To anyone who has written a brewery business plan, I have a question for you. I am in the midst of writing my own and am trying to size my market. Now we know that craft beer industry statistics are hard to come by, and I'm familiar with the work done at the Brewer's Association- they have some good stats. But other than those, how have people arrived at craft brew market size on a local level. I.e. how are you sizing your target markets? I assume I'm going to have to make some assumptions based on a combination of state census data (for demographics), state alcohol tax data (for local alcohol/beer sales) and the Brewer's Association data (for some sort of "craft beer multiplier").
Just wanted to see what methods other people were using/had in mind.
Thanks for any help,