vladimir Markov, correspondent for the Russian start-up website

Well, I didn’t seriously consider “street” trading. Firstly, from the very beginning it did not coincide with the ultimate goal - the creation, in a certain sense, of a luxury beer store.

Secondly, the calculation was for a different clientele, or rather, for us to be perceived differently. And thirdly, the beer business largely depends on the time of year, and offering draft beer on the street in winter Yekaterinburg is an anecdotal idea.

In general, location largely determines whether your enterprise will be successful or not. A beer store must be connected to people. Expensive live beer is not only accepted in the bar itself, but is also bought to be enjoyed at home.

One more nuance - not always a large flow of people can give you a potential buyer. For example, the store is located near the metro or in the same shopping center. Yes, a person can come in and drink a glass of beer, but he would prefer to take the bottled beer sold nearby.

But own or rented premises are not always suitable for such a business. Firstly, you must have a second way out - these are fire safety requirements.

And, secondly, the presence of a toilet is mandatory - not only for the sake of the requirements of the sanitation station, but also for the convenience of clients. Otherwise, you also risk becoming an enemy of the residents of all the houses located nearby.

By the way, in the current conditions, many already equipped retail outlets will be closing, so I think there should not be any special problems with finding suitable premises. Most likely, the owners themselves will look for tenants.

Beer business - what documents are needed

– How many documents were required?

– When you first encounter such things, everything seems very difficult. In reality, it's not all that scary. You can prepare documents for opening a beer store yourself, or you can contact companies that offer assistance in these matters.

In this case, you will not only draw up a Charter, but also go through the full formalization procedure. What is required from the future business owner:

• Go through the registration procedure for an enterprise or individual entrepreneur. Here the choice is yours, there are pros and cons in both cases, but it is better to base it on the tax rate. By the way, you can get advice either from the same Entrepreneurship Support Center or from the company that prepares the package of documents;
• Open a bank account;
• Conclude a rental agreement for the premises;
• Purchase and register a cash register, enter into an agreement for its maintenance.
• Obtain a trade permit from the trade department of the city or district administration;
• Wait for the visit of firefighters and the sanitary and epidemiological station and get their signatures on the necessary documents.

Decoration, advertising, design of a draft beer store

– How did you resolve the issue of room decoration and advertising?

– Decorating a beer store is a very important stage. Simply arranging furniture and making cosmetic repairs is not enough. It is necessary to create a certain atmosphere; not only the comfort of visitors, but also how they will feel in your establishment depends on it.

Again, it is better to turn to specialists. Despite the fact that you will have to pay for their services, a professionally designed interior of a draft beer store will more than pay for itself.

It was a little easier for me in this matter - my wife, a designer by profession, helped. Before that, she looked at how beer store design is most often done; photos can be found in the portfolios of design companies.

The furniture was made to order according to our sketches. Finding a company that manufactures such things turned out to be quite easy, especially since the interior of a beer bar does not involve the use of expensive materials; the main requirement, in my opinion, is naturalness; the interior of a beer store will not require large investments.

You seriously need to think about what the name of the beer store will be. You can also study the signs of beer stores - there are quite a few photos on the Internet. You understand that success will largely depend on the appearance of your establishment, on its attractiveness, especially in the first stages.

The most effective advertising move is outdoor advertising (back to the same signs) and advertising in the area where the store is located. Thematic design of the external showcase and facade, the memorable bright name of the draft beer store, and bright lighting in the dark are effective.

Immediately after the opening, you can carry out “local” advertising, for example, distributing discount cards to the first visitors or residents of the area. By the way, the issue of discounts can be resolved in different ways.

We issue cards not based on the accumulation of a certain amount, but to clients in whom we feel “prospect”, thus turning them into regular visitors. You can come up with an original name for a discount card, for example, “card of a pleasant customer... for a good person...”, etc. This way our visitors receive not just a small saving, but also a good attitude towards the establishment itself.

The issue with advertising can be resolved with the help of the product supplier. Very often, distributors provide promotional products for free, including ashtrays and mug coasters (of which you need to stock up in large quantities - many visitors take them with them as souvenirs).

So we set up an open area with tables next to the store, and the sun and rain umbrellas were branded, with the manufacturer’s logos. We have exactly the same logos on window awnings and blinds.

By the way, this helped with solving the smoking issue. Many beer bars saw a significant drop in revenue after the ban on smoking in public places - it is customary for us to combine cigarettes and beer.

For us, this did not become a problem, because anyone in the summer can sit in an open area where smoking is allowed, and in the cold season they can simply go out here for a smoke break.

An oldie, but a great example: Miestins beer store chain

Assortment, equipment for a draft beer store

– Speaking of suppliers, where do you buy beer and how do you create your assortment?

– The assortment determines both the clientele and revenue. But, first of all, a lot depends on how much usable space you have. So, approximately, on 5 square meters you can install 6 taps, and on 10 square meters, respectively, 12.

Selling 20-25 varieties at one point is considered ideal. However, we settled on a slightly smaller quantity and now offer 15 different varieties.

It may not be profitable to increase your sales range too much. The fact is that we are selling a truly living product that spoils quite quickly.

And if you don’t sell it out on time, you’ll just have to throw out the beer.

Our store offers several domestic varieties, imported beer, with fairly well-promoted brands (many buyers do not want to experiment and prefer what they have heard of).

At the same time, you can buy beer from us that is rarely found anywhere - we found private small breweries and now they supply us with exclusive brands.

But we also have the most ordinary bottled beer, but not as a main product, but as an addition to the draft beer. And, of course, you must have a certain set of snacks.

Naturally, the beer business requires a large amount of equipment: refrigeration units, coolers, dispensers and towers, defoamers and much more.

At first we used the offer from beer suppliers.

They offered free equipment along with their goods. Renting beer store equipment is a good place to start.

But later it becomes not very convenient, since you have to create an assortment based only on what such a supplier offers.

As a result, we decided to purchase equipment for beer stores as our own. This required new investments, so we had to take out a loan again. But the second time the procedure was even easier.

We found a company that supplies any equipment for leasing, again turned to an already familiar company involved in drawing up business plans, and without any problems we received the necessary amount from the bank. Now we decide for ourselves what, when and how much to offer to our clients.

What is the best equipment to buy for a beer store?

– How was the issue with personnel resolved?

– This is one of the difficulties for any beginning businessman. At first it seems that it would be best to hire someone you have known for a long time, friends or even relatives.

But almost immediately you understand that nothing good will come from such an undertaking. Almost every one of these “workers” considers himself entitled to violate discipline, take time off from work, or ask for an increase in salary.

Another problem is the request to hire a son, nephew, son-in-law, or just a good friend. But what about it? If one of your friends or relatives works for you, then why can’t the rest?

At the same time, almost none of those with whom I started knew the specifics of the business, did not know how to communicate with visitors or handle equipment, although working in a draft beer store requires a certain approach.

As a result, almost all the staff changed during the year, and now I have experienced bartenders and waiters. Special advanced training courses, where employees receive the necessary knowledge and skills, are very helpful.

Beer store business plan for 2015, is it needed?

I started the business a year ago and, naturally, the prices were completely different then. But you can roughly calculate how much it will cost to open a beer store in 2015. In many ways, the amount of investment depends on the city in which you will open, on the rental price, on existing demand and other factors.

I’ll give you the numbers I came across myself:

Renting the premises cost one and a half thousand rubles per square meter, in addition, we had to invest in turning the premises into a beer store: decoration, signage, etc. - all this cost a little more than 100 thousand rubles.

At first, as I already said, we rented equipment for the beer store from a supplier, but furniture for visitors, a counter, and other parts had to be made to order - about 80 thousand.

You should immediately take into account wages; they will have to be paid even before receiving at least some income. The staff can be calculated from the available amount. By the way, it’s worth deciding how you will pay your employees and whether their earnings depend on sales volume. Naturally, I did not take into account tips - this is their personal income.

It is impossible to start without goods, and no one will give a trade loan to a start-up enterprise, so, at a minimum, count another 80-100 thousand.

In addition, it is better to pay for a business plan, legal services, etc. – 25-30 thousand rubles.

Of course, there will be other costs that may seem small, but add up to a significant amount. As a result, opening a business cost me about 500 thousand rubles.

Reading reviews on the Internet from owners of draft beer stores, I found out that in smaller cities it is quite possible to invest 250-300 thousand (with a small area and a small number of staff), and in Moscow it is advisable to have about 1-1.5 million on hand.

Now about what worries anyone who opens a draft beer store – profit

The markup on expensive imported beer is approximately 30%; on domestic beer it can reach up to 100%. On average, the price increase for a beer keg is no less than 2 thousand rubles, and in terms of per liter – 60-250 rubles in income per liter.

Monthly costs are approximately 250 thousand rubles (it is impossible to say exactly, it depends on many factors). That is, in order to recoup the business, you need to earn at least 9 thousand rubles a day. With a minimum order of 300 rubles (and it is usually higher), 30 buyers are enough. This is quite a bit, you will agree.

It’s also worth considering that we are, in a sense, a seasonal business – in the summer people drink more beer. But if you can create a pleasant atmosphere in the room, and the drink itself is of really high quality, then the winter decline in buyers will be almost unnoticeable.

– Sergey, as I understand, you are pleased with the result. Is there a desire to expand or, perhaps, new ideas have appeared?

- There are ideas. And I’m also thinking about expanding my business. The plans include creating a small beer restaurant with its own brewery. We ourselves will be able to produce those drinks that will be in demand and create a menu for them.

Another idea is an online store of draft beer. In addition to the fact that this can become an additional source of income, it is also quite possible to create a beer business forum, advertise promotions in draft beer stores, and promote a particular brand. In addition, the forum provides an opportunity to receive reviews, suggestions, etc. for our beer business.

I am sure that I will succeed. In just a year, I gained a lot of experience and learned so much about beer and running a business that it’s just a shame that all this knowledge did not remain unused.

The idea of ​​opening a beer store on tap in Russia is promising and therefore popular. According to statistics, beer is the leader in the list of the most consumed alcoholic beverages. In addition, today our country ranks 4th in the alcohol products market, the quality level of which has changed for the better in recent years.

Market analysis and location selection

“Live beer” differs from ordinary glass and bottled goods in many advantages: full taste, aroma and better quality and is considered more attractive to customers. All this plays into the hands of businessmen who decide to create their own beer enterprise. But let's look at the main problems, risks, and most importantly, the costs of such a business.

Absolutely all people in a populated area or city cannot become a buyer of beer by weight. Here, like any other product, there is a certain circle of customers: middle-aged men and women. Based on this indicator, you need to choose a location for your store.

Let's look at several of the most commonly used beer business options:

• beer store - a specially equipped building for the retail sale of goods;
• beer department in a supermarket, the space of which is usually rented;
• The beer pavilion is a separate retail facility with communications and storage space.

Most often, at the initial stage, entrepreneurs prefer to rent a building, but the most profitable option is considered to be opening a beer pavilion, since according to the established laws of the Russian Federation, in order to register a premises for rent, you need to pay 1,800 rubles per square meter, and for its registration a fixed amount of 9,000 is charged rubles If you are going to create a beer outlet in a supermarket, be prepared to take into account and rely on the rules and requirements of the owner.

The location of the beer store should be closer to the residential areas of the city, concentrations of young people, parks, recreation areas, and the main transport route. There are several nuances related to legal restrictions:

• If this is a residential premises, then it must be transferred to non-residential status.
• Retail trade is possible only in stationary facilities.

The beer store should not be located in a “restricted zone,” that is, a place located next to children's organizations, educational institutions, sports facilities, hospitals, train stations, airports, or military facilities.

Pay attention to the income level of residents of the selected area, because with the help of the right knowledge you will be able to better form the range of products offered, and to the competitiveness of existing retail outlets.

Main provisions of the project

The development of a business project is impossible without the competent creation of its main stage - the documentary base. There is no need to obtain special permits and approvals (SES, administration, other authorities) to open a beer business; it is enough to notify the Rospotrebnadzor authority about the start of activity. However, it must be remembered that organizations and entrepreneurs must know and comply with sanitary rules and fire safety rules, which can be found in the Rospotrebnadzor authorities.

Next, you should register a legal entity or individual as an entrepreneur with the tax authority. More often, lawyers advise establishing an LLC, which will reduce future costs due to constantly tightening regulations for individual businessmen.

In the future, the main documents in a beer store will be documents indicating the source of receipt and confirming the quality and safety of the products sold, the availability of appropriate conditions for their storage and sale.

It is equally important to choose a good beer supplier. Experts believe that it is more profitable to buy a drink from the manufacturer if you already own several retail outlets. It is better for novice entrepreneurs to cooperate with distributors, since their margins are low, but they have a delivery service to the buyer’s store. Here are some tips to help you choose the right supplier.

1. Criterion. It is not always necessary to buy products with the lowest price for the range of beer you need. If the price is low and delivery is paid, then it won’t be cheaper.
2. Advice. Terms of sale and delivery
3. Price. Choose a supplier with a flexible pricing policy, that is, the possibility of deferment and discounts.

Also a big plus will be additional services for the provision and maintenance of bottling equipment. To reduce shipping costs, prefer local manufacturers. Before concluding a contract, find out about the supplier’s experience, ask for delivery notes, certificates of conformity or declarations of conformity for all types of beer.

When you have decided on the building, supplier, completed all the necessary documents and made repairs, you need to move on to the next points of the business plan.

Equipment and personnel required for operation

The mandatory list of equipment must include a cooler that maintains the temperature of the beer, a rack for installing taps, a counter, a refrigerator, kegs for transporting beer from the supplier and storing products, a beer tap, a special hose, gas cylinders and a reducer that maintains the pressure level. All this equipment does not have to be purchased immediately, but can be leased, the monthly cost of which usually ranges from 2-10% of the price of new equipment, depending on the type of equipment.

Recently, thermal chambers or kegerators have become increasingly popular. When storing beer in a separate room, centrally cooled, there are a number of advantages:

• The system allows you to reduce costs for equipment (coolers) and rental. Especially noticeable for large points - from 30 varieties with good flow.
• Eliminates unpleasant odors from the retail space.
• Not only the connected kegs are cooled, but also those that are being replaced.

As for commercial equipment, you need a cash register, scales, a universal display case for displaying goods and tables with chairs if you plan to sell beer on tap in mugs.

For the normal functioning of a beer store, 2-4 sellers are enough. Their number depends on the work schedule and the number of clients. When hiring, pay attention to the ability to communicate with customers, knowledge of beer types, or at least an understanding of the difference between the offered range. We advise you to give preference to former bartenders. A person’s appearance is also an important factor; it should be attractive. Do not forget to monitor the work of your staff, as often the income of a beer store on tap suffers due to the tricks of sellers. However, if the employee’s salary is decent, he is unlikely to want to deceive the employer and clients.

How to advertise a store and attract customers

First you need to create a positive image of the store. The original name, external and internal design will help with this. On the street, it is necessary to make an outdoor sign with a catchy slogan and a price list for drinks, which should attract not only pedestrians, but also drivers. Design themed windows and ensure good lighting. The interior should be made in the same style; branded clothing for sellers is encouraged.

Even at the initial stage, you can find regular customers; a bright opening ceremony with tasting of beers, coupons and discounts for first customers will help in this. To further attract people, it is worth providing certain services, for example, ordering beer by phone, home delivery. A WEB page on the Internet, all kinds of promotions and gifts for clients wouldn’t hurt.

Possible timing of opening a beer outlet

Opening a quality store in a short time is not an easy task. Businessmen will have to face a number of problems and delays, which we dealt with earlier. Difficulties may arise if you do not have experience in this field.

For a faster return on investment, it is better to open a draft beer store in the spring or summer, because it is during this period that the demand for this drink increases.

Thus, it may take 1-2 months to open a beer outlet.

Fixed and variable costs

Let's consider the costs of a businessman who is going to open a beer store on tap and rent the building. Initial costs will be associated with paperwork, purchasing necessary interior items and assortment, and organizing advertising.

• Individual entrepreneur registration: 100 rubles
• Repair: 50,000 rubles
• Purchase of chairs and tables: 15,000 rubles
• Order a sign: 30,000 rubles
• Outdoor advertising: 15,000 rubles
• Equipment: 200,000 rubles
• Purchase of beer assortment: 100,000 rubles

Total: 410,100 rubles.

In the future, expenses will go towards developing the enterprise, paying taxes, salaries to sellers, and improving product quality.

• Rent: 30,000 rubles
• Salary (including insurance premiums and tax): 100,000 rubles
• Raw materials: 250,000 rubles
• Advertising: 5,000 rubles
• Monthly costs: 385,000 rubles
• Profit before tax: 95,000 rubles
• Tax: 14,250 rubles
• Net profit: 80,750 rubles

According to market analysis and the experience of beer business entrepreneurs, the profitability of the business is 30%, which is an excellent indicator, and the payback period is six months. During this time, the beer store on tap will rise and will be able to generate significant net profit.

As a result, we advise aspiring businessmen to take a responsible approach to creating their own business plan and not to forget about the main risks of production: seasonality, shelf life of products, control by government agencies.

In contact with

Many people are attracted by the idea of ​​opening a business selling goods that are guaranteed to be in demand among the population. That is why many people start their own business by opening a grocery store or cafe. There will always be people. However, we can just as confidently say that people will continue to drink alcoholic beverages. And one of the most popular types of alcohol is beer.

The advantage of selling beer over selling other alcoholic beverages is that you do not need to purchase a license to sell it. Nevertheless, this type of business itself is not at all simple and will require you to know many nuances and pitfalls.

First of all, you need to decide on the format of the establishment. You can open either a small retail outlet at the exit from a large supermarket or a full-fledged store with a separate entrance and a wide range. This business plan is designed specifically for opening a separate store.

The next step is to determine the target audience and product range. After all, you can limit sales to a few types of beer, or you can expand the range to include snacks, soft drinks, cigarettes and other related products.

After this, you will have to choose a location, conclude a lease agreement and decorate the premises. Particular attention should be paid to this stage.

Registering a business and obtaining permits is a particularly important stage of opening. Moreover, in 2016 the trading procedure became more complicated due to tightening state control.

There will be considerable investments in this type of business. But the bulk of the investment is in working capital, and commercial equipment can be rented from the supplier.

The investment amount is 800,000 rubles.

The break-even point is reached in the third month of operation.

The payback period for investments is from 7 months.

Average monthly profit - 130,000.

2. Description of the business, product or service

The idea of ​​the project is to open a store whose main product is beer. This drink is available in a wide range: more than 20 types of draft beer. In addition, the buyer will be able to purchase additional snacks, as well as souvenirs: mugs, glasses, etc. The entire list of products sold is presented below:

• Draft beer: light, dark, unfiltered;
• Imported bottled beer;
• Non-alcoholic drinks: lemonade, kvass, juices, water;
• Cigarettes: more than 200 items;
• Related products: lighters, chewing gum, chocolates, coffee, tea, chewing candies, sweets, condoms, hookah tobacco;
• Snacks by weight: fish snacks, squid, meat snacks, pistachios, peanuts, crackers, smoked cheese;
• Assorted snacks: nuts, chips, crackers, seeds, popcorn.

The cost of draft beer ranges from 60 to 250 rubles. per liter The markup ranges from 50 to 100% depending on the type of beer, as well as the state of the competitive environment.

The volume of beer sales strongly depends on the seasonality factor. High demand is observed from May to September, while in winter revenue decreases significantly. During the cold season, the beer store survives on regular customers. Therefore, in order to neutralize the risk of being left without profit in cold weather, from the beginning of the opening you should actively develop a circle of regular customers. It is better to open a store between March and May, as in this case you have the opportunity to develop a large customer base by the winter season.

It is worth noting that assortment preferences change throughout the year. In summer, consumers prefer “light” beers, and in winter they opt for “strong” ones. Based on this, inventory balances should be regulated, as well as the optimal order size should be formed. The faster the goods in your store are updated, the more customers will come to you.

3. Description of the sales market

The target audience of the project consists mainly of men - 70% of the total target audience. Age - from 18 to 55 years. Women make up 30% of the target audience. A significant share of sales comes from people aged 25 to 35 years.

The beer store is visited by both regular customers who regularly drink beer in large quantities, and people from passing traffic who entered the store “on the way.” The latter make up approximately 25% of all buyers.

The main flow of clients are residents of nearby houses. That is why a location in the city center is unprofitable in advance for this type of business.

The direct competitors of the draft beer store are the same retail outlets. Large federal chains selling cheap bottled beer also pose an equally serious threat. However, developing a unique selling proposition will help you get ahead of your competitors and occupy a free niche in this business. The emphasis can be on a wide range of products, high quality service, or providing discounts and bonuses to regular customers.

The main asset of your company is a strong reputation. Therefore, special attention should be paid to maintaining order in the store. To do this, you need to install an alarm button to call security, as well as hang a video surveillance camera. If you don’t want to spend money on buying a camera, you can install a dummy. This will have a positive impact on both the discipline of sellers and the behavior of buyers.

Among the advantages over competitors are:

• High quality products - only trusted suppliers and the best varieties of beer;
• Organoleptic properties - all types of draft beer are many times superior to any bottled beer in taste and healthy characteristics. Even in closed kegs, such beer is stored for 30 to 60 days, and when opened, no more than 7 days. Thus, it is a natural product that retains many beneficial vitamins and minerals;
• A unique bonus system for customers - a multi-level program motivates them to bring friends and make purchases in your store;
• All varieties are always available;
• Absence of expired goods - constant rotation is carried out;
• Every holiday there is a promotion;
• Cozy, good-natured atmosphere in the store, pleasant interior;
• Availability of related products - snacks and cigarettes;
• Availability of non-alcoholic drinks - sale of kvass and lemonade.

With competent management of one store, the business owner has the opportunity to develop his own retail network. And since one store covers a circle of customers within a radius of 500-1000 m, it is possible to open additional points even in the same area. In this case, your company becomes known among wide circles of beer lovers, and a positive reputation ensures a continuous flow of customers.

4. Sales and marketing

You can also introduce additional products for sale that are stylistically suitable for the design and concept of the store. For example, matches, lighters, toothpicks, glasses, and so on.

A good way to attract and retain a client is to develop a cumulative bonus system. In order to use it, the client must purchase a bonus card.

• Each purchase earns 5% bonuses;
• Bonuses do not expire, that is, they do not expire over time;
• Bonuses “tie” people to the store. That is, if given a choice, the client will always come to the store where he has a discount or bonuses;
• Many people have already gotten used to and love bonus accumulation systems (they use Gazprom, Lukoil, Sberbank cards);
• Payment for purchases with bonuses can be made either in full or in part (you can also set a limit - “no more than 20%”);
• Increased bonuses can attract customers and even lure them away from competitors (for example, a 30% promotion on a bonus card);
• The advantages of a bonus card over a discount card are that no more than 70-75% of all accumulated bonuses are spent, while a discount is always provided.

Customer loyalty is also increased by additional services such as the ability for the buyer to pre-order and then pick it up at the appointed time.

Track the reaction of customers to each promotion you conduct. Ask them personally, arrange surveys, keep a book of reviews and suggestions - this way you will learn about changes in customer needs in a timely manner.

5. Production plan

State registration. To open a beer store, registering as an individual entrepreneur is enough. LLC is required for the wholesale sale of beer drinks. The chosen taxation system is the simplified tax system (6% of income);

• Searching for premises, concluding a lease agreement;
• Repair work, design;
• Purchase of equipment, installation;
• Obtaining permission from the SES and Fire Service;
• Recruitment;
• Search for suppliers and formation of working capital;
• Installation of a cash register, as well as connection to the EGAIS system;
• Notification of Rospotrebnadzor about the start of activities;
• Conducting a marketing campaign;
• Beginning of work.

When choosing a room, you need to take into account the range of products offered, the proximity of competitors, fire safety standards, and also take into account the number of people passing through.

Thus, the following requirements can be presented to the premises for organizing a store that provides more than 20 types of beer:

• The area is a residential area;
• Room size - at least 40 sq.m., 1st floor, two exits (according to Fire Inspectorate standards);
• Location - at a distance of at least 100 m from educational and medical institutions;
• The entrance to the store should be located on the first line, not in the courtyards;
• No competitors within walking distance.

In order for your store to be perceived by the consumer not as a cheap pub, but as a real boutique of draft beer, you need to pay attention to the name of the store, its external design, as well as its internal design. To do this, you should use the services of a designer, purchase building materials, make repairs, and order a sign.

The next step is the purchase and installation of equipment. Often distributors of large beer manufacturing plants offer equipment rental or even provide it for free. Conditions should be negotiated separately with each specific supplier.

After you have completed the repairs and installed the equipment, you need to obtain permission from the Fire Station and the SES. As a rule, if the premises have already been rented out before and you have not done any redevelopment, then the landlord already has the necessary documents.

During the recruitment phase, you will need to conduct interviews and select two suitable candidates for the sales position. In addition, you need to outsource an accountant.

When choosing suppliers, you should pay attention that imported beer costs several times more than Russian-made beer. It is better to work with one large supplier who delivers fresh, high-quality beer on time.

On January 1, 2016, a law was introduced in the Russian Federation on the introduction of a system for monitoring and recording alcohol through the Unified State Automated Information System (EGAIS) system. To connect to the system, you must purchase a software and cash register system compatible with EGAIS, the UTM system and a JaCarta key with an electronic signature.

All that remains is to notify Rospotrebnadzor about the start of trading and announce the date of the store’s festive opening. Proper implementation of the opening campaign will provide you with a flow of customers on the first day of work.

6. Organizational structure

During the first period of work, the only representative of the company's administrative staff is the director. His responsibilities include:

• Searching for suppliers and concluding contracts;
• Development and implementation of marketing campaigns;
• Drawing up sales plans for 1, 3, 6 months;
• Monitoring the timely opening and closing of the store;
• Management of the company's financial resources;
• Recruitment of personnel and issuance of wages;
• Regular payment of lease payments, as well as renewal of the lease agreement;
• Monitoring the activities of competitors;
• Development of a company development strategy.

To ensure the continuous operation of the store, salespeople should be hired. At the opening stage, two sellers will be enough, working on a schedule - 2 working days every 2 weekends. The seller's salary is 500 rubles. per shift + 2% of total revenue per month. The fixed part is paid daily at the end of the shift, and the interest part is paid once at the end of the month. This method of remuneration motivates sellers to increase sales.

A beer store requires certain specifics of work:

• Firstly, the possibility of incorrect behavior on the part of buyers. In order to make the seller's work more comfortable, a video surveillance system is installed in the store. Moreover, at the entrance you should definitely post a notice about the presence of video cameras, even if in fact a dummy is installed. In addition, servicing intoxicated persons can be strictly prohibited.
• Secondly, working with alcoholic products on tap attracts the seller from the point of view of opportunities to deceive and carry out fraud. A video surveillance system will prevent such behavior from your employees.

In this regard, it is important to take the selection of personnel seriously, as well as develop a checklist for assessing the quality of the seller’s work. Here are sample points from such an internal document:

• Clean work area;
• Neat appearance;
• Friendly customer service;
• Informing all customers about the availability of a bonus program and current promotions;
• Cleaning after work;
• Regular removal of inventory balances;
• Formation of orders for suppliers;
• Cash control, keeping a log of purchases.

For each item, evaluation criteria must be developed. If at least one condition is not met, a fine is imposed.

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

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

What does it take to open a beer store?

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

Algorithm for opening a draft beer store:

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

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

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

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

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

Open a draft beer store: where to start?

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

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

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

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

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

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

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

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

Equipment for a draft beer store

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

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

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

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

Beer store decoration

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

Basic list for store design:

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

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

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

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

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

How to keep records in a draft beer store?

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

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

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

Seller's technology:

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

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

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

Beer store design

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

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

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

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

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

How to promote a draft beer store?

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

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

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

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

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

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

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

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

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

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

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

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

Is it profitable to open a draft beer store?

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

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

Calculation of project payback:

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

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

Draft beer store as a business: reviews

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

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

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

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

Save the article in 2 clicks:

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

In contact with

Beer stores and points selling draft beer are a relevant business option in any city: they are popular, profitable, and easy to manage. However, opening a store is not that easy. One of the main problems that entrepreneurs face is paperwork for a beer store.

In 2016, amendments were made to the law “On state regulation of the production and turnover of ethyl alcohol, alcoholic and alcohol-containing products and on limiting the consumption of alcoholic products.” Read the article about what documents and permits are needed to open a draft and bottled beer store in 2017.

Documents for opening a beer store: business registration and OKVED

For retail sale of beer, it is enough to register an individual entrepreneur. Open an LLC if you plan to do wholesale.

For individual entrepreneurs there are several convenient taxation systems - patent, simplified system or UTII (Unified Tax on Imputed Income).

Suitable OKVED codes:

• 52.25.12 - “Beer retail”
• 47.25.1 - “Retail sale of alcoholic beverages, including beer, in specialized stores”
• 47.11 - “Retail trade primarily in food products, including drinks, and tobacco products in non-specialized stores”

You don't need an alcohol license to sell beer!

According to the latest requirements for premises, the store must have a sales area and a warehouse. The total area is at least 50 m2. You must have a lease agreement or proof that the premises are your property.

SanPin: list of documents for a beer store

Sanitary standards are set out in SanPin 2.3.4.021-94 “Sanitary rules for food trade enterprises.” We are preparing a long list of documents without which it is impossible to open a draft beer store:

• Permission to locate a store. Carefully study the requirements for business location!
• List of products sold agreed with Rospotrebnadzor.
• Agreements on preventive measures of disinfestation, disinfection and deratization.
• Agreement on waste removal and disposal.
• Contract for disinfection of ventilation and air conditioning systems.
• Sanitary and epidemiological conclusion of Rospotrebnadzor.
• Production control program.

Consumer Corner

.According to the law, it is necessary to organize a Consumer Corner in the store. It should contain:

• Text of the Law “On Protection of Consumer Rights”
• Book of reviews and suggestions
• State registration certificate
• Book of complaints
• Conclusions of regulatory authorities and their telephone numbers
• Evacuation plan
• Warning that the sale of alcohol to minors is prohibited

Permission to open: fire safety

In order for the State Fire Marshal to issue a permit for a draft beer store, the following documents must be provided:

• Fire alarm installation confirmation
• Evacuation plan
• Fire Safety Magazine

For fire safety requirements, see SNiP 21-21-97 “Fire safety of buildings and structures”, in the Decree of the Government of the Russian Federation dated April 25, 2012. No. 390 “On the fire safety regime” and the Order of the Ministry of Emergency Situations dated March 25, 2009 “On approval of the set of rules...”.

Requirements for opening a beer store: EGAIS and online cash register

EGAIS is an automated system for state control of production volumes and turnover of ethyl alcohol and alcoholic products. Connection to the system is required.

To register in the program, obtain a crypto key and make an electronic signature. This can be done at any certification center in the city. The second key will be issued after registration on the EGAIS website.

How to use the program? The entrepreneur registers the purchase in an electronic invoice, or rejects it if the quantity or quality of the product does not correspond to it. After this, the purchase data is automatically sent to the online cash register. There is no need to register the retail sale of beer.

Cash machine must be compatible with EGAIS. Experts advise installing online cash registers. According to the regulations, checks must have a QR code and a WEB link to the FS RAR website. Documents for cash register equipment:

• KKM card and passport
• Cash register service agreement
• Cashier-operator's journal

Alcohol declaration and alcohol logbook

Alcohol declaration submitted once a quarter to RosAlkogolRegulation. It is designed to regulate the circulation of alcoholic products and keep records of them. Read more in the Decree of the Government of the Russian Federation dated 08/09/2012 No. 815 “On the submission of declarations on the volume of production, turnover and (or) use of ethyl alcohol and alcohol-containing products and on the use of capacities.” Individual entrepreneurs selling beer fill out declaration No. 12.

Data driven alcohol log book entrepreneurs draw up a declaration. Read about the journal in the order of RosAlcoholRegulation dated June 19, 2015 No. 164 “On the form of the journal for recording the volume of retail sales of alcohol and alcohol-containing products and the procedure for filling it out.” The log is filled out every day or no later than the next business day.

Documents for opening a draft beer store: let's go to success!

The documents for opening the store have been collected, permits have been received and the draft beer store is ready for work. Now business revenue depends only on you. We wish you long lines for beer and high profits!

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