MICROBREWS

For the curious

Chaz Daum
Richard Herbert
Annie Ljunggren
Jessica Sisco

Definition
Microbrew/Craft Beer
SMALL: Less than 2 million barrels/year
INDEPENDENT: Max 25% ownership of
non-microbrewer
TRADITIONAL: has at least 50% of its
volume in either all malt beers or in
beers which use adjuncts to enhance
rather than lighten flavor
Americas World Class Beer. http://www.samueladams.com/company.aspx

BEER Spending
CA ranked #1 for beer shipped per capita
CA ranked only 45th in the nation for per
capita
CA consumption 26.9 gallons per
person/year.
Craft and specialty beers are growing
Michelob Ultra dominates by volume.

Beer Institute, Shipment of Malt Beverages and Per Capita consumptions.

http://www.beerinstitute.org/BeerInstitute/files/ccLibraryFiles/Filename/000000000738/03-07%2021%2B%20Per%20Cap.pdf
Johnson, Julie."What's brewing? Consolidation, pricing pressures, new flavors, light brew strength, superpremium power, more distributor
involvement--it all adds up to positive sales growth and a changing landscape for the U.S. beer market.(Cover
story)."Beverage Dynamics120.5(Sept-Oct 2008):22(7).Expanded Academic ASAP.Gale.CSU San Luis Obispo.15 Oct. 2008

Market Growth
The American beer market - stagnant
for several years -- domestic beer
sales were down 0.4% from last year.
However, not the case for
microbrewers
Goral, Tim, Annual Microbrewery report. Bnet Business Network, 1993.
http://findarticles.com/p/articles/mi_m3469/is_/ai_13977664

Market Growth, contd

Continuous growth since 1980s

2006 Growth rate: 11.7%
3 year Growth Rate: 29.5%
The microbrews stand for about 8% of
national beer production.
"The microbrewery movement is going
like hot cakes, especially on the west
coast. You keep thinking it is going to
top off but it still hasn't, and it doesn't
look like there is an end in sight yet Steve Dinehart, president of Chicago Brewing Co

Microbrew Market
Growth

Brewers Almanac 2007

Year
1947-2006

Market Growth contd

The future looks bright for the microbrew
industry
As with any "new" industry, there will
likely be a period of adjustment.
Segments:
Solid core of consumers who will continue to
buy the brands.
The other segment is based on trend, and
could artificially inflate demand before the
trend wears off.
Example: Corona

Competitiveness of the
Industry
Porters 5 forces

Rivalry Among Existing

Firms
Bars have to compete for
customers
Very little fierce rivalry, no price
wars
Lots of product differentiation
Bars attract different customers
and dont have to interact with
each other much.

San Luis Obispo

Competition

Direct competitors
Beer tasting rooms

Central Coast Brewing

Monterey Street Wine Company

Weekly beer tasting events at some places

Indirect competitors
Approx 12 successful bars
Approx 20 wineries offering wine tasting.

San Luis Obispo Country Wineries. http://www.sanluisobispocounty.com/listings/index.cfm?action=showsub&catId=8&subcatID=37

Threat of New Entrants

Growing demand since end of 1980s
The supply of draft beer has doubled the
number of microbreweries and brewpubs
since 1995.
An increased frequency of brewpubs
indicates a moderate threat of new
entrants but also greater opportunity
through increased interest from consumers.
California Brewpubs and Microbreweries. http://www.beer100.com/brewpubs_a_to_k/california.htm

Threat of Substitute
Products

Other beer tasting rooms

Bars/Nightclubs
Wine tasting rooms
Wineries
Liquor stores that sell craft beer at
comparable prices
Many potential substitutes, but we are
generally the cheaper alternative

Bargaining Power of
Suppliers
Small-scale, local production
E.g. Cayucos Beer

Relatively weak financial bargaining

power from small suppliers
BUT!
Delivery
Payments
Logistics

Bargaining Power of
Buyers
Considering the large number of craft
beers on the market, the bargaining
power of buyers is strong.
More likely to buy conventional beer
rather than craft beer.
Anheuser-Busch

Our business is about trying new things,

not coming in for the same brews
Buyer power may not be relevant

Target Market
People from the age of 25-35
66% of the people in San Luis Obispo County are over
the age of 25.
This age group is out of college with a steady and
reliable income.

Mature college students

Cal Poly had approximately 19,777 students in 2007.
Have a limited income but usually are willing to spend
money on alcohol.
Substitute for wine tasting and beer hopping.
Cal Poly Public Affairs. Quick Facts About Cal Poly, 2007. http://calpolynews.calpoly.edu/quickfacts.html
U.S. Department of Commerce, U.S. Census Bureau. (2007). San Luis Obispo Education. http://factfinder.census.gov/servlet/STTable?
_bm=y&- context=st&-qr_name=ACS_2007_1YR_G00_S1501&-ds_name=ACS_2007_1YR_G00_&-tree_id=307&-redoLog=true&_caller=geoselect&geo_id=05000US06079&-format=&-_lang=en

Cal Poly Consumption

46.5 percent of students reported drinking
alcohol multiple times per week, with 8.7
percent drinking almost daily (2005).
Compared to other California colleges, Cal Poly
stands out as above average.
"When we look at alcohol consumption by students,
Cal Poly is among the highest in the CSU system,"
said Martin Bragg, psychologist and director of Cal
Poly Health and Counseling Services.
Barbieri, Patrick, Polys alcohol consumption above average. Mustang Daily, May 2008.
http://www.mustangdaily.net/home/index.cfm?event=displayArticlePrinterFriendly&uStory_id=9a716084-35b2-4d4b-91b37268d96a82a1

San Luis Obispo

Population
Age Category

Total
Population
(Percent

Male
(Percent)

Female
(Percent)

Total

262,436

136,467 (52%)

125,969 (48%)

18-24

41,397 (16%)

23,098 (56%)

18,299 (44%)

25 and over

171,755 (65%)

87,170 (51%)

84,585 (49%)

25-34

33,098 (13%)

18,953 (57%)

14,145 (43%)

35-44

32,789 (12%)

17,235 (53%)

15,554 (47%)

45-64

68,086 (26%)

34,267 (50%)

33,819 (50%)

65 and over

37,782 (14%)

16,715 (44%)

21,067 (56%)

U.S. Department of Commerce, U.S. Census Bureau. (2007). San Luis Obispo Population. http://factfinder.census.gov/servlet/ACSSAFFPeople?
_sse=on&_submenuId=people_1&_ci_nbr=&qr_name=&ds_name=&reg=&_industry=

Education
(Bachelors Degree or
Higher)

U.S. Department of Commerce, U.S. Census Bureau. (2007). San Luis Obispo Population.
http://factfinder.census.gov/servlet/ACSSAFFPeople?
_sse=on&_submenuId=people_1&_ci_nbr=&qr_name=&ds_name=&reg=&_industry=

GDP
Total GDP for San Luis Obispo-Paso Robles in all
industries: $10,141 million.
Food services and drinking places: $284 million

U.S. GDP - real growth rate: 3.2% (USA 2006

est.)
U.S. GDP - per capita: purchasing power parity $44,000 (USA 2006 est.)
In 2006 the per capita of personal income was:
San Luis Obispo-Paso Robles, CA (MSA) $35,872
Bureau of Economic Analysis. Regional Economic Accounts, Chart CA1-3, April 2008. http://www.bea.gov/regional/reis/drill.cfm
Bureau of Economic Analysis. Regional Economic Accounts, GDM by metropolitan area, 2008.
http://www.bea.gov/regional/gdpmetro/action.cfm
The World Fact book. US Central Intelligence Agency, October 2008. https://www.cia.gov/library/publications/the-worldfactbook/print/us.html

External Uncontrollables

Economic issues:
Recession
With roughly $50 billion in annual sales, the beer industry
and alcohol industry are fairly recession-resistant.

You dont want to punish yourself just because the economy

is bad

13% of consumers said the economic downturn had

significantly affected how much they spend on beer, but
almost 50% said there had been no effect on how many sixpacks they were purchasing
More than 16 million barrels of domestic beer were sold in
the United States in July, and annual sales through that
month were up 1.4%
Sales of craft and super-premium beers such as Michelob
and Rolling Rock have jumped by double digits thisyear.
Mui, Ylan Q, Bad Time Brewing? LA Times, 2008. http://articles.latimes.com/2008/sep/11/business/fi-beer11

External Uncontrollables

Social Trends: Health

Consciousness
Overall alcoholic beverage consumption has been in

decline for more than a decade

Beer consumption peaked at 36.6 gallons per capita
in 1980 and has declined ever since.
Current CA beer consumption is 26.9 gallons per
person/year.
Increasing number of people who are anti-drunk driving.

Demographics:
Since the early 1980s, The beer industrys core market,
males aged 2134, has been shrinking for years.
Kalorama Information, The Market for Craft and Specialty Beer. March 1997. http://mythic.lib.calpoly.edu:2352/search/results.asp?
prid=897840883&query=specialty+beer&categoryid=165&cmdgo=Go

Mission Statement
We strive to break from the established
mold and offer a wide

variety of innovative
brews

for the curious

to enjoy and explore lesser known

microbreweries.

Primary Business
Challenge
Differentiate ourselves from bars and liquor stores
Select appropriate microbrews to partner with
Find an affordable space in the downtown area with
enough storage space

Specific Objectives
Open a beer tasting business in downtown
SLO
Maintain steady growth and profitability
Promote unknown microbrews and help
people discover the enormous variety of
brews
Obtain a customer base
Create a sophisticated yet enjoyable
environment comparable to wine tasting
rooms

Licensing and Taxation

Beer license is $200 with a $226 annual renewal fee.
A lot of paperwork is involved but not as difficult to
obtain as a liquor license
Business license in SLO downtown: assessment fee and
new applicant tax totals $294
Beer tax burden for consumers is 65% higher than
average tax for the US
Often because its produced in the US with inputs from
the US Sin taxes on beer
Department of Alcoholic Beverage Control. http://www.abc.ca.gov/Permits/Priority_Summary%2014Oct08.pdf
2008 San Luis Obispo Priority drawing notice. http://www.abc.ca.gov/Permits/2008_Priority/2008%20San%20Luis%20Obispo%20Drawing%20Notice.pdf
SLO Chamber of commerce. http://www.slocity.org/finance/businesstax/businesstaxintroduction.asp#How%20much%20is%20the%20license
The beer institute. Te tax burden on the brewing industry. http://www.beerinstitute.org/BeerInstitute/files/ccLibraryFiles/Filename/000000000726/The%20Tax
%20Burden%20on%20The%20Brewing%20Industry.pdf

4 Ps
Product
Product and atmosphere.
Range from high-end foreign imports to
homegrown local startup brews.
The variety is refreshing and appeals to the
thirst for change in an established industry.
Few businesses allow lesser known brews.
To compete you have to be one of the big
guys and the niche for upscale brews is
even smaller.
Consumers get variety

4 Ps
Price
$5 Tasting fee for 10 2oz beer tastes
Priced based on market value (wine
and beer tasting competitors)
6-packs average $7-$18 to purchase
Our 6-pack prices will be slightly higher
than liquor and grocery stores but will
have a greater variety and quality to offer
Raw materials costs have increased
Energy costs and aluminum have
prompted brewers to raise prices and
sales have fallen by 8% in 2007.

4 Ps
Place
Currently 4-6 possible locations available
Smaller businesses average $1-3.50/sq foot
The average rent available downtown is:
3440 S. Higuera Ste. 130; 1718 sq feet; $3200/mo
570 Higuera Ste. 120; 1040 sq feet; $1872/mo
570 Higuera Suite 110; 1963 sq feet; $3435/mo
1357 Monterey; 2265 sq feet; $2831/mo

Rents in downtown SLO has been experiencing upward

pressure; by next year rent may be $4 per square foot
compared to an average of 2$ due to construction to make
buildings earthquake safe.
City of San Luis Obispo Economic Development. http://www.ci.san-luis-obispo.ca.us/economicdevelopment/retailspace.asp

4 Ps

Promotion
Website with our extensive variety
Membership Opportunities with special discounts
and exclusive information

Weekly specials and showcases

Group discounts
Variety Pack Sampler $10 for 20 tastes

Sierra Nevada Brewery, Chico, Ca

Ex: Sierra Nevada Brewery has sample platter of

18 2oz cups for $11

A lot of our advertising will also come from

microbreweries advertising their own
products.

SMART
Specific: Open business, maintain steady growth,
promote microbrews, obtain customer base, create
appropriate environment
Measurable: Successful opening and partnering
with breweries, customer loyalty program to keep
track of customer base
Attainable: Steady growth may be difficult in the
current state of the economy, will need more
experience in industry to accomplish goals of
partnerships
Realistic: It will be expensive to start up
Timely: Once we get the finances it should be
approximately one year before the business could
be up and running

SWOT Analysis:
Strengths
Standard bars do not accommodate small
microbrews but we do.
Location gives us the opportunity to attract
seasoned wine tasters curious about brews
Advertising done by microbreweries help
promote our business with little cost to us
Can understand and reach to target market
because similar to ourselves
Not as expensive as wine tasting with risk of
wasting opened bottles
Unique idea gives us instant appeal

SWOT Analysis:
Weaknesses
No experience and limited knowledge of
the industry.
On-hand inventory requires substantial
storage.
No customer loyalty or well known
company name to appeal to customers.
Economies of scale
Purchasing power of our consumer
segment is relatively low.
One-time-experience?

SWOT Analysis:
Opportunities
New niche
No actual competitors in SLO county, wine tasting
and bars attract different customers
Large college population between the ages of 21-26
(many beer drinkers)
Availability of many local breweries to partner with
Cheaper alternative to wine tasting
Growing population and downtown expansion in SLO
Internet expansion opportunities
Downtown real estate available

SWOT Analysis:
Threats
Large established bars = competition
Have to get permission from
community
High start up costs
Downtown real estate is expensive.
The economy is in recession
Beer is a luxury good.

Reliant on suppliers.

Target vs Non-target
Gender Demographics
The target market contains more males
than females, but both genders show
interest in the business.
Target
(N=146)
Male
Female

70%

Non-target
(N=254)

62%
30%

39%

Target vs Non-target
Frequency of drinking alcohol
Our target market drinks several times a week significantly
more than the rest of the population.
Target
(N=146)
Several Times a Week
Once a Week
Several Times a Month
Once a Month
Never

56.2%
22.6%
5.8%
5.5%
0%

Non-target
(N=254)
45.3%
24.8%
8.5%
11%
0.4%

Target vs Non-target
Where consumers live
The majority of the people surveyed live in San Luis
Obispo and about 15% live in the surrounding areas.
Target
(N=146)
SLO
Morro Bay
Pismo Beach
Avila Beach
Los Osos
Other North County
Other South County

85.6%
3.4%
3.4%
0%
2.7%
2.7%
2.1%

Non-target
(N=254)
85.8%
2.8%
2.8%
0%
2.8%
4.3%
1.6%

Target vs Non-target
Age range of consumers
The main age range of the people surveyed are between
the ages of 21-25. There are slightly more people in the
targe group between 26-30.
Target
(N=143)
21-35
26-30
31-35
36-40
41-45
46-50
51-55
55 and over

73%
15%
4%
1%
2%
3%
2%
2%

Non-target
(N=250)
75%
14%
3%
1%
2%
1%
2%
1%

Target vs Non-target
Where consumers drink alcoholic
beverages
Both the target and non-target consumers drink alcoholic
beverages in similar locations. Non-target consumers prefer
to go to wineries more than target consumers.
Target
(N=143)
Bar or Pub
74%
Friends house
Home
57%
Party
53%
Restaurant
39%
Wine Bar
3%
Winery
3%

Non-target
(N=250)
72%

70%

65%
56%
55%
35%
2%
6%

Target vs Non-target
Drink beer when drinking alcohol
The Target rates draft and bottled beer and a
wider selection of microbrews significantly more
important than the non-target, otherwise both
groups have similar preferences.
Target
(N=143)
All the time
42%
Most of the time 33%
Some of the time 18%
Rarely

Non-target
(N=250)
30%
33%
25%

6%

11%

Target vs Non-target
Expected amenities
The Target rates draft and bottled beer and a wider selection of
microbrews significantly more important than the non-target,
otherwise both groups have similar preferences.
Target
(N=143)
Draft and bottled beer
Snack/Appetizer menu
Large selection microbrews
TV screens
Waitress/Waiter service
Pool table
Live entertainment
Full food menu
Large wine list
Video games

81%
64%

Non-target
(N=250)
70%
60%

44%
49%
36%
32%

33%
43%
37%
28%

26%
23%
13%
2%

28%
23%
16%
4%

Target vs Non-target
Weekly alcohol spending
A greater portion of the target market spends
over $30/week than the non-target market and a
smaller portion of the target market spends less
than $20 per week than the non-target market.
Target
Non-target
(N=143)
(N=250)
Under $10
$10-$20
$20-$30
$30-$40
$40-$50
Over $50

13%
29%
20%
18%
11%
11%

21%
31%
17%
14%
8%
9%

Target vs Non-target
Type of beer consumers drink
Customers in the target market prefer more Imported and
specialty beers than the non-target, but both groups have similar
ranked preferences for the beers they consumer.
Target
(N=143)
Imported beers
Specialty beers
Light beers
Domestic Microbrews
American lagers
Imported microbrews
Malt Liquor

83%
83%
75%
73%

Non-target
(N=250)
74%
66%
74%
53%

59%
51%
22%

47%
37%
16%

Target vs Non-target
Attributes of beer to purchase
The target market and non-target market both have similar
rankings of important attibutes in purchasing beer. It is more
important for target consumers that it is available on draft, and the
calories in the beer are less important to the target consumer.
Target

Non-target

(N=143)

Taste
96%
Low Price
Available on draft
Available in groceries and bars 42%
Brand Reputation
% alcohol
Imported
Exclusive image
Calories
Limited production

(N=250)

91%
48%
46%

48%
35%
39%

34%
27%
15%
15%
12%
12%

34%
22%
15%
10%
17%
9%

Target vs Non-target
Worth extra money for hand crafted
The target market believe hand crafted brews are worth the
brew
extra money more than the non-target.
Target
Target

Non

(N=145)

Agree Completely
27.9%

(N=251)

41.4%

Agree Somewhat

52.4%

51.0%

Disagree Somewhat

4.1%

15.9%

Disagree Completely

2.1%

5.2%

Target vs Non-target
Interest in SLO Microbrews
Our target market is more likely to use our service over the nontarget market.
Target
(N=146)

Certain will use

Almost certain will use
Very probable will use
Probably will use
Good possibility will use
Fairly good possibility will use
Fair possibility will use
Some possibility will use
Slight possibility will use
Very slight possibility will use
No chance will use

37%
40%
28%

Non-target
(N=254)

21%
20%
16%
13%
11%
4%
0%
5%
4%
5%
0%

Target vs Non-target
Reasons for attending SLO
Microbrews
Our target market and non target market have similar views of
why they would attend our business.
Target

Non-target

(N=146)

Go with a group of friends

Take a date to it
Go with friends like a bar at night
Dinner experience
Special occasion place
10%

(N=254)

63%
4%
20%
3%

60%
5%
16%
4%
17%

Target vs Non-target
Prospected visits in three-month
period
Our target market would come more times in a month than our
non-target market customers.
Target

Non-target

(N=146)

One to two times

Three to four times
Five to six times
Seven to nine times
More than nine times
I would never use it

(N=253)

40%
35%
22%
2%
1%

56%
26%
13%
1%
1%

0%

3%

Surveyed points of
interest
A local and easy way to taste beers you wouldnt get at a bar
A cool way to try new beers and support local brewers
A good alternative to wine tasting
I like to drink beer
Learn about new beers... Try rare beers
Sounds like fun

Hourly Forecast
Assumptions:
Hours of operation: 1pm-9pm
Estimated 28 days/month

Optimistic

Likely

Pessimistic

15 customers/hour
$15/customer
Open 8 hours
15*15*8=

8 customers/hour
$10/customer
Open 8 hours
8*10*8=

5 customers/hour
$5/customer
Open 8 hours
5*10*8=

$1,800/day
$50,400/month
$604,800

$1,152/day
$32,256/month
$387,072/year

$400/day
$11,200
$134,400

Sales Forecast
(Optimistic)

Hours of operation: 1pm-9pm

(so people can still eat dinner afterwards at a reasonable hour and main intention is not to
be part of bar hopping)

Pricing: $5 tasting fee $8 avg for a six pack. Assume $15/person

Target Market: 14% aged 25-34; 14% of 262,436= 36,741
(Assume 70% of population drink alcohol)

=25,719
(Assume 50% awareness)

=12,860 customers
(trial interest is 56%)

=12860*.56=v
(Assume customers go twice a month)

=v*2*$15
= $/month or $/year

Sales Forecast (Most

Likely)
Hours of operation: 1pm-9pm
(so people can still eat dinner afterwards at a reasonable hour and main intention is
not to be part of bar hopping)

Pricing: $5 tasting fee $8 avg for a six pack. Assume

$10/person
Target Market: 14% aged 25-34; 14% of 262,436= 36,741
(Assume 70% of population drink alcohol)

=25,719
(Assume 35% awareness)

=9002 customers
(Assume customers go once a month)

=9002*1=9002*$10
= $90,002/month or $1,080,024/year

Sales Forecast
(Pessimistic)
Hours of operation: 1pm-9pm

(so people can still eat dinner afterwards at a reasonable hour and main intention is
not to be part of bar hopping)

Pricing: $5 tasting fee $8 avg for a six pack. Assume

$5/person
Target Market: 14% aged 25-34; 14% of 262,436= 36,741
(Assume 70% of population drink alcohol)

=25,719
(Assume 25% awareness)

=6430 customers
(Assume customers go once every couple months)

=6430*.5= 3215 customers/month*$5

= $16,075/month or $192,900/year

Positioning
Statement
To recent college graduates
between the ages of 25-34,
SLO Microbrews is a beer
tasting room that offers unique
microbrews for a great price.

Marketing Promotional
Tools
Website showcasing our extensive variety
Club membership with discounts, exclusive beers,
and quarterly shipments

Monthly specials
Email list
Newspaper ads
Display board inside

Merchandise with logo- t-shirts

Slogan for the curious
Strengthens brand and provokes interest

Marketing Based on New

Data
60% of the people surveyed claimed they would go to SLO Microbrews to
hang out with friends
Discounts for groups of 8 or more people

~90% of consumers surveyed said taste is the deciding factor when

choosing a beer
Market campaigns focus on the variety of flavors available

Specialty and imported beers were the most frequently preferred beers
These will be available

Risk Analysis
Economic recession decreases spending
May not be able to get financing because
people less willing to loan money in
recession
Competition from established beers, may
start providing their own beer tasting in
addition to the other services they have
(wouldnt be difficult for them to do)
First mover advantage isnt strong

Conclusion
To Taste, Or not to taste??
Growing Industry and growing consumer
interest
Good fit in SLO (57% of people surveyed
would very probably go)
Threats: high volume of substitutes and
indirect competitors
Weaknesses: Inexperience, costly, need a
location

Bibliography
Americas World Class Beer.
http://www.samueladams.com/company.aspx
California Brewpubs and Microbreweries.
http://www.beer100.com/brewpubs_a_to_k/california.htm
The Free Encyclopedia, Microbrewery.
http://en.wikipedia.org/wiki/Microbreweries
San Luis Obispo Country Wineries.
http://www.sanluisobispocounty.com/listings/index.cfm?
action=showsub&catId=8&subcatID=37
Goral, Tim, Annual Microbrewery report. Bnet Business Network,
1993. http://findarticles.com/p/articles/mi_m3469/is_/ai_13977664
Cal Poly Public Affairs. Quick Facts About Cal Poly, 2007.
http://calpolynews.calpoly.edu/quickfacts.html
U.S. Department of Commerce, U.S. Census Bureau. (2007). San Luis
Obispo Education. http://factfinder.census.gov/servlet/STTable?
_bm=y&-context=st&-qr_name=ACS_2007_1YR_G00_S1501&ds_name=ACS_2007_1YR_G00_&-tree_id=307&-redoLog=true&_caller=geoselect&-geo_id=05000US06079&-format=&-_lang=en

Bibliography Continued
U.S. Department of Commerce, U.S. Census Bureau. (2007). San Luis
Obispo Population.
http://factfinder.census.gov/servlet/ACSSAFFPeople?
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