The Microbrewery Handbook
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The Microbrewery Handbook : Craft, Brew, and Build Your Own Microbrewery Success

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An unprecedented guide to successfully start or grow a microbrewery or craft brewery in a much more competitive world.

Opening a microbrewery starts with, of course, making great beer. But that is just the beginning. Today's sophisticated patrons are offered an ever-increasing array of options. It's so much more than beer nowadays. Yes, great beer is essential, but to attract and hold on to a loyal customer base, you must create a sense of place. Do your research. Understand financing and cash flow. Know how to measure your success. A successful, well-run microbrewery knows how to hire the right employees-employees that will spread word of your business to friends, family, even total strangers, both on and off the clock. Marketing, branding, customer experience; they all matter. There are so many factors that directly and indirectly contribute to success, it may at times be overwhelming. The Microbrewery Handbook offers an extraordinary look at all of the facets of success in the industry. No matter if you are thinking about starting a new venture or are already operating your own microbrewery, this valuable book offers real-world advice and proven strategies to help you thrive in the competitive micro and craft brewing industry.

Focused on practical guidance, author D.C. Reeves distills his experience founding Perfect Plain Brewing Company in Pensacola, Florida into an engaging, up-to-date resource for microbrewers everywhere. Clearly showing readers what works in the industry and, just as importantly, what doesn't work, The Microbrewery Handbook:



Helps you create unique, memorable experiences for your customers, your employees, and your city
Includes coverage of the financial aspects of building and growing your business, such as banking, investment, and debt
Shows you how to transform your business into a community anchor
Offers suggestions on building an entire culture around your brand that promotes positivity and attracts the right kind of attention
Shares personal stories and advice from a successful microbrew entrepreneur
Includes interviews and insight with industry experts as well as owners of some of the nation's elite craft breweries including Sam Calagione of Dogfish Head, Jeffrey Stuffings of Jester King, and Doug Resier of Burial Brewing

The Microbrewery Handbook: Craft, Brew, and Build Your Own Microbrewery Success is an indispensable, first-of-its-kind book for anyone in the micro and craft brewing industry.
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Product details

  • Paperback | 272 pages
  • 154 x 227 x 20mm | 342g
  • New York, United States
  • English
  • 1. Auflage
  • 1119598044
  • 9781119598046
  • 1,162,956

Back cover copy

"I think it's a great thing for you to be doing this book, because I feel the strongest economic bet you can make right now is a local tasting room brewery, not a production-oriented brewery with aspirations of going national or regional. It's just the odds are against that today to the degree they weren't when Dogfish was starting out."
--Sam Calagione, founder of Dogfish Head

A unique step-by-step guide to successfully starting or growing your microbrewery or craft brewery

The Microbrewery Handbook offers an extraordinary, firsthand look into all of the ingredients that go into creating and growing a successful microbrewery. Naturally, great beer is at the top of the list. But in today's increasingly competitive market, making exemplary brew is just the beginning.

You will learn how to: Create a sense of place and make your business a community anchor Build a positive culture around your brand that attracts a loyal and devoted customer base Understand your market, your financing, your cash flow, and your debt Measure your success and make the proper adjustments when you don't reach your goals Hire the right people, the kind who will talk up your business to their friends, their family, and total strangers--even when they're off the clock Handle and master the ever-changing world of marketing, branding, operations, ordering, and the customer experience

Whether you're thinking about starting a new taproom or you're already running your own microbrewery, cidery, or distillery, this practical guide is your go-to resource for finding out what works in the industry and what doesn't. Get real-world advice from industry experts and owners of some of the nation's top craft breweries such as Sam Calagione of Dogfish Head, Jeffrey Stuffings of Jester King, and Doug Reiser of Burial Beer Co. The Microbrewery Handbook is a must-have book for anyone wanting to find success in the micro- and craft-brewing industry.
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Table of contents

Foreword xi

Acknowledgments xiii

1. Before You Begin 1

2. How to Use This Book 8

Part I: The Basics 13

3. State of the Industry - for Now 15

4. Focus on Your Taproom First 20

5. How to Differentiate Your Brewery 28

6. Industry Q&A: Dogfish Head CEO Sam Calagione 33

Part II: Building Your Microbrewery 37

7. Tips to Start Your Business Plan 39

8. Figuring Out Your Financials 42

9. Finance Q&A with Bhramari Brewing CEO Audra Gaiziunas 52

10. Finding the Dollars to Get Started 60

11. Sizing up the Brewery 67

12. The Wonderful World of Permitting and Zoning 72

13. What to Ask Your Architect and Contractors 76

14. Best Practices Q&A: Jester King Founder Jeffrey Stuffings 81

Part III: The Keys to Success: Leadership and Company Culture 93

15. The Start to a Successful Brewery: Keys to Strong Leadership 95

16. How to Hire Well and Eliminate Turnover in Three Steps 99

17. How to Have Happy Employees 111

18. Common Barriers to a Strong Company Culture 120

19. Employee Engagement Q&A: Quint Studer 127

Part IV: Creating an Incredible Customer Experience 139

20. Customer Service Tips 141

21. How to Program Your Taproom to Build Revenue 146

22. Keys to Improving Day-to-Day Taproom Operations 156

23. The Value of Finding and Preserving Mentorship 164

24. Best Practices Q&A: Burial Beer Co. Co-Founder Doug Reiser 168

Part V: Getting the Word Out: Branding, Social Media, and Public Relations 181

25. Why Branding Matters 183

26. Tips for Improving Your Social Media Presence 186

27. How to Get the Local Media on Your Side 195

Part VI: Capturing the Heart of Your Brewery: How to Love Your Community 199

28. Love Your Community, and It Will Love You Back 201

29. Community Q&A: Creature Comforts Brewing Co.'s Matt Stevens 206

Appendix 1. Perfect Plain Brewing Co.: Manage Up Employee Questionnaire 215

Appendix 2. Perfect Plain Brewing Co.: New Hire Checklist 219

Appendix 3. Core Values and Standards of Behavior 227

Glossary 233

About the Author 237

Index 239
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About DC Reeves

DC Reeves is co-founder and CEO of Perfect Plain Brewing Co., one of Florida's top microbrewery success stories. DC learned about entrepreneurship and achieving financial success by building a great place to work, producing a top-notch product, and passionately focusing on customer satisfaction. In its first year of operations, Perfect Plain Brewing Co. became one of the busiest taprooms in the state. Since opening Perfect Plain, DC has become a mentor and consultant to prospective and current small business owners looking to start and grow their own dream. Visit www.perfectplain.com for more info.
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