What do you need to sell draft beer? How to open a beer store and guarantee its success? What you need to start

Draft beer is superior in taste to its bottled counterparts. The absence of pasteurization makes the taste brighter and richer. The first such stores, which began opening several years ago, became popular among the population despite the rather high cost of this product.

The demand for beer is growing steadily. This industry is one of the few that is not affected by the crisis. Its cost remains lower than for strong alcoholic drinks. In addition, hot weather encourages consumers to opt for a foamy drink. Therefore, the idea of opening a pub from scratch attracts many businessmen.

Legal registration of the seller

Before opening a draft beer store from scratch, you need to familiarize yourself with the legislation governing this area of activity. The seller must register entity(LLC) or individual entrepreneur. If the product range includes wine and spirits, then an individual entrepreneur will not be suitable.

Retail sales of intoxicating drinks are not licensed. What you need to open a draft beer store is to have OKVED codes, allowing the sale of this category of goods. Since mid-2016, new codes have been introduced. A company or individual entrepreneur that began operating after this date must have the following codes: 47.25.1, 47.25.12, 47.11.2. If you plan to open a beer store and bar, then you will need code 56.30.

If the organization was registered previously, but was engaged in a different business, it is necessary to notify the Federal Tax Service about the addition of new types of activities. To do this, fill out the following forms:

for IP R24001;
for LLC R13001 or R14001.

Store requirements

You can’t open a live beer store everywhere. Similar trade is prohibited in the following areas:

kindergartens, schools, clinics and hospitals;
sports facilities;
public transport and stops;
train stations, airports;
markets;
gas stations;
concert halls;
military facilities.

Trading in temporary kiosks and tents is prohibited. What you need to open a beer store is to find a full-fledged premises with a foundation, walls, and a roof.

It is legally prohibited to sell any alcoholic beverages at night (the ban is valid from 11 pm to 8 am). In addition, it cannot be sold to persons under 18 years of age.

Equipped premises for a draft beer store

EGAIS

The state system for monitoring the production and circulation of alcohol obliges companies and individual entrepreneurs purchasing and selling intoxicating drinks to connect to it. A turnover log is kept daily alcoholic products and a declaration is submitted monthly. All information and instructions are presented on the official website of EGAIS. Before opening a beer outlet from scratch, you will need to connect to the system and issue a digital signature.

Cash machine

An enterprise selling beer on tap must purchase and register a cash register. This legislative norm applies to all companies and does not depend on the applicable tax regime.

Obtaining permits

Setting up a draft beer store requires obtaining certain documents permitting its operation. Working without a complete package of papers is fraught with fines and closure of the outlet.

The list includes:

statutory documents of the company (IP);
premises rental contract;
fire inspection report;
conclusion of the SES;
labor contracts with employees;
health records.

If beer will be bottled in a shopping center, a sales permit is required. When operating a point on the street, you need to obtain permission from local administrative authorities.

What does the SES pay attention to?

Before opening beer for bottling from scratch, you need to bring the premises into compliance with SES requirements. The walls should be tiled or painted. Lay a moisture-proof coating on the floors. It is necessary to provide daily wet cleaning. It must be remembered that the store must be equipped with good ventilation.

Obtaining permission from the fire department

Setting up a beer store involves a visit from a fire inspector, who checks the presence of a fire safety system, an evacuation plan and an emergency phone number. Instructions on precautionary measures must be available. fire safety and a log of employee training.

To open a beer store from scratch, you need to make sure there is an emergency exit. Without it, the inspector will issue a negative conclusion.

How to start

Step-by-step instructions for opening a draft beer store begins with preparation, which allows you to calculate costs and determine a development strategy.

It is important to write a business plan for a draft beer store.
Receive the required package of documents.
Find a premises and sign a lease contract.
Purchase equipment.
Select a supplier and sign a supply agreement.
Hire employees.
Think through advertising and produce materials.

Until the point begins to operate, it is difficult to determine which assortment will be the most profitable. Therefore, it is necessary to keep statistics in order to make the necessary adjustments after a year of work. The importance of statistical recording and analysis is associated with the very short shelf life of draft beer. It does not exceed 5–7 days. And the presence in the line of varieties that are not in demand will lead to large financial losses. The optimal number of species in the line is considered to be up to 25 pieces.

Another nuance that entrepreneurs should take into account is seasonality. The beer store business brings in minimal income in the winter. Some businessmen prefer to close the outlet for this time. The summer period can bring super profits.

Pricing

When opening a beer business from scratch, you need to decide on the assortment and pricing policy. The size of the trade margin directly depends on the category of the intoxicating drink. The higher the purchase price, the lower it is. For product Russian manufacturers it can be up to 100%, and for imported products no more than 25-30% per liter. The average retail price is 60–250 rubles. It is also important to consider the purchasing power of consumers.

Equipment

For a beginner, it is more convenient to conclude a contract with a beer supplier from one manufacturer. In this case, you can count on free equipment for a beer store. The distributor will offer the necessary promotional material, which will save on its production. Another way to save money is to rent equipment.

The peculiarity of the equipment is the need for regular maintenance. If the contract with the supplier does not include performance preventative work, these costs must be included in the budget.

Before opening a point selling draft beer, It is necessary to purchase (rent) the following equipment:

cooler;
counter for installing beer taps;
bottling mechanisms;
hoses;
bar counter;
special containers - kegs;
gas cylinders;
gearbox;
refrigerators;
showcases for displaying related products.

Purchase of drinks

A bottle store may offer an assortment of different brands. Purchases can be made from distributors or from the factory. Direct purchase from the factory is profitable only if there is a high demand for beer. This option is more suitable for chain store owners. To supply one point, you need to find distributors who sell drinks in small wholesale.

Design

What does it take to open a draft beer store? Needs to be taken care of appearance establishments. It is no less important than the assortment.

The point of sale of draft beer requires not to limit yourself to painting walls and arranging furniture. An appropriate atmosphere must be created. Standard repairs must be supplemented with appropriate paraphernalia. For example, beer mugs, kegs, themed paintings or photographs. Dark wood finishes are possible. To create a relaxing atmosphere, the lighting should be dim.

It has become quite fashionable to decorate stores in the opposite way, creating well-lit rooms with bright colors.

The store must have a bright and memorable sign. If you don’t have your own imagination, you can contact advertising agency, where they will help develop form style. A bright name will help you save on advertising promotion of the point.

Financial investments

An important component of every business is understanding the amount of investment and future income. How much does it cost to open a beer outlet?

The amount of investment directly depends on the city, the range and purchase price of beer drinks and snacks, retail space. How much does it cost to open a beer store? Minimum costs include (thousand rubles):

legal registration – 10;
repairs – 80;
monthly rent – 40;
purchase of equipment – 180;
advertising – 10;
purchase of a batch of beer and snacks – 100;
The monthly salary of two salespeople is 40.

What does it take to open a beer store? Have a budget of about half a million rubles. Monthly expenses will amount to about a quarter of a million rubles.

When opening a point in a metropolis, 500 thousand rubles. will not be enough. How much does it cost to open a draft beer store in a large city? It is necessary to expect that the minimum budget will be three times higher.

Payback

If investments do not exceed the specified values, then the average revenue per day should be 9 thousand rubles. If the average purchase is 250 rubles, there should be at least 36 buyers per day.

Since the maximum profitability of a beer store occurs during the hot season, the opening of the outlet should take place in the spring. By the summer, it will become quite recognizable among buyers.

If we take into account that a liter of intoxicating drink costs 60 rubles, and during the season the daily sales are approximately 200 liters, then the monthly revenue will be 360 thousand rubles. That is, the store will pay for itself in less than two months. In some cases, the payback period may be even faster. But there are unsuccessful projects in which the profitability of the draft beer business is minimal.

Opinion of experienced entrepreneurs

Those who consider draft beer as a business leave positive reviews. It is important to choose the right location and offer an assortment that differs from competitors. Despite the fact that the number of outlets is increasing every year, there are prospects for growth. This type of business should not be considered as a random one that can bring a lot of money.

How to open a beer store for bottling? You should think about positioning, pricing policy, and analyze the activities of competitors. It’s a good idea to put yourself in the consumer’s shoes and think about expectations from a new store.

A well-thought-out business plan for a bottling beer store will allow you to organize a business using raised funds. Which will be a serious advantage for young entrepreneurs who do not have sufficient finances.

Once the outlet is organized, you can offer customers the service of purchasing their favorite drink via the Internet. The created website will become a good advertising platform. In addition to the informational component, it is worth adding “forum draft beer store.” This will allow you to conduct surveys and monitor customer wishes. The loyalty program for users will be an incentive to keep track of promotions and new products, and leave reviews.

Buying a business

When businessmen do not want to waste time organizing the store and obtaining documents, they consider the idea of acquiring an already functioning business. It's difficult to say for sure how good this idea is. It's obvious that good business, bringing a stable high income, cannot be cheap. And there are not many offers on the market.

Some merchants build a business by organizing a point for the purpose of its further resale. Often a store is just starting out, without fame and stable income. Selling a beer store is interesting for its owner, so he will try to talk about all the advantages, hiding the disadvantages.

But we cannot conclude that only unprofitable stores are offered for acquisition. Among all the offers, you can choose a worthy option. There is no need to rush into purchasing; you need to carefully study the options you like. The basis for the analysis are the following points:

the period of operation of the store;
how many owners it has had throughout its history;
how long the offer to sell has been posted;
reasons for searching for a buyer.

If you manage to find a suitable one from all the offers, you should ask the seller:

premises rental contract,
sales reports;
all reporting documentation on financial activities;
contracts for the supply of drinks and snacks;
equipment documents.

All factors must be taken into account together. Since a long sales period for a store does not always indicate its unprofitability. Perhaps the seller greatly inflated its value from the very beginning, and then began to slowly reduce it. Or the offer was placed on a small number of resources with a poor description.

What to look for when buying an existing business

The standard reasons for sale indicated in advertisements are:

changing of the living place;
change of business profile;
lack of time for management;
personal problems.

They may be true, but they should not be trusted unconditionally. A newcomer runs a great risk of buying a business that is obviously illiquid. An experienced person who already has a bottled drinks business is well aware of the pitfalls and knows how to analyze papers and information.

The lease contract should be reviewed for duration and monthly payments. You should also contact your suppliers to find out if there are any outstanding payments.

You can find a good deal, you just need to know that:

the cost of a profitable store is high;
You can’t take the seller’s word for it, you need to study all the papers and contracts in detail;
you should check whether there are any debts to the landlord and suppliers.

Trading intoxicating drinks on tap is quite simple. But the profitability of a draft beer store as a business can be zero. This is usually due to errors in choosing a location and customer focus.

It is important to control the quality and freshness of the product. A bad product will lead to loss of consumer trust.

Beer is a drink that is loved all over the world. True connoisseurs will always prefer a glass freshly filled from a keg rather than buying a bottled product. This drink is also called “live”. It contains many substances useful to humans, if, of course, it is produced in compliance with technology by responsible brewers. Experts position draft beer as seasonalbusiness. Whatever you say, the demand for it is still greater in the warm season. When it's July heat outside, the cash registers of draft beer stores are quite decent. In one summer month it is quite possible to sell about 10 tons, even through a small retail outlet or beer bar.

Where is the best place to place a point selling draft beer?

As with any store, the success of a draft beer outlet lies in its good location. People who return home from work willingly buy this drink, so it would be wise to open a trade near residential areas. A good location is also considered to be a place near enterprises, markets and grocery stores. By law, it is prohibited to open such points of sale near educational, medical and sports institutions. When choosing a rental space, this must also be taken into account, otherwise the business will face difficulties.

How much money do you need to start a business?

If we talk about what is needed initially to open a draft beer store, then it is quite enough to rent a room of 20 m². For its equipment you will need 15-20 thousand dollars. To accommodate 12 taps from which the drink will be poured, 10 m² is enough, the rest of the area will serve as a sales area. It is known from practice that customers are usually attracted to a retail outlet where they can choose from 20-24 varieties. Therefore, the same number of taps will need to be installed, and the optimal area for the store should be from 40 m². Furniture will also require a counter, and equipment - a cash register.

Equipment for selling beer on tap requires certain investments. Therefore, many entrepreneurs start their business by concluding contracts with a distributor of a manufacturer of a certain brand. Under the agreement, they transfer equipment to the store owner, train salespeople and provide marketing support. The company representing the brand also guarantees Maintenance equipment. Due to the specific nature of the drink spill, taps often become clogged; they need to be cleaned at least once a month.

If an entrepreneur follows an independent path and sells products from several brands, then he will have to spend his own money on the purchase of bottling equipment, refrigerators and other furniture. The equipment for the “live” draft beer store alone will cost him no less than 10 thousand dollars.

Necessary equipment

The equipment set usually includes:

Gas cylinder (carbon dioxide). It is necessary to displace the drink from the keg. Special food-grade carbon dioxide is used. It is important to follow the bottling technology and control the degree of CO2 saturation of the beer.
A reducer is the equipment necessary to control the pressure emanating from the cylinder. Usually he reduces it to 1-3 atmospheres from 60-80, which are created inside the container. It is necessary that this part always works properly. Failure of it can lead to a break in the hose and even a small explosion.
A keg is a vessel made of steel. They come from 5 to 100 liters. To comply with the technology and beneficial qualities of the drink, it is necessary that it be reliably sealed.
Intake head. Through this equipment, carbon dioxide is supplied to the keg.
Cooling device. This unit is one of the most expensive in the system. It is capable of cooling from 15 to 400 liters of one type of beer per day. The price of the device also depends on the performance. The cooler is capable of maintaining the optimal temperature of the product during bottling at any air temperature; without it, a business with this drink is simply impossible.
Defoamer. It is installed next to the tap and makes it easy to fill not only a glass, but also a PET bottle.
The beer column is the equipment through which the product is directly poured. The column plays an aesthetic role and can be designed to dispense one type of drink or several.

Unobvious features of the business selling draft beer

Selling draft beer has its risks. The fact is that it is stored in kegs for no more than five days. If you calculate purchases incorrectly, then part of the product can simply be thrown away. As a result, the business will suffer losses. However, along with this, it has undeniable advantages: stable demand for the product, small investments and quick payback investments.

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

Market analysis and location selection

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

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

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

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

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

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

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

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

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

Main provisions of the project

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

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

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

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

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

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

When you decide on the building, the supplier, formalize everything Required documents and make repairs, you need to move on to the next points of the business plan.

Equipment and personnel required for operation

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

IN Lately Thermal chambers or kegerators are becoming increasingly popular. When storing beer in a separate room, centrally cooled, there are a number of advantages:

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

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

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

How to advertise a store and attract customers

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

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

Possible timing of opening a beer outlet

Open a quality store for short term- not an easy matter. Businessmen will have to face a number of problems and delays, which we dealt with earlier. Difficulties may arise if you do not have experience in this field.

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

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

Fixed and variable costs

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

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

Total: 410,100 rubles.

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

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

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

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

In contact with

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

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

Documents for opening a beer store: business registration and OKVED

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

For individual entrepreneurs There are several convenient taxation systems - patent, simplified system or UTII ( Single tax on imputed income).

Suitable OKVED codes:

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

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

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

SanPin: list of documents for a beer store

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

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

Consumer Corner

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

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

Permission to open: fire safety

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

Fire alarm installation confirmation
Evacuation plan
Fire Safety Magazine

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

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

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

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

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

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

KKM card and passport
Service contract cash register
Cashier-operator's journal

Alcohol declaration and alcohol logbook

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

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

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

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

Does the list of documents dazzle your eyes? We have a solution - ready business. In this catalog we have collected offers from ready-made beer stores in St. Petersburg. Business for Moscow, see.

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

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

What do you need to open a beer store?

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

Algorithm for opening a draft beer store:

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

Advice: sale of draft beer – seasonal business. Income in summer exceeds this figure in winter by 4-5 times.

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

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

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

Open a draft beer store: where to start?

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

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

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

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

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

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

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

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

Equipment for a draft beer store

Equipment can be purchased independently or rented - depending on availability starting capital and visionary strategy.

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

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

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

Beer store decoration

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

Basic list for store design:

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

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

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

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

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

How to keep records in a draft beer store?

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

A draft beer store from scratch is a fairly new discovery in the field of sales. For ease of record keeping, it is recommended to choose automated computer systems. Most points from the moment of opening are installed by automated retail store equipment, some people buy it after the start-up costs are covered.

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

Seller's technology:

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

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

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

Beer store design

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

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

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

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

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

How to promote a draft beer store?

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

In addition to signage, interior design and thematic design could be a good marketing move outdoor advertising– banners in the area of placement.

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

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

Everyone approaches the issue of discounts differently. Some experts advise against giving away discount cards“right and left”, since in winter the store can expect losses. Other popular outlets boldly introduce discount and savings cards to attract customers.

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

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

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

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

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

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

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

Is it profitable to open a draft beer store?

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

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

Calculation of project payback:

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

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

Draft beer store as a business: reviews

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

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

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

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

Save the article in 2 clicks:

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

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