How many styles at startup?

[stcroixbrewing]

What are opinions regarding the pros and cons of launching a new production craft brewery with one beer style as opposed to a flagship and two or more other styles? My thought is that by focusing on one flagship style, at least for the first year or so, you are better able to focus your marketing efforts, manage production schedules, yeast varieties, etc. and thus build a customer base faster. On the other hand, I've noticed other micros starting out with two or three styles right out of the gate. A related questions is whether it is possible or desirable to try and build a brewing business on one style, or do the laws of the craft beer marketplace dictate the need for a portfolio of styles? I welcome your thoughts and comments.

[frigatebay]

2 or 3 that way its hard for a potential account to say NO thanks.

[einhorn]

This is a really interesting question, one that I am also pondering. Basically, I think you're right: it is easier to focus your efforts on one beer style and brand name. But as Frigate says, you don't want to rule anyone out by having something that they may not enjoy. But I think that the 2 main reasons for the decision to make a variety is 1) the tradition of microbreweries in general. It's similar to walking into a bar: you expect a variety. Not only that, but 2) microbreweries have always been experimental in their craft.

Maybe it's a good idea to let your portfolio grow over time, therefore avoiding overstocking and the other problem areas that you mentioned.

Prosit & good luck!

[Bham Brewer]

I think 2 or 3 is a good start. At least 2. Plan to ramp up to 6 by the end of the 1st year. I have witnessed the effects of the 'focusing on one' concept and the multi-label concept. Multi-label meant more work for brewers and staff, but also more money. (What a problem to have!)

Consider it this way if your flagship is, as most craftbrewers, a mild red or amberish ale, you can expect with full effort of your sales force to be able to sell a finite amount of that beer at any one given time (x). Many drinkers of stouts and porters are not going to buy your flagship, drinkers of highly hopped beer might try your flagship to see, but then think they'll do something else. But if you have a black beer it might sell at the rate of 1 for every 10 of the flag (x=10%), now add a highly hopped beer, an IPA, that maybe sells at a rate of 1 for every 5 flagship (now you are at x+30%).

This isn't perfect of course. There would be some individuals that might buy the stout this week, IPA next etc., but it works as a concept of average. Depending on your markets and such factor, you may have just increased your profits 30%!

I have worked at 2 micros (Kalamazoo Brewing Co/Bells Beer and Rogue) that had something like 14 or more labels. In both cases we were brewing at capacity, which would not have been possible otherwise.

Sorry if this was less than concise or somewhat incoherent.. I'm running on about 3 hrs sleep.. whoosh...

[MatthewS]

I agree with the previous posters about having only one limits your customers... so people just want to try more than one flavor.

We are starting a new micro and plan on 4 year rounds... we will try to release them all within the first few months of operation. Certainly 3 for sure. the fourth may get put off a bit.

Matthew
Mayflower Brewing
Plymouth, MA

[alesu]

I think it is very important to bring at least 3 or 4 styles to the bar right away to show your clientele some variety as well as to show the capability to brew several different styles of beer.

[GlacierBrewing]

We started with four beers and two sodas and one specialty. This quickly became the standard "core" of our products. Now, we have those same but with two rotating specialties so we have nine products on tap, six in bottles, all in kegs. I wanted to offer a wide palette of flavors for many tastes. We started with a pilsner, kolsch, alt, stout, root beer, and cherry creme soda.
I feel it was important to offer "something for every taste" while not swamping the brewer, me. The issue I keep fighting is to keep the seasonals, well, seasonal and NOT offer them all the time no matter how well they sell. It's great to have a passionate following for a certain seasonal beer, but you can't keep them around all the time or you'll end up like the brewery I began my career; brewing over 24 beers!! YIKES!
that's about the extent of my wisdom...
Dave

[matthew keasey]

We are going to be opening our production brewery in about one month. We have decided to focus on one bottled beer to start and 3 to 4 draft styles. Starting 3 to 4 bottle beers will take time and money. We have dropped a lot of money on label design, box and carrier design, and printing costs. Once we have the business rolling with our one bottled flagship, we are going to add a second bottled beer and so on.

Cheers!
Matt Keasey
President/Head Brewer
Spring House Brewing Co.

[stcroixbrewing]

Much obliged for sharing your real-world wisdom on this. What it sounds like it comes down to is there just aren't enough potential customers of any one particular style to get the volume you need to have a viable operation. Plus, in the case of liquor stores, having more "width" on the shelf (product facings, I believe is the term) increases the odds of your beer being the one picked up.

Thanks again!