In September, I wrote a post for Beerpulse about how I’d raised $1.25 million to start the brewery. Last week, when I asked Modern Times’ Facebook fans for suggestions on my eventual Kickstarter video, a few people were like, “Whoa, whoa, WHOA there, Mr. Moneybags, what do you need a Kickstarter campaign for seeing as you already got all that sweet, sweet money? Eh, Lord Bountiful?”

It may sound ridiculous, but it never occurred to me that anyone would think $1.25 million was a huge sum given the task at hand. If you found it in a suitcase, yes, it would seem like a lot, probably because you’d start thinking about how much coke you could buy with it. If it were your annual salary, then yup, that’d be a lot too, even though you’d probably have an absurdly distorted sense of your own relative wealth and deny it like a jerk. But if that’s all the money you have to start a 30 bbl brewery, then no, that is not a lot of money.

Can you start a 30 bbl brewery for less? Absolutely. There are all kinds of ways you can compromise quality, sacrifice worker safety, put off crucial purchases, make yourself inefficient, and worsen the consumer experience that will save you money.

That statement may make it sound like I have unreasonably high standards, but trust me, I do not. Some perspective: there are many, many new breweries that have smaller brewing systems, smaller buildings, and smaller ambitions that have raised a lot more than $1.25 million. And spent it all. And needed more. The difference is that most people won’t tell you how much money they raised, so you don’t get to question their fundraising choices.

My general approach to start-up expenses is pragmatic. I don’t care if something is used or looks like shit or isn’t hyper-efficient from the get go. Initially, the brewery just has to function well enough to make beer that meets reasonable standards for quality while being a decent place to work and visit. The basics.

But what are “reasonable standards”? Some would argue that a brewery couldn’t meet “reasonable standards” of quality without a laundry list of items that others would consider decadent, sinful luxuries.

I, for instance, consider a 3-vessel brewing system an unholy luxury, but there are oodles of start-ups that feel a need to have 3 and 4 vessel systems. Some people consider a North American made brewing system an absolute necessity; I do not. Hell, some people see sloped floors as a luxury (and there are large, successful breweries with floors that are goddamn stinking pietri dishes of multi-colored molds and fungi who still make excellent beer, so clearly it can be done), but I do not consider sloped floors a luxury. And that will end up costing me over $50,000.

So each day, I have to decide what standard I can set with the budget I have. Rest assured, it is not an excessively high standard. A grain silo, more sloped floor space, a third 30 bbl fermenter, a spent grain removal system, a separate mash mixer, a well-equipped lab, a decently sized pilot brewing system, and a tasting room cold box are all items I’ve said “no” or “maybe” to recently because of budget concerns.

The absence of those things will impact the consumer experience in one way or another. I could afford all of them if I’d raised twice as much money. But I didn’t.

So when you see me launch the Modern Times Kickstarter campaign, it will be those kinds of things that generous donors will be asked to finance. Things that will make their experience of the beer and the brewery better. Because whatever those things are, I can’t afford them right now.



Wed, 01/16/2013 - 05:49

I agree with Thomas. This was a very well written and insightful article. I will say this though, there is a local brewery here in Jacksonville, FL called Bold City Brewery that started their opertions with a mere $250k. They sold close to 6,000 barrels last year, which was only their 4th in operation. While speaking to the owner he emphasized that there is a common misconception that it takes a million dollars to start a brewery. Granted they had to search high and low for used equipment, and had to put in a lot of extra hours an elbow grease to get some of the equipment functioning again, but they made with what they had. He said it's really all in how much time and effort you are willing to put into the busines, which really pertains to anything you do in life. Just thought I'd share. Best of luck to you in your endeavors.


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I've definitely considered starting up a micro brewery in my city. They have become quite popular and are growing at a steady rate. City is a bigger one so it's no surprise that the market has developed a larger interest. We have tried roasting our own coffee in the past without much luck in terms of making a solid profit but we also didn't have much start up revenue to work with. WE now have a large sum saved up so we were thinking of opening up a brewery & cafe together! Who doesn't like quality beer and good coffee!? Anyways, I'll for sure be reading more on here and learning as much as i can, good to see there are others here chiming in with their opinions as well, the more the better!
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Sun, 07/19/2020 - 01:09

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:-P And, if you are posting at other places, I would like to follow everything new you have to
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Wed, 01/16/2013 - 05:53

That's exactly my point: you can start for much less, but it depends on what you view as a "necessity" (also on how big you want to go.) If you don't feel that sloped and coated floors, a steam jacketed kettle, etc. etc. are necessary, then you can start with less. But those decisions have a very real impact on both the consumer experience and the work experience in the brewery.


Tue, 12/11/2012 - 06:42

I love how transparent you are about the process. I think there are a lot of people out there (like myself) that love trying new beer from new breweries but don't know anything about brewing specifics.

When you break it down like this, it's clear you're serious and have a plan of attack.

I'd be more willing to donate to a kickstarter run by a project that already has a bunch of assets but explains what else they need to purchase and why in an open, honest, logical and reasonable way than a brewery begging for $10K trying to rush into production and distribution.


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Tue, 12/11/2012 - 06:48

Awesome, glad to hear it Alan. Rest assured I will detail exactly what Kickstarter funds will be used for. Honesty is, for me, at the root of authenticity, so every time I ask myself, "Should I really be putting this info out there?", the answer almost always ends up being "yes."

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