Over the past 15 years, craft brewing has experienced explosive growth. Alongside this rise, homebrewing has become more popular, often sparking dreams of opening a brewery. But with so many breweries now open, the pressing question remains: Is there still room for more?
While the craft beer business has changed significantly over the last five or six years, there’s still space for growth — if you’re strategic. The days of launching a brewery and quickly expanding into a national powerhouse like Sierra Nevada or New Belgium may be over. But if your dream is to open a successful local or regional brewery, there’s still room at the table.
Start With Strategy
Before diving in, assess your market. Are you surrounded by existing breweries, or are you in a town where yours would be the first? Big cities may offer higher customer volume but come with intense competition, high rent, and a need to launch nearly perfect from day one. There’s little time for gradual growth in these saturated markets. You’ll need capital for marketing, rapid recipe refinement, and likely, immediate expansion.
On the other hand, smaller or underserved markets offer more breathing room. These communities are often excited by the arrival of a brewery and tend to be more forgiving in the early days. You can build relationships, perfect your beer, and grow at a sustainable pace.
Keys to Choosing a Location
If you’re considering a smaller market, look for towns with a population of at least 30,000 and signs of demographic growth — especially among young adults. Look for a mix of existing successful bars and restaurants; their presence indicates local support for dining and nightlife.
Talk to business owners in the area. Learn about their customers, what sells, and how your brewery might complement what already exists. Building these relationships early can create valuable partnerships and help you avoid common pitfalls.
What to Look for in a Facility
Prioritize a space with over 2,500 square feet, lower utility costs, a supportive city government, and — if possible — outdoor seating. A newer roof and ample parking are major bonuses. If you can purchase the building at a reasonable price, consider doing so. It provides security and potential resale value, even if the brewery doesn’t succeed.
Lessons From Experience
When I launched Abettor Brewing Company in Winchester, Kentucky, in 2019, we were the city’s first brewery. The community response was overwhelmingly positive, but we made one big mistake: we started too small. Our brewing system and physical space limited us, and we lacked parking — a real problem in a small town.
Still, Winchester showed promise. I’d noticed an influx of people in their 20s and 30s moving from nearby Lexington, drawn by affordable housing. That demographic shift was a green light — young professionals looking for local culture and nightlife are exactly the kind of audience a craft brewery thrives on.
In 2020, we moved into a larger facility that addressed our limitations: bigger brewing capacity, more space, and — thankfully — better parking. That pivot helped us grow sustainably.
READ MORE: Test Kitchen: Strategies for Managing Ownership Stress
The Market Has Changed … But There’s Still Opportunity
Today’s market isn’t flush with cash, and growth takes longer than it did a decade ago. But opening a brewery in a smaller, growing market remains a viable path — not a get-rich-quick scheme, but a chance to build something meaningful. You’ll be investing not just in a business, but in a community.
So, is there room for you at the table? Yes. But only if you’re willing to research, adapt, and build smart from Day 1. The craft beer industry is still evolving, and there’s always space for passionate brewers with a clear vision and a connection to the community they serve.
Throughout this series we’ll dive deeper into each topic to ensure the best strategies for designing and strategizing your new successful brewing business.
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