Home › Taxes › Draft beer as a business, how to open a store. What documents are needed to open a beer store? What is the markup for beer on tap?

Draft beer as a business, how to open a store. What documents are needed to open a beer store? What is the markup for beer on tap?

Do you love beer and have you been dreaming of starting your own business for a long time? The idea of implementing a business that you like can be successful, even if you start it from scratch.

For your attention, step-by-step instructions for opening a store draft beer.

Beer trading is a profitable business. In any case, that's what the statistics say.

Monthly earnings from one average-sized outlet in the summer are approximately 300 thousand rubles.

A well-organized business like this functions perfectly even outside the “hot” season, bringing the owner almost the same income. Inspiring, isn't it?! True, in order to create a truly successful beer store, you will have to work hard. First of all, with the design.

Let's look at how to open a beer store from scratch yourself and what you need to open a beer store. Step by step instructions from owners of similar businesses, taking into account administrative and organizational nuances, as well as secrets successful sales, at your service.

Where to start

Large or small store you are going to open depends on desire, budget and demand in the region.

There is no need to be afraid of difficulties. They arise in the process of implementing any business.

By properly planning everything and predicting possible “deviations from the course”, you will be able to avoid unnecessary waste of time and money. When you decide to open a beer store, make sure that your business plan is drawn up correctly.

The complexity of managing a store, along with risks, increases in proportion to the scale of the business.

What documents are needed to open a beer store? In order for the profits from your store to flow like a river of beer, you should initially:

register an activity (not an individual entrepreneur);
register with extra-budgetary funds;
obtain permission to trade beer;
establish relationships with the sanitation station/firefighters;
legalize the cash register.

Then you should act according to the previously developed business plan. It describes in detail the scope, principles, methods of implementation and promotion of activities. It is imperative to conduct a market analysis, determining:

key competitors;
target audience;
the approximate number of clients that you can attract at first;
acceptable work schedule.

If you have experience or at least understanding of aspects entrepreneurial activity, you can try to write a business plan yourself, based on the materials in the article, or using a similar document with calculations from the Internet as a basis. Otherwise, it makes sense to order the development of detailed individual “instructions” for your activities from professionals.

We comply with the law

The legislation of the Russian Federation prohibits the sale of alcoholic beverages in the following places:

educational institutions;
medical institutions;
markets;
transport stops;
train stations;
non-stationary retail facilities;
stalls and kiosks.

At the same time, beer can be sold in the time period - 8-23. And only to organizations! The advantage is the opportunity to switch to a simplified taxation system, and therefore save on paying taxes on the enterprise’s property, profit, and added value. For such trading, the code used is 52.25.12 " Retail beer."

To open a retail store, you must first decide on a product that interests you and that can make a profit. Children's clothing – promising direction. : basic questions about organizing the business.

Read about how to organize a business raising quails at home.

Business in the field agriculture is gaining momentum. Organizing a greenhouse for growing flowers is not only aesthetically pleasing, but also profitable. Here is detailed information about the organization of this business, including calculations of payback and profitability.

Institution format

The format of the institution may be different:

sale of bottled/canned products;
sale of draft drinks;
50 / 50.

Naturally, the first option will require the least effort. However, competition in this segment is much higher.

Specialized stores sell “live” beer in the amount of only 11% of the amount of the drink produced in the country, which cannot be said about bottled beer.

It is sold by almost every more or less large supermarket.

At the same time, experienced entrepreneurs claim that with the right approach, organizing a store selling beer on tap will not be too difficult. At the same time, the income from such activities is higher.

Point of sale of draft beer

The fact is that retail beer sales and draft products are two big differences, as Odessa residents say. It's not just about different audiences, but mainly about the perception of the drink itself. Draft beer is produced over high quality, that's why it costs more.

Buyers do not purchase such products spontaneously. They come to the relevant retail outlets specifically - with the goal of tasting an intoxicating drink that differs in taste from standard bottled beer.

Take-out sales usually account for the bulk of sales. Therefore, appropriate conditions should be created for customers so that they can conveniently deliver the purchased goods home.

At the same time, we should not forget about a comfortable atmosphere for the category of consumers who want to taste a glass of beer directly at the point of sale.

The room determines the audience

Let's figure out how to open a beer store on tap. While completing the paperwork, you can simultaneously start looking for premises for a store. It doesn't matter where it is. The main thing is the internal atmosphere. People enjoy a leisurely glass of “live” beer both in residential areas and in the center.

Be sure to consider the presence in the room:

repair;
communications;
security alarm;
infrastructure in the surrounding area;
safe;
equipment and furniture in the room.

The area of the room is calculated depending on the number of cranes that are planned to be placed.

For 12 pieces, 12 squares will be enough. Do not forget that there should be a utility room and an area where it is convenient to place a couple of small sofas with tables.

An ideal store with a comfortable customer area and a room for staff needs, where you can easily sell at least 20 types of beer, will occupy 50 m2, of which the hall will be at least 20 m2.

For a store of the specified area, you will need to hire 4-5 people.

Premises for a beer store

A couple of salespeople will be enough so that they can work in shifts without days off, a cleaner, an accountant, a security guard (if necessary).

Basements are taboo. This is due to two nuances. The first is the negative attitude of the residents of the house towards such a “neighborhood”. The second is the requirement of firefighters to have an emergency exit, which in half of the basements simply does not exist.

Beer store equipment

If you are new to business, then it is wise to take a simplified route - to cooperate with one supplier at first. Distributor interested in promoting the brand:

will provide its equipment;
will help with installation;
will teach how to properly operate the installed units;
will provide advertising materials.

When, after working for a season or two, you get the hang of it, you can sign agreements with several suppliers. Most of them offer equipment for rent.

Beer equipment requires monthly maintenance, during which it is cleaned and tested. Don't forget to enter this article expenses to the budget, unless, of course, this obligation was assumed by the supplier.

"Hop" in assortment

Selling less than 15 varieties in a store is not economically feasible.

It is better to divide beer into 4 categories from “economy” to “premium”. This way you will attract customers of all segments and without special effort increase the passability of the point.

Initially, it is better to make an assortment of classic varieties of light and dark beer, as well as the most popular ones.

It's worth doing in advance marketing research(talk to suppliers, as well as staff of similar stores, posing as a curious client). Gradually, having studied the demand and wishes of customers, introduce new varieties of products.

In this case, it is important to maintain the proportion in the “price / quality” ratio. It is precisely such a product that will have stable demand, which means it will bring significant income to the store owner.

Try to focus on the “luxury” nature of the products. Of course, you will have to comply. However, the image of a seller of high-quality beer will work on you.

The trust of customers must not be lost under any circumstances. Once a customer buys sour beer, he will not return.

“Notoriety” will spread through word of mouth quite quickly, and this will cast doubt on the success of such a “tasty” business.

In addition to beer, it makes sense to sell snacks, for example, dried fish, chips, and nuts. Permits(except for a quality certificate provided by the supplier) is not required for such products, which is very convenient. Practice shows that often the client does not go to another store for a similar product, even if the price there is slightly lower.

Costs and income

How much does it cost to open a beer store? Let's consider how much money will need to be invested for the arrangement small store(about 20 m2) for trade in draft beer. Costs will be:

monthly rent and payment utilities– 100-150 thousand rubles;
equipment (if necessary to buy) – 250 thousand rubles;
repairs and decoration – up to 150 thousand rubles;
advertising - about 100 thousand rubles;
staff salary is about 50 thousand rubles.

Naturally, there may be other unforeseen costs. However, with reasonable savings, you can definitely invest in the starting 450-600 thousand.

As for the markup, for imported products it ranges from 30%, for domestic products – at least 100%. For a liter of “live” beer, the buyer pays in the range from 60 to 250 rubles. on average. That is, the sale of one keg can bring in earnings of about 2 thousand rubles. If the location is chosen correctly, and advertising is carried out regularly, then the money spent during the season can be returned. A well-promoted outlet with popular products can bring in up to 1 million rubles.

Beer trading is a seasonal activity. Using thoughtful advertising campaign(tasting days, discounts on certain days, etc.), you can make a good turnover in the winter.

If the season has been successful, you can safely plan to organize a new point. When the scale of the business reaches a new level, there will be a great opportunity to purchase beer directly from the manufacturer. And then the river of beer will surely rush rapidly towards high incomes.

Meat products are always in demand. In addition, there are niches that are still not occupied, but there is a demand for products. For example, for rabbit meat. – Let's talk about creating a rabbit farm. Detailed information: from equipping the site to selling products, read carefully.

Video on the topic

One investor decided to retire in 15 years. Every month he invests 20 thousand rubles.

The goal of the experiment is to live on dividends in the amount of 50 thousand rubles per month. A public portfolio will allow you to follow movements and, if desired, join it. @dividendslife

In this material:

For Russians, beer is considered the most favorite low-alcohol drink. Today, among the wide variety, consumers are increasingly choosing beer with a good recipe. True gourmets prefer draft varieties with a unique taste and excellent quality.

Such a presentation in simple grocery stores excluded. Only pubs, cafes, restaurants or specialized beer retail outlets can organize the sale of beer on tap, which in the last decade have been growing like mushrooms after rain and are in unprecedented demand among the population.

Such a business is considered profitable and promising. But in order to organize it correctly, you will need a business plan for a draft beer store.

Beerhouse as a business: relevance of the idea

Advantages and disadvantages of opening a draft beer store

The advantages of the retail trade business of beer and related products include a clear definition target audience, understanding her desires and purchasing power. The popularity of the product offered among the population makes this type of business activity attractive.

A significant disadvantage is the pronounced seasonality.

Description of products and services

The main product of the pub is draft beer of domestic and imported production, which can be strong and low-alcohol, filtered and unfiltered, dark, light, red and even green. It is recommended to allocate the majority of taps for filtered light beer of domestic production in the middle price category and one tap for the following options:

light unfiltered domestic inexpensive and medium price category;
dark filtered imported;
light filtered imported;
imported beer with a rare exotic taste.

Also, one tap should be allocated to such positions as

kvass;
Duchess or lemonade.

To cover all consumer preferences, it is recommended to always have 30 varieties of draft beer, 1 type of kvass and 1 type of sweet carbonated drink available.

Among the related products, customers are offered fish, seafood, snacks, canned food and preserves, sparkling and still water, frozen semi-finished products, sweet drinks (Coca-Cola, Pepsi-Cola, merinda, Sprite, fruit drink, juice, etc.), crackers, nuts, cigarettes, bread.

Market analysis in this niche

Target audience of the store

The portrait of the main target audience of the pub is a man or woman from 28 to 40 years old with an average income. But visitors can also be youth groups, older couples, and students.

The core of the target audience consists of men 28-40 years old, office workers, representatives of lower and middle management.

Assessing the level of competition

To study competitive environment you need to drive around the city and identify similar draft beer stores. These will be direct competitors, so it is advisable to open a retail outlet as far as possible from them. There are also establishments that constitute indirect competition:

grocery stores offering bottled beer;
pubs, restaurants, retail outlets with several taps of draft beer.

To stand out in the retail market for a popular foamy drink, you need to take care of a diverse range of basic and related products, as well as a special friendly atmosphere.

Possible risks

When opening a beer store, you need to consider the following risks:

high level of competition;
seasonality of business;
uneven demand throughout the week.

We should not forget about the risk of changes in the terms of trade in alcoholic beverages at the legislative level.

Organizational plan

Registration of a pub: documents, taxation

It is better to register a business activity selling beer as an individual entrepreneur. To do this you need to contact local branch tax office and submit the following package of documents:

copy of passport;
completed application form P21001;
receipt for payment of state duty in the amount of 800 rubles.

After receiving the individual entrepreneur registration certificate, you should register an online cash register and open a bank account, which is necessary for the following operations:

settlements with suppliers;
settlement with the tenant;
payment of taxes;
transfer wages to personnel within the framework of a salary project;
equalizing.

It is better to choose the form of taxation in the form of UTII or simplified tax system “income minus expenses”, which will be 15% of profit.

Conclusions from the SES, Gospozharnadzor and Rospotrebnadzor will be required.

Renting premises and requirements for the location of a retail facility

For successful retail great value has a choice of location. The beer store is no exception. It is important that the entrance to the store is from the road and not from the yard. It is also necessary to have an asphalt area at the entrance for loading and unloading operations and parking customer cars.

An excellent option for a future pub would be a room located

in a residential area;
near a park, square, pond;
in crowded places;
along the road.

A beer store can be organized on the ground floor of a multi-storey residential building, in a separate pavilion, or in a shopping center.

It is less risky for a startup to rent space than to acquire ownership or build a pavilion.

IMPORTANT: According to the legislation of the Russian Federation, places of sale of alcohol and tobacco products must be located at a distance of at least 100 meters from children's and educational institutions, libraries, markets, student dormitories.

The decor of a beer store is of great importance, so you will have to spend money on design and minor repairs commercial premises.

Purchase of equipment, furniture and inventory

A business plan for a beer store is impossible without a list of necessary commercial equipment and furniture, since a significant part of the investment will go to furnishing the premises. First of all, you need to decide: kegs with a hop drink will be stored in a refrigerator or in a simple room, followed by cooling with special devices.

Most beer stores use special coolers to keep the drink cold. Considering the fact that coolers are provided by suppliers free of charge, this option for purchasing beer dispensing equipment is considered the most affordable.

But beer is a living drink that has a limited shelf life and must be stored in certain conditions. In the heat of summer, an entire keg of such a product can disappear in one day, and the store will have an unpleasant sour smell that can scare away customers.

Therefore, one of the reliable ways to store barrels of intoxicating drinks is to use a special refrigeration chamber. In addition, beer that is stored constantly at a temperature of 2-5 degrees is significantly different from chilled beer when served “by shock” using a cooler.

If you plan to open a draft beer store from scratch, first you need to make a design for a retail space. The refrigerator should be placed along the back wall. You will also need several refrigerated cabinets for bottled drinks, chest freezers for deep-frozen seafood, display cases for dried and dried fish, and several racks for snacks.

The utility room must be suitable for staff meals and rest. Here you can also arrange workplace an accountant and a visiting marketer, supplying a desk and office equipment.

Below is a list of necessary furniture and commercial equipment with calculations for normal functioning outlet selling live beer:

Name	Price	Qty	Price
Cooling chamber and cylinders For filling with gas
Beer taps
Chest freezer

Trade rack
Refrigerator cabinet
Cash box
Cash register
Card terminal
Desk for an accountant
Staff chairs
Laptop and printer
Microwave oven
Software

It should be noted that trade equipment Provided free of charge by suppliers along with a certain volume of goods.

Part of the investment must be allocated for the purchase of a batch of disposable bottles (100 pieces) and goods.

Formation of staff

For a bottled drinks store to function normally, two salespeople are enough, each of whom will work at a salary of 28,000 rubles per month with a 2/2 shift schedule. You will also need a premises cleaner, an accountant and a marketer with a remote work system. The function of ordering goods can be assigned to sellers.

It is recommended that the accountant’s responsibilities include maintaining primary documentation, cash and current account transactions, reconciliation with counterparties, maintaining tax and management accounting, submission of reports, personnel records, control over sellers and timely identification of shortages of goods.

The staffing schedule will look like this:

Drawing up an assortment of beer on tap and pricing policy

The assortment of a specialized store should be quite diverse. It is recommended to install at least thirty taps for draft beer, one for kvass and one for lemonade. To reach a wider audience, it is better to distribute the types of draft beer as follows:

15% economy (price category up to 160 rubles per 1 liter);
70% of the average price category (from 160 to 250 rubles per 1 liter);
15% premium (from 250 rubles per 1 liter).

Expensive imported beer is chosen as a premium category, better production Germany, Czech Republic, Belgium. You can choose one variety that is quite exotic, for example cherry beer; it will also find its buyer and confirm the reputation of the store where “you can buy any beer.”

Each variety will be poured in different volumes - a barrel of one variety can be sold in half a day, while another can last for two weeks. Therefore, it is recommended to equip a large refrigerator and place all barrels there. Otherwise, in the summer the beer will quickly turn sour, which will inevitably lead to loss of goods and an unpleasant sour smell that scares away buyers.

A good move would be to constantly update the assortment, for example, introduce a new type of draft beer every two weeks to replace the most unpopular one. This will help you better understand the tastes of customers and attract the public with new products.

Another equally important component of a beer store’s assortment is snacks. It is necessary to select reliable suppliers offering good dried fish.

Also, we should not forget about magnet items, for which people go into the store, but during the purchase process they increase the receipt by purchasing more goods. The category of magnets includes drinking water, snacks, chewing gum, tobacco products, fresh bread.

Below is a list of product groups required for this outlet:

draft beer;
bottled beer;
lemonade or duchess on tap;
bottled sweet carbonated drinks;
juices, fruit drinks in packages;
kvass on tap;
kvass in packaging;
drinking water, mineral water;
dried and dried fish;
fish straw;
assorted flavored nuts;
canned and preserved fish and seafood;
snacks;
smoked cheese
frozen shrimp and other seafood;
bread;
cigarettes;
chewing gum.

Beer store advertising, marketing strategy

Home marketing strategy for a beer store there will be a good location with a bright sign that is illuminated in dark time days. Also, good service and high-quality, always fresh goods are especially important for this type of business. In this case, they will quickly find regular customers, popular advertising will appear in the form of “word of mouth”.

The appearance of customers loyal to the store is very important - they form in the area positive image pubs, distribute information and recommendations among friends, bring friends.

Among the effective marketing activities to promote a retail outlet of bottled drinks, there are the following:

distribution of leaflets;
outdoor advertising;
website promotion on the Internet;
advertising on social networks;
carrying out various events.

Financial part of the business plan

Investments in opening a point

Investments required to open a beer store:

Expense item	Sum
Individual entrepreneur registration
Design and renovation of retail space
Purchase of equipment, tools, equipment

Current expenses

The monthly expense of a retail outlet when selling goods in the amount of 4,104,620 rubles will be:

Calculation of tax for the month under the simplified taxation system of 15% (income minus expenses):

Revenue from beer sales

Revenue and marginal income from the sale of goods during the season (from April to September) is as follows:

Product group	Purchasing price	Retail price	Marginal income
Draft beer, liters
Bottled beer, in pieces
Lemonade or duchess on tap, liters
Sweet carbonated drinks bottled, in pieces
Juices, fruit drinks in packages
Kvass on tap, in liters
Kvass in packaging, in pieces
Drinking mineral water, in pieces
Sun-dried and dry fish, kg
Fish straws, in packages
Nuts with assorted flavors, in kg
Canned and preserved fish and seafood, in pieces
Snacks, in packages
Smoked cheese, packaged
Frozen shrimp and others seafood, packaged
Bread, in pieces
Cigarettes, in packs
Chewing gum, in pieces

Store profit

The financial result for the month will be 601,086 rubles of net profit.

Profitability and payback period

The profitability of this business at the stated level of income will be 14.6%. The payback period is from 3 to 6 months, provided the store is opened during the season.

Beer, as well as cider, poiret, mead and other beer-based drinks are alcoholic products. When selling beer, you must take into account the rules governing the sale of alcohol, but with some peculiarities. Are you interested in this line of business? Then read our article, in which we will talk about the most important issues when trading beer and beer drinks:

can an individual entrepreneur sell beer;
Do you need a license to sell beer?
what restrictions exist on the sale of beer;
Do beer sellers need to connect to EGAIS?
when you don’t need a cash register when selling beer;
which OKVED codes select beer for sale;
What kind of reporting on sales volumes must be submitted?

Can an individual entrepreneur start selling beer?

Let us answer right away that individual entrepreneurs have the right to sell beer. Why does this question even arise? Are there any prohibitions on the sale of alcohol related to the organizational and legal form of the seller (individual entrepreneur or LLC)? There really is such a ban; it is established by Article 16 of Law No. 171-FZ of November 22, 1995.

According to her sell strong alcohol Only organizations are allowed. Why this is so is not explained, but the fact remains that only legal entities have the right to trade in strong alcoholic drinks and wines. An exception is made only for individual entrepreneurs - agricultural producers who sell wines and champagne of their own production.

Regarding the sale of beer, the same article states that “Retail sales of beer and beer drinks, cider, poiret, mead are carried out by organizations and individual entrepreneurs.” Please note - this is a retail sale! The fact is that there is also a provision in Article 11 of Law No. 171-FZ, and it only allows the wholesale trade of alcohol and beer legal entities.

Thus, individual entrepreneurs have the right to sell beer and beer-based drinks only at retail. And in order to produce and sell beer without restrictions, you need to register a company.

Do I need a license to sell beer?

But here everything is simple - a license to sell beer is not required. Again we read Law No. 171-FZ, Article 18 on the issuance: “... with the exception of the production and circulation of beer and beer drinks, cider, poire, mead.” So, selling beer without a license in 2020 does not threaten anything, there are no sanctions for this. True, certain restrictions and requirements for organizing the sale of beer still exist, and we will talk about them further.

Terms of sale of beer

This is perhaps the most important information that you should familiarize yourself with before organizing a beer trade. Considering that beer is an alcoholic drink, it is clear that it should not be available at any place and time.

Beer alcoholism develops quickly and unnoticed, which is especially dangerous for children and women. And if for beer traders large sales volumes mean profit, then buyers of the foamy drink pay for their excessive consumption with their health. We must be understanding of the prohibitions established in Article 16 of Law No. 171-FZ; ultimately, they act for the benefit of the entire society.

children's, educational and medical institutions;
sports and cultural facilities;
public transport of all types and its stops;
markets, train stations, airports and other places of mass gathering of citizens (with the exception of catering establishments);
military facilities.

2. Beer can only be sold in stationary retail establishments, so the building must have a foundation and be entered in the real estate register. That is, temporary structures such as stalls and kiosks are not suitable for selling beer, with the exception of catering establishments. As for the area of the retail facility, if in addition to beer strong alcohol is sold, then the following restrictions apply:

not less than 50 sq. m. in cities
at least 25 sq. m. in rural areas.

When selling only beer, there are no space restrictions.

3. Beer sales hours are limited to the period from 8 a.m. to 11 p.m., except at outlets catering.

seller - from 30 to 50 thousand rubles;
official (individual entrepreneur or head of an organization) - from 100 to 200 thousand rubles;
legal entity - from 300 to 500 thousand rubles;

If there is any doubt about the buyer's age, the seller must request identification. In addition, selling beer to minors may result in criminal liability. Please note that police often conduct control raids involving young people in order to provoke such illegal sales. It's better to play it safe and ask for a passport, even if the buyer looks old enough.

5. From January 1, 2017, the production and wholesale trade is prohibited, and from July 1, 2017, the retail sale of beer bottled in plastic containers larger than 1.5 liters is prohibited. Fines for violation: from 100 to 200 thousand rubles for individual entrepreneurs and from 300 to 500 thousand rubles for legal entities.

6. Additional restrictions on the sale of beer may be established local authorities. Yes, in many municipalities Sale of beer is prohibited in retail outlets located in multi-apartment residential buildings. We recommend that before you start selling beer, you find out all the rules from the local administration or the Federal Tax Service.

EGAIS - beer sales

EGAIS is government system on control over the production and circulation of alcohol. Is EGAIS needed to sell beer? Yes, of course, but in a limited format. Organizations and individual entrepreneurs purchasing beer for further retail sale are required to connect to the system only to confirm purchases of wholesale quantities from legal manufacturers and suppliers.

To connect to EGAIS, you need to obtain a special electronic signature and register on the official website of Rosalkogolregulirovanie. We talked in detail about how to do this. After registering in the system, the buyer receives his identification number (ID), and the supplier issues invoices for him, reflecting them in the Unified State Automated Information System. After the consignment of goods is accepted by the buyer, the supplier writes off the delivered products from its balances in the Unified State Automated Information System, and it is recorded for the buyer.

Confirmation of the fact of sale of each bottle of beer, as is the case with strong alcohol and wine, is not required, so trade in beer through EGAIS is easier to register than other alcoholic beverages. The main thing here is to confirm that the wholesale batch of beer was purchased legally.

Please note that selling beer without a cash register is punishable separately under Article 14.5 of the Code of Administrative Offenses of the Russian Federation:

for individual entrepreneurs and heads of organizations - from ¼ to ½ of the settlement amount, but not less than 10,000 rubles;
for organizations - from ¾ to full size settlement amount, but not less than 30,000 rubles.

New OKVED codes for beer trade

Please note that when registering individual entrepreneurs and LLCs, only the classifier is used. To indicate types of activities related to beer trade, use the new OKVED codes that are relevant in 2020.

For wholesale beer trade:

46.34.2: Wholesale trade in alcoholic beverages, including beer and food grade ethyl alcohol;
46.34.23: Wholesale trade in beer;
46.17.23: Activities of agents wholesale trade beer.

For beer retail:

47.25.1: Retail trade of alcoholic beverages, including beer, in specialized stores;
47.25.12: Retail sale of beer in specialized stores.
47.11.2: Retail trade in non-frozen products, including drinks and tobacco products, in non-specialized stores;

For selling beer in public catering:

56.30: activities of bars, taverns, cocktail lounges, discos and dance floors (with predominant service of drinks), beer bars, buffets, herbal bars, drinks vending machines.

Important: if you registered an individual entrepreneur or LLC before July 11, 2016, then you do not need to make any changes to the codes; the Federal Tax Service will independently correlate your previous and new OKVED codes entered in the registers.

But if you decide to start selling beer after mid-2016, and the corresponding codes were not entered immediately upon registration, then you must report the new type of activity using forms (for individual entrepreneurs) and P13001 or P14001 (). In this case, indicate the codes according to OKVED-2, as indicated above.

Reporting on beer sales

From January 1, 2016, sellers alcoholic products, including beer, are required to keep a log of retail sales volumes. The form of the journal and the procedure for filling it out are approved by Order No. 164 of Rosalkogolregulirovanie dated June 19, 2015.

The log must be filled out daily, no later than the next day after the sale of each container or package of alcohol, including beer. At the end of each day, fill in sales data: name, product type code, volume and quantity. This is what a sample magazine looks like posted on the website government organization FSUE "CenterInform", which issues an electronic signature for connecting to the Unified State Automated Information System.

For the absence of a journal or its incorrect maintenance, a fine is imposed - from 10 to 15 thousand rubles for individual entrepreneurs and from 150 to 200 thousand rubles for organizations.

In addition, based on the results of each quarter, no later than the 20th day of the next month (April 20, July, October, January, respectively), it is necessary to submit a declaration on beer turnover to the Rosalkogolregulirovanie in form No. 12. The declaration form and the rules for filling it out were approved by Government Decree dated August 9, 2012 No. 815.

Let's summarize:

Not only organizations, but also individual entrepreneurs can sell beer, however, only retail trade for final consumption is allowed for them.
A license to sell beer is not required.
Take into account the legal restrictions on place, time and range of customers when selling beer.
It is impossible to legally purchase a batch of beer for further sale without connecting to EGAIS, so you must register on the Rosalkogolregulirovanie website. After this, the system will need to confirm the fact of purchasing a batch each time and reflect the remaining product.
From March 31, 2017, the sale of beer, including in public catering, is possible only with the use of a cash register, regardless of the tax regime.
Since July 11, 2016, only OKVED-2 is used for registration purposes. Indicate OKVED codes for the sale of beer from our selection, they correspond to the current classifier.
Keep a record book for alcohol retail and submit beer sales declarations in a timely manner.

Sale of beer, fines, licenses, law, egais, magazines, cash registers, time of sale, labeling, responsibility, bottling and other new beer issues, as well as what is needed for sale in 2020, and other issues in the article.

Constantly updated, last time: 10/01/2020.

Features of regulation of beer sales in Russia

Beer is a foamy drink obtained from brewing malt, hops and/or hop products and water with or without the use of grain products, sugar-containing products as a result of fermentation of beer wort, containing ethyl alcohol formed during the fermentation of the wort. Beer must be prepared without adding ethyl alcohol.

The detailed order of the characteristics of the drink is fixed in GOST 31764-2012.

You don't need a license to sell beer

You do not need a license to sell beer, cider, mead and other alcoholic products ( exception of wine, champagne and alcoholic drinks: vodka, cognac, brandy, Becherovka…. with a share of ethyl alcohol over 9%), they can be sold through an LLC or individual entrepreneur without a license at retail and wholesale, but it is important to observe the time of sale, Unified State Automated Information System, cash register availability, age of the buyer, volume plastic containers.

For reference (listed in separate articles):

Where it is prohibited to sell alcohol and wine, including on holidays: March 8, February 23, etc.
Responsibility for drinking alcoholic beverages

What to choose LLC or individual entrepreneur when selling beer

Individual entrepreneurs (IP) and LLCs have the right to sell beer.

Federal Law No. 171 “On government regulation production and circulation of ethyl alcohol, alcoholic and alcohol-containing products and on limiting the consumption (drinking) of alcoholic products” indicates that the sale of beer and other alcoholic products is carried out from a legal entity or individual entrepreneur (IP) using a registered tax service cash register and the corresponding OKVED codes.

An individual entrepreneur (IP) does not have the right to sell strong alcoholic beverages

Such a ban is indeed established by Article 16 of Law No. 171-FZ of November 22, 1995.

Where you can and where you can’t sell beer

Sales allowed only in stationary objects

Retail sales of alcoholic beverages in non-stationary retail facilities, which are temporary structures for which it is not possible to register ownership, are not permitted.

Examples of non-stationary objects

stall (tent),

Beer delivery

Remote sales of alcoholic beverages, as well as goods the free sale of which is prohibited or limited by law, are not permitted. Russian Federation.

All possible schemes to circumvent this prohibition are in our article: Is it possible to deliver beer to your home? Delivery is permitted by law.

Application of online cash registers, online CTT

From July 1, 2018, the use of online cash registers is mandatory for everyone who receives cash cash, incl. using electronic payment instruments.

What is the fine?

WITH according to clause 3 of Art. 14.16 of the Code of Administrative Offenses of the Russian Federation for violation of special requirements and rules for the retail sale of alcohol and alcohol-containing products

Individual entrepreneurs can be fined 20-40 thousand rubles.
Organizations will have to pay more - up to 300 thousand rubles.

No initial registration required

Letter of the Ministry of Finance of Russia dated June 16, 2017 No. 03-01-15/37692 indicates that when using an online cash register it is not necessary to maintain a primary cash register, namely:

The Ministry of Finance of Russia explains that the use of forms of primary accounting documentation for recording monetary settlements with the population with using KKM, approved by the resolution of the State Statistics Committee of Russia, is not required when switching to online cash registers.

This is due to the fact that the updated legislation on cash register systems does not contain such a requirement. All fiscal data is transmitted at the time of calculation in the form of documents generated using cash register equipment, to the tax authorities through the fiscal data operator (with some exceptions).

We remind you: the cash register must be equipped with a clock set to real time areas where this equipment is installed and used (letter of the Ministry of Finance No. 03-01-15/28072 dated 05/05/2017).

Who has the right to work without online cash register

Until July 1, 2019, except for organizations with registered personnel.

The list of organizations and individual entrepreneurs exempted from the use of online cash registers for another year, in particular, includes:

businessmen providing shoe repair and painting services;
entrepreneurs and legal entities providing services for the production and repair of keys and metal haberdashery;
persons selling handicrafts or handicrafts;
citizens renting out their own housing;
organizations or individual entrepreneurs engaged in the sale of newspapers and magazines in kiosks;
ice cream and draft sellers soft drinks takeaway;
sellers of products from tank trucks: milk, kvass, fresh fish, etc.;
sellers of seasonal vegetables and fruits, including melons;
sellers of peddled products; sellers at fairs, exhibitions and sales, retail markets.

At the same time, they are obliged to issue BSO to customers. And if before July 1, 2018 they could use old-style forms, then from July 1 it is necessary to form a BSO using a new-style device - “ automated system for BSO." Actually a form strict reporting transforms into one of the types of cash receipts.

In addition, the following have the right not to use online cash registers indefinitely:

pharmacies operating at paramedic stations in villages and villages, as well as departments of hospitals and medical organizations V populated areas where there are no pharmacies;
legal entities and individual entrepreneurs working in remote villages and villages or hard-to-reach areas. The area must be on the list approved by regional authorities.

All these sellers of goods and services, including those who operate in areas difficult to communicate, are required to issue buyers a strict reporting form (SRF), which replaces cash receipt. At the same time, legislation and tax authorities emphasize that BSO should be issued not at the request of the client, but for each settlement case. If you don’t do this, you can get a fine; there are already precedents.

Is it possible to use an online cash register only for selling alcohol, and sell other goods as before, without a cash register?

It's possible, but it's not that simple. For goods without excise duty, at the buyer’s request, you must issue a document confirming the purchase - sales receipt, receipt, etc.

If you have alcohol and other excise goods on your shelves, you are required to use the cash register and issue receipts for them. Even if you pay taxes according to UTII, simplified tax system or PSN and have not yet used cash registers.

According to paragraph 7 of Article 7 of the 290-FZ, entrepreneurs and organizations on UTII and PSN may not use a cash register when selling excise-free goods until July 1, 2018. In this case, at the request of the buyer, the seller is obliged to issue a receipt, sales receipt or other document confirming the fact of purchase. They must be printed by an automatic system or in a printing house. In addition, if they do not have a tear-off part, you must write out a duplicate.

On the other hand, if you want to punch checks even for goods without excise taxes, the law does not prohibit this. Use it cash register, if it's more convenient.

A cash register is not just a legal requirement, it is also a useful tool. It helps analyze sales, keep track of goods and manage the store remotely from a mobile device.

Is it possible to punch out receipts with the exact names of alcohol, and reflect the rest of the goods as a total amount?

The logic is this: according to the current version of 54-FZ, each seller indicates on the receipt the name of each product sold.

Law 290-FZ in paragraph 17 of Art. 7 clarifies that entrepreneurs and organizations under special tax regimes (UTII, simplified tax system, PSN) may not indicate this data on the check until February 1, 2021, but only if they do not trade excisable goods.

If you sell strong alcohol or other products with excise tax, it is mandatory to indicate the names of all goods, including non-excise ones, from March 31, 2017.

Fines for not using cash registers

The violation is punishable by Article 14.5 of the Code of Administrative Offenses of the Russian Federation “Sale of goods, performance of work or provision of services in the absence of established information or non-use of cash register equipment in cases established by federal laws.” Their size is for officials is from 1/4 to 1/2 of the amount of a blank check, but not less than 10 thousand rubles. The organization will pay from 3/4 to 1 of the amount on the check, but not less than 30 thousand rubles.

Friendship between food and alcohol

It is allowed to sell alcoholic products containing ethyl alcohol no more than 16.5 percent by volume finished products at any facilities, provided that public catering services are provided at these facilities. Here it is important to understand the difference between the retail sale of alcohol and the retail sale of alcohol and alcoholic beverages when providing catering services.

If you have an unregistered premises (including premises that do not comply with clause 1 of this article) and you want to sell beer on its territory ( for bottling and in containers), you need to arrange a cafe or buffet ( table + two chairs + hanger, pies purchased in a store displayed in a display case with tea + notification of the opening of a cafe to Rospotrebnadzor, and for Moscow and the region to the stationary register of consumer market objects (a Certificate is issued). Check this issue with the Administration of your region/district).

How to sell draft beer in a takeaway cafe

The answer is simple: do not close the bottle with a lid, give it to the buyer, taking into account the paragraph above!

Important ! In the Ulyanovsk region (and only) in August 2016, new standards were introduced allowing the sale of alcoholic beverages, namely the presence of a toilet and sink, at least 6 tables and 24 seats, as well as a full-fledged working kitchen. This innovation came into effect on January 1, 2017. We believe that these rules will be tested in this area and introduced throughout the Russian Federation.

When providing catering services, there are no restrictions on trading hours - for all others it is prohibited to trade from 23:00 to 8:00.

Selling beer in a summer cafe

Regional authorities have the right to authorize the sale of beer in summer cafes located at stationary facilities. For example, in Moscow this is determined by Moscow Government Decree No. 102-PP dated March 6, 2015 “Rules for the placement, arrangement and operation of seasonal (summer) cafes at stationary public catering establishments.”

The store is out of beer, the cafe is no help

In connection with the introduction of the Unified State Automated Information System, restaurants, cafes, bars, hotels, hotels are prohibited from purchasing alcohol from July 1, 2016. retail networks(retail). In general, any repurchase for the purpose of resale in retail chains, stores, etc. prohibited, you can only buy from wholesalers.

What to do with cocktails

Cafes and bars with a license to sell alcoholic beverages ( vodka, cognac.. over 9%) can make their own cocktails by mixing alcoholic products, since mixing is not the production of alcoholic products.

What OKVED codes are needed?

Wholesalers

OKVED 46.17.23 – Activities of agents in the wholesale trade of beer.

Retail

OKVED 47.25.12 – Retail sale of beer in specialized stores.

If you registered an individual entrepreneur or LLC before July 11, 2016, then you do not need to make any changes to the codes; the Federal Tax Service will independently correlate your previous and new OKVED codes entered in the registers.

You cannot use old codes:

52.25 Retail trade of alcoholic and other beverages.
52.25.1 Retail sale of alcoholic beverages, including beer.
52.25.11 Retail trade of alcoholic beverages, except beer.
52.25.12 Retail trade in beer.

EGAIS for selling beer “What a Beast”

All wholesale purchases alcoholic products in urban settlements, as well as from July 1, 2016, retail sales in mandatory entered into the EGAIS system.

If you sell beer or other low-alcohol (excise-free) drinks, then you do not need to send data on retail sales to EGAIS. You are required to record the receipt of goods from the supplier in EGAIS and maintain an alcohol log.

Organizations and individual entrepreneurs purchasing beer for further retail sale are required to connect to the system only to confirm purchases of wholesale quantities from legal manufacturers and suppliers, at current moment registration of the sale to the end buyer is not required, so trade in beer through EGAIS is easier to register than other alcoholic beverages.

You reflect retail sales in the alcohol magazine

Data from there is not sent anywhere, but Rosalkogolregulirovanie checks this data when it comes with an inspection. If you are a catering company or sell excise-free alcohol by the glass, then make an entry in the journal upon opening the container - when you uncorked the bottle or printed a new keg. Data must be entered no later than the next day.

You must connect to the system before 01/01/2016 or from the moment you start trading, but definitely before the inspectors come to you. In rural settlements the deadline has been shifted from July 1, 2017. EGAIS is suitable for both a wired connection and a connection via mobile or satellite communications.

Deadline for recording information in EGAIS

Calculated in working days and is 3 (three) days, for rural areas 7 (seven) days.

Strange situation! Beer cannot be moved to another sales point of one legal entity if there is no EGAIS at the points, while if the question concerns vodka, cognac, then the products can be moved between divisions of one legal entity, and these movements must be reflected in EGAIS, but nothing is said about devices. Perhaps we misunderstand something, I hope readers will correct us.

Decommissioning and combat in EGAIS

The enterprise is obliged to reflect the write-off of alcohol consumption and losses in the egais system on a daily basis. If a violation is detected, a fine of 150 thousand rubles. So, make sure you don't get caught, but what if they come? supervisory authorities, at the same moment make a write-off report with the current date. Judicial practice already exists, but it is ambiguous and who needs legal problems.

6.1. How to check alcohol in EGAIS, etc. New clarification of certain EGAIS issues, including how to check the authenticity of alcoholic products in the operating conditions of the EGAIS system, filling out the sales log, as well as questions about the operation of the system, how to move products between stores and common errors of its users.

Responsibility for violations + fine

(in a separate article)

Since 2015, liability for the sale of alcohol to minors has been tightened, and in 2019, liability for the sale of alcohol to minors has been preserved, and at your request, dear readers, we are posting - Fines for violating the rules for the sale of ethyl alcohol, alcoholic and alcohol-containing products.

Don't forget about the seller's instructions: Instructing the seller on the sale of alcohol and tobacco.

Maintaining a journal of retail sales volumes

A form is being introduced for registering the volume of retail sales of alcohol and alcohol-containing products, and also provides for the procedure for filling out a logbook for accounting for the volume of retail sales of alcohol and alcohol-containing products. The absence of a logbook for recording alcohol sold may be considered a violation of the procedure for recording ethyl alcohol, alcoholic and alcohol-containing products during their production or circulation. For this Art. 14.19 of the Code of Administrative Offenses of the Russian Federation provides for a fine. Its size for officials and entrepreneurs will be from 10,000 to 15,000 rubles. And for organizations - from 150,000 to 200,000 rubles.

Filling out the log is carried out at the place of activity

organizations carrying out retail sales alcoholic or alcohol-containing products;
individual entrepreneurs engaged in the retail sale of beer and drinks made from beer, cider, poire, mead or alcohol-containing products.

The log is filled daily

The log is filled out every day, no later than the next day after the fact of retail sale of each unit of consumer packaging (packaging) of alcoholic and alcohol-containing products or upon opening transport packaging(including reusable containers) used for delivery and subsequent bottling of products to the consumer in one of the following ways:

on paper;
V electronic form using software unified state automated information system accounting for the volume of production and turnover of ethyl alcohol, alcoholic and alcohol-containing products (USAIS).

Example of a sales journal

No. – enter the entry number in order.
Date of retail sale of each unit of alcoholic beverages.
Barcode ( Here you need to indicate information in the form of symbols read from a federal special or excise stamp using EGAIS software. To do this, the organization must have a two-dimensional barcode scanner. When connecting to the EGAIS system, its presence is mandatory. The “bar code” of the alcohol logbook should be filled out only by those companies and individual entrepreneurs who have connected to the EGAIS system. The bar code is read by a special scanner from the excise stamp).
Product name ( enter the name of the alcoholic or alcohol-containing product. Data should be taken from accompanying documents).
Product type code ( you must indicate the product type code in accordance with the Product Type Classifier. It was approved by Order No. 231 of Rosalkogolregulirovanie dated August 23, 2012.).
Capacity (l) – the capacity of consumer packaging (transport packaging) of sold alcoholic or alcohol-containing products is entered.
Quantity (pieces).

Example of a completed journal

1	2	3	4	5	6	7
1	01.10.2016		Vodka "Putinka"	200	0,5	3
2	01.01.2016		Beer "Baltika"	500	1	2
Total for code 200						3
Total for code 500						2
Total by name Vodka “Putinka”						3
Total by name Baltika Beer						2
Total by quantity (pieces)						5

If the organization will keep a journal in electronic form for products marked with federal special and excise stamps, columns 4, 5, 6 and 7 do not need to be filled out.

There is no need to register the logbook anywhere or submit it for inspection anywhere. It must be kept at every point of sale of alcohol and beer. But at the request of the inspectors, you will have to submit it. Download EGAIS accounting journal in Word (Word).

Labeling of beer, cider and other beer products

Based on para. 6 tbsp. 5 of Law No. 171-FZ it follows that the powers of bodies state power The Russian Federation in the field of production and circulation of ethyl alcohol, alcoholic and alcohol-containing products includes, in particular, the introduction of mandatory labeling of alcoholic products produced and sold on the territory of the Russian Federation with federal special stamps and excise stamps.

According to paragraph 2 of Art. 12 of Law No. 171-FZ, alcoholic products (except for beer and beer drinks, cider, poire, mead) are subject to mandatory labeling in the following order:

alcoholic products produced on the territory of the Russian Federation, with the exception of alcoholic products supplied for export, are marked with federal special marks. The brands indicated are purchased from government agency, authorized by the Government of the Russian Federation;
alcohol products imported (imported) into the Russian Federation are marked with excise stamps, except for the cases provided for in clause 5.1 of Art. 12 of Law No. 171-FZ. The brands indicated are purchased from customs authorities organizations importing alcoholic beverages.

Important: Labeling of alcoholic beverages with brands not provided for by Law No. 171-FZ is not permitted.

According to clause 5.3.3 of the Regulations on Rosalkogolregulirovanie, the issuance of federal special stamps for labeling alcoholic products produced on the territory of the Russian Federation is carried out by the Federal Service for Regulation of the Alcohol Market (Rosalkogolregulirovanie).

Sale of beer in containers up to 1.5 liters is prohibited

Government of Russia “On the use of containers” approved amendments to the law, according to which the production of alcoholic beverages with an ethyl alcohol content of more than 0.5% in plastic containers with a volume of more than 1.5 liters is prohibited from January 1, 2017, and the retail sale of alcohol in such containers is prohibited from July 1, 2017 .

“The law is aimed at establishing a phased ban on the production, circulation and retail sale of alcoholic products in consumer packaging (consumer packaging or packaging made entirely of polyethylene, polystyrene, polyethylene terephthalate and other polymer material),” the document says.

These innovations indicate the lack of competition in the Russian Federation in the aluminum production market (the manufacturer UC Rusal belongs to " successful businessman"Oleg Deripaska), and they are trying to solve this problem through restrictive measures.

The essence of the law that came into force

Retail sale of alcoholic products with an ethyl alcohol content of more than 0.5 percent of the finished product volume in polymer consumer packaging (consumer packaging or packaging made entirely of polyethylene, polystyrene and other polymer material) is not permitted. Retail sale of alcoholic products containing ethyl alcohol 0.5 percent of the finished product volume is allowed in polymer consumer containers with a volume of no more than 1,500 milliliters.”

IN explanatory note The authors of the bill noted that beer consumption in the country has acquired a “threatening volume”; the cheapness of plastic containers increases the availability of this drink for the population, and its large volume makes them drink more. At the same time, in the 1st quarter of 2016 there was a message in the media that state corporation Rosspirtprom bought 8 alcohol production factories, while the alcohol production market almost completely came under state control.

The amount of the fine for selling over 1.5 liters

The fine for the sale of alcohol with an alcohol content of more than 0.5% in a polymer container with a volume of more than 1.5 liters, as well as for its production and turnover, is:

for officials from 100 thousand to 200 thousand rubles. with or without confiscation of items of an administrative offense,
for organizations - from 300 thousand to 500 thousand rubles. with or without confiscation of items of an administrative offense.

In this case, both the first and the second, together with a fine, may be subject to confiscation of the items of the administrative offense.

What is stated in the article applies not only to legal entities but also to individual entrepreneurs.

Law enforcement practice

In each specific case, when selling beer on the territory of a non-stationary facility, it is necessary to answer the question of what activity the entrepreneur was engaged in: retail sale of beer (in this case, administrative liability is lawful) or provision of public catering services to consumers (in which case penalties should not be applied). ).

Whose competence is this issue?

Questions regarding the turnover (including sales) of alcoholic beverages, incl. and beer, are located in the department of the Federal Service for Regulation of the Alcohol Market (website address - fsrar.ru) and are regulated Federal law No. 171 “On state regulation of the production and turnover of ethyl alcohol, alcoholic and alcohol-containing products and on limiting the consumption (drinking) of alcoholic products.”

Anton Belykh knows about beer and commercial real estate. However, his chain of craft drinks Birkoff lasted only a year and a half and left the entrepreneur 3 million rubles. total losses. What mistakes did he make?

Anton Belykh (Photo: Oleg Yakovlev / RBC)

“There is no feat, there is no need to climb,” entrepreneur Anton Belykh sums up the results of the beer experiment. He made every possible mistake - he made a mistake with the choice of location, assortment and equipment, hired employees who organized orgies in the workplace, drank and stole. Finally tried to invent a new one trading format, which turned out to be of no use to anyone.

Craft beer lull

According to Elena Ponomareva, development director of the consulting company Step by Step, Russian market beer is in decline. The reasons lie in the aging population (older people drink less beer, preferring stronger alcohol), a decrease in the incomes of Russians due to the economic crisis and alcohol products.

“The last three years have seen a boom in craft bars and shops throughout Russia, and, by the way, in Europe too. However, at the moment there is a lull,” says Alexander Maleev, founder of the craft beer bars “All Your Friends” and “Shirokuyu na Shirokaya”.

A man's dream

A graduate of the Faculty of Sociology of Moscow State University, Anton Belykh worked as a columnist for the “Real Estate” column, first in the “Business Journal” and then in the newspaper “Kommersant”. In 2012, Belykh, who was then 26 years old, decided to leave journalism: “Every day you write about other people’s millions, I wanted to hold them in my hands.” Belykh retrained as a real estate consultant and, together with former colleague, and at that time entrepreneur Nikolai Ditsman and minority partners opened consulting company DNA Realty, specializing in the leasing and sale of commercial real estate.

Belykh’s love for craft beer arose from a drink brewed by the Moscow brewery Panzer Brewery: “I tried this beer and realized that everything I had drunk before was no good.” Belykh began studying the issue: meticulously collecting information about small breweries and types of beer, testing drinks in bars and stores.

For several years, Belykh dreamed of turning his hobby into a business, but he managed to realize the idea only in 2016 - the real estate business began to bring stable income, and many empty premises appeared on the market. “I thought that the niche was just being formed, if you come in with the right product, you can get promoted,” recalls Belykh. Finally, the partners unexpectedly managed to recover through the court more than $15 thousand of pre-crisis debts, which by 2016 had turned into approximately 900 thousand rubles. They reasoned that this money could well be spent on new business.

Soon we found a suitable premises near the Perovo metro station. The place seemed promising, and the entrepreneur did not attach importance to the fact that only small entrepreneurs applied for this premises; chain stores avoided it. Now Belykh understands that from this sign one could have guessed that something was wrong with the site.

To launch the first store, Belykh and his partner spent 500 thousand rubles, expenses were divided in half. About 240 thousand rubles. spent on renting the premises, 80 thousand rubles. made up the wage fund (three salespeople and a cleaner), the partners spent 60 thousand rubles on repairs, and another 30 thousand rubles. spent on the purchase of inexpensive cooling equipment and about 50 thousand rubles. - for advertising.

We started with 16 varieties of draft beer, snacks and cider. They rented bottling equipment from the supplier, the Khmelnaya Pinta company. The supplier put forward a condition - you need to buy beer only from him. Belykh sees a mistake in this: “We saved in vain. We had to buy our own cranes so as not to depend on one supplier. Then we could play with the assortment and adapt to the wishes of customers.” In addition, entrepreneurs could not supply a refrigerator with bottled craft beer, which was gaining popularity, at the point of sale.

To get the most out of the premises, the partners came up with the idea of selling takeaway and whole bean coffee, as well as dairy products, there. This is how the name “Birkoff” was born (from the combination of English beer and coffee). The logic was as follows: a person walks past a store to work in the morning, he needs coffee, and in the evening he will go for beer and at the same time buy some for the children farm milk. Belykh judged by himself and, as it turned out, he made a mistake.

Three common technical mistakes when starting a beer store

Chermen Kaytukov, creator of Iriston mobile mini-breweries, founder of the Innovative Modular Systems company

Savings on cooling systems

Beer is a very capricious product. He needs an eye and an eye. And entrepreneurs make the same mistakes. The most important thing is that to pour beer, it is not enough to place the keg next to the beer cooler under the bar counter. Yes, the drink is served cold, but the beer cooler itself produces heat that warms the beer. The longer it is stored in such conditions, the faster it ages.

Insufficient bottling purity

Bacteria multiply very quickly on the beer tap. If you don’t watch this, even good beer will taste sour. Therefore, you need to flush the system morning and evening.

Rent of free equipment from large breweries

As a rule, such agreements limit sellers' assortment, and buyers receive a low-quality product. It is better to invest in your equipment and enter into contracts with small breweries.

Foam everyday life

In April 2016, Belykh staged a pompous opening of the establishment: he bought balloons, sent promoters around the area, published the news on social networks. All this worked - people immediately came to the store, the revenue made it possible to cover expenses, and the partners hoped that turnover would grow.

But soon mistakes and lack of experience surfaced. For example, it turned out that few people buy milk in a beer store - after two months they abandoned the unpopular product. They left coffee, but they only bought 10-20 cups of it per day at a price of 79 rubles. per serving. “In Perovo there are old houses, the working class, they don’t drink much natural coffee here,” recalls Belykh.

At first, the entrepreneur himself often stood behind the counter with the seller to understand the tastes of customers. They were disappointing. People usually demanded one and a half liters of Zhigulevskoe, but did not pay attention to more expensive craft varieties. There were still a few connoisseurs, but they didn’t make a profit. “We, of course, made a mistake with the location; I didn’t think there were such poor areas left in Moscow,” Belykh complains. The entrepreneur hoped that at least in the summer demand would increase. But it turned out that local residents prefer to relax at their dachas, and on weekends during the warm season the area dies out.

Monotonous assortment regular customers I quickly got bored, and the store did not offer alternatives due to dependence on the supplier. Even worse, it's cheap refrigeration equipment could not cope with the load - the beer periodically spoiled in kegs. Belykh himself found out about the problem after the fact - of course, he returned the money to the dissatisfied people, replaced the equipment, but the damage to his reputation had already been done.

As a result, the entrepreneurs managed to change the conditions and agree on a significant expansion of the assortment, supplying refrigerators with bottled beer from the new suppliers MarketBir and RusBir, but the moment was missed. Buyers were leaving for a competitor who had been operating in the area for many years. Before the opening, Belykh didn’t even notice the unsightly store with cheap beer and oriental pies in the courtyards next door. But the enemy had an important trump card - they also sold cigarettes there. According to the entrepreneur, in beer business being able to sell tobacco helps a lot. “People come for cigarettes much more often than for beer,” explains the entrepreneur.

To win the unequal struggle, we had to cut costs. To do this, the partners fired one seller, changed the supplier of snacks, abandoned delivery services and began to go shopping for the goods themselves. The expenses turned out to be 270-350 thousand rubles. per month. The revenue was about the same, but in the summer losses appeared - 10-40 thousand rubles. per month.

The partners made several more attempts to stir up the business. They organized marketing campaigns: they brought in Zhigulevskoye beer and sold it for 75 rubles. per liter Sales increased, but dumping did not eliminate competitors. Trade margin in the store was about 100%, and in the best month it brought in only 100 thousand rubles. profit. At the same time, one real estate transaction brought in 0.2-1 million rubles. revenue, so partners were increasingly involved in the core business. This only made the situation worse.

Five tips on how not to go broke in the beer market

Alexander Maleev, founder of craft beer bars “All Your Friends” and “Shirokuyu na Shirokaya”

Location

It may not play a decisive role if you already have your own audience, party or a certain story before the opening. If this is not the case and you have to work for casual visitors, then you need to look for a pass-through place.

Concept

People generally prefer simple and understandable beer from large manufacturers, craft beer is a very niche story. But a lot of people are selling simple beer now, so I advise new players to look for their identity. This could be, for example, related to the kitchen. A win-win option is a combination of beer and pizza (four or five items are enough). There are a lot of such bar-pizzerias in St. Petersburg, but in Moscow they have just begun to appear.

Affordable prices

There are still not enough places in Moscow with affordable prices, and there will continue to be for a long time. But the rent should allow for this. You can, of course, not come up with any concepts if you don’t have competitors in the area, but they will definitely appear. We need to at least do the renovations so that we won’t be ashamed to invite my mother.

The owner is on alert

I recommend trying to spend as much time as possible in your establishment, not only in the first months after opening, but always. Stand at the counter yourself, get to know the guests, and treat them periodically. Those establishments that have been able to form a community of friends around themselves survive.

Staff

The team must be recruited from a circle of close friends and acquaintances. Or at least according to their recommendations. We don’t have a single outsider working in our first bar. Then it is more difficult to look for adequate people when development is underway. There aren't enough friends for everything. Three or four places is, perhaps, the ceiling when you can control the processes yourself.

Scaling losses

“I didn’t immediately realize that the horse was dead, and foolishly went to open a second location near the Alekseevskaya metro station,” says Belykh. The area is busy, close to the center and VDNKh, there are no competitors - the entrepreneur hoped that the new location would help keep the entire beer business afloat.

At the end of 2016, the second Birkoff store opened, and another 500 thousand rubles were spent on it. The partners were better prepared for the new start: they purchased an assortment of snacks and created a wide range of beer. But again they made a mistake with the audience. Locals they also preferred inexpensive varieties, but craft beer spoiled and had to be written off.

Anton Belykh (Photo: Oleg Yakovlev / RBC)

The entrepreneur wondered for a long time how his competitors managed to work with the premium segment. The solution shocked him. Belykh empirically found out that some traders pass off cheap varieties as expensive ones. For example, they sell “Czech elite”, which is brewed by many domestic breweries and which costs 90 rubles from the supplier. per liter, like the German Spaten, which in wholesale costs 220 rubles. per liter According to Belykh, only connoisseurs can distinguish one from the other.

At first there was hope for success. IN good days the store on Alekseevskaya brought in 25 thousand rubles. revenue per day (at Perovo - up to 20 thousand rubles) and worked in plus. But the business was hit by problems with sellers. One of the key mistakes of entrepreneurs, as they now understand, was the selection of employees. The partners saved on the wage fund and recruited staff through advertisements, on their own, rather than hiring an experienced manager.

Among the sellers, for example, there was a girl who suffered from depression. She started taking pills at work and was once hospitalized by an ambulance. And this girl’s friends, whom she asked to replace her, robbed the cash register. Fortunately, there were only 6 thousand rubles.

Another salesman showed up for an interview wearing glasses and a jacket. He had a good understanding of beer, sold it well, and left the most pleasant impression about himself. But when the intelligent man went to work, it turned out that he was an alcoholic - he could get drunk right at his workplace. The new seller became the instigator of fights several times, and was taken to the police. “He loved not only to drink, but also to get into trouble,” recalls Belykh.

One case was egregious. Once, a decent-looking salesgirl, having learned that her boss would not show up at work, locked herself in the store with her friends. According to sellers from neighboring premises, the drinking party turned into an orgy. “Sellers are a special category of people; I didn’t even know that such people existed,” says Belykh.

In 2017, difficulties began mainly brokerage business, primarily related to debt collection agency agreements, so the partners were no longer able to control beer stores: there was not enough time. Meanwhile, the beer business was going downhill - the second point also began to make losses. At the end of the summer of 2017, the partners sold all the equipment at a bargain price and closed the business. Entrepreneurs estimate the total losses for about a year and a half of work at 3 million rubles.

But after the closure of Birkoff, DNA Realty’s real estate business went uphill. According to Belykh, in the fourth quarter of 2017 the company earned the same amount as in the previous three.

Anton Belykh never sets foot in retail again. If he develops a new business, it will only be in the real estate sector. “In fact, you still need to do what you understand, or attract people who will help you figure it out,” sums up the entrepreneur.

View from the outside

“Bars, breweries, shops are starting to close.”

Rustam Askarov, founder of the craft brewery Malz & Hopfen

“The market has changed rapidly in the last five years. Many breweries and new types of beer have appeared. In retail, bars with simple interiors began to appear, with virtually no food, but a large selection of unusual beer. The low cost of opening such a bar or store, high prices for beer in the absence of kitchen costs make it possible to earn money. But the more such offers there are, the more difficult it is to survive. We need non-standard, unusual solutions. And the crisis has not been canceled. Buyers have less and less money, so they began to limit the consumption of expensive alcohol. That’s why bars, breweries, and shops are starting to close.”

“You just can’t get hyped like that”

Andrey Fialkin, founder of the chain of bar-shops “Pivoteka 465” (12 stores, nine of them are franchised)

“There is no need to have any illusions - the market is oversaturated, you should think ten times before opening a beer bar or store. And if you have already opened it, be ready to control everything yourself. The excitement has passed; it is not surprising that many bars managed to close in 2017. In my opinion, the number of breweries will still grow, as will the number of sales points. Those people who are not doing well will simply be eliminated. Every day the competition is getting tougher and tougher. This will lead to the fact that the strongest networks and producers who do not make mistakes will remain.”

With the participation of: Nikolay Grishin

Popular in the category: