Open a specialized brewery!

Open a specialized brewery!

Join this trend and conquer the palates looking for quality in their drinks and live a gourmet experience.

Mexico is the sixth beer consumers worldwide and growing every day in the country’s interest and specialty handmade variety. This, coupled with the wide variety of brands, styles and qualities, open the opportunity to undertake a boutique beer.

Business model

Establishment with more than 200 national labels, imported and microbrews. The restaurant offers options to buy or tavern to eat out. Space has a small kitchen to prepare snacks and simple food, parking and bathrooms. Open Monday to Thursday from 2:00 pm to 12:00 am, and Friday through Saturday from 12 p.m. to 2 a.m.

Target audience: men and women 18 to 60 years of socioeconomic level A / B, C +, with a taste for beer. They are people seeking alternatives and are open to new experiences and flavors.

Furniture: tables (3), chairs (12), bar and high chairs (3), racks (shelves) of a meter in length (5) screens (2).

Equipment: vertical type refrigerator showcase (3), beer pump (2), microwave, fryer, ice machine and desk. Glassware, china and disposable: crystal glasses (different for each type of beer), plates, bottle openers, coasters, napkins, cutlery, ashtrays and serving trays. Inputs: minimum 200 labels of beers, domestic and international, snacks and frozen food.

Personal: two employees (divided into two shifts) and a unit manager. Accounting services via outsourcing contracts.
Initial Investment: $ 450,000
Margin: 49 to 50 percent.

Understand that the beers go beyond the “dark and light” classification may be the key to enter a market with great potential in Mexico. In addition to traditional bars, there is a focused consumers willing to experiment and awaken your taste buds to new flavors choice: beer boutiques. These establishments offer both, national and international brands and craft.

This concept emerged in the United States about 20 years ago, in response to new consumer needs-from then- against the limited supply of local production. Many of them wanted to learn about new trends they knew when traveling or online, and also sought to live a gourmet experience. Thus began labels imported from other countries and new brands of craft production created.

In Mexico, things were not very different. 10 years ago the Mexicans had access only to beers of the two largest brewing groups in the country (Grupo Modelo and Cuauhtemoc Moctezuma). Who wanted more, he found that only about 70 international brands, which were very expensive and hard to get imported.

Consumers got used to this situation and, for generations, the market did not evolve. “The brand that took your grandfather, your father took her and you. Were limited and did not know more alternatives, “says Jaime Andreu, founder of the brewing house Primus.

In 2007, along with his cousin Rodolfo Andreu, Jaime began. The idea was to create a recipe to taste the Mexican palate, but that does not resemble anything existing.

Today, market products that have received international awards. “We are convinced that beer can be considered level one drink a wine; however, had never given a prestigious location, “he says.

It was in that year that other entrepreneurs decided to join the trend, still gaining momentum in other countries. So the first shops opened in beer and began to arrive the country imported labels. Furthermore, other Mexican brewers created their own recipes and to enter the market under the brand concept craft beer.

At first, these boutiques faced two challenges:

Customers were afraid to try new flavors and was the exclusive sales wielding the big brewing groups. Thanks to the efforts of the pioneers of this industry, the situation has now changed.

The first challenge was overcome with the urge of the beer culture in the country. Today, consumers are more interested in quality, original recipes and new flavors. They also understand that these products are not to consume in quantity, but rather to appreciate its quality.

This is due in part to trends in the US and Europe have changed the idea of what Mexican is good beer, “the boom of artisanal products has also benefited us,” said Jesus Briseno, co-founder of Minerva Brewery. This company started in Guadalajara Jalisco in 2004, but was only in 2007 that began selling on a large scale. Currently installed capacity is 90,000 liters per month and produces nine types of beer.

Jesus and Jaime lead the movement for the free beer, which seeks to improve the conditions of the beer market in our country. Its main objective is to defend the freedom to sell and buy craft beers.

Recently, their efforts paid off: when the market opened, in order to avoid monopolistic practices in the market, the Federal Competition Commission (CFC) established conditions exclusivity contracts to breweries.

“With this great victory, we can expect the market to continue to grow; however, there is much work to do yet, “says Briseno. “So far we have had many accomplishments, but our work is not over,” says Jaime.

The next barrier to overcome is working together with the Brewery Association of Mexico (Acermex) to decrease the Special Tax on Production and Services (IEPS), which represents an important part of the final price of craft beers and micro . “Almost everyone IEPS is a fixed rate, but Mexico is ad valorem, gradually rises. This limits our competitiveness, “says Jaime.

Despite the challenges ahead, these entrepreneurs are convinced that the potential in Mexico is high. Our country is the sixth largest consumer of beer worldwide, and consumption of craft beer and specialty growing at over 50% annually for 10 years, according to figures Acermex.

For his part, Jesus makes an analysis of the situation and warns that the industry must move cautiously. “20 years ago in the United States he gave something like what is happening now in Mexico: an exponential growth in terms of craft beer. The producers began creating new brands because customers were interested in testing them, “he recalls.

But beyond achieving healthy growth, it hurt industry: were launched many products that far from being craft, were home. This means that there was no good quality control and manufacturing process was not standardized. In the end, many businesses had to close. Those who survived, worked to stabilize the market and to create rules that regulate the production of this drink.

Currently, Mexico does not have legislation or a body to regulate what is and what is craft beer home brew. “The conditions in our country are not perfect, but you can not deny that there is an opportunity. The important thing is to enter the market as consumers demand new and better products, “says Briseno.

By Acermex free beer and making efforts to improve these conditions. Each year conducted the Beer Festival in Mexico City, to bring the public to the producers. The most recent edition of the event was attended by more than 28,000 workers, 32 breweries and eight restaurants.

In this event, where experts share courses helpful for those looking to enter the business and for fans of these drinks are given information. The goal, Jesus makes clear, it is to move the office to the formal venture. Like these successful entrepreneurs, you can join us too the trend.

Business startup

Before starting a business boutique beers, you must understand and know your market . Go to the foodie, fans food and drink between 25 and 45 years, who seek that every meal becomes a gourmet experience.

This segment is more interested in quality than in luxury. He is always experimenting and willing to pay for added value. To stay informed, this type of consumers turn to blogs and websites, so the first step is to have a presence there.

When Felipe Medina decided to start The Beer Company in 2009, his priority was to collect all the brands under one roof. The initial approach of his business was selling beer to go, but this model was not as profitable. So he joined the tasting rooms (rooms for their clients will taste beers).

At that time could be found in Mexico about 70 brands, “of which about seven were handcrafted,” I remember. He walked with importers and gradually grew their inventory. Today, his company has a presence in 16 states of Mexico, where it offers more than 350 domestic and imported labels. His secret? First, he learned to listen to the market: what customers ask and new deals worldwide.

His experience has taught him that Mexicans have very particular tastes. Hence the need to know each zone.

“We enjoy very good responsiveness; when a customer orders a beer in particular, we have it in stock, “says the entrepreneur. If for some reason do not have the mark, they have the knowledge to recommend another related tag to your tastes.

Although most of its clients are men (65%), Philip has found that women are increasingly more interested in being part of this movement. “In fact, there is a club called Women Catadoras Beer in Mexico, with whom we have organized events,” he says.

Thus, the founder of The Beer Company has positioned its brand in the minds of consumers. The approach is to give a place to beer as a premium product; therefore generally does not offer promotions while to call the attention of the market seeks to incorporate new products every month.

If you want to take on the right foot, following the example of Philip and start building a relationship with your potential customers. Working on a marketing strategy defined in order to reach your target audience and establish ties with them, to generate loyalty.

Do not forget that the market will dictate what products you offer, so you need to keep track of what is the most requested and always have an ample supply.

The main countries from which Mexico imports beer are Belgium, Germany and England; however, the boutiques offering includes products from Jamaica, Italy, Brazil, Denmark and the United States. As for domestic beer, Jaime Andreu, Primus, estimates that there are 35 projects listed as distributed throughout the Republic companies.

Concept and experience

At the time of project, you must define your revenue model. This allows you to define your target audience and the infrastructure that you need to make your store operates. The most important thing is whether it will be a boutique selling beers to go or a tavern for your customers to consume your local.

If you choose the second option, you can offer from snacks to more elaborate dishes. This will have a direct impact on your model as it will involve additional income, but also requires equipment and a different layout for your site.

The size of the local also go based on what you decide, you can be 23m2 to 120m2. Consider the alternative to generate additional revenue by selling products to restaurants in your area.

Another aspect that can not be neglected is the concept of your shop and experience that you expect to generate in the user. This element can differentiate yourself from the competition. When Pilar Silva and Gerardo Luna (partners and husbands) The Beer Box started in 2006, they planned as an online store selling beer that you could not get elsewhere.

The success encouraged entrepreneurs to open a physical store, which planned as a single space for lovers of beer in Mexico. The results speak for themselves, for now have 55 branches in several states and have plans to open 10 more in the short term.

The concept of this brand grew thanks to Gerardo Pilar and understand their customers. “Before us, the places that sold imported beer bottles offered no loose, but at least one whole box of the same brand. This complicated the sale, as it was a product that many did not know and did not know if they would like; Imagine buying a case of beer and that was not to your liking, “Pilar said.

Instead, the couple gave the option for customers choose among different brands of beer, “in this way, they are arming their boxes with bottles they love or who want to try, hence our name The Beer Box” adds the entrepreneur.

At first, what was hard was that people understand the business concept. “The easiest thing was being seen as a ‘wine bar’ beer, but we are much more than that,” says Gerardo. In each branch of the company it seeks to give customers the best experience to learn new styles of beer and the best way to take it (as conceived by the brewer that developed).

With the idea of boosting the prestige of the drink, you should educate consumers. “We are not an alternative if they want buckets 2×1 or promotions for drink a lot, we are a concept where beer is the flagship product and each sip is a wave of flavor,” argues Gerald. So ultimately consumers understand why they should pay up to 10 times the price of a beer commercial.

Pillars of operation

Once you have decided which concept will your store, you need to define your location. Remember that an important part of business success is based on the area where each unit. The good news is that there are geographic intelligence tools that determine where are the areas with potential for every business.

Scan if you want to be close to the competition because your proposal is better; or, if you prefer being the first in your area. Meanwhile, Felipe Medina, The Beer Company, recommended that these businesses are located in cities with at least one million inhabitants.

The next step is to focus on machinery and equipment to operate. To begin, you’ll need two or three cabinet coolers type where you can showcase the beer and keep upright (which is ideal). You should also have at least two pumps to serve beer on tap, kitchen equipment (microwave, fryer, ice machine), screens and sound system.

Try your local mood so that your clients feel comfortable and look as long as possible to remain within it. One option is to organize sports events to see and television specials, and become a rallying point.

In this sense, another alternative to attract more people to your business is to make use of social networks. These channels fail to offer something new each month and generate expectation. For example, you can prepare tastings for your customers or theme nights.

The goal is to constantly remind them that there is something for them at your local.

A key point is the training of your staff. Keep in mind that it is essential that those who deal directly with customers know the product and know how to sell it. Eye: and since it is a niche product, it becomes more important. “In our tavern employees should be able to convey the passion for beer, able to give precise recommendations and explain each of the products we handle,” says Gerardo.

Another tip: to ensure that only quality labels will handle, come with importers of beer. On the other hand, besides the types of beers, your employees must be able to prepare basic dishes on the menu. If you want your menu to be more complete, hire a full-time cook.

Please pay special attention to procedures before starting. Come to anyone who can advise you, as entrepreneurs have a similar business and who know the requirements, which vary depending on the entity in which you want to install.

Nor let out the details. She believes that in business there are no magic formulas or guarantees, although a good strategy planning and improve the chances of achieving your goals.

Keep everything in order

To protect your investment, be sure to make all necessary arrangements to operate according to law. “There is no specific permission for a boutique beer, because we do not operate as a wine bar, but also as a center for traditional consumption,” says Felipe Medina, The Beer Company. The requirements and costs vary depending on the state and even the delegation.

According to the open a bar or cantina in Mexico City must arrange a zoning certificate (land use), to obtain the approval of Security and Operation, and manage operating license Type B. Once operations begin, the steps to take are: Internal Civil Protection Program, registered in the Register of Tax and Payroll License advert.

5 Things You Did not Know Beer

Beer is the second most popular beverage in the world (just after tea).

The first Oktoberfest was held in Munich in 1810, and this event is still held annually.

The oldest recipe, The world is beer.

The first beer cans were created in 1935.

The beer contains vitamin B6 and antioxidants; reduces high blood pressure in women and helps to fix calcium in bones. Beerlovers in Mexico 53% drink beer at least once a week. 50% has proven Brew.

82% think that the most important beer is its flavor. 71% say they try to find a brand new stores.

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