When you’re opening a business, it’s no secret that location is everything. Choosing a place that is easily accessible to returning customers and noticeable to new customers is important, and it’s essential to the success of your brewery. While it might seem cool to have a little hideaway somewhere, that’s not exactly a business model that’s going to get you noticed.
So, how can you select the perfect location for your brewery?
A lot of it has to do with researching a few things ahead of time, including both your audience and the image you’re trying to portray. Chances are, you’ve already put a lot of time and effort into establishing the kind of brand you want to be. Don’t let your brewery location be your downfall.
Let’s cover a few tips you can use to select the ideal brewery location for your business, so you can open your doors as soon as possible.
Understanding Your Audience
Consider the crowd you’re trying to target with your new brewery. Granted, people from all age groups love beer and good food, but if you’re going for a specific theme or atmosphere, you’re probably going to want to pinpoint a specific audience.
If you’re trying to attract a college crowd, consider a property that’s close to a local university or close to several other bars and restaurants. If you want to establish yourself as a community environment that serves great beer but is also family-friendly, a downtown or suburban location might be best.
It’s also important to consider things like parking and accessibility, no matter your audience. The last thing you want is for patrons to not find parking nearby, or to have it so far away that it becomes difficult for people with disabilities or mobility issues to get to you.
Putting yourself in a walkable area will improve your accessibility and visibility. Walkable communities have plenty of benefits, including:
- Safety
- A better culture
- A stronger economy
- More sustainability
Consider all of those things as you decide where to center yourself, and how your location can improve the customer experience, rather than hinder it.
Weighing the Pros and Cons
If you have a particular location in mind, it’s important to weigh out a few pros and cons before determining if it’s right for you.
First, consider what’s nearby. Are neighboring businesses going to help or hurt your business, and does your brand identity fit with the neighborhood you’re considering? If there are other breweries nearby, how would you stand out? Are other businesses going to welcome a place that serves alcohol, or is the community trying to stick to family-oriented establishments? Alternatively, some of the pros of nearby businesses could include developing healthy relationships, partnering with them for promotions, and fostering a strong sense of community.
You also have to weigh the pros and cons when it comes to your suppliers. Is the location easily-accessible for them? Consider where your products are coming from and whether you’ll have to pay more to get them shipped to a particular location. It’s a good rule of thumb to talk to your suppliers before you make a move to determine if there will be any additional costs (or discounts) depending on your location and to ensure you’ll get shipments on a consistent schedule. The last thing you want is to be low on certain products because your location is difficult to get to.
Making the Transition Smooth and Seamless
Once you’ve finally found the perfect spot for your brewery, it’s time to make a few more decisions – including how close you personally want to be.
It’s not uncommon for restaurant and brewery owners to live nearby their place of business. It’s a good idea to move as close as possible, so you can be there in a hurry if you’re needed. Being close allows you to be an active leader and can save you time and resources. It won’t just make the opening process easier, but it will make running the business much smoother for years to come.
It’s understandable to be a little stressed (and even overwhelmed) as you prepare to open a new brewery. So, don’t let moving out of your home be another thing that causes you too much stress. You can keep the process as stress-free as possible by creating a moving checklist. Make sure to include things like:
- Item lists for your movers
- Accommodations for your journey
- Securing important documents
- When to start cleaning and decluttering
- Minor repairs that need to be made
You’ve put all of this time and energy into finding the ideal space for your brewery. You deserve to be close by every day to see it come to life.
Keep these ideas in mind if you’re in the process of looking for a home for your brewery. There are a lot of things to consider. However, taking the time to leave no stone unturned now means greater success and visibility for your brewery once you open your doors.
Special thanks to Jori Hamilton for this Great Beer Now guest post!
These are great tips. Most of us might like beer, but you can’t just plop down a brewery and call it good.
Choosing the location can definitely make or break a business. Another thing to consider is accessibility. There’s a corner in my hometown that you would think is a perfect place for a business, but it’s constantly having turnover because it’s hard to get in and out of.
It is good to find the right location when it comes to a brewery business. These are all important points to keep in mind.
Such great tips! I think owning a brewery would be so fun and a lot of work of course too!
I loved the last tip the most. It looks soooo good.
This is such an interesting concept! I think a lot of people don’t put as much thought into a location as you are encouraging them to. Great points!
Good advice for those thinking of opening a brewery. It’s a well though-out post.
There is a brewery in Frankenmuth, Michigan. The city is a replica of a little German town and I think it’s such a good place to have a brewery.
I love craft beer. I have visited many breweries as well. All the equipment look so cool and the beer is so much sweeter. But i had no idea about all that could go behind starting a brewery. It is such an interesting read!
Those are all some great points to keep in mind, especially for those who love to build or do business with a brewery. Definitely learned something new from this.