Americana Beer Company | Application Preview
Americana Beer Company is applying for government grants to support the renovation of its building, the purchase of brewing equipment, and essential ingredients, as well as to cover initial operating costs leading up to its grand opening.
The company's business plan aims to establish itself as the leading brewery in Union County, targeting the growing population drawn from Charlotte due to lower living costs. Americana Beer Company seeks to serve a broad customer base, not just craft beer enthusiasts, and plans to expand into neighboring areas while avoiding competition with the many breweries located within Charlotte. Their strategy includes developing smaller taprooms and larger breweries in other southern states, emphasizing local tastes with on-site brewhouses where possible. Distribution is set to begin within the first year, progressively increasing in subsequent years.
The rationale for funding focuses on appealing to a wide range of American beer consumers. With a significant number of adults over 21 in the U.S., the company plans to offer a variety of affordable, high-quality beers catering to both craft beer drinkers and those who prefer lighter options. Americana Beer Company intends to differentiate itself by filling gaps left by the current craft beer market, which has saturated certain styles while overlooking popular choices like lagers and pilsners.
In terms of competition, the company identifies only one main rival within proximity, Southern Range Brewing Company, which has grown quickly but primarily serves the Charlotte market. Americana Beer Company plans to leverage its knowledge of local preferences to produce beers that resonate with the community while also maintaining a robust distribution network.
Overall, the focus is on creating a competitive edge by offering a diverse selection of affordable beers tailored to the local demographic and expanding strategically into new markets, all while embedding itself into the community it intends to serve.
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General Information
Business Registration Number: 85-1385119
Location: Matthews, NC, United States
Length of Operation: 0. This is a start u
Number of Employees:
Annual Gross Income:
Annual Gross Expense:
Open to Loans: NO
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Funding Usage
This funding is to assist us with our up fit of our building as well as the brewing equipment purchase, ingredients for the brewhouse and working capital to grand opening with staff.
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Business Plan
Our business plan and model is to "own our backyard" that is in being the premier and dominant brewery in Union County. From there we intend to expand into other counties and towns around the Charlotte area but avoiding the 48+ breweries in the city limits. Union County is growing due to the influx of Charlotte residents escaping high living costs and the advantageous low costs of Union County. With that we are focusing on all legal drinking age patrons not just the "craft" ones. As we grow in our home area we will then move into other southern states with smaller versions of our taproom and larger breweries that can manage the distribution needs as well as supply our taprooms. Some if not the majority of these taprooms will have small brewhouses attached that can produce to the local level and their unique population requests of beer. Distribution will begin within year one to a few local bars and restaurants and then year two begin a wide range of locations for general distribution. Americana Beer Company is focusing on the "American" palette in its diverse tastes and needs. With over 196,899,193 people over the age of 21 in the US we intend to cater to that huge number by not just creating craft recipes but also producing beers for our "light' beer drinkers. Most Americans are light beer consumers and though the craft industry has had a huge boom, most Craft Breweries are doing the same styles and have oversaturated the market. They have also neglected the huge majority of beer consumers by staying away from the popular lager, pilsner and ale choices most people purchase in the large packs. Our goal is to provide the American consumer with an affordable quality beer that takes care of their preferment in beer and still enjoy the quality price. Most craft breweries have high prices on their beers due to the ingredients and trying to appease the "craft scene" which makes up only a fraction of the drinking market.
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Self Identified Competition
As for the number of competitors in our area we really only have one within distance of us. Southern Range Brewing Company started five years ago on a 3BBL. Within this short span of time they have grown to a 30BBL and have two distribution accounts that have them in NC and SC as well as in grocery retailers. Their taproom is within the downtown area of Monroe but they are not in the Main street area like we are. Other than that there is a brewery in Waxhaw that stays to its area and another brewery in Union County that is only a taproom based retailer as in they produce mainly for themselves. Our competitors other than Southern Range predominantly brew for their town and their taprooms. They do very little distribution. Southern Range does most of its brewing for the Charlotte market and produce styles for that client base where Union County is much different in the choice of style. We will be producing beer styles for the "blue collar" styles that are affordable and usually lager or pilsner styles as well as producing more in depth craft styles for our other customer base that hails from the Charlotte region. We will be focusing on distribution and taproom sales and as we expand we intend to do the same in each town or region we enter. Like I said we intend to "own our backyard".
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Contact Applicant
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