Beer is a fairly common and popular drink, the history of which has more than one millennium. How many people do you know who don't like or drink beer? The answer is probably obvious. It is difficult to imagine a situation when a male company is going to, for example, cheer for their favorite football team, but at the same time forgetting to grab a couple of bottles of beer with chips or crackers. Or what is fishing without a soft drink? And in the summer heat, what better than beer to quench your thirst? Therefore, the beer business is actively developing in our time.

It is easy to conclude from this that business entities engaged in the beer business, thanks to such a nationwide recognition of the drink, receive a good income. In addition, consumer demand for draft beer has increased significantly in recent years. It is difficult to unequivocally say what caused this, whether it is a mass realization that "live" beer is more useful due to the presence of certain vitamins, acids and proteins in it, or whether it simply tastes better or quenches thirst better.

Therefore, it is quite natural that many newly minted entrepreneurs are eager to start their business in this particular area. This desire is quite justified: firstly, the percentage of sales of this product increases every year, and secondly, as practice shows, the sale of draft beer brings a significant income (for example, the average markup for domestic beer is 100%, and for high-quality foreign - about thirty%). In addition, the start of this entrepreneurial activity does not require capital-intensive investments, there are no restrictions on entering this market, and there is no significant competition from large chains. Thus, this business is highly profitable with low initial costs and no significant risks.

However, many entrepreneurs, having made a number of identical mistakes, close and leave the market due to unprofitability. The thing is that this business, like any other, has its pros and cons that must be considered. And only after you think over a plan of action, you can try to open pubs. Only then will you be ready for all the problems and difficulties.

What problems can arise when organizing a beer business?

The beer business is hard work. Before registering with the relevant authorities as a business person, analyze the existing advantages and disadvantages of the industry, the opportunities and risks that may arise in the future. Make a business plan for yourself.

Initially, it is worth considering that the sale of draft beer is subject to seasonal fluctuations.

Thus, the income from the draft beer trade, received in the summer, often significantly exceeds this indicator in the winter months (since in winter the trade turnover usually decreases by 4-5 times). The average shelf life of "live" beer is about 5 days. Therefore, you need to take care of the implementation in such a way that it simply does not have time to turn sour and does not have to be poured out.

In addition, in order to, it is necessary to choose a suitable room, with at least two exits, otherwise the fire department will not allow you to work. The sanitary and epidemiological service also does not pass by entrepreneurs, from which a positive conclusion is also required on the compliance of the premises with all the requirements of sanitary norms and rules. By the way, as practice shows, issues with state bodies can be resolved both in the legal field and beyond. And, regrettably, but in the second case, issues are resolved much faster and with great enthusiasm. And this is also worth considering when drawing up a cost plan.

In addition, the wrong location of the retail facility and unscrupulous staff will interfere with the successful start of the beer business. In view of which, the choice of one and the other must be approached with particular seriousness. You can not count on high income even if you select a range of products that does not correspond to the purchasing power of potential customers. The “underwater reefs” of the beer trade include the fact that the equipment necessary for bottling the drink requires monthly maintenance. This is due to the fact that faucets often clog. And no matter how high-quality the equipment itself is, it still requires adjustment due to the very specifics of bottling, therefore, when drawing up a cost estimate, these costs should be included.

In order to protect yourself from unnecessary and unforeseen costs and losses, it is better to preliminarily draw up an action plan, cost estimates, and calculate possible profits. And only after a preliminary analysis of the business prospects is it worth starting actual actions.

But if you are determined to try yourself in the beer business, you will first have to complete all the necessary documents to work in the legal field. Initially, you should register as an individual entrepreneur. If you contact the tax office, they will explain in detail how to go through this procedure and what is needed for this. Then you should purchase and register a cash register, conclude a lease agreement for the premises (if you don’t have your own) and obtain permission from the fire and sanitary and epidemiological service to carry out activities. After that, purchase or rent the necessary equipment.

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Choosing a location: where is the best place to stay

It's no secret that in practice the correct choice of the location of the object of trade is one of the key factors affecting the volume of sales. And a good location can provide a relatively stable flow of customers even in the off-season. Otherwise, they opened a pub - sold a couple of liters of draft - closed it. The plan didn't work.

So what does it mean to "fit properly"? First of all, it is the optimal choice of location. For example, points of sale of draft beer will be quite in demand near railway stations, parking lots, and markets. In addition, it will be simply wonderful if the advertising sign of the shopping facility is visible from the roadway.

When drawing up an action plan and conducting data analysis, it is necessary to take into account the presence of competitors. It makes little sense to place a draft beer outlet where there are many pubs, bars and other similar establishments, since these objects will be a significant competitor and will take away the main flow of customers. The location of the outlet in the bowels of the business district of the city will not bring much income either.

But placing an object somewhere in a residential building can have a negative impact on doing business. So, one of the tenants will definitely be dissatisfied with your location. And then the search for a reason for a complaint to state bodies (which, by the way, have no right not to respond to such a signal) is just a matter of time.

An unsuccessful plan, from a legislative point of view, would be the location of such a shopping facility near medical or educational institutions, sports facilities and catering establishments. Therefore, the best solution is to open a retail outlet in a separate room, somewhere in a residential area, preferably with no significant competition.

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Selection of premises for trade

So, if a decision is made to be placed in a separate room, and the trade assortment will be presented in the amount of 20 to 24 beers, then the optimal area will range from 40 to 50 squares. And this is already taking into account utility rooms and a warehouse. This is calculated based on the fact that a sales area of ​​5 sq.m. is required to accommodate six cranes.

In addition, at the initial stages of doing business, there is no need to purchase the premises itself; it would be more rational to use the lease. This approach will allow, without incurring significant financial costs, to assess the profitability of doing business, to calculate further prospects in terms of development.

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We study the wishes and preferences of customers

In order to properly build your business, you need to clearly understand what your consumer wants, what his wishes and preferences, financial capabilities are. It should always be remembered that demand creates supply. That's right, not the other way around. The task of the seller is to study consumer demand and satisfy it. That is, before presenting a particular assortment of draft beer at a retail outlet, analyze the socio-economic level of potential consumers. So, for example, what's the point of offering only expensive beers in an area where the income level of the population is below average? Or vice versa, do not provide an opportunity for wealthy buyers to purchase an expensive and high-quality variety.

Adjust to your consumer. Present for sale those varieties that are in the greatest demand and satisfy the capabilities of customers. The same principle must be followed when drawing up a plan-list of related products (all kinds of chips, crackers, nuts, dried seafood, etc.), since the profit from the sale of these products sometimes takes 1/3 of the share of total revenue. There is always a chance to earn income for an entrepreneur, the main thing is to find the right approach to buyers.

When compiling a business plan, it is worth considering that consumer preferences are sometimes seasonal. So, in the summer, not everyone will be ready to quench their thirst with expensive beer. And this also needs to be taken into account.

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Presenting ourselves right

Everyone knows that good advertising is almost half the success. Therefore, if you strive to open a pub and attract customers, you need to present yourself correctly and profitably. This is the only plan that will work. At the initial stage, it is necessary to come up with a suitable name for the point of sale of draft beer. Preferably bright and memorable, which will impress potential consumers, as well as distinguish your establishment from others. Then think over the corporate identity, including outdoor signage, interior design, staff clothing, etc. If all this is done in an original and tasteful way, then you will be remembered and distinguished from similar establishments.

In addition, no one has canceled advertising on the Internet, where you can create a website for a shopping facility. Here you can provide information about the beer offered in your establishment for bottling, place information about discounts, conduct a customer survey (necessary to study their needs and wishes). Unobtrusive advertising through social networks is not excluded, which in recent years has become a common phenomenon and, moreover, quite effective.

But the strongest and most reliable advertising in any case will be a good reputation. In seven cases out of ten, if the client liked the quality of draft beer in your establishment, attentive and cordial service and pleasant interior, he will not only come back here again, but will also tell his family or friends about you. And then on the principle of dominoes.

Maintaining a reputation is always worth paying due attention to. Therefore, the sale of expired beer belongs to the category of prohibited activities, since it is the quality of the product being sold that determines your image for the consumer. Customer service plays an important role, so you should not hire staff who obviously cannot provide the appropriate service for visitors at the proper level. Having made such mistakes, it is easy to thoroughly undermine the reputation and scare away customers for a long time. Therefore, draw up a detailed plan of action.

The decision to open a live beer shop lit up my family in two stages. First came the general understanding that you need to start your own business.

Tired work, the inability to independently manage your time, the boss again wants something strange from me ...

And it so happened that just at that time, some amounts of money poured into our modest budget from various sources, which must be somehow applied. It was decided that I, my wife, would become a “big businessman”, while my husband would remain at a reliable job, providing the family with financial support and helping me as much as possible.

They began to sort out exactly where to direct their enthusiasm until it dried up. Trade is closer to me in spirit, so all sorts of real estate agencies, travel and holidays fell away. What to trade?

Spouses Chernyshev decided to create their own business: "Draft Beer Store".

There is always a demand for food. What food item do our compatriots not do without? That's right, beer.

The live beer store also met our other requirements: relatively small initial investment, small area of ​​the trading floor, and the absence of intricate business processes. In general, you have to start somewhere, you can’t go straight to the hypermarket.

Counting money

The foundation of any new venture is a business plan.

Otherwise, you don’t understand whether it’s worth it at all.

Some beer store owners have generously shared information on Internet forums.

On average, the following indicators are called: initial investment - 400-700 thousand, profitability - up to 200 thousand in the summer months, from 0 in the winter.

All this is in rubles. Payback - from 6 months.

Having made our preliminary calculations, we came to similar figures, only the profit turned out to be a little more modest.

It's time to determine our next steps

What we can, what we have

First, we appreciated what we can do ourselves. Having changed several jobs and generally lived a little in the world, we learned something that will be useful in our beer business.

So, today I am quite ready to:

• conduct contractual work with suppliers of products;
• promote your store: social networks, advertising, promotions (we will win back for all the cases when we, as buyers, were promoted for unnecessary purchases);
• independently think over the interior, including decorating it with “your own hands”.

We realized that there is still much to be learned. For example, how to register a company, keep accounting records and register personnel. You can resort to the services of firms-assistant, but it's not for me.

I don't think it's that hard to figure everything out on your own. In our age, on the Internet you can find all sorts of step-by-step instructions, master classes and even videos on all these issues.

What is available from material goods? A car is a must. An extra refrigerator (and what, put in the back room). What is missing? Premises, equipment and goods. Equipment is not a problem, you can buy it, you can rent it from the same beer suppliers. But space is the key issue.

Place, place and again place

In the quarter where we live, there is, as I call it, a large beer carousel. Foam shops are constantly opening, closing, opening in a new location, and sometimes in the same place under a new name. But one store has been working quietly all this time, looking at competitors with a grin. Because the place is good.

So we want to choose the same place: among residential buildings, but not inside the "cube", above the pensioners' shops, but facing the outside, ideally - on the walking area.

I think areas of mass new development are best suited to our requirements. In addition, it is easier to find free premises there and be the first to occupy a niche in the beer market of the quarter.

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What scares?

Oddly enough, I'm not so worried about the possibility of failure if things don't work out. What can we do, we will break the lease agreement, we will sell the equipment, we will drink beer ourselves.

And yet, like any commander who gets involved in battle in unfamiliar territory, we experience certain unrest.

There are two things that worry me the most at the moment:

• The need to obtain permits. I have no experience of communicating with firefighters, SES, local administration and other regulatory and permitting authorities;
• Possible dishonesty on the part of hired personnel. How to establish such a system so that sellers do not hide part of the proceeds, do not sell sour beer, and generally serve customers well?

There is nowhere to go. Overcoming fears, we will solve problems step by step.

Total:

We are at the very beginning of the path to our business. We still have to carry out more detailed calculations, draw up a detailed plan of action, and solve many large and small issues. But we believe in the feasibility of these plans. We will also treat you to beer in our shop.

• Marketing plan
• Premises selection
• Recruitment
• Financial plan
• Step-by-step plan for opening a draft beer store
• What equipment to choose for a draft beer store
• Which OKVED to indicate when registering a business for the sale of draft beer
• What taxation system to choose for registering a business selling draft beer
• Do I need a permit to open a draft beer store?
  • • • Similar business ideas:

We bring to your attention a brief business plan for organizing 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:

• Deposit for renting a room for 1 month. (15 sq. m.) - 25 thousand rubles.
• Room design - 150 thousand rubles.
• Purchase of commercial equipment (salesman's counter, chairs, racks) - 60 thousand rubles.
• Purchase of equipment for the sale of beer (gas cylinders, reducers, kegs, coolers, beer columns, drip collectors, beer hoses and taps) - 165 thousand rubles (11 thousand rubles for one grade).
• Creation of an assortment of goods (beer, snacks) - 50 thousand rubles.
• Advertising (business cards, leaflets, signboard) - 15 thousand rubles.
• Organizational and other expenses (business registration, etc.) - 30 thousand rubles.
• Reserve fund - 100 thousand rubles.

Total - 595 thousand rubles.

Download a business plan for a draft beer store

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 rates 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. Another important point is the polite and hardworking staff. The selection of sellers will be carried out very carefully. In the future, there will be strict control over the work of the staff, in order to avoid negative feedback from customers. Undoubtedly, the main competitive advantage will be the freshness of the product. Only fresh beer and kvass will be sold. Only the quality of the goods will allow you to develop a good base of 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. The premises will be equipped with air conditioning, commercial equipment (salesman's counter) and equipment for the sale of draft beer (beer kegs, defoamers, etc.). Consumables (plastic bottles, cups, packaging, etc.) will also be purchased. 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.

What taxation system to choose for opening a draft beer store

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

What documents are needed to open a draft beer store

• 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 calculations of the business plan, are:

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

Total per month - 123 thousand rubles.

How much can you earn by opening a draft beer store

• 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%.

Recommended download a business plan for a draft beer store, from our partners, with a guarantee of quality. This is a complete, ready-made project that you will not find in the public domain. The content of the business plan: 1. Confidentiality 2. Summary 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

A new area in the business that is rapidly rising is the sale of draft drinks and more and more people want to learn how to open a draft beer store from scratch.

Let's be frank, so it would probably not work out completely from scratch. You can’t come to the store and get food without giving money. However, today it is difficult to imagine a business that requires less investment than draft beer, and we will tell you how to open it with minimal investment.

How much can you earn in a draft beer store?

Your personal income per sold liter of beer will be approximately 40% - 50%. This is very cool! For example, for most food products, the markup is only 10% - 20%.

It all depends on you, of course. From the place you choose, from how you communicate with customers, from the beers you order. But let's just say, in a draft beer store, in a year it is quite possible to earn 100,000 - 200,000 rubles clean. By the standards of 2016 and most likely 2017, 2018, 2019, this is very good money. There are those who earn 350,000 rubles a month, but to reach this level, you will have to try hard and put your whole soul into it.

Pros of opening a draft beer store

Let's disperse your interest in this business a little and talk more about the pros.

• Affordable shop equipment, which will be partly provided by your beer supplier.
• High net profit.
• Beer is one of the most popular products that people will still take, despite all sorts of crises and so on.
• A small group of goods for purchase. Perhaps you do not think this is a plus, but in vain. The fact is that if you decide to open a small food store, you will have to purchase a fairly large group of goods and it will turn out that one thing is over, then another, and everything needs to be available. One gets the feeling that you seem to be earning, but all your money is in circulation. With draft drinks, the situation is easier. 10 - 12 pints of different types of beer, nuggets and bottled beer, in principle, not so much and it is easier to feel your personal income from this.
• Low cost of entry into the business.
• Fast payback period.

There are also disadvantages

• Draft beer spoils quickly (7-10 days)
• You can trade only until 23.00 and persons over 18 years old

Another important information!

1. You don't need an alcohol license to sell draft beer
2. Individual entrepreneurs can sell draft beer
3. You will need to submit information to EGAIS on the volume of purchases.
4. To trade draft beer (and beer in general), the size of your premises must be at least 50 square meters. meters. It does not have to be a trading floor, 50 sq. meters can enter the total area together with the warehouse.
5. It is better to open in season (summer). The ideal opening month for such a store is March-April.

What is required for the sale of beer and draft drinks.

Premises for a draft beer shop.

Most importantly, the premises you have chosen should not be located in cultural buildings, schools and kindergartens, gas stations, train stations, military installations and sports facilities.

Let's look at the most popular options for renting premises for draft beer shops:

Rent in a grocery store format near the house or in grocery stores - 40,000 rubles a month

Rent in a chain grocery store - 80,000 rubles a month

Win a retail space from the Moscow government - 60,000 rubles a month + repair 500,000 rubles

It is clear that the prices are relative and averaged, but let's look at each option in more detail.

Rent in a grocery store format near the house or in grocery stores

Many owners of convenience stores are not averse to renting out a couple of square meters. For the first time, 5 - 10 meters will be more than enough for you, and this can cost you 30,000 - 50,000 rubles. per month. There are still a bunch of grocery stores where you can also rent a room for example with the same price tag.

The advantage of this option is a small price.

Cons, not always high traffic, it may be difficult to install a sign and you will always be a guest inside someone else's business.

Rent in a chain grocery store

Pyaterochka, Magnit, Lenta, Seventh Continent and others are actively renting out square meters at the entrance, and draft beer departments are also often installed in them.

You are practically guaranteed high traffic, but this option will cost a lot. This option can cost 60,000 - 90,000 rubles. per month.

Win a retail space from the Moscow government

In this figure, we see that a room of 57 sq.m, in the center of Moscow, costs 367,000 rubles. per year, or 30583 rubles per month. With timely payment, the premises are given to you for 10 years.

The Moscow government is ready to allocate you a retail space for a period of 10 years and it is worth saying that sometimes very good options come across. Most importantly, pay on time.

However, most of these premises are in a terrible state and require repair. Given that you need at least 50 sq. meters, repairs will cost 1,000,000 rubles at best. However, if the selected room is not killed in the trash, there is a chance to meet 500,000 rubles.

Another plus of this option is that having rented a room in this way, 20 sq.m will be enough for the needs of a draft beer store, the rest of the space can be subleased.

Equipment and furniture for draft beer

It may seem surprising to you, but for draft beer it is absolutely not necessary to buy equipment. Most often, it will be provided by the beer supplier. Everyone has different conditions and equipment is also different, but it is still possible to find suppliers with very interesting offers. Yes, by the way, the installation of this equipment is also done by beer suppliers.

You will have to buy furniture yourself. If you open a chain store, then you will have to meet the specified quality standards, this option can cost a pretty penny. If you are not dependent on networks, then for the first time you can easily get by with just one rack on which the cranes will be placed.

You can search the Internet and find quite a few offers where a ready-made set of all the necessary furniture will be made for you within a week. This option can cost 50,000 - 100,000 rubles.

However, in order to maximize savings, there were also such examples when boards were simply bought on the construction market and on their own, a beer rack was made in the garage with their own hands. It all depends on you, but it is quite realistic to meet 20,000 - 30,000 rubles.

Beer in kegs

On average, one keg with a capacity of 50 liters will cost you 2000 - 3000 rubles, expensive varieties are naturally more expensive.

For the first time, 6-7 taps + 2-3 taps for kvass and lemonade will be enough for a small draft beer store. You will also need to stock up on snags. A pack of snakes, which costs 80 rubles in retail in a store, will cost you 60 rubles in wholesale.

In total, it will take you around 30,000 - 35,000 rubles for the beer itself and goods.

How much will it cost to set up a draft beer store?

And now let's calculate the option at the lowest cost.

Let's imagine that as a seller you work yourself and do not use the services of hired personnel. If you do not have the opportunity to stand behind the counter, then you need to lay another plus 25,000 rubles a month for the seller.

It is better to immediately take into account the rent for several months in advance. The approximate payback period for a draft beer store is 3-6 months. Well, let's say that everything went well for you, and you reached the break-even point (began to pay off the rent) already in the 3rd month.

Registration of IP - 10,000 rubles

Rent - 120,000 rubles (3 months)

Rack - 25,000 rubles

Purchase - 30,000 rubles

The total amount is approximately equal to 185,000 rubles. Round it up and add any unaccounted expenses and get 200,000 rubles.

From the standpoint of the issue of creating your own business, 200,000 rubles is a penny sum. Yes, that kind of money is not lying on the road, but what area can you remember where entry would cost less money?

Today, opening a draft beer shop is perhaps the best idea. You can remember how in the mid-2000s the tourism market was gaining popularity, and travel agencies were opening everywhere. Many small, private agencies opened, some of which soon closed, and some continue to provide well for their owners to this day. Now about the same, reigns in the market of draft drinks. Points of sale of draft beer are opening everywhere, some of them will close, unable to withstand the competition, others will turn into a strong business for many years to come. Particularly enterprising will be able to develop in the network and compete with existing network companies. So - what you need to seize the moment!

Business in Russia. Guidelines for starting a business in the regions.
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* 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 your own draft beer store is the dream of many aspiring entrepreneurs. A positive example of acquaintances and friends talking about how they recaptured the point in a couple of months, small investments, impressive crowds of customers and regulars in pubs can create a certain halo of success around this business. However, it is still not worth rushing to open a beer outlet without at least calculating the approximate price of the issue and without assessing the risks.

The situation in the beer market

Before opening any business, one cannot do without analyzing the situation in the industry as a whole. The beer retail market is no exception. Firstly, novice entrepreneurs should remember that the boom in the opening of live beer outlets has ended for many years. The main reason is the strengthening of state regulation of the 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 2017 the beer market will lose another 2-5% - the industry will also be 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.

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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.

Location and premises of the beer store

A key factor for a draft 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.

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 facilities, gas stations, military facilities, as well as being in markets, bus stations, airports and other crowded places is not allowed.

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. For starters, a small 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 of 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 store with low demand. Don't forget that beer suppliers are located close to the store so that you don't have to bear additional transportation costs.

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, the store 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. The wholesale price of 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 a beer business

The most optimal form for starting a 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, and besides, an entrepreneur can freely use funds from a 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 a state system for controlling the circulation of alcohol. 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 obtain 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, an operating system Windows 7 and above, a crypto-key with an 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 store with an area of ​​​​25-30 square meters. meters for these purposes can be kept within 200-250 thousand rubles.

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

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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 beer store, it will be necessary to make a good advertising sign, preferably illuminated, so that the beer house 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 get regular customers at the opening stage, it’s good 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 store 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 advertising for the store will be two conditions - it's a great location and high quality beer. In the business of selling beer, word of mouth is very important - if the seller at least once sells sour beer, 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 beer store would benefit from having a quick response button and a video surveillance system. For these purposes, it is worth laying at least 15 thousand rubles. A video surveillance camera can do a good job - 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 an office, or paying utility bills. 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. Thus, investments in the opening of a pub for 25-30 sq. meters will be about 500-600 thousand rubles.

According to the experience of similar stores, 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, the beer house 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.

In 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 can 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.

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