Microbrewery & Brewpubs in India
Contents (slide number) <ul><li>What is beer? 3-4 </li></ul><ul><li>Ales v/s Lagers 5  </li></ul><ul><li>Types of Beers 6-...
<ul><li>Basic considerations </li></ul><ul><li>1. Space requirement 19 </li></ul><ul><li>2. Capacity and Sale 19 </li></ul...
<ul><li>19. Human resource    43-44 </li></ul><ul><li>20. Brew Chart   45 </li></ul><ul><li>21. Source & nature of   46-49...
What is beer? <ul><li>Beer  is the world's oldest and most widely consumed alcoholic beverage and the third most popular d...
<ul><li>The basics of brewing beer are shared across national and cultural boundaries. Beers are commonly categorized into...
Ales v/s Lagers <ul><li>Ales can be referred to as being “fruity, rounded, and complex,” and lagers can be referred to as ...
Types of Beer <ul><li>1. AMERICAN LAGER </li></ul><ul><li>Light/Standard/Premium </li></ul><ul><li>Dark </li></ul><ul><li>...
<ul><li>5. SCOTTISH ALES </li></ul><ul><li>Light 60/- </li></ul><ul><li>Heavy 70/- </li></ul><ul><li>Export 80/- </li></ul...
<ul><li>10. BROWN ALE </li></ul><ul><li>Mild </li></ul><ul><li>Northern English Brown Ale </li></ul><ul><li>Southern Engli...
<ul><li>14. BOCK </li></ul><ul><li>Traditional Bock </li></ul><ul><li>Helles Bock/Maibock </li></ul><ul><li>Doppelbock </l...
<ul><li>18. STRONG BELGIAN ALE </li></ul><ul><li>Dubbel </li></ul><ul><li>Tripel </li></ul><ul><li>Belgian Strong Golden A...
<ul><li>23. SMOKE-FLAVORED BEER </li></ul><ul><li>Classic Rauchbier </li></ul><ul><li>Other Smoked Beer </li></ul><ul><li>...
Basic concept A microbrewery  is a small brewery with a limited production capacity which, of necessity, produces labour i...
<ul><li>A brewpub/ Brauhaus is a pub or restaurant that brews beer on the premises. Some brewpubs, such as those in German...
Microbreweries & Brewpubs in India <ul><li>Since 2005 the initiative towards setting up India’s first microbrewery/Brewpub...
Links of Brewpub/Microbrewery articles published in India <ul><li>http://content.msn.co.in/MSNContribute/story.aspx?pageid...
Difference between commercial beer and draught beer <ul><li>Draught beer denotes beer brewed and stored in the traditional...
Difference in pricing of commercial beers as compared to draught beers <ul><li>Due to use of specialized equipments in mic...
Main considerations for setup of Brewpub/microbrewery in India <ul><li>Space requirement: </li></ul><ul><li>General requir...
<ul><li>Exhaust: </li></ul><ul><li>Due to the high temperature boiling of the wort (Green beer) ,there is high rate of vap...
<ul><li>Solid Waste Products (Spent Grain): </li></ul><ul><li>After the mashing process is concluded, the left over grain ...
<ul><li>Water requirement: </li></ul><ul><li>Depending upon the capacity of the brewhouse, the water requirement varies fr...
<ul><li>The principal areas of water usage are: </li></ul><ul><li>1.  Mashing </li></ul><ul><li>2.  Sparging in Lauter tun...
<ul><li>Heating option: </li></ul><ul><li>I. For boiler:  </li></ul><ul><li>(a) Electrical element </li></ul><ul><li>(b) N...
<ul><li>Electrical Load & Consumption:   </li></ul><ul><li>Generally around 2KV electric load, and consumption should be a...
<ul><li>Number of beer styles: </li></ul><ul><li>For a brewpub with around 3 hl- 5 hl system, it is sufficient to have aro...
<ul><li>Cooling options: </li></ul><ul><li>Two types of chilling option can be opted for in a brewpub. </li></ul><ul><li>1...
<ul><li>The dispensing techniques however can be of different types in case of a cold room, like: </li></ul><ul><li>a) Air...
<ul><li>The main influencing factors in dispensing are : </li></ul><ul><li>1. The distance of the bar and the BBT-use of b...
<ul><li>Brewing Equipment Engineered type: </li></ul><ul><li>Based on the style, type and number of brews needed according...
<ul><li>Milling requirements: </li></ul><ul><li>  A malt mill of adequate capacity is required, based on the following inf...
<ul><li>Use of Adjuncts: </li></ul><ul><li>In commercial breweries use of adjuncts (rice flakes, wheat, sugar, corn etc) i...
<ul><li>Waste water disposal: </li></ul><ul><li>A huge quantity of water will be drained off each brew day for various CIP...
<ul><li>Degree of automation of the brewing system: </li></ul><ul><li>A PLC SCADA control can be setup with the control pa...
<ul><li>Other Choices in Equipments : </li></ul><ul><li>1.  Wort aeration apparatus: </li></ul><ul><li>(a) for hot side- P...
<ul><li>4.  Beer filter : there are two types of basic filters used to give final crystal clarity to beer: </li></ul><ul><...
<ul><li>Malt room: </li></ul><ul><li>A malt room should be in place close to the brewery for storing the malt to be later ...
<ul><li>Laboratory: </li></ul><ul><li>A room ( with aseptic conditions) should be dedicated for laboratory analysis of the...
<ul><li>12. New Beer R&D apparatus (optional) </li></ul><ul><li>13. Magnetic shaker </li></ul><ul><li>14. Refrigerator </l...
<ul><li>Excise, License, tax, duty & other legal requirements: </li></ul><ul><li>Up till now only we have 3-4 Indian state...
<ul><li>A microbrewery/brewpub license is issued by the state excise government, allowing the company to start operations ...
<ul><li>Other licenses required for the setup : </li></ul><ul><li>1. Commercial Electricity line </li></ul><ul><li>2. Comm...
<ul><li>Human resource and man power requirements: </li></ul><ul><li>  Generally 4 kinds of manpower are required in a bre...
<ul><li>3. Bar Manager: Should be a Hotel management/ hospitality sector pass out, preferably with some management diploma...
 
<ul><li>Source and nature of raw materials procured: </li></ul><ul><li>1.  Malt:  Malt are basically of 3 types- </li></ul...
<ul><li>2 . Hops-  they are generally of two types based on their function: </li></ul><ul><li>a) Bitter hops </li></ul><ul...
<ul><li>3.  Yeast:  generally   2 types of yeasts re required for beer production: </li></ul><ul><li>a) Top fermenting yea...
<ul><li>4.  Brewing Auxiliaries:  Due to lack of brewing enzymes in mash in some cases, and other such deficiencies in the...
<ul><li>Architecture, Floor planning & interiors: </li></ul><ul><li>Based on the capacity and the placement of equipments ...
<ul><li>o) Spent grain and other solid disposal space to be demarcated. </li></ul><ul><li>p) in case cold room, space shou...
<ul><li>Unlike commercial beer, marketing for brewpubs follows an all together different approach. According to Govt. regu...
<ul><li>Other positive aspects of brewpub marketing are: </li></ul><ul><li>1. Wide range of styles in beer </li></ul><ul><...
<ul><li>One should be careful to mention these launch and promotional events as event based and not for the product. Such ...
Conceptualized themed brewpubs <ul><li>Various themed brewpubs have all ready come up in India and many such are functiona...
<ul><li>Rugged old school machine themed brewpubs </li></ul>
<ul><li>New age Urban themed neon brewpubs </li></ul>
<ul><li>Wooden Irish themed brewpubs </li></ul>
<ul><li>Munich Styled Brewpubs </li></ul>
Location Importance <ul><li>Brewpubs are located mostly in city centre or tourist spots where large section of people are ...
Brewpub kitchen <ul><li>A kitchen should in place of the brewpub for special snacks to go along with the beers. It may or ...
Keep Brewing-conclusion <ul><li>I think I have provided a basic outlook in brewpub microbrewery establishment in general f...
Contact  <ul><li>For any further mail to Ritwik Bhattacharya at: </li></ul><ul><li>[email_address] </li></ul><ul><li>[emai...
Cheers!
Upcoming SlideShare
Loading in...5
×

Brewpub & Microbrewery in India

23,771

Published on

A brief description of setting up brewpub/microbreweries in India. mail me your inquiries to :

neo.brewmaster@gmail.com

APART FROM DISCUSSING THE PRESENTATION ALL OTHER SERVICES ARE CHARGEABLE.
CONSULTATIONS (ONLINE/ONSITE) FOR MICROBREWERY/BREWPUB PROVIDED WITH REGARD TO TECHNICALITIES INVOLVED (NO LEGAL OR EXCISE WILL BE DALT WITH)MAY BE PROVIDED.
TURNKEY PROJECT AND CUSTOMIZATION SERVICES PROVIDED. RAW MATERIAL, EQUIPMENT, SETUP, DESIGN, BREWING AND RECIPES WILL BE IN SCOPE OF SERVICES.

Published in: Technology
45 Comments
36 Likes
Statistics
Notes
No Downloads
Views
Total Views
23,771
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
45
Likes
36
Embeds 0
No embeds

No notes for slide

Transcript of "Brewpub & Microbrewery in India"

  1. 1. Microbrewery & Brewpubs in India
  2. 2. Contents (slide number) <ul><li>What is beer? 3-4 </li></ul><ul><li>Ales v/s Lagers 5 </li></ul><ul><li>Types of Beers 6-11 </li></ul><ul><li>Basic concept 12-13 </li></ul><ul><li>Microbreweries and 14-16 </li></ul><ul><li>brewpubs in India </li></ul><ul><li>Difference between 17 </li></ul><ul><li>commercial & draught </li></ul><ul><li>beer </li></ul>
  3. 3. <ul><li>Basic considerations </li></ul><ul><li>1. Space requirement 19 </li></ul><ul><li>2. Capacity and Sale 19 </li></ul><ul><li>3. Exhaust 20 </li></ul><ul><li>4. Solid Waste 21 </li></ul><ul><li>5. Water requirement 22-23 </li></ul><ul><li>6. Heating option 24 </li></ul><ul><li>7. Electrical load 25 </li></ul><ul><li>8. No. of beer styles 26 </li></ul><ul><li>9. Cooling option 27-29 </li></ul><ul><li>10. Brewing engineering 30 </li></ul><ul><li>11. Milling requirement 31 </li></ul><ul><li>12. Use of adjuncts 32 </li></ul><ul><li>13. Waste water disposal 33 </li></ul><ul><li>14. Degree of automation 34 </li></ul><ul><li>15. Other choice of equipment 35-36 </li></ul><ul><li>16. Malt room 37 </li></ul><ul><li>17. Laboratory 38-39 </li></ul><ul><li>18. Excise, Licensing & Duty 40-42 </li></ul>
  4. 4. <ul><li>19. Human resource 43-44 </li></ul><ul><li>20. Brew Chart 45 </li></ul><ul><li>21. Source & nature of 46-49 </li></ul><ul><li> raw materials </li></ul><ul><li>22. Architecture & floor 50-51 </li></ul><ul><li> planning </li></ul><ul><li>Brewpub Marketing & Promotion 52-54 </li></ul><ul><li>Themed brewpubs 55-59 </li></ul><ul><li>Location 60 </li></ul><ul><li>Brewpub kitchen 61 </li></ul><ul><li>Conclusion 62 </li></ul><ul><li>Contact 63 </li></ul>
  5. 5. What is beer? <ul><li>Beer is the world's oldest and most widely consumed alcoholic beverage and the third most popular drink overall after water and tea. It is produced by the brewing and fermentation of starches, mainly derived from cereal grains—most commonly malted barley, although wheat, maize (corn), and rice are widely used. Most beer is flavoured with hops, which add bitterness and act as a natural preservative, though other flavourings such as herbs or fruit may occasionally be included. </li></ul>
  6. 6. <ul><li>The basics of brewing beer are shared across national and cultural boundaries. Beers are commonly categorized into two main types—the globally popular pale lagers, and the regionally distinct ales, which can be further categorized in to different further types. </li></ul><ul><li>The strength of beer is usually around 4% to 6% alcohol by volume (abv) though may range from less than 1% abv, to over 20% abv in rare cases. </li></ul><ul><li>(Ref: www.wikipedia.org) </li></ul>
  7. 7. Ales v/s Lagers <ul><li>Ales can be referred to as being “fruity, rounded, and complex,” and lagers can be referred to as being “crisp, clean, and angular.”  </li></ul><ul><li>Ales ferment typically between 64 and 70 degrees F, and lagers ferment typically between 52 and 58 F.  </li></ul><ul><li>Lagers need bottom fermenting yeasts in comparison to ales which need top fermenting yeasts. </li></ul><ul><li>(Ref: Internet Websites, Brewing journals and books) </li></ul>
  8. 8. Types of Beer <ul><li>1. AMERICAN LAGER </li></ul><ul><li>Light/Standard/Premium </li></ul><ul><li>Dark </li></ul><ul><li>Classic American Pilsner </li></ul><ul><li>2. EUROPEAN PALE LAGER </li></ul><ul><li>Bohemian Pilsner </li></ul><ul><li>Northern German Pilsner </li></ul><ul><li>Dortmunder Export </li></ul><ul><li>Muenchner Helles </li></ul><ul><li>3. LIGHT ALE </li></ul><ul><li>Blond Ale </li></ul><ul><li>American Wheat </li></ul><ul><li>Cream Ale </li></ul><ul><li>4. BITTER & ENGLISH PALE ALE </li></ul><ul><li>Ordinary Bitter </li></ul><ul><li>Special or Best Bitter </li></ul><ul><li>Strong Bitter/English Pale Ale </li></ul>
  9. 9. <ul><li>5. SCOTTISH ALES </li></ul><ul><li>Light 60/- </li></ul><ul><li>Heavy 70/- </li></ul><ul><li>Export 80/- </li></ul><ul><li>6. AMERICAN PALE ALES </li></ul><ul><li>American Pale Ale </li></ul><ul><li>B. American Amber Ale </li></ul><ul><li>California Common Beer </li></ul><ul><li>7. INDIA PALE ALE </li></ul><ul><li>8. KOELSCH & ALTBIER </li></ul><ul><li>Koelsch-Style Ale </li></ul><ul><li>Duesseldorf Altbier </li></ul><ul><li>Northern German Altbier </li></ul><ul><li>9. GERMAN AMBER LAGER </li></ul><ul><li>Oktoberfest/Maerzen </li></ul><ul><li>Vienna Lager </li></ul>
  10. 10. <ul><li>10. BROWN ALE </li></ul><ul><li>Mild </li></ul><ul><li>Northern English Brown Ale </li></ul><ul><li>Southern English Brown Ale </li></ul><ul><li>American Brown Ale </li></ul><ul><li>11. ENGLISH & SCOTTISH STRONG ALE </li></ul><ul><li>Old Ale </li></ul><ul><li>Strong Scotch Ale (Wee Heavy) </li></ul><ul><li>12. BARLEYWINE & IMPERIAL STOUT </li></ul><ul><li>English-style Barleywine </li></ul><ul><li>American-style Barleywine </li></ul><ul><li>Russian Imperial Stout </li></ul><ul><li>13. EUROPEAN DARK LAGER </li></ul><ul><li>Munich Dunkel </li></ul><ul><li>Schwarzbier </li></ul>
  11. 11. <ul><li>14. BOCK </li></ul><ul><li>Traditional Bock </li></ul><ul><li>Helles Bock/Maibock </li></ul><ul><li>Doppelbock </li></ul><ul><li>Eisbock </li></ul><ul><li>15. PORTER </li></ul><ul><li>Robust Porter </li></ul><ul><li>Brown Porter </li></ul><ul><li>16. STOUT </li></ul><ul><li>Dry Stout </li></ul><ul><li>Sweet Stout </li></ul><ul><li>Oatmeal Stout </li></ul><ul><li>Foreign Extra Stout </li></ul><ul><li>17. WHEAT BEER </li></ul><ul><li>Bavarian Weizen </li></ul><ul><li>Bavarian Dunkelweizen </li></ul><ul><li>Berliner Weisse </li></ul><ul><li>Weizenbock </li></ul>
  12. 12. <ul><li>18. STRONG BELGIAN ALE </li></ul><ul><li>Dubbel </li></ul><ul><li>Tripel </li></ul><ul><li>Belgian Strong Golden Ale </li></ul><ul><li>Belgian Strong Dark Ale </li></ul><ul><li>19. BELGIAN & FRENCH ALE </li></ul><ul><li>Belgian Pale Ale </li></ul><ul><li>Witbier </li></ul><ul><li>Biere de Garde </li></ul><ul><li>Saison </li></ul><ul><li>Belgian Specialty Ale </li></ul><ul><li>20. LAMBIC & BELGIAN SOUR ALE </li></ul><ul><li>Straight Lambic-style Ale </li></ul><ul><li>Gueuze-style Ale </li></ul><ul><li>Fruit Lambic-style Ale </li></ul><ul><li>Oud Bruin </li></ul><ul><li>Flanders Red Ale </li></ul><ul><li>21. FRUIT BEER </li></ul><ul><li>22. SPICE/HERB/ </li></ul><ul><li>VEGETABLE BEER </li></ul>
  13. 13. <ul><li>23. SMOKE-FLAVORED BEER </li></ul><ul><li>Classic Rauchbier </li></ul><ul><li>Other Smoked Beer </li></ul><ul><li>24. SPECIALTY, EXPERIMENTAL, HISTORICAL BEER </li></ul><ul><li>25. MEAD </li></ul><ul><li>Traditional Mead </li></ul><ul><li>Varietal Honey Traditional Mead </li></ul><ul><li>Cyser </li></ul><ul><li>Pyment </li></ul><ul><li>Other Fruit Melomel </li></ul><ul><li>Metheglin </li></ul><ul><li>Braggot </li></ul><ul><li>26. CIDER </li></ul><ul><li>Standard Cider and Perry </li></ul><ul><li>New England-style Cider </li></ul><ul><li>Specialty Cider and Perry </li></ul><ul><li>(Ref: BJCP Style manual) </li></ul>
  14. 14. Basic concept A microbrewery is a small brewery with a limited production capacity which, of necessity, produces labour intensive hand-crafted beers . The term and trend originated in the United Kingdom in the late 1970s to describe the new generation of small breweries which focused on producing traditional cask ale.
  15. 15. <ul><li>A brewpub/ Brauhaus is a pub or restaurant that brews beer on the premises. Some brewpubs, such as those in Germany, have been brewing traditionally on the premises for hundreds of years. </li></ul><ul><li>Craft Beer is an American term which is also common in Canada and New Zealand and generally refers to beer that is brewed using traditional methods, without adjuncts such as rice or corn, and with an eye (or a tongue) to what's distinctive and flavorful rather than mass appeal. Whereas the term microbrewery is a term for a small scale brewery that produces a small volume of beer, craft brewery describes an approach to brewing, which in principle may be carried out on any scale. </li></ul><ul><li>(Ref: www.wikipedia.org) </li></ul>
  16. 16. Microbreweries & Brewpubs in India <ul><li>Since 2005 the initiative towards setting up India’s first microbrewery/Brewpub was seen in different states, but eventually the first microbrewery came up in Pune, in 2007 named ‘Martin Judds Microbrewery’, and the first Brewpub named ‘Howzzat’ in Gurgaon. At present there are almost 15 brewpubs operational in India, and new projects are always on discussion in new cities like Bangalore, Noida, Delhi, Kolkata, Pune, Mumbai, Chennai etc. However Haryana & Maharashtra being the first two states to develop a functional excise and licensing rules for Microbreweries/Brewpubs, other states are also catching up fast, however the excise since governed individually by different states the policy could however change from city to city. </li></ul><ul><li>(Ref: Various newspaper and internet articles) </li></ul>
  17. 17. Links of Brewpub/Microbrewery articles published in India <ul><li>http://content.msn.co.in/MSNContribute/story.aspx?pageid=1deb8b61-2e94-456c-96c9-ee31b3f49a53 </li></ul><ul><li>http://economictimes.indiatimes.com/articleshow/5928749.cms </li></ul><ul><li>http://www.indiamike.com/india/indian-cooking-and-cuisine-f12/micro-brewery-in-delhi-t71959/ </li></ul><ul><li>http://indiamicrobrewery.blogspot.com/ </li></ul>
  18. 18. Difference between commercial beer and draught beer <ul><li>Draught beer denotes beer brewed and stored in the traditional way, maturing naturally in the cask and served unpasteurised from the cask rather than from a bottle or can. Lager, which comes from the German ‘lagern’ (to store), is beer which is pasteurised and stored for longer periods in the casks and eventually bottled. </li></ul>
  19. 19. Difference in pricing of commercial beers as compared to draught beers <ul><li>Due to use of specialized equipments in microbreweries, the production expenditures are higher as compared to bulk production in commercial beers. </li></ul><ul><li>Also the quality of raw materials like speciality malts, hops and yeasts which need to procured from western and European companies, the cost incurred is higher. </li></ul><ul><li>However, still due to nature of the beer (unpasteurized) and since no bottling is required, with low taxing conditions levied by the state excise govt. the final cost is less or almost equal to that of commercial beers, which is around 70% less than the actual selling price. </li></ul>
  20. 20. Main considerations for setup of Brewpub/microbrewery in India <ul><li>Space requirement: </li></ul><ul><li>General requirement of space is around 500-1000 sq.ft. depending upon the capacity and the type of equipments. </li></ul><ul><li>Capacity & Sale calculation: </li></ul><ul><li>We provide specialized forecasting for the estimated sales generation (location, sitting capacity, miscellaneous factors) & the number brews that can be taken per week(8 hr/brew), depending on which the actual production capacity can be calculated. </li></ul>
  21. 21. <ul><li>Exhaust: </li></ul><ul><li>Due to the high temperature boiling of the wort (Green beer) ,there is high rate of vapor released, which basically odorous in nature. During the brewing process this may seem foul in nature and hence needs to be discharged from the plant. An exhaust system is thus needed to suck out the vapours from the area into the atmosphere. These fumes generally consist of low levels of sulphur (DMS) and hence are not strong environmental pollutants with respect to small microbreweries, but it is recommended that pollution control board, should be informed of the nature and type of discharge, including the waste water disposed in the process. </li></ul><ul><li>however there is an alternate method of constructing condensation traps that specifically reduce or eliminate the vapours by cooling them down to liquid form so that they can be passed through the waste water drainage system. </li></ul>
  22. 22. <ul><li>Solid Waste Products (Spent Grain): </li></ul><ul><li>After the mashing process is concluded, the left over grain devoid of most essential brewing sugars is the only main solid waste product of brewing. This can be disposed of as it is, or can be utilized as a rich source of proteins in cattle feed. Local dairies can be contacted for regular supply of such feed supplements for a decent amount (present Rs.2/kg), and can be taken as an additional income generation, due to high volume of spent grain leftover per month (approx 1.5 Metric tons/month). </li></ul>
  23. 23. <ul><li>Water requirement: </li></ul><ul><li>Depending upon the capacity of the brewhouse, the water requirement varies from 20hl-30hl (3hl-5hl system), out of which 60% of water should be of RO grade (water filtered by reverse osmosis). </li></ul><ul><li>Water is also required for the boiler (if heating option is steam), which however dose not need to be of RO grade, but of minimum potable nature to prevent scaling in boiler lines due to salt accumulation. This may result in clogging leading to high safety issues in boiler. </li></ul><ul><li>We should also test the quality of raw water in the facility to understand the TDS value before and after the processing. </li></ul><ul><li>Also we need to consider that in RO process, almost 3 times the water needed is wasted due to the nature of process to generate the best quality of water, and the water wasted can not be used in any other process of biological nature due to high TDS and salt concentration. In case there is high iron is the raw water, a separate iron filter should also be installed. So water requirement should accordingly be calculated for raw and RO water. </li></ul>
  24. 24. <ul><li>The principal areas of water usage are: </li></ul><ul><li>1. Mashing </li></ul><ul><li>2. Sparging in Lauter tun </li></ul><ul><li>3. Clean in Place (CIP) </li></ul><ul><li>4. Boiler </li></ul><ul><li>5. General Cleaning </li></ul><ul><li>6. Laboratory </li></ul><ul><li>For specialized beer an auto-dozing pump for incorporating salt in water, can also be used. </li></ul>
  25. 25. <ul><li>Heating option: </li></ul><ul><li>I. For boiler: </li></ul><ul><li>(a) Electrical element </li></ul><ul><li>(b) Natural Gas </li></ul><ul><li>(c) Propane </li></ul><ul><li>II. For Kettle: </li></ul><ul><li>(a) Electrical element: </li></ul><ul><li>1. Internal calandria </li></ul><ul><li>2. External calandria </li></ul><ul><li>(b) Steam from boiler </li></ul>
  26. 26. <ul><li>Electrical Load & Consumption: </li></ul><ul><li>Generally around 2KV electric load, and consumption should be approx 1000KWatt, for brewing days. The main equipments that need electrical input are: </li></ul><ul><li>1. Heating system- Electrical for boiler (kettle, if any)& hot liquor tank. </li></ul><ul><li>2. Transfer pumps </li></ul><ul><li>3. Solenoid and Pneumatic valves (if any for automation) with sensors (PT 100/RTD). </li></ul><ul><li>4. Central Console/panel for temperature and process evaluation & one PC. </li></ul><ul><li>5. Chilling & compressor unit for cold liquor tank. </li></ul><ul><li>6. Malt mill with flex auger (if any). </li></ul><ul><li>7. Agitator with racking arms in Mash tun & Kettle. </li></ul><ul><li>8. Wort Aeration pump. </li></ul>
  27. 27. <ul><li>Number of beer styles: </li></ul><ul><li>For a brewpub with around 3 hl- 5 hl system, it is sufficient to have around 4-6 varieties of beer on tap. These can be frequently changed according to customer response and to have new styles in the menu, but it should not be frequent for the popular styles. </li></ul><ul><li>Also the number of storing tanks and the type of beer (Ale/Lager) based on its processing time is an influencing factor. The ales take less time in processing than lagers, and it should be noticed as which style is getting more accepted so that higher production batches are dedicated for the same. This means the number of styles is roughly proportional to the number of beer storage tanks (Bright Beer Tanks; BBT’s), which also influences the space requirement issue. </li></ul><ul><li>The basic beer styles chosen for a brewpub can be obtained from the list given earlier, however herein a general style list is given as below: </li></ul><ul><li>1. India Pale Ale (IPA) </li></ul><ul><li>2. Stout (Imperial/Dry/Irish-Guinness style) </li></ul><ul><li>3. Wheat Beer </li></ul><ul><li>4. Porter </li></ul><ul><li>5. Pilsner </li></ul><ul><li>6. Bock </li></ul><ul><li>7. German lager </li></ul><ul><li>8. Cider </li></ul><ul><li>9. Barley wine </li></ul><ul><li>10. Scottish/ American/ English Ale </li></ul><ul><li>Serial no 1-3 & 9-10 are ales, rest are lagers. Generally a ration of 70: 30 for ales: lagers ,are chosen by most microbreweries, which can also be adjusted accordingly. </li></ul>
  28. 28. <ul><li>Cooling options: </li></ul><ul><li>Two types of chilling option can be opted for in a brewpub. </li></ul><ul><li>1. Glycol jacketed tanks: glycol run coils are put around tanks that require a chilling function or where temperature needs to be regulated (Fermentation vessels/Unitanks, BBT’s). A specific chilling unit needs to be determined for the degree of chilling needed and the capacity of beer that needs to chilled at its maximum, generally it is around 3-5 Tr for 3-5 HL brewpubs. </li></ul><ul><li>2. Cold room- a room dedicated with zero to subzero chilling temperature where the storage tanks are kept for lagering/conditioning or just store before being dispensed can be made in the facility. However it involves getting some place blocked and is not advisable in Indian brewpubs with space crunches and also to avoid an additional costs for setting up a cold room. But in a cold room due to availability of dedicated area with chilling temperature cask conditioned beers can be produced and kegs can be kept of large quantity to be used in dispensing through kegerators, which may store small quantities of different specialized beer varieties. </li></ul>
  29. 29. <ul><li>The dispensing techniques however can be of different types in case of a cold room, like: </li></ul><ul><li>a) Air-cooled trunk line chilled dispensing </li></ul><ul><li>b) Glycol chilled trunk line dispensing </li></ul><ul><li>1. double line (inflow and outflow) </li></ul><ul><li>2. single line (double chambered hose for inflow and outflow as well) </li></ul><ul><li>c) Direct shaft dispensing- a shaft with faucet attached directly to the wall of the cold room which leads to adjacent bar. The shaft on the other side is connected to the BBT’s in the cold room. </li></ul><ul><li>d) Kegerators-use pre filled kegs in chilled kegerators with overhead tower for dispensing. </li></ul>
  30. 30. <ul><li>The main influencing factors in dispensing are : </li></ul><ul><li>1. The distance of the bar and the BBT-use of booster pumps and FOB( Foam On Beer). </li></ul><ul><li>2. Pressure of beer in tanks (approx 1.5 psi). </li></ul><ul><li>3. Pressure of CO2 injected in to the tank through the carbonation (diffuser) stone, should in equilibrium or slight more than the pressure inside tank, for foam regulation. </li></ul><ul><li>4. used of only primary or secondary regulators as well for CO2 dispensed beer and specific pressure adjustment should be mentioned for all the different styles. </li></ul><ul><li>5. Whether a gas mixer needed ( commonly used for kegged stout, in form of N2 & CO2). </li></ul><ul><li>6. Arrangement of glycol lines in trunk line along with the number of beer hoses. </li></ul><ul><li>7. Number of kegs in each kegerators, in case they are used for a dispensing option that is far from the main dispensing point. </li></ul><ul><li>8. Type of kegs. </li></ul>
  31. 31. <ul><li>Brewing Equipment Engineered type: </li></ul><ul><li>Based on the style, type and number of brews needed according to capacity, there are various brewing equipment engineering designs that one needs to select. Like a normal large scale brewery, a brewpub has all the equipments only of a much smaller scale. The basic ones are : </li></ul><ul><li>1. Mash tun/ Lauter tun combined with Hot liquor tank & Kettle- 2 vessel brew house. </li></ul><ul><li>2. Mash tun/ Kettle & Lauter tun combined with whirpool- 2 vessel brewhouse. </li></ul><ul><li>3. 4 vessel dedicated brew house. </li></ul><ul><li>4. Mash tun/ Lauter tun & Kettle/ Whirpool- 2 vessel brew house. </li></ul><ul><li>A separate mash tun and Kettle allows the brew master to have more than one brew per day at lesser time, thus more flexibility in operation is achieved. </li></ul>
  32. 32. <ul><li>Milling requirements: </li></ul><ul><li> A malt mill of adequate capacity is required, based on the following influencing factors: </li></ul><ul><li> 1. Kilograms milled per hour. </li></ul><ul><li>2. Adjustable rollers (approx roller gap size is below 2 mm), which the determines the coarseness of milled grain and subsequently the type of beer. </li></ul><ul><li>3. Magnetic separators for separating iron particles from the raw malt. </li></ul><ul><li>5. Flex auger for direct dispatch of milled grains directly to the mash tun through conveyors. </li></ul><ul><li>6. A grist case , for holding more than one brew of a specific type of beer, having more than one type of ingredient of malt or adjunct. </li></ul>
  33. 33. <ul><li>Use of Adjuncts: </li></ul><ul><li>In commercial breweries use of adjuncts (rice flakes, wheat, sugar, corn etc) is encouraged to increase the fermentable sugar concentration for higher ABV% (alcohol % volume by volume). However according to German brew laws (Rheingebot law), only barley malt should be the only grist material to be used in making any kind of beer. But this is not compulsory. The adjuncts can also contribute to characteristic flavour but pure barley beer are adjudged to be the best class of draught beers. Adjuncts are also used to replace amount of barley malt in beer, for economical considerations. </li></ul>
  34. 34. <ul><li>Waste water disposal: </li></ul><ul><li>A huge quantity of water will be drained off each brew day for various CIP and other cleaning practices along with the condensation trap discharge (if any) and RO machine wastage. This needs to be channeled through underground drain lines, with steel grids that can be easily cleaned. Proper authorization should be taken from the pollution control board for such kind of discharges in normal sewerage lines or an ETP (Effluent Treatment Plant) should be installed nearby to recycle the water. The drain pipes should not be infested with insects and rodents and regularly kept clean to prevent odours in the plant. Beer is an very sensitive product, so extreme caution is to be taken for total sanitary protection, the most important principle for beer production. </li></ul>
  35. 35. <ul><li>Degree of automation of the brewing system: </li></ul><ul><li>A PLC SCADA control can be setup with the control panel along with pneumatic valves attached to air-compressors which are specially programmed to automate specific regions or total brewing process. This is a new development in brewing industry with great returns in form of efficiency and reduction in manpower requirement. The complex process of checking temperatures, manually operating valves becomes difficult for a brewmaster to control alone, in that case automation with specific programs set for different beer styles using the same equipment is always a reprieve. </li></ul>
  36. 36. <ul><li>Other Choices in Equipments : </li></ul><ul><li>1. Wort aeration apparatus: </li></ul><ul><li>(a) for hot side- Pure O2 cylinder </li></ul><ul><li>(b) for cold side- Air compressor </li></ul><ul><li>2. Plate Heat Exchanger (PHE): based on the flow rate (in liters/Minute) of wort into fermenter while getting aerated, which should be adequate. </li></ul><ul><li>3. Copper cladding of tanks: this is a decorative application on tanks , where either copper bands or copper sheets (electroplated) are used over brew house tanks etc for visual appeal. </li></ul>
  37. 37. <ul><li>4. Beer filter : there are two types of basic filters used to give final crystal clarity to beer: </li></ul><ul><li>a) Diatomaceous Earth filter: It uses the dead remains of sea algae as a filter bed over sieve screens. Generally two coatings of different coarseness are put the courser on top and less course on bottom, for giving double filtrations in process, and also polishing the beer to give it the sparkling clear appearance. However every now and then this coatings need to replaced, which a recurring cost. And the inventory of these materials should also be maintained. </li></ul><ul><li>b) Sheet filter: it uses several screens or filter sheets to pass the beer through them, down a pressure gradient, or by a pump. In this case as well the filter sheets should often be changed once they get clogged. The diameter of the sheets varies according to the capacity of the filtration device, and can be placed in different numbers as well ranging from 10-50 filter sheets. </li></ul><ul><li>c) Candle filter: vertically arranged screens are placed through which the beer passes as it sent for dispensing, so it is not that popular method for getting the basic filtration. </li></ul><ul><li>5 . Flex Auger for malt mill & Grist Case: as discussed in earlier slides </li></ul>
  38. 38. <ul><li>Malt room: </li></ul><ul><li>A malt room should be in place close to the brewery for storing the malt to be later used in subsequent brews for at least a week. This ranges from 1-2 Metric Tons, including pilsner (base malt) to specialty malts. The room should have temperature controller (Air-conditioned) and dehumidifier, to control the humidity. The malts are kept in silos stacked over pallets. Generally malt silos from India come in 50 kg and from Europe in 25 kg. Incase the malt mill is not in the plant, it can be placed in the malt room where the malt can be milled and taken in air tight containers to the mash tun manually or by flex auger directly or to the grist case for simultaneous brews. However it is advised to have the malt mill just over the mash tun and connected by a flex auger, to avoid degradation of malt by humidity and handling. The room should be free from any kind of pests and rodents, and should be given sulfur fumigation on a monthly basis. The room should be of minimum 70 sq. feet in dimension. </li></ul>
  39. 39. <ul><li>Laboratory: </li></ul><ul><li>A room ( with aseptic conditions) should be dedicated for laboratory analysis of the beer and the raw materials. It should have a minimum of 80 sq. feet. The following laboratory appliances are required for the best possible analysis of the beer: </li></ul><ul><li>1. Microscope </li></ul><ul><li>2. Hydrometers </li></ul><ul><li>3. Single chamber Laminar air flow (optional) </li></ul><ul><li>4. Incubator </li></ul><ul><li>5. Ebuliometer </li></ul><ul><li>6. Carbodosieur </li></ul><ul><li>7. Media </li></ul><ul><li>8. Glassware </li></ul><ul><li>9. Bunsen burner & LPG cylinder </li></ul><ul><li>10.Misclenious articles </li></ul><ul><li>11. Spectrophotometer (optional) </li></ul>
  40. 40. <ul><li>12. New Beer R&D apparatus (optional) </li></ul><ul><li>13. Magnetic shaker </li></ul><ul><li>14. Refrigerator </li></ul><ul><li>15. pH meter </li></ul><ul><li>16. Reagents, chemicals and dyes. </li></ul><ul><li>17. Haemocytometer </li></ul><ul><li>18. Water sink </li></ul><ul><li>19.Computer </li></ul><ul><li>20. Fire Extinguisher </li></ul><ul><li>The room should be air-conditioned and should also have a provision of quick exhaust of air inside. The room should have tiles up to minimum 5 feet height, with concrete shelves at 3 feet height and reagent rack and specially demarcated regions for main instruments with electrical points close by. The entry to this place is to be restricted only for brewmaster, microbiologist/chemist. A separate storage refrigerator also needs to be provided in the lab for the for hops and the other can be used for yeast, with temperature controllers. Their should also be a constant potable water supply in the lab, attached with an RO machine (portable), with decent flow rate. </li></ul>
  41. 41. <ul><li>Excise, License, tax, duty & other legal requirements: </li></ul><ul><li>Up till now only we have 3-4 Indian states with complete excise policy, but Maharashtra and Haryana were the first ones in this field. However quite a few states will follow this trend by the end of this year. We are hoping to see the following states with excise policies by next year where all ready new brewpubs are installed or are going to come up, here is the complete list: </li></ul><ul><li>1. Maharashtra </li></ul><ul><li>2. Haryana </li></ul><ul><li>3. Punjab </li></ul><ul><li>4. Karnataka </li></ul><ul><li>5. Chennai </li></ul><ul><li>6. Delhi </li></ul><ul><li>7. Uttar pradesh </li></ul><ul><li>8. Goa </li></ul><ul><li>9. West Bengal </li></ul><ul><li>Excise policies deal with any kind of narcotics or intoxicants in alcohol/liquor industry, for which they levy taxes on the production based on fixed set of standards and guidelines. Generally this is done on per bulk liter for packaged beer in cartons and for microbreweries where there is no packaging involved, this taxes are put over the weekly or monthly production and also depends on the ABV, which is fixed for a tax rate and goes up with increase in ABV, but generally ABV in beers in microbreweries is not allowed over 8%. </li></ul>
  42. 42. <ul><li>A microbrewery/brewpub license is issued by the state excise government, allowing the company to start operations in its microbrewery for commercial use. The price for this license was similar to the normal commercial large scale breweries which was over Rs. 10 lacs/ year, however due to recent developments it has gone to as much as Rs. 25,000/ year. But this figures may vary from state to state, because the excise regulations are state regulated and not centralized. An average of Rs. I -2 lac/ year should be taken in to account while planning the investment of the project. </li></ul><ul><li>A separate bar license need to be applied for the pub in premises, and needs to be applied separately so that it follows state regulations. For details read the latest version of Excise rules handbook of the particular state of concern. </li></ul><ul><li>Also for importing fabrication equipments from a different state in India involves some excise over the stainless steel used. And in case the equipments are imported from china, or some European countries, a custom duty will be levied upon the goods from 10-30% of the total purchase, depending on the nature of equipments, the shipment location and their use. In case for imported raw materials an excise also need to be paid for them along with customs duty for the nature of materials (used in production of alcohol). </li></ul>
  43. 43. <ul><li>Other licenses required for the setup : </li></ul><ul><li>1. Commercial Electricity line </li></ul><ul><li>2. Commercial water line- Municipality/ under ground boar water </li></ul><ul><li>3. Land registration/ Lease sanction </li></ul><ul><li>4. Company registration </li></ul><ul><li>5. Waste water disposal certificate from pollution control board </li></ul><ul><li>6. Fabricated equipment quality certificate from third party inspection (loyds, SGS, etc.) </li></ul><ul><li>7. Water quality testing certificate from quality control labs (SGS, etc.) </li></ul><ul><li>8. QC certificate of finished beer from govt. approved QC labs, done randomly. </li></ul>
  44. 44. <ul><li>Human resource and man power requirements: </li></ul><ul><li> Generally 4 kinds of manpower are required in a brewpub operation. They are: </li></ul><ul><li>1. Brewmaster: he should be well qualified (preferably with brewers certificate from IBD) with prior experience in brewing different styles of beer. He should be from a food technological/ microbiological background in terms of academics. He should be well versed in beer tasting and should understand basic engineering of all equipments for troubleshooting. He should be flexible to brew beer in any kind of certified brewing equipment provided and be able to brew all types of beer in menu. He should be able to do plan and forecast brew days based on systematic planning. He should understand all kinds of dispensing needs and must be able to teach the bar waiters all the intricacies of dispensing the different kinds of beer. He should be able to train all the other manpower directly or indirectly related to brewing operations. </li></ul><ul><li>2. Assistant brewmaster/Microbiologist: He should also be from a Food tech/ Microbiology background, with some aptitude towards alcohol technology. He can be fresher, and so can be trained by the brewmaster to take care of brewing in future after a minimum training period of 3 months. He should be able to handle all kinds of microbiological analysis and will handle all Quality control tests for beer. </li></ul>
  45. 45. <ul><li>3. Bar Manager: Should be a Hotel management/ hospitality sector pass out, preferably with some management diploma/MBA and experience in hospitality sector. Should be able to handle bar operations, waiters and dispensing independently once trained by brewmaster. Should be able to help the brewmaster forecast beer consumption patterns for all different kinds of beers and alert the operations staff in prior before any particular variety of beer is about to finish in the tanks, and hence should be in charge of the storage tanks as well. Should be able to handle all kind of customer queries and be able to give tours of the brewing operation. He should design all necessary kinds of marketing and promotion that is needed. He should act as a bridge between the production and the dispensing and customers, working as an interface. </li></ul><ul><li>4. Waiters: will be taught dispensing under the supervision of the brewmaster. Should be able to converse well in local languages, Hindi and English, preferably hotel management graduates. </li></ul>
  46. 47. <ul><li>Source and nature of raw materials procured: </li></ul><ul><li>1. Malt: Malt are basically of 3 types- </li></ul><ul><li>a) 2 row barley malt- low in sugars, high in enzymes, low extraction efficiency, but less costly. Available readily in India. High filtration required (Lautering). </li></ul><ul><li>b) 6 row barley malt: high in sugar extraction & yield. Mostly found in European, American and Oceanic countries, so needs to be imported and hence costly. Low level of lautering required. </li></ul><ul><li>Both these malt varieties are considered to be the base malts or pilsner malts used as in higher proportion than other special flavour/ character inducing specialty malts. Around 70% of the total malt used is in form of base malts. </li></ul><ul><li>c) Specialty Malts: malts generally of 6 row variety which are specially processed (e.g. Roasting, etc) to give a special character to the specific type of beer (colour, flavour, mouth feel etc.). Makes up about max 20-30% of total malts required in as the grist( main mash in mixture, may contain adjuncts also). </li></ul>
  47. 48. <ul><li>2 . Hops- they are generally of two types based on their function: </li></ul><ul><li>a) Bitter hops </li></ul><ul><li>b) Aroma hops </li></ul><ul><li>Hops are female cones of trees which have special flavour/aroma inducing characters. They are mostly grown outside india, and can be imported to India in following forms: </li></ul><ul><li>I. Dry Pelletized form </li></ul><ul><li>II. Extract solution form </li></ul><ul><li>III. Pine cones </li></ul><ul><li>IV. Hop oil </li></ul><ul><li>However due the difficulty in storage, cones are not used frequently. Any liquid extract though efficient are difficult to handle so are also avoided. Mostly hops pellets are used more commonly by commercial as well as brewpubs in India. They are imported as polythene lined bags since they degrade rapidly in presence of moisture, high temperature or air. </li></ul>
  48. 49. <ul><li>3. Yeast: generally 2 types of yeasts re required for beer production: </li></ul><ul><li>a) Top fermenting yeast- Sacchaomyces cerevisiae - for Ales </li></ul><ul><li>b) Bottom fermenting yeast- Saccharomyces uvarum - for Lagers </li></ul><ul><li>Fermentation temperature varies for ales and lagers, higher being for ales than lagers to be specific, and so does the time, i.e. it takes more time to produce lagers than ales. Both kind of beer specific genetically isolated beneficial strains of yeasts are to imported from USA, and need to stored in bulk quantities in refrigerated conditions. Yeasts are obtained in following forms when imported: </li></ul><ul><li>I. Liquid culture </li></ul><ul><li>II. Solid Dry culture (in cake form) </li></ul><ul><li>Yeasts can be harvested and reused after every subsequent brew batch or new yeast can be used, depending on viability of the cells in the culture used should always be more than 70%, which is to be checked regularly by the microbiologist using the haemocytometer, based on which the pitching amount is dtermined. </li></ul>
  49. 50. <ul><li>4. Brewing Auxiliaries: Due to lack of brewing enzymes in mash in some cases, and other such deficiencies in the mash additional brew supplements are added. Some of them are stated as below: </li></ul><ul><li>a) Whirlflock- this is a supplement added during whirpooling operation, for increasing the yeast nutrients in wort to accentuate the fermentation which follows thereafter. </li></ul><ul><li>b) Brewing Enzymes: additional enzymes like Amylase (alpha/beta) etc may be added to increase extract yield of fermentable sugars from the malt, for higher alcohol production during fermentation. </li></ul><ul><li>c) Zinc sulphate: Zinc is a cofactor for fermentation biochemical changes which facilitates efficient conversion of sugars to alcohol and CO2. This may be added to the wort during whirpooling. </li></ul><ul><li>d) Irish Moss: this helps in protein coagulation for clarifying beer, and hence is added during boiling in kettle. </li></ul><ul><li>e) Antifoam: to reduce excess foaming, this is added in adequate quantities after hop addition in the kettle. </li></ul><ul><li>f) Calcium carbonate: can be added to the mash to increase carbonate ions which facilitates in better acid rest during mashing. </li></ul><ul><li>g) Auto-dozing of salts in brew water: For specialty beer, brew water should at times be supplemented with some salts, for which an auto-dozing pump is required to specify the quantity of salts to be added. </li></ul>
  50. 51. <ul><li>Architecture, Floor planning & interiors: </li></ul><ul><li>Based on the capacity and the placement of equipments the floor plan should be determined at the earliest, including the basic influencing factors: </li></ul><ul><li>a) Equipment placement & positioning. </li></ul><ul><li>b) Easy & efficient usability of equipments during brewing. </li></ul><ul><li>c) Electrical panels close to equipments. </li></ul><ul><li>d) Water proofed flooring and skirting </li></ul><ul><li>e) Adequate exhaust options </li></ul><ul><li>f) Chilling unit should not be far off from the BBT’s or cold room. </li></ul><ul><li>g) proper underground drainage system with steel grills for ease in cleaning. </li></ul><ul><li>h) Number of tanks should be specified before floor plan is to start. </li></ul><ul><li>i) Capacity of brewery should be based on sitting capacity as well other than customer availability, location and frequency. </li></ul><ul><li>j) Provision to continue brewing even in bar times without disturbance, </li></ul><ul><li>k) Type of skid to be used for the brew house. </li></ul><ul><li>l) Position/Location of Malt room or malt mill flex auger should be determined. </li></ul><ul><li>m) Lab should be close by. </li></ul><ul><li>n) Separate storage space for brew equipments and auxiliaries. </li></ul>
  51. 52. <ul><li>o) Spent grain and other solid disposal space to be demarcated. </li></ul><ul><li>p) in case cold room, space should be clearly be marked and the chiller capacity of the marked space & height should be verified with the supplier of the chiller along with other specifications. </li></ul><ul><li>q) Whether false roofing is required or not. </li></ul><ul><li>r) The bar should not be located to close proximity of any school, college, temple or hospital to a minimum of 100 mtrs based on the bar licensing regulations of the state. </li></ul><ul><li>s) The exit point of gases and waste water should follow the state pollution control regulations for commercial purpose. </li></ul><ul><li>t) Decoration or any type of ornamental applications should not be toxic in nature, or should not encroach upon the brewing process. </li></ul><ul><li>u) The entry and exit points and height of the room should be ample enough for placement of equipments during commissioning. </li></ul><ul><li>v) Fire extinguishers should be installed and entry/exit points should follow the commercial state fire dept. regulations. </li></ul><ul><li>w) Water storage tanks ( raw/RO) should be close. </li></ul><ul><li>x) The water inlets should be as many as the tanks and the utilities. </li></ul><ul><li>y) The dispensing trunk line (total length) should be shown in the floor diagrams along with the bar position including the size of it. </li></ul><ul><li>z) Mention position of kegerators, if used. </li></ul>
  52. 53. <ul><li>Unlike commercial beer, marketing for brewpubs follows an all together different approach. According to Govt. regulations for media broadcast and advertisement, any kind of advertisement that shows any liquor or drinking hard beverages is prohibited neither in visual, print nor in audio media. Commercial beer companies have thus come up with innovative marketing strategies, like : </li></ul><ul><li>1. Promoting brand sales in bars and special launches for new brands. </li></ul><ul><li>2. using the same brand name to launch new items in the market like glasses, CD, mineral water etc. </li></ul><ul><li>3. Sponsoring special events and occasions with brand name but different moral approach like safe driving, don’t drink and drive etc. </li></ul><ul><li>However, this involves a chain of products and a strong brand marketing line, which is not possible for a brewpub. But in case of commercial beers which is mostly of one type i.e. lagers, the brew pubs have an edge. </li></ul>Brewpub Marketing
  53. 54. <ul><li>Other positive aspects of brewpub marketing are: </li></ul><ul><li>1. Wide range of styles in beer </li></ul><ul><li>2. Fresh beer served </li></ul><ul><li>3. Frequently changed beer menus </li></ul><ul><li>4. On site brewing visible to customers </li></ul><ul><li>5. Special brewing tours </li></ul><ul><li>6. Special Beer tasting sessions </li></ul><ul><li>7. Conceptualized themes and ambience of brewpubs </li></ul><ul><li>8. Special events </li></ul><ul><li>9. Special food offerings cooked with beer. </li></ul><ul><li>10.Special offers, happy hours etc. on daily basis. </li></ul>
  54. 55. <ul><li>One should be careful to mention these launch and promotional events as event based and not for the product. Such marketing strategies should be in place at least 3 months before the prescribed launch date. Following are the main promotion marketing sources: </li></ul><ul><li>I. Newspaper advertisement </li></ul><ul><li>II. Leaflets or brochures </li></ul><ul><li>III. Banners </li></ul><ul><li>IV. Sponsorships in local events </li></ul><ul><li>V. Emblem promotion through merchandise </li></ul><ul><li>VI. Internet Ads, Website </li></ul><ul><li>VII. Event announcement and offers in radio </li></ul><ul><li>Advertisement and marketing is liberal for on site, which can depict product and offers in detail. </li></ul>
  55. 56. Conceptualized themed brewpubs <ul><li>Various themed brewpubs have all ready come up in India and many such are functional around the world. ‘Howzzat’ being he first cricket theme based brewpub in India. Themed brewpubs allways add an added advantage for sales and marketing including the existing on site brewing concept. Various other basic themes are given as follows which are specially popular for brewpubs. </li></ul>
  56. 57. <ul><li>Rugged old school machine themed brewpubs </li></ul>
  57. 58. <ul><li>New age Urban themed neon brewpubs </li></ul>
  58. 59. <ul><li>Wooden Irish themed brewpubs </li></ul>
  59. 60. <ul><li>Munich Styled Brewpubs </li></ul>
  60. 61. Location Importance <ul><li>Brewpubs are located mostly in city centre or tourist spots where large section of people are regularly available or in places of commercial importance. Great styles of beer, combined with ambience, special theme bars and on site brewing, boosts sales and India which is everyday opening up to new global cultures is sure to be hit. </li></ul>
  61. 62. Brewpub kitchen <ul><li>A kitchen should in place of the brewpub for special snacks to go along with the beers. It may or may not be beer specific. Several Indian, Chinese, continental etc cuisines can be selected for this purpose, under the supervision of a qualified chef. Some examples are shown here: </li></ul><ul><li>1. Dry snacks/Readymade </li></ul><ul><li>2. Traditional local delicacies </li></ul><ul><li>3. Small tidbits of Indian/Continental origin </li></ul><ul><li>4. Special cooked meals with beer in lunch/dinner. </li></ul><ul><li>A gas bank should be in place with separate exhausting options and drainage. Should be secluded from the brewpub. </li></ul>
  62. 63. Keep Brewing-conclusion <ul><li>I think I have provided a basic outlook in brewpub microbrewery establishment in general for India. Though it looks to be an uphill task, but with special brewing consultants, equipment suppliers, architecture, legal consultants and in house man power the job get to be much more efficient and fast. In coming years all this process are going to get easier and more people will come forward for this business option. Owning a beer factory with retail sales and to catch the customer reaction first hand with high end profits in which one can recover the total investment as early as 1-2 years (excluding the location price), will surely allure many investors in future and with growth of talented manpower the we wish brewpubs a huge ‘THUMBS UP!’ </li></ul>
  63. 64. Contact <ul><li>For any further mail to Ritwik Bhattacharya at: </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>© Copyright article, June 2010. Kindly do not make changes without informing the author. </li></ul>
  64. 65. Cheers!

×