Come aprire un pub o una birreria

Reasons to open a pub or brewery. 1

How to open a pub or brewery. 2

What kind of place to open. 2

Logistics and features of the venue. 2

Authorizations and licenses required for opening. 3

SAT Courses 3

Inauguration at the time of opening. 3

Advertising and Promotion Tips. 4

Pubs and breweries: own or franchise?

Learn more about opening a pub or brewery. 5

Reasons to open a pub or brewery

Among the many nightlife venues found in cities and tourist destinations, pubs and beer halls are undoubtedly those with the most informal atmosphere. Originating in the Anglo-Saxon world (where they were known as ” public houses “), and arriving in Italy about forty years ago, pubs immediately enjoyed considerable popularity, especially among young people. These venues are typically open only after a certain hour, sometimes late into the night, and are therefore specifically geared towards people looking for a place to spend the evening.

In recent years, the emergence of numerous craft breweries and microbreweries throughout Italy has led to the emergence of a remarkable variety of alternative beers to the traditional large-scale retail outlets. Pubs and breweries that also offer these craft specialties are among the most popular, offering beers that are hard to find elsewhere.

Beer and food have always gone hand in hand, and this combination is so popular that pubs are often considered the ideal places to go out for dinner or grab a bite to eat between meals. Therefore, choosing to serve a good selection of food in your pub can be an additional attraction for customers.

Just think, for example, of those looking for a cheap alternative to a restaurant or pizzeria, or of young people who finish training late at night and who struggle to find a place to eat after a certain hour.

One of the most successful beer-food pairings of all is the “German” or “Bavarian” style offered by some breweries, which offer customers drinks and dishes from Germany. Knuckle of pork, potatoes, sausages, sauerkraut, and other German specialties make an excellent menu for a casual dinner, whether for a couple or with friends, at a reasonable price.

How to open a pub or brewery

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What kind of place to open

For many beer enthusiasts, opening a pub is a lifelong dream, but unfortunately, passion and brewing expertise alone aren’t enough to launch a successful business venture. It may therefore be advisable to consult with experts in various fields (such as an accountant, a master brewer, or a restaurateur) to help you navigate the many steps involved in opening and managing a brewery.

Furthermore, it’s important to understand the needs of the people living in the area where you intend to open a pub to determine whether this is truly the right venue for them. For example, if another pub already exists in the area, it might be better to relocate the new one, or try to build it so that the two businesses don’t directly compete with each other.

There are many variables that can be added or removed as desired, such as the possibility of having live bands play, organizing darts tournaments or other ” pub ” games, themed parties, offering different types of beer and food depending on the time of year (e.g. Christmas beer, Oktoberfest beer, etc.), and so on.

Logistics and features of the venue

A venue destined to become a pub or brewery must first and foremost be well-located, preferably with good parking, unless it’s located in a historic city center, where people rarely travel by car. Rents in central areas are generally much higher than in the outskirts, but customer traffic can also be particularly high. A brewery located far from the city center must ensure good visibility (signs, signs, etc.) and preferably be located in a busy area.

Especially for German, Scottish, or Irish-style beer halls , wood is the most popular furniture. This material lends the establishment a welcoming, homey feel, and to further enhance the atmosphere, you can hang posters, flags, beer-related merchandise, and other traditional furnishings on the walls and ceilings.

The pub must have a large counter for the beer taps (at least four or five) and the cash register, while the back room must have sufficient space to store beers and food to serve customers. The kitchen must comply with current health regulations, and restrooms are also an important consideration. If space permits, it’s a good idea to provide separate restrooms for men and women with anterooms.

Authorizations and licenses required for opening

Any premises intended to become a pub or brewery must obtain the necessary health permits, issued by the relevant local health authority (ASL). Information on the necessary procedures to pass the required inspections can be obtained from the local health authority.

To open a business, you also need a specific license for the provision of food and beverages. In the case of pubs, there are two types: “A,” which allows the preparation and serving of meals, and “B,” which allows the offering of beverages and food products similar to those served in bars. This license can be obtained by submitting a specific application to the relevant offices of your municipality, provided that you meet the following requirements:

• Age over 18 years
• Fulfillment of school obligations
• Attendance of professional courses for the administration of food and beverages (SAB, see next paragraph) or other professional qualifications in the catering sector
• Possession of VAT number
• ASL authorization

SAB courses

Until a few years ago, anyone wishing to work in the food and beverage service industry— including breweries and pubs —was required to attend specific courses, the REC, unless they had other specific training qualifications (see below). Currently, the SAB (“Food and Beverage Service”) courses have replaced the REC courses, although the subjects covered have essentially remained the same.

Depending on the regions and provinces in which they are held, SAB courses can cover different programs and be structured over a variable number of hours (generally between 60 and 100). In some regions, those unable to attend a course in person can also earn the SAB diploma through online courses.

People who already have training in the food and beverage service industry, such as those with a hotel school diploma or who have been working in the tourism and hotel industry for at least two years, are exempt from the SAB courses.

Inauguration at the time of opening

When opening your establishment, it’s important that the staff is already well-matched. To achieve this, it’s important to carefully select your staff, especially those who will be in closest contact with customers. Friendly, helpful, and lively waiters can make a difference, just as the person in charge of pouring the beers must be skilled.

In a successful pub , where it is pleasant to spend time, there is not only good beer and good food, but also good music.

The choice of background music is crucial, and it’s advisable to play a rotation of songs that will appeal to all tastes: foreign and Italian music, preferably in styles like rock, pop, or metal, are the most common choices. Many pubs and beer halls are also frequented by nostalgics of the music of the past, so a certain emphasis on music from the ’80s, ’90s, and the early 2000s is recommended.

Advertising and Promotion Tips

To encourage people to try the pub , and hopefully become loyal customers, it’s essential to implement specific marketing strategies, especially during the initial opening hours. For example, you can hire a specialized agency to develop an advertising campaign consisting of street posters, newspaper ads, or local television spots.

Leaflet distribution can also be very useful, for example at school entrances, at sports facilities, or along city center streets. Flyers could also include discount coupons for food and beverages, which are always attractive to young people.

Among other strategies you can adopt, you could equip the bar with board games, pinball machines, or darts—timeless social activities that never fail to be popular, especially among groups. Hiring friendly and attractive staff, both male and female, can help boost the reputation of the establishment, although it must be said that all these initiatives would be ineffective if the quality of the drinks and food served were not first and foremost taken care of.

Opening and managing a brewery isn’t something you can improvise; it requires a combination of passion and skill. A certain spirit of sacrifice is also essential, as opening hours can extend late into the night, and weekends and holidays are the busiest days.

Pubs and breweries: own or franchise?

Typically, those who decide to open a pub or brewery do so with the intention of creating their own establishment, tailoring it to their own tastes. Beyond opening their own establishment, however, there is also the option of franchising. In this case, the choice is to join an already established brand ( franchisor ), which offers the franchisee all its expertise and organizational skills, greatly simplifying the life of those unfamiliar with permits, authorizations, and bureaucratic procedures.

While franchising can eliminate many problems, it’s still a rather restrictive option, requiring the manager to adhere to specific guidelines regarding the type of food and drinks served, the venue’s decor, name, branding, and so on.

All of this leaves very little room for customization, and for this reason not many aspiring pub and brewery owners turn to franchising.

Opening and managing your own business, while more complex to manage alone, can be very rewarding and even generate net profits (in the case of franchising, a percentage of the proceeds must be given to the company that owns the brand).

Learn more about opening a pub or brewery

Sites

• Opening a Bar – Opening a Pub, Managing a Brewery, Models and Targets
• Business Ideas – How to Open a Pub
• Job Bulletin – How to Open a Pub

Books

• Title: Pubs and Breweries. Business Plans for Everyone. With CD-ROM – Series: Start Up – Authors: Roberta Di Chiara, Tommaso Licchetta – Publisher: Maggioli Editore – Year: 2012