2. Introduction
This document will offer an introduction into Kenosha Brewing
Company (KBC), including our plan, products, growth,
facilities, team, & mission.
3. The Plan
• There is a significant increase in the popularity of craft beers. KBC is in the process
of converting an existing, profitable restaurant/tavern into a brewpub in order to
take advantage of craft beer popularity. There is not a brewpub within a 40 mile
radius of the location. There are two taprooms (brewhouses that do not serve
food) in Kenosha that have received mediocre reviews on yelp.com for their beer
quality, lack of food, and bad hours. We believe that consumers are more-likely to
purchase additional beers the longer they patron a restaurant or bar. KBC will act
on this belief by offering a full-service kitchen, top-rated beers, and entertainment
that will keep patrons in their seats, ordering more products.
• Once the brand is established, KBC intends on creating a full line of beer and using
existing distribution relationships in Wisconsin and other states to expand its
footprint.
• Additionally, since national chains are seeking ways to expand their entrance into
the craft beer market, KBC will explore providing private labeling for these national
chains as well as restaurants, bars, and other entertainment venues.
4. Long-term Plans
• After the brand and brewpub are established, KBC would evaluate the increased
production alternatives: 1. Use an outside contract manufacturer to produce the
beer; or 2. Expand the brewing operations into a larger distribution center with a
taproom. The difference between a taproom and a brewpub is a taproom does not
serve food whereas a brewpub is a full-service restaurant that serves its own beer.
• Develop a craft brew franchise concept, based on the success of the beer and
brewpub.
• Create a craft beer incubator for aspiring brewers.
5. KBC Products
• Regular brews: Lagers, Porter, Saison
(farmhouse ale), and IPA’s, Pale Ale or
Session beer.
• We expect to produce two limited time
offer (LTO) starting within the first six
months. This may include seasonal beers,
for example an Oktoberfest release or a
strawberry brew for the summer.
• Future production may include: Imperial
Porter, Imperial Stout, Stout, Rye Ale, Red
Ale, Belgium Brune, Tripel, Quadruppal,
Black IPA, Double Pale Ale, Double IPA,
Pilsner, Ciders, fruit ales, and other lagers
and ales.
• We will utilize Gochis-owned restaurants
to test our beer against other beers on tap.
We will modify recipes based on market
feedback so that the product is developed
before the launch of KBC.
6. KBC Marketing & Branding
• Kenosha Brewing Company is a
marketing company that produces beer.
The most important activity in building a
beer brand is sampling our products. We
need to create as many touches as
possible for prospective consumers to try
our beer. The brewpub is the best conduit
for creating this first touch experience
and where we can sell our beer to the
masses for onsite and take-home
consumption. Initially consumers will pay
to sample our beer and then commit to
larger purchases, i.e. growlers, jug-like
containers used to transport beer.
• While the national market continues to add more entrants,
Wisconsin, which is the fifth-highest beer consuming state
in the country (Marketwatch.com, 2013), still has
significant opportunity for new craft beers. Since branding
and marketing are crucial, KBC has the additional benefit
of being in southeast Wisconsin – an untapped region with
a population of approximately 400,000 people (sewrpc.org
2013). The Company will appeal to locavores as well as to
those out-of-state consumers who believe that quality beer
comes from Wisconsin. KBC will exhibit at the two major
annual Racine beer festivals. These festivals are well-
known in the craft beer community and draw thousands of
consumers. Mike Roscioli’s family runs these festivals,
which should facilitate beneficial exhibiting. KBC will
also exhibit at other local festivals and host private
samplings at local trade associations, social clubs,
individual homes, and grocery stores. We will have beer
dinners, fish fries, cooking classes, and other samplings at
our brewpub. We plan to collaborate with other
manufacturers, such as Snap-On or Weber Grills, to offer
our beer at their showings.
7. Marketing Focus
• Web Development- CMS, SEO, Email
Club, & SMS
• Social Media- Facebook, Twitter,
Pinterest, & Instagram
• Promotional Products- For Purchase
Online and at the Restaurant store, as well as
Consumer Giveaways.
• Promotion At Events- Beer Festivals,
Community Activities, On- & Off premise
Tastings, Industry Competitions, Trade Shows,
& Partner Promotions
• Merchandising Support- Banners,
Posters, Taps, Glassware, Wearables, & Coasters
• Traditional Advertising- Organic
brand growth through Magazine/Newspaper Ads
& Flyers
8. Market
Background
• Craft beer represented approximately 6.5% of beer volume in
2012. In comparison, “The Big Two”, MillerCoors and
Anheuser-Busch, combined to represent 74% of the market by
volume (Huffington Post, 2013).
• There are approximately 2,500 craft breweries the United States
with more deliverables scheduled (Brewers Association). There
are two taprooms and no brewpubs in Kenosha.
• In 2012, craft increased 13.7% to reach 185.2 million 2.25-
gallon cases. This is the largest increase for Craft beer in more
than a decade (Beverage Information Group, 2013).
• KBC will initially operate as a brewpub, with the ability to
grow into a microbrewery. A microbrewery is a brewery that
produces less than 15,000 barrels (17,600 hectoliters) of beer
per year with 75% or more of its beer sold off-site; whereas, a
brewpub is a restaurant-brewery that sells 25% or more of its
beer on site. The beer is brewed primarily for sale in the
restaurant and bar (brewersassociation.org).
• Ultimately the focus will transition into being a direct
competitor of New Glarus Brewing (newglarusbrewing.com)
based in New Glarus, WI. New Glarus Brewing markets itself
as the Wisconsin beer sold only in Wisconsin. In addition to the
opportunity of benefitting from the competitive position, the
Company will also promote being the local beer exported from
Wisconsin.
Note: competition also includes substitutes, such as all other alcoholic and non-alcoholic
beverages, and other restaurants and taverns that compete for the same clientele.
9. Kenosha Brewing Company
Headquartered in Kenosha, WI, the existing property, located
approximately 5 miles east of Interstate 94 off of Highway 50, a major exit
on the route between Milwaukee and Chicago. Southeast Wisconsin and
Kenosha County hosts several bedroom communities that are
underserviced craft beer markets and no existing brewpub.
The building was built in 1902 as a monastery and barn, where it is
believed that the monks brewed beer.
The existing property was the site of the first brewpub in the Midwest, then
known as Brewmasters. We met with the former owner of Brewmasters,
who explained to us that Brewmasters ultimately went under after twenty
years due to poor management decisions.
The building was a popular haunt of deceased renowned beer authority,
Michael Jackson.
Wisconsin brewing guilds, such as the Kenosha Bidal Society, used to
hold meetings and craft beer festivals at what is now our venue. KBC
hopes to revive this tradition.
The KBC grounds enable the Company to host many events. i.e. fish
fry’s, Oktoberfest, etc.
We are surrounded by large corporate manufacturing and distribution
centers with more planned, i.e. Google, Meijer, and Gordon Foods. In
addition to gaining new patrons, there is the possibility that we can sell
our beer into these corporate prospects
10. Kenosha Brewing Company Team
Chris Gochis
Co-Owner/
Operations
• Experienced restaurateurs with successful track records of starting and selling
concepts. The Gochis brothers grew-up in the restaurant industry and have
owned and operated restaurants and bars for over 15 years.
Nick Gochis
Co-Owner/
Operations
Mike Roscioli, Sales & Marketing
• Previously a partner at Golden Harvest Distributing, a craft beer, wine and liquor
distribution business. Roscioli grew-up in the beverage industry, working for the
local Miller and Budweiser distributors.
