Craft beer is becoming more and more fluent in the world. Many investors are interested in establishing breweries with their own brands. No matter how good the craft beer business is, as an investor with no experience or a newcomer, you must first conduct market research to understand the craft beer market, and then rationally analyze and integrate resources. In this process, we must first avoid such a misunderstanding, that is, ‘build a brewery first, and then determine the product’. Why “build a brewery first, then determine the product” is the most important issue to avoid when building a brewery? Because it will cause a series of problems in the follow-up process, such as product variety, equipment, sales, and market, let’s analyze it below.
1. Brewery equipment and product technology are not matched
Different products have different production processes and require different supporting beer equipment. The first problem caused by “build a factory first, then determine the product” is that the beer equipment and product technology do not match. For example, IPA brewing is different from popular beer in terms of equipment structure and configuration. In the IPA brewing process, hops need to be dry cast. Whether the dry cast enters from the top of the tank or from the bottom of the tank has an impact on the equipment selection. . Different equipment will affect the quality and flavor of the product. Therefore, the best way is to first determine the product variety, and then select the type of beer brewing equipment according to the process, in order to ensure the optimal match between the brewery equipment and the product process.
2. Production capacity and market sales are not matched
The number of large-scale breweries to be built is closely related to the sales capacity, and the sales volume is closely related to the target market, consumer groups, and product varieties. This requires detailed and scientific market research before the establishment of the factory. Who are the main consumer groups in the target market? What are the preferences of the target group? Estimate market sales based on the survey results and match your own equipment capabilities; otherwise, production capacity and market will appear. The situation of unmatched sales.
3. The sales price and profit do not match the boss’s expectations
There is a certain payback period for investing in a brewery. Failure to do a good job of market investigation and construction planning in the early stage, resulting in the situation that beer equipment and product technology are not matched, production capacity and market sales are not matched. The purchased beer equipment is ordinary equipment, and the brewed products can only be ordinary products or have certain conditions. Defects, unable to meet the basic requirements of craft products. At this time, the product sales price in the market is relatively low, the sales volume is difficult to increase, and the profit is small. This is definitely far from the boss’s expectation of building the factory, and the investment recovery is far away.
4. Employee expectations do not match the boss’s statement
When recruiting, the boss will definitely draw up a good blueprint for the employees: give satisfactory returns to the executives, give employees high-quality wages and benefits, how to do brand development in the future, and so on. However, as production and sales do not go smoothly and profits are less, it is difficult for the boss to justify it. If the employees get inconsistent with their promises, they will think that the boss is “drawing a big pie,” and the phenomenon of brain drain will appear.
In general, problem one and problem two are direct effects, and problem three and problem four are follow-up chain reactions. From these dimensions, “build the brewery first, then determine the product” will bring disasters to the brewery. Sexually, every friend who wants to build a brewery must be vigilant and avoid it.
Building a brewery is not a simple matter. It is necessary to first determine the target population and product varieties, do market research, determine the sales model, estimate the production and sales volume, and determine the scale of the factory is a basic and important step, and then choose equipment and build the factory. , The follow-up product production and sales will be able to be more efficient and smoother, recovery of investment and profitability are just around the corner.