It's hard to imagine more popular item, and even in the hot season than beer. But the profit from trading in his head is drawn easily! Maybe that's why a store selling beer on tap or in bottles can be found literally on every corner? Yes, and business portals are full of ads for the sale of such points. I wonder why they sell the beer business if it brings a good income?

Potential profitability of the beer business

The benefits of the foamy drink trade, as noted above, are easy to imagine. The consumption of beer in the country is growing every year, especially considering the tightening of legislation on stronger alcoholic beverages, and, accordingly, the increase in prices for them.

In addition, the business plan for opening a beer store is relatively simple, you do not need to invent something exceptionally original. And in the season, the beer store will pay off pretty quickly. Moreover, the beer business has so far avoided licensing, and besides, it is becoming legal entity not yet needed for the beer trade. It is enough just to register an IP, which is faster and easier.

Knowledgeable businessmen say that the beer business in the season can pay for itself in a couple of months. And investments in equipment and premises will be required relatively small. Approximate amount of investment in opening a store draft beer, according to various estimates, can vary significantly from 150 thousand to one million rubles. Much depends on the specific region.

Pitfalls of the beer business

One of the main problems of the beer business is its seasonality. In winter, consumption of the drink drops sharply - sometimes to such a level that it is easier to close the store until next summer. Therefore, it is better to open a beer outlet at the beginning of summer, so that it has time to pay off, make a profit, and the created reserve is enough to pay all expenses in the “low” season.

In addition, there are strict legal restrictions that must be taken into account. Firstly, the beer store should not be located close to children's, school, medical and sports facilities. Secondly, beer cannot be traded on certain holidays, as well as at night - from 23:00 to 08:00 the next day. The restriction on the time of day does not apply to specialized establishments, such as pubs, bars, entertainment cafes and other catering outlets. Thirdly, the sale of beer in non-stationary facilities and small retail outlets is prohibited. Here we are talking about kiosks, stalls and pavilions, which can be called temporarily installed. In addition, you can sell beer in a store with a total area of ​​at least 50 square meters.

Well, one of the main rules - you can not sell beer to minors. A fairly large fine has been imposed for violating this rule.

Despite all the difficulties, the beer business remains attractive. And it cannot be said that the introduced rules and restrictions are so impracticable. Why is the beer business being sold?

Perhaps the fact is that today the market is oversaturated with beer shops. The quick payback has attracted many businessmen, and now the reverse process is underway - some points cannot withstand competition or are experiencing the consequences of an ill-conceived business strategy. It is impossible to exclude some special cases, such as the transfer of the owner to another area of ​​business, which entails, accordingly, the sale of the former business.

In any case, before buying a beer store, you need to study each offer very carefully. The presence of a well-established competitor nearby, an unfortunate territorial location or a damaged reputation of the store are the consequences that you will have to deal with after buying a business on your own.

Mezentseva Vasilisa

Beer is the most popular alcoholic drink in the world. In order to drink it, they do not look for special occasions and expensive restaurants, while the assortment surprises with a variety of tastes and prices.

Today, the beer industry does not stand still, and many aspiring entrepreneurs strive to open a beer shop in their city.

If you are also interested in how to open a pub, read our detailed guide.

Market analysis is the first step to opening a pub

A competent businessman will never risk his money until he analyzes the current situation in the market. This will avoid many problems in the future, such as high level competition or lack of demand.

Therefore, the first step to ensure that, should be a market analysis, which includes. What does it include?

No. 1. Demand and consumer preferences.

Find out how popular your business will be, whether they drink foamy alcoholic drinks in this city or area, or if wine is more popular, for example.

To do this, use all the methods available to you:

• polls,
• questioning,
• look it up on the internet, after all.

No. 2. Competitors and market saturation.

Walk around your chosen area (where you are going to open a pub) and carefully study the competitors: how many there are, what drinks they sell, how busy they are in a particular period of time, what kind of advertising they use, etc.

Number 3. Prices for beer and related products.

Pay attention to the prices at which beer and other similar products (kvass, cider, etc.) are offered. Everything must be taken into account in the analysis. possible options: from store-bought bottled beer to exclusive - from. This will help you to price your product in the future.

No. 4. Buyer income.

A controversial indicator, but it can be a great help in choosing the price segment of a product. Since the incomes of people in different cities or even districts of the same city can vary greatly, this can play a decisive role in choosing beer to sell.

In general, there are a lot of indicators for analysis. Depending on your particular case, you can add or remove some items.

If you do not have a specialized education to conduct such a study, you can contact a marketing agency. The most famous and reliable are presented on the site https://www.pikmarketinga.ru The services of such companies will cost you from 15 thousand rubles.

The situation on the "beer" market today ...

Before you open a pub, pay attention to the statistics of the consumption of alcoholic beverages:

In Russia, beer is the most popular alcoholic drink among all age groups. Therefore, the beer industry shows constant development. Every day in large and small cities new ones open, pubs, stalls, etc., which offer a huge range of foamy drink.

But, despite the high saturation of this market, a novice entrepreneur has a chance to become the first. As a rule, we are talking about small towns or villages where the culture of consumption of foamy drinks is slightly different, but people are already ready to accept a new format of establishments - shops where they sell beer on tap.

However, in a metropolis, you also have a chance of success if you find a place with good traffic and take care of high-quality marketing.

However, statistics say that in large cities such as Moscow and Novosibirsk, up to 50% of beer is sold on tap, while in some towns this figure fluctuates between 2-3%.

That is why it is so important to analyze the market at the initial stage of opening a pub.

The general indicators in the beer industry are as follows.

• In 2017, beer consumption per person was about 50 liters.
• The main fans of the foamy drink are men aged 18 to 55 years. However, women are also given a choice: weak light varieties, fruit fillers, etc.
• Solvency and marital status practically do not affect the "beer" demand.

Given the current picture, beer is the most promising alcoholic beverage to start a business.

5 reasons to open a pub in your city

If you want to open a pub, but still doubt its prospects, we invite you to evaluate 5 advantages of the beer business:

1. Beer is a favorite drink for people of all ages.
2. In order to open a pub, it is not necessary to have a specialized education, the main thing is to take the matter seriously and study as much information on the topic as possible.
3. The relatively low cost of goods reduces losses in case of force majeure situations.
4. Although the demand for foamy drinks is seasonal, it still allows you to make a profit even during a period of stagnation.
5. You can open a pub in any city, regardless of its territorial location.

The legal aspect of the issue, how to open a pub

When market research has shown that the idea of ​​​​opening a pub has the right to "life" in your city, you can proceed to legal registration your business.

Let's talk about how to open a pub on paper, i.e. what documents and how to prepare.

We note right away that it is not easy to legally register a pub. A large package of documents must be collected.

It includes:

• Documents for registering a case
• Documents for the premises for a beer store
• EGAIS and cash machine
• Alcohol Declaration

Let's consider each item in more detail.

a) Documents for registering a pub as a new business.

To open a pub, you can register an LLC. This option is relevant if you plan to sell beer in bulk and expect high turnover. For retail sales individuals will be enough to register IP.

You can choose the following OKVED codes:

You can read more about the registration process here: https://www.nalog.ru/rn77/ip/interest/reg_ip/petition

b) Documents for premises for a beer shop.

To open a pub in a building, you must have a lease agreement or documents confirming ownership.

note that the total area of ​​the store ( trading floor+ warehouse) must be at least 20 sq.m.

The room must comply with all sanitary standards and requirements (SanPin 2.3.4.021-94).

Therefore, before you solemnly open the pub, you need to get the following conclusions:

In addition, the presence and proper design of the consumer's corner is mandatory. The following documents should be publicly available:

To obtain permission to open from the State Fire Supervision, you need to install a fire alarm and hang an evacuation plan in an accessible place. A fire safety log is also required.

c) EGAIS and cash register.

EGAIS is:

To implement, connecting your pub to the system is required. You can read more about this on the official website: https://egais.com

In addition, it is imperative to register the cash register and obtain the relevant documents for it - a passport, a service agreement.

d) Documents accounting for the turnover of alcohol.

An alcohol declaration is a document that records the volume of production and turnover alcoholic products in RF. It is filled out on the basis of the alcohol register and submitted quarterly to RosAlkogolRegulation.

The alcohol register is filled in by the beer vendor daily (or no later than the next day) based on the number of beer sales.

Pub room and necessary equipment

Finding the premises where you plan to open a pub is a very important and crucial step in the process of opening a pub. After all, its success depends on the place where the store will be located.

Experts advise looking for a place for a pub in residential areas with high traffic. Those. you need to choose a place where people live, but do not work in any way. Be guided by the fact that beer is most often bought to enjoy it at home with your favorite TV series or in the company of friends.

By law, draft alcohol cannot be sold in stalls or kiosks; the room must be stationary. The most suitable places will be places in shopping centers, basement floors of new buildings or separate buildings.

Important ! A beer shop cannot be opened at a distance of less than 100 meters from kindergartens, schools, hospitals, stadiums, cultural or military facilities, etc. It is also prohibited to place a beer house in crowded places.

In the premises you have chosen, a place must be allocated for a warehouse and, in fact, a store. Total area for a point that sells 10-12 varieties draft drink, should be at least 20-30 sq.m.

The average cost of rent for a store with an area of ​​25 sq.m. is 50 thousand rubles, but depending on the city chosen, it can vary from 20 to 100 thousand rubles.

To open a pub, you will need to purchase the following equipment:

Name	price, rub.	Quantity, units	Cost, rub.
Total:			239 800 rubles
Cooler for 6 circuits	33 700	2	67400
CO2 bottle with pressure reducer	11 200	1	11200
Intake head	2 500	12	30000
Column for 12 taps	6 000	1	6000
Defoamer	3 500	12	42000
Tap	2 100	12	25200
Accessories	5 000	1	5000
Hoses and fasteners	3 000	1	3000
Refrigerator for fish, snacks, etc.	25 000	1	25000
bar counter	15 000	1	15000
Other furniture	10 000	1	10000

The installation of the equipment is carried out by the company that sold it. Also, in order to save money, you can rent equipment from local suppliers. This option is suitable if you start with a small store, but in the future it is desirable to acquire your own equipment.

We are looking for suppliers for beer

The quality of the products provided, its price and the popularity of your beer store, in general, depend on the choice of suppliers.

To purchase goods, you can use the following options:

• Buying beer directly from the manufacturer. This option is suitable if the supplier is a local manufacturer.
• The services of distributors will be needed if draft beer is brought from afar.

You can choose one option or combine them depending on the selected assortment.

What to look for when choosing a supplier:

1. The supplier must sell primarily beer and related products, not everything.
2. Reliable companies will always bring the ordered goods directly to the store, but will never offer you to pick it up yourself.
3. The manufacturing company must be well-known and have a good reputation.

Assortment in the new pub

Before you form an assortment, you should find out which alcohol is popular on the local market.

As a rule, in a pub with 10 types of beer, 6 are beer of local producers, unpasteurized and unfiltered (it is also called “live”). Such a drink has a short shelf life, and it does not make sense to carry it from afar.

Other types of foam are imported, premium varieties with a long shelf life. But do not carry beer from afar, this will increase the cost of transportation.

In addition to those listed, expand the range of other drinks - kvass, cider, lemonade. Pay attention and give them a separate place in your pub before you open a beer shop.

If you're planning to open a pub with a lot of snacks, pay attention to how they pair with the main food.

Search for staff in the pub you want to open

Personnel must be selected with great care. The seller in a pub (it does not matter - a man or a woman) should be smiling, attentive, clean and, in general, win over customers. Education does not matter much, but training in cash accounting is necessary.

For one pub with a work schedule from 10:00 to 22:00, you will need at least two sellers with a salary of 30 thousand rubles. per month.

Also, you, as a manager, need to make sure that your staff has health books before you open a pub and start selling alcohol.

How to promote your beer from scratch?

When you already know how to open a pub, a new question arises: how to promote it?

Let's say right away that we need to act comprehensively here:

• Start with a bright, backlit sign, as beer is most often bought in dark time days.
• Also hire a promoter to hand out flyers in public places.
• At the initial stage, come up with promotions and pleasant bonuses for new customers.
• Delight customers with special offers and a cumulative discount system.
• Provide information and reviews about you on the Internet.
• Run promotions and sweepstakes on social networks.

And remember: a good reputation is the key to success, because one satisfied customer will bring you two new ones, and one disgruntled will take away ten.

Business. Draft beer.

How much does it cost to open a beer store?
Main items of expenditure.

Detailed financial plan for a beer store

In order to open a pub, you will need a rather big initial investment. Of course, the biggest investment you will make is in the purchase of equipment. But this is far from the only voluminous item of expenditure.

Below is a sample start-up cost estimate:

As you can see, in order to open a pub, you will need an initial investment of 600,000 rubles. Do not forget that until you reach self-sufficiency, monthly expenses will also have to be covered from the available start-up investments.

According to statistics, the average income of a small pub in spring and summer is 250-300 thousand rubles, while in autumn and winter the monthly turnover decreases to 200-250 thousand rubles.

With such indicators, the beer will pay off in 6-10 months, depending on the season. The best indicators will be if you open a pub in the season, i.e. summer.

We hope that in this article you have found the answer to the question of how to open a pub, and now you understand that the success of your business will depend entirely on the decisions you make, good location, reliable suppliers, quality assortment and good staff.

Useful article? Don't miss out on new ones!
Enter your e-mail and receive new articles by mail

Beer is the most popular alcoholic drink among Russians: according to studies, it is consumed by 51% of the population loyal to alcohol. Recently, the prestige of a foamy drink packaged in glass and, especially, in plastic containers, has fallen. Consumers increasingly trust live varieties, the product directly from the manufacturer. Therefore, the business of a beer store on tap has great prospects in our country.

[ Hide ]

Business Description

The peak of opening draft beer stores from scratch occurred in the 2000s. At this time, the incomes of the population increased noticeably, which persuaded many lovers of the foamy drink to drink draft beer. Varieties offered in shops, bars and restaurants had a significant advantage over bottled counterparts in terms of taste.

Services

The main service of the draft beer store, of course, is the sale of products to take away. In addition, in such establishments, all kinds of snacks for an intoxicating drink can be sold. Most often, packaged factory products are used, but some entrepreneurs sell products by weight or even homemade products. Given the large number of snack options (all kinds of nuts, fish and seafood, cheeses, etc.), additional products can become a separate form of profit. At the same time, it is not necessary that the target audience of the beer store itself will become its consumer.

Relevance

Beer is a seasonal drink, the peak of its sale falls on 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 pub sells up to 100 liters of products 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 a hoppy drink prefer to use a high-quality, but inexpensive product. And shops selling draft beer offer just such products, certified and passed all the necessary checks.

beer options

Despite the seemingly narrow focus of a draft beer store, there are quite a few ideas and options for organizing it.

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 famous brands in the field of selling draft beer.

Special shop

It is recommended to open a specialized store selling draft beer for entrepreneurs who already have experience in this field. The cost of opening such an institution (even in a rented room) is significantly higher than, for example, a beer kiosk. The implementation of such a project will require knowledge of the market, competition and main risks, an understanding of the taste and seasonal preferences of consumers in a particular region. In addition, knowledge of the design of the premises and advertising strategies in business will be required.

When looking for a location to open a specialty draft beer store, careful planning must be carried out and a “golden mean” should be found between the two main selection criteria. Firstly, the place must have a high "patency" potential clients. Secondly, since the product is sold "to take away", it must be located close to the place where the drink is consumed (usually from the buyer's house).

Department in a large grocery store or supermarket

Starting your own business in a large grocery shopping center is suitable for aspiring entrepreneurs. No major refurbishment required. outlet or design. In addition, observation of buyers of not only draft products will allow you to always be aware of the taste preferences of customers. 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 presence of consumers of products, is the opening of a store with a separate entrance on the first or basement floor of a residential building. But the start of such a business, as a rule, meets with great 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

The 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 allowed.

Franchise work

Currently, there are a number of brands that offer entrepreneurs a ready-made business of their own under a franchise scheme. The advantage of this type of activity is powerful advertising support for the network, assistance with equipment, design of the premises and products sold. The only disadvantage of a franchise store is the narrow space for making independent decisions. In any dispute, the opinion of the franchisor will take precedence.

The video shows an example of a franchise offer from a chain of draft beer stores. The video was shot by Sergey Sergeev channel.

Description and analysis of the sales market

Before opening a business selling draft beer, you should carefully analyze the sales market. Studies show that sales volumes directly depend on weather conditions. Thus, the cold summer of 2020 had a negative impact on the entire beer market, including draft analogues. One of the characteristic trends of recent years is the optimization of varietal diversity of the product. Exclusive, but less popular types of beer do not justify the money invested in them.

The target audience

The main consumers of beer on tap are men aged 18 to 55 years. A distinctive feature of this target audience is that the consumption of foamy drink does not decrease with a slight increase in prices for it or a drop in incomes of the population.

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) amount of alcohol. A certain role in reducing beer consumption is also played by the growing enthusiasm of the population in a healthy way life.

Competitive advantages

chief competitive advantage The business of the draft beer store is the freshness and quality of the product sold. You should pay attention to local manufacturers, whose products can be delivered for sale in the shortest possible time.

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 choice of related products (snacks). It is also important to inform the buyer about the place and timing of production.

Advertising campaign

Most often used to advertise a draft beer store outdoor advertising. The institution must be properly designed so that the consumer can immediately understand the direction of its activities. It will 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 the opening of the establishment and during the most active sales, they arrange the distribution of all kinds of leaflets and flyers. In the first case main goal is to inform potential buyers about the appearance of a point of sale, and secondly, 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 finding a place and form. It should be remembered that any business must be competently and step by step organized.

For this you need:

• carefully draw up a business plan for the enterprise;
• properly draw up the documentation of the institution;
• rent and renovate premises for a point of sale;
• purchase the necessary equipment, inventory, basic and related products;
• hire (and often train) staff.

The documents

When drawing up documentation for a business, first of all, it is necessary to determine the form of its organization. The most acceptable option is to register a person as an individual entrepreneur (sometimes an LLC is chosen as the store registration form). When choosing a UTII taxation system, the point of sale does not have to be equipped with a cash register, the system also greatly simplifies the maintenance financial statements. Because beer is not strong alcoholic beverages then licensing is not required.

When registering an activity, you should indicate the 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 (sales of soft drinks).

Asking the question, before you open a beer stall what documents are needed for this, you should focus on the following list:

• IP registration documents;
• documents on tax registration;
• conclusion on the activity permit from the sanitary and epidemiological service, fire inspection and Gospotrebnadzor;
• sanitary books of working personnel;
• employment contracts with personnel;
• a lease agreement for premises;
• certificates for products sold, which are provided by suppliers of beer and snacks.

Room and design

When choosing premises for a draft beer store, one 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 a warehouse.

As practice shows, the rustic style of interior design is best perceived by visitors. The walls, floor and ceilings of the room can be decorated with drawings or beer-themed accessories. In the decoration of the interior space of the building, it is best to use wood.

Requirements for the premises

When calculating the required space, it is assumed that, on average, 5 sq. m area fits 6 beers (kegs and faucets). That is, with an assortment of 30 varieties, you need a trading place with an area of ​​​​at least 25 square meters. m.

According to fire safety requirements, the store must have an emergency exit in case of emergency. Therefore, the organization of 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 the purchase of high-quality equipment for the institution. Working on a franchise scheme, an entrepreneur can get the necessary inventory from the network itself. It should be remembered that saving on quality inventory can lead to poor service and loss of customers.

The list of fixtures for equipping a beer store on tap includes:

• beer column;
• defoamers;
• gas cylinders;
• kegs;
• drip pan;
• fridge;
• hoses;
• showcase;
• lighting devices;
• cash register (if provided by the form of taxation).

The main types of equipment for a store selling beer on tap look something like this.

Refrigerator for bottled drinks Draft beer kegs beer column Showcase-refrigerator

Organization of supplies and storage

As practice shows, the minimum required variety of beer in a store should include at least seven varieties. Be sure to include in the assortment both light and dark types of foamy drink. It is advisable to offer the client several types of imported beer. To attract the female part of the target audience to the sale, they offer cider, mead or cherry beer.

It is most expedient to conclude 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 producers.

Draft beer is stored in kegs. The optimum temperature in the room with containers is +10°C. 24 hours before the sale of the product, it must be delivered to the point of sale and opened. Kegs must not be left on the floor - it is advisable to use wooden decks or pallets for their placement.

Staff

For a store selling draft beer, it is enough to have two sellers working on a “two in two days” scheme. The services of an accountant and cleaning lady of a small business are best organized on an outsourcing basis. To motivate sellers, it is desirable to set them a premium as a percentage of the amount of products sold. As a rule, the seller's salary is formed from the salary and 5% of the store's income.

A very important point in the selection of personnel is their readiness for work. In many cases, salespeople will have to be trained in how to communicate with the client, how to offer products, and how to resolve conflict situations.

Step-by-step instruction

After the entrepreneur has decided on the opening of a point of sale of beer on tap, one should draw up step by step instructions business implementation.

An approximate business plan for a beer store looks like this:

1. Analysis of business profitability, marketing research of the sales market.
2. Drafting financial plan taking into account the risks and options for increasing the profitability of the enterprise.
3. Choice of form of organization entrepreneurial activity systems of its taxation.
4. Collection of a complete package of documents.
5. Selection and renovation of premises.
6. Purchase of the necessary equipment and inventory.
7. Selection of a supplier of products, conclusion of supply contracts.
8. Recruitment of key personnel, search for employees on an outsourcing basis.
9. Conducting an advertising campaign.
10. Purchase of basic and additional products for sale.

Financial plan

Financial requirements for starting your own draft beer business vary significantly depending on the location of business.

So, in 2020, the opening of such an enterprise on average in the territory Russian Federation cost about 123 thousand rubles and included the following expenses:

• rent of premises - 25 thousand rubles;
• salary of permanent employees - 40 thousand rubles;
• personnel insurance premiums - 17 thousand rubles;
• taxation (according to the UTII system) - 8 thousand rubles;
• utility bills - 6 thousand rubles;
• the salary of an accountant and a cleaner - 12 thousand rubles;
• other expenses - 15 thousand rubles.

The lion's share of money in a draft beer store has to be spent on the purchase of products and containers for their packaging (50-60 thousand rubles per month).

Regular investments

Regular investments in this type of business include:

• expenses for the purchase of products and containers;
• staff salaries;
• monthly rental fee;
• tax deductions;
• communal payments.

Since the sale of draft beer is highly dependent on the season, it is necessary to take into account how much it will cost to maintain a pub during the unprofitable months of the year (from November to April). An entrepreneur must be able to properly manage the funds received at the peak of sales.

Opening dates

April is considered the most optimal month for opening a draft beer store. During this time, the entrepreneur manages to get comfortable in this market segment and conduct the necessary advertising campaign. By the time the season starts (May), the point of sale will already have its own customer base and will be able to immediately start generating income for the owner.

Risks and payback

The main risk of the beer store business on tap is its seasonality. You should be prepared for the fact that the store will not be profitable (and often will work 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 enthusiasm 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 oppose the neighborhood with a pub and its regulars. In addition, the anti-alcohol campaign is gaining momentum in Russia every year, which may lead to the emergence of new restrictive laws.

The average mark-up of a store in the price of draft beer varies depending on the manufacturer. On average, the margin for imported varieties is 30 - 50%, for local varieties - up to 100%. If the average number of purchases per day is about fifty, with an average check of 150 rubles, then the enterprise will pay off within 9 months. The calculations include a period for the "promotion" of the outlet, which, judging by the reviews, is three months. The profitability of the beer store business on tap is about 80%.

* Calculations use average data for Russia

500 000 ₽

Starting investments

10 months

Payback period

25-30 sq.m.

Required area

30 - 100%

Product markup

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

The situation in the beer market

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

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

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

Beer shop. Location and premises

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

You can estimate the density of the market and calculate the number of operating pubs in a particular area using electronic cartographic reference books like 2GIS. Even better - immediately evaluate the place yourself, take a closer look at the contingent of residents, their gender, age, approximate level of income, evaluate pedestrian and car traffic. It should be remembered that the pub should be located no closer than 100 meters from schools, kindergartens and medical institutions. Also, proximity to sports or cultural objects, filling stations, military installations, as well as being in markets, bus stations, airports and other crowded places.

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

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

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

Assortment and suppliers of beer

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

Earn up to
200 000 rub. a month, having fun!

2020 trend. Intelligent entertainment business. Minimum investment. No additional deductions or payments. Turnkey training.

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

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

Setting up your own beer business

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

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

47.25.12: Retail sale of beer in specialized stores.

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

Beer store taxation

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

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

Beer shop equipment

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

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

Ready-made ideas for your business

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

Advertising and promotion of a beer store

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

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

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

Beer store employees

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

Starting investments, revenue and profit of a beer store

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

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

Popular questions about the beer store

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

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

💡 How to advertise a beer shop?

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

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

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

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

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

595 people are studying this business today.

For 30 days this business was interested in 263413 times.

Profitability calculator for this business

• Marketing plan
• Premises selection
• Recruitment
• Taxation system
• Paperwork
• Financial plan
• OKVED for the sale of beer
• Permissions

We bring to your attention short business plan organization of a draft beer store for 15 varieties. The location of the store is a sleeping area of ​​the city with a population of 50 thousand people.

How much money do you need to open a draft beer store

First, let's calculate the estimated amount of investment in the business. To start a business you will need:

Total - 595 thousand rubles.

Download a business plan for a draft beer store, from our partners, with a guarantee of quality.

Professional business plans on the topic:

• Draft beer store business plan (43 sheets) - DOWNLOAD ⬇
• Grocery store business plan (51 sheets) - DOWNLOAD ⬇
• Tea shop business plan (46 sheets) - DOWNLOAD ⬇

Marketing plan

The store is planned to open in a residential area of ​​the city with a population of 50 thousand people. As a room, a department of 15 sq. m. on the ground floor of a small shopping center. This place was not chosen by chance, as both good traffic and not high rental prices are noted here.

The closest competitors are two retail outlets within a radius of 300 meters. Our competitive advantages: a wide range of beer (15 varieties, this is not a little), beer snacks, not high prices. Lemonade, kvass and cider will also be on sale. One more is not enough important point- courteous and hardworking staff. The selection of sellers will be carried out very carefully.

Subsequently, there will be strict control over the work of personnel, in order to avoid negative reviews buyers. Undoubtedly, the main competitive advantage will be the freshness of the product. Only fresh beer and kvass will be sold.

Only product quality will allow to earn good base regular customers. It is planned to buy beer mainly from local producers (several mini-breweries operate within a radius of 50 km). Some of the goods will be imported from nearby regions. It is planned to open in April in order to have time to gain regular customers by the beginning of the summer season.

Premises selection

The size of the leased premises will be 15 square meters. Of these, 10 sq. m. will be allocated directly to the point of sale (placement of beer kegs, beer columns, reducers), the rest - a product warehouse (beer kegs, plastic bottles). The rent will be 25,000 rubles per month.

It is planned to spend about 150,000 rubles on the repair and decoration of the premises. Be sure to install a bright sign over the entrance to the building and an advertising pillar. Air conditioning will be installed in the room. shop equipment(seller's counter) and equipment for the sale of draft beer (kegs for beer, defoamers, etc.).

will also be purchased expendable materials(plastic bottles, cups, packaging, etc.). Some of the funds will be spent on creating a range of goods (beer and beer snacks). In total, about 275,000 rubles will be spent at this stage.

Recruitment

As a staff, it is planned to employ two salespeople to work in a 2/2 shift schedule. Wages will be set as salary + percentage of daily earnings (5%). Accountant and cleaning services will be outsourced.

Taxation system

As an organizational form, the usual individual entrepreneurship. Taxation system - UTII. This special mode relieves from the obligation to install and maintain a cash register, and also greatly simplifies accounting.

Paperwork

• Organizational documents (IP registration certificate, tax registration certificate);
• Conclusion of SES, fire inspection and state consumer supervision;
• Sanitary books for sellers;
• lease agreement;
• Labor contracts with personnel;
• Declarations of conformity (certificates) for products (issued by the supplier).

Financial plan

The fixed monthly expenses of a draft beer store, according to the business plan calculations, are:

• Rent - 25 thousand rubles.
• Wage(2 sellers) - 40 thousand rubles.
• Insurance contributions for employees - 17 thousand rubles.
• Taxes (UTII) - 8 thousand rubles.
• Communal payments- 6 thousand rubles.
• Outsourcing services (accountant and cleaner) - 12 thousand rubles.
• Other operating expenses - 15 thousand rubles.

Total per month - 123 thousand rubles.

Profitability of the beer business

• Trade margin — 50%
• The average purchase receipt minus the trade margin is 150 rubles
• Average number of purchases per day - 50
• Revenue per day - 7,500 rubles, per month - 225,000 rubles.

Hence the profit of the outlet: 225,000 - 123,000 = 102,000 rubles per month. The return on investment, taking into account several months for the promotion of the business (3 months), will come after 9 months of the store. The profitability of the outlet for the sale of draft beer is more than 80%.

1. Privacy

3. Stages of project implementation

4. Characteristics of the object

5. Marketing plan

6. Technical and economic data of the equipment

7. Financial plan

8. Risk assessment

9. Financial and economic justification of investments

10. Conclusions

Step-by-step plan for opening a draft beer store

The procedure for opening a beer outlet includes the following steps:

A very important point is the formation of the assortment of a beer store. This question needs to be decided on the basis of results. marketing research, which includes determining the income level of the target audience.

Draft beer shop equipment

Poor quality equipment can cause a significant reduction in sales of a wonderful drink. Therefore, this item of expenditure cannot be saved. The list of necessary equipment for a draft beer store includes:

• beer column;
• coolers;
• kegs, gas cylinders;
• defoamers and drip collector;
• hoses;
• refrigeration equipment;
• sink;
• showcase;
• lighting;
• cash machine.

In addition to the listed equipment, it is necessary to buy office furniture, a safe and a computer for the administration of the company.

OKVED for the sale of beer

Main activity code (according to all-Russian classifier, subject to recent changes) for beer shops is OKVED 47.25.12. For the sale of fish, shellfish and seafood, OKVED 47.23 is provided, and for the retail sale of soft drinks - 47.25.2.

Permissions

Since beer does not belong to strong alcoholic beverages, you do not need to obtain a license or special permits to operate a retail outlet, which greatly simplifies the procedure for registering this business.