Plan de negocios para la creación de una micro cervecería artesanal “Sabanera Brewing Pub”, para variedades Pale-Ale y Lager

Abstract

The craft beer market has been growing steadily worldwide and in Colombia it has grown between 30 and 46% in recent years. It is in third place as a consumer country of beer in Latin America, after Brazil and Mexico. It is estimated that, worldwide, the craft beer sector has an annual growth rate of 19.9% per year, projected to 2025, and left a profit margin of $502.9 billion dollars. Craft beers are basically made up of two styles: Ale and Lager, from which a considerable number of other styles arise, according to the creativity of the brewmaster. The business plan of Sabanera Brewing Pub S.A.S aims to investigate the beer sector market and analyze the feasibility of creating a craft microbrewery, which attracts the attention of consumers in that sector, in the city of Bogotá. This through the manufacture of two innovative products such as: corozo-flavored American Pale Ale craft beer and tamarind-flavored Amber Lager craft beer. The target market to which this work points is the population between 20 and 49 years of age from socioeconomic strata 3, 4 and 5 of all the localities of the city, but especially those of Fontibón Engativá and Chapinero, being the latter where the company will be located. There are approximately 255 microbreweries in the country, of which 71 are located in the city of Bogotá, which offer good quality and innovative products, making them attractive to customers. However, this sector of the industry allows and facilitates the possibility of innovating and offering more personalized products adapted to the needs and tastes of consumers, which is why Sabanera Brewing S.A.S aims at these challenges, with extrasensory, unique and high-quality products. quality and innovation, capable of penetrating and captivating current and potential demand. Another interesting component of the business plan is the form of manufacturing and marketing, since it will function as a Brewpub, that is, the products will be produced and sold in the same place, where the customer has the opportunity to see part of the production process. All of the above is contextualized and articulated in three fundamental elements of the business plan, such as: the market study, the technical study and the financial study, taking from the latter the analysis of the feasibility of the project, that is, if it is profitable or not. Therefore, based on the 5-year projections, the income statement, the balance sheet, the NPV and the IRR, according to the results obtained at the end of the project, a profit margin of $99 is obtained. ´113.239.8 (VAN) and a rate of 41% (TIR), so it is concluded that it is feasible to undertake and invest in the business plan proposed in this work.