Contents
Acknowledgments
Preface
Chapter 1
Today’s Craft Alcoholic Beverage Industry
In the Beginning
Time to Jump In?
Different Products, Distinct Challenges, Dynamic Markets
Craft Breweries
Craft Distillers
Craft Hard Cider
Chapter 2
Making a Mark in the Craft Alcoholic Beverage Industry
Get to Know Ken Grossman and Jim Koch
Are You a Koch or a Grossman?
Start Prepared
Know Yourself
Stand Tall
Set Goals
Advice from Two Leaders
Ken Grossman: Be Nimble, Be Smart
Jim Koch: Make Friends
New Craft Brewers, Distillers, and Hard Cider Makers
Step One: The Garage
Chapter 3
Launching a New Craft Brand
June Lake Brewing, June Lake, California
Model for a New Craft Brewery
Advice from a Veteran: Steve Hindy, Cofounder, Brooklyn Brewery, Brooklyn, New York
Ventura Spirits Company, Ventura, California
Model for a New Craft Distillery
Advice from a Veteran: Jörg Rupf, Founder, St. George Spirits, Alameda, California
Brooks Dry Cider, San Francisco, California
Model for a New Craft Hard Cidery
Advice from a Veteran: Mike Beck, Owner, Uncle John’s Fruit House Winery, St. John’s, Michigan
Go on a Mission
Say Something
Creating a Winning Business Plan
Executive Summary
Business Description
Market Strategies
Competitive Analysis
Design and Development Plan
Operations and Management Plan
Financial Factors
Chapter 4
Regulation and Taxation
Washington
The States
Federal Alcoholic Beverage Laws
Permits and Approvals
Distribution
Taxes
Hiring an Accountant
Choosing an Accountant
State Alcoholic Beverage Laws
Texas
New York State
California
State Distribution Laws
State Taxes
Chapter 5
Craft Businesses That Work
Location, Location, Location
Florida
Portland, Oregon
Los Angeles, California
Hand-Crafted Companies
Grand Traverse Distillery, Traverse City, Michigan
Albemarle Cider Works, Rural Ridge Farm, North Garden, Virginia
Alchemy & Science, Burlington, Vermont
Greenbar Craft Distillery, Los Angeles, California
Craft Brew Alliance (CBA), Portland, Oregon
Troy Cider, Sebastopol, California
Harlem Brewing, Harlem, New York
Wormtown Brewery, Worcester, Massachusetts
Green Star Brewing, Chicago, Illinois
Chapter 6
The Craft Customer
Generation Craft
The Rise of Big Craft
The Craft Identity
International Markets
Chapter 7
Financing Craft Beverage Companies
Self-Financing
Equipment Leasing
Investors
A Word of Caution
Private Equity
Institutions
State Support
Crowdfunding Rewards Programs
Crowdfunding Equity Campaigns
Sell a Brand
Craft Buying Craft
Selling to an Industrial Beer or Spirits Company
Chapter 8
Gaining Traction in a Crowded Market
What Is Branding, Exactly?
Building a Branding Strategy
Bringing It All Together
Getting Started
Distribution Means Marketing
Chapter 9
Shovels at the Gold Rush
Is the Equipment Niche for You?
The Growing Equipment Market
Business Is Hopping
Supply Side Economics
Making the Jump to a New Product
Chapter 10
Defining Craft in a New Era
High West Distillery
Tito’s Handmade Vodka
Understanding Your Unique Selling Proposition
Chapter 11
Does the Party End?
Anchor Brewing and Anchor Distilling
Boulevard Brewery
The Foreseeable Future
Appendix
Craft Brewing, Distilling, and Cidering Resources
Associations
Market Trends and Craft Industry Websites
Equipment Suppliers and Distributors
A Flight of Breweries, Distilleries, and Cider Makers
National Craft Beer Festivals
Craft Spirit Festivals
Glossary
Index