Business Running Case: Investing in a New BrewPub?
(Conceptual Study by the Owner of an Existing Restaurant/Tavern)
New BrewPub: Starting Points
The owner of an existing restaurant/tavern operation is considering an opportunity to increase (locally) the competitiveness of the company by investing in a new system (BrewPub) for brewing craft beer (draught beer) in-house. In pursuing this proposed venture, the owner of the existing operation seeks to capitalize on national and regional trends that demonstrate skyrocketing interest in craft and specialty beers1.
After a thorough evaluation of a broad spectrum of offers, the owner selects a proposal for a capital project with the following starting parameters:
System Characteristics of a 40 barrel (8 tanks, 155 gallon/tank) BrewPub System
Turn-key system (brand-new equipment, consists of eight 155 gallon tanks = 40 bbl) for simultaneously brewing of up to eight types of craft beer on site. System characteristics:
(i) The patented malt extract system incorporates brewing, fermenting, and serving from the same tank.
(ii) The brewing system includes heater, combination fermentation/serving tanks, glycol chiller, stainless steel faucets or tap directly on tank, and all hoses, valves, carbonator, and gauges required for brewing and also for the draught beer system (connection from the serving tank to the faucet in the restaurant OR to the draught beer tapped in kegs, prepared for wholesale).
(iii) The system provider is offers complete sets of ingredients for making of up to 25 different types of crafted beer (see Appendix 1 for more details). All recipes have been carefully crafted to create refreshing, highly drinkable beers.
Two possible distribution models:
(i) Draught beer (measured in pints) for direct sale (retail) in the existing restaurant/tavern;
(ii) Draught beer (tapped in kegs), to be distributed through licensed beer wholesalers2;
(iii) Kegged and/or tanked draught beer should always be kept cold, which the industry has standardized at 38° F. Under these conditions, the storage life of the craft beer is 30 days3.
Annual maximum production capacity of a 40 bbl BrewPub System is based on the following assumptions:
(i) One pint = 16 oz = 474 ml
(ii) One keg = half barrel = 15.5 gallons = 124 pints 1 The Brewer’s Association reports that small and craft beer producers are seeing success even in a weak economy. In the first half of 2013, dollar sales “were up 15 percent” and “volume of craft brewed beer sold jumped 13 percent.” Retrieved from URL: http://www.brewersassociation.org/pages/media/press-releases/show?title=brewers-association-reports-continued-growth-for-u-s-craft-brewers
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