Hey! We are a start up brewery in Southwest Virginia. I'm in the process of putting the final touches on my business plan and I really need some guidance on distribution. I know that it is getting harder and harder to break into the distribution world as a craft brew, but it can't be impossible?? Local breweries don't want to share information due to competition, distributors don't want to provide specifics because they don't want to make a commitment. I just want to know what are some reasonable numbers and attainable case equivalences that I can put into my business plan for distribution. Can anyone give me some guidance or suggestions? I'm not married only to Virginia, we want to do multi state distribution eventually. Any help would be greatly appreciated!!
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First of all, they are called "case equivalents." I'm going to assume you don't know what that means. There are about 13.7 cases (24/12oz) in a "barrel" of beer (31 gallons). Breweries generally like to measure beer in barrels, distributors in case equivalents.
Secondly, good job in at least providing your location. It never ceases to amaze me the questions people ask on PB as if there's a cystal ball, without providing any information as to base the answer on. What I mean is, your answer will vary depending on what styles of beer you are making. Hipster beer like sours and barrel aged? German lagers? 2 Week ales? Also, the package size could matter. 16oz cans, 12oz bottles, magnums... I suppose your name and branding will matter too. Is it something geographic and uninteresting to anyone not familiar with it like Smith Mountain Lake Brewery? Is it something very stupid, dull and unimaginative like 4 friends brewery? Is the branding cohesively themed or are the beer names all over the place like that stupid one near you I'm referring to. Or is it something well thought out that would make sense in most of the 50 states... Are you going to have a rep working with your distributor or are you going to ship beer to any distrib in any state who will take you and expect them to sell it on their own, also like that idiot near you...
Here's your answer... You will sell as much beer as you go out and sell yourself.
I have a feeling you just learned a lot... You sure that plan is in it's final touch up stage? Feel free to send it to me for a free analysis. I have worked distributors in at least 20 states I can think of from coast to coast. I also have some distributor and retail connections in VA. (NY to NC for that matter) I almost built my own (third) brewery there 2 years ago.
Cheers man, and best wishes
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Same boat
Originally posted by Wicked Cedar View PostHey! We are a start up brewery in Southwest Virginia. I'm in the process of putting the final touches on my business plan and I really need some guidance on distribution. I know that it is getting harder and harder to break into the distribution world as a craft brew, but it can't be impossible?? Local breweries don't want to share information due to competition, distributors don't want to provide specifics because they don't want to make a commitment. I just want to know what are some reasonable numbers and attainable case equivalences that I can put into my business plan for distribution. Can anyone give me some guidance or suggestions? I'm not married only to Virginia, we want to do multi state distribution eventually. Any help would be greatly appreciated!!
GOOD LUCK!
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