Draft wine trade where to start. How to open a liquor store from scratch

At any holiday, anniversary, with a successful trade deal, the birth of a baby and, of course, on New Year's Eve, a bottle of champagne is opened. Effervescent foam, playful bubbles running in paths from the bottom to the edge of the glass, gentle tints of color attract the eye, demand to appreciate the taste and delicate aroma of sparkling wine. It is sometimes called the "lady's drink", it rapidly turns the head and just as quickly recedes. In a historical context, this is a relatively young drink, but it has already firmly entered the traditional wine list and is in steady demand among buyers.

Manufacturing and packaging

It is hard to imagine that if it were not for the curiosity of the French monk Pierre Perignon and not for his penchant for experimentation, then champagne might not have appeared. He took pity on the wine, which for some reason fermented again. The result turned out to be interesting, the study was continued the next year. Empirically, it turned out that it is possible to bring the drink to the desired condition only in a sealed container. The gas pressure is such that it was necessary to create special thick-walled bottles with a reinforced bottom. The steel was sealed with a figured cork reinforced with a metal mesh.

Real champagne rarely appears on sale and is very expensive. This can only be called wine made from 2 grape varieties: Chardonnay and Pinot Noir, made by secondary fermentation in the Champagne region. The remaining types are called sparkling wines. To reduce the price, they developed a system of artificial enrichment of raw materials with carbon dioxide in special tanks. Then the finished product goes to bottling.

Sparkling wines are stored and sold in bottles of 0.75 liters, this volume is enough to fill 6 - 8 glasses. Domestic manufacturers place 12 bottles in a box divided into separate sections. Foreign companies prefer containers designed for 6 bottles.

Classification

It is produced by quality, sugar level, color, aging, capacity.

1. The most expensive kind is vintage champagne. It is like a thoroughbred horse, which the specialist recognizes with his eyes closed. It has a unique taste and a rich bouquet, appears every few years, is subject to strict accounting, and is very expensive. Non-vintage varieties allow mixing of several varieties of grapes, the harvest of the last 2 - 3 years is used.
2. The sugar level allows you to divide sparkling wines into brut, dry, semi-dry, semi-sweet and sweet.
3. The difference in color suggests white, red, rosé wine.
4. In terms of fermentation, sparkling is considered aged for at least 9 months, collection - more than 3 years. This indicator significantly affects the price and class of the drink.
5. The most common capacity is 0.75 liters. Foreign companies have bottles of 1.5, 3, 4.5 liters and then up to 30 from the manufacturer Drappier.

Manufacturers and suppliers

Russian sparkling wines are the most popular among buyers. Good quality and reasonable price become the optimal ratio for consumers. The products of such producing countries are in demand, such as:

• Italy;
• Africa;
• Spain;
• France;
• Germany.

Due to the small volumes and high cost of production, France has long lost its primacy to other countries.

Among Russian manufacturers stand out:

• "Abrau - Durso" Krasnodar Territory;
• "Sparkling Wines" St. Petersburg;
• "Moscow plant of sparkling wines";
• "Kuban - wine";
• "Tsimlyansk wines";
• "Rostov Combine";
• "New World" Crimea;

The largest supplier of champagne is Rusimport, which has been operating in the alcoholic beverages market for over 24 years.

champagne market

In recent years, there has been a gradual development and increase in demand for sparkling wines. The inclusion of Crimea in Russia opened up new opportunities for the production and sale of champagne. The domestic consumer prefers Russian brands, the ratio to imports as a percentage is approximately 85 to 15.

Among foreign products, champagne from Spain, Italy, and Germany is popular. French brands are represented in the elite alcohol sector, as their prices are very high. Nevertheless, there is a demand, and for the sake of a variety of assortment, they can be put up for sale, especially before the New Year and in early March.

The peak of sales falls on December, a slight increase in sales begins in the last days of February, gradually declining at the end of March. During the year there are slight fluctuations that do not affect the overall performance.

Basic laws of storage and sale of champagne

First of all, it must be remembered that champagne does not belong to low-alcohol products, so the following restrictions apply to it:

• sales are prohibited in non-stationary points, shops with a sales area of ​​less than 50 sq.m, not far from educational, sports, religious institutions;
• there is a restriction on age and time of implementation;
• license required.

Sale is possible in convenience stores, supermarkets, specialized wine stores.

Storage conditions involve the placement of goods in a warehouse with constant temperature and humidity. Freezing and excessive overheating are not allowed.

Assortment and display of champagne in a convenience store

Consumer demand is kept at the level of necessary goods, so it makes no sense to fill the shelves with expensive luxury brands. Domestic types of sparkling wines will provide much better turnover and stable profits. The brands Imperial, Rossiyskoye, Sovetskoye, Tsimlyanskoye, Rostovskoye, Count Le Golitsyn, Krymskoye, Gold Standard enjoy special attention. The main share of sales falls on semi-sweet and semi-dry types. brut and sweet champagne.The line "Abrau - Durso" presents all types, it is the most complete among other manufacturers.

The display is made in several rows, the bottles are placed in a vertical position. Perhaps 3 types of calculations: by manufacturer, sweetness, color.

The main requirement is a shady side without access to direct sunlight.

The best commodity neighborhood:

• cheeses;
• sausages;
• fruits;
• candy and chocolate.

Assortment and display of champagne in a grocery supermarket

Attracting customers in supermarkets is based on 2 reference points - a constant assortment and the regular appearance of new products. This maintains interest and guarantees consistent attendance. Extensive retail space makes it possible to place all categories of champagne, from expensive brands to the most popular types, most in demand for popularity and price level.

The layout is made according to the country - the manufacturer, volume, quality, level of sweetness.

The most attractive shelf is the middle one, located at eye level. Here is the complete line, from brut to sweet, gradation by manufacturer and sugar level. More expensive brands are placed above, the lower shelves are given for goods with a low cost. For elite alcohol, a separate showcase is required, located slightly to the side, or diagonally. There is a moderate demand for Italian sparkling wines Asti, Spumante, Lambrusco. Spanish brands of wine houses Codorníu, Segura Viudas, German drinks Sekt are of interest. From the French collection, sparkling wines Crémant, Limoux, Champagne deserve attention.

On the eve of the holidays, separate racks or baskets of medium and low price champagne, located near the cash register and in the center of the trading floor, bring a good result. Semi-sweet varieties of "Rostovsky", "Soviet", "Russian" are suitable for this.

To expand the range, bottles of non-traditional volume, for example, a double capacity of 1.5 liters, will be a good move. They are placed either in the general line, or used in the design of holiday windows. At the end of November, the most prudent buyers are already starting to look at the traditional bottle of champagne for the holiday, so you should pay more attention to this product and give it its rightful place.

The most important plus of a wine store is that high-quality unsold goods do not lose value every year, but only rise in price. Some drinks each subsequent year increase their price by a multiple, while they usually do not have an expiration date.

A store focused on wine is not suitable for small towns and settlements. It is better to open a liquor store in them.

The right range of wine

Many entrepreneurs have no idea what kind of wine to buy for the store. Of course, the more diverse, the more customers, but the assortment of a wine store must be properly selected, and not purchased at random.

It is advisable to display more than 100 wines of different varieties and manufacturers on a showcase in a store. Matches with rivals should be no more than 25%. Wine products must be of high quality and from good producers, so that connoisseurs of drinks become your regular customers. The best sources for finding good wine and other alcoholic drinks for wine shops can be rating magazines for you, for example, Wine Spectator, Winemag, Robert Parker, Guiapenin, Jeremy Oliver, as well as the Vivino service, where anyone can leave a review about wine and rate him, etc. The most interesting thing is that according to these ratings, good wine can be inexpensive. For example, the cheapest of the rated ones that we managed to find costs around 400 rubles. But, of course, you should not focus only on wine ratings, since there are wines, for example, Abkhazian and Georgian, Bosco, Cahors, etc., which usually do not have ratings, but are very popular with the population. Their popularity can also be checked via the Internet, by using services such as Google Trends and Yandex.Wordstat.

An example from Google Trends for the query “kindzmarauli wine”:

A highly qualified specialist is needed directly for the sale of very expensive wine. He should be able to answer all questions and help visitors make a choice. Other boutiques send their staff to special courses. In an ordinary wine shop, such a master is not required. If you are located in a residential area, it is advisable to focus on cheap wines, and if next to it - on elite "fuel". The range is made up and depending on the customers. Before the holidays, the demand for liqueurs and champagne is growing. Purchase products from reliable suppliers, otherwise a negligent contractor may stick in poor quality goods, which will affect the prestige of the liquor store.

Don't forget related products! Additional money will be brought by the sale of glasses, corkscrews, decanters, as well as other alcoholic products, but in a much smaller assortment. Some of these stores also sell a snack in the form of caviar and, of course, also in small quantities.

Liquor store space

The number of sales in most cases depends on the selected premises. It is better to choose a crowded place (city center, sleeping area). The total area of ​​the retail facility and storage facilities must be at least 50 m². For rural areas from 25 m². Organizations engaged in the retail sale of alcoholic products in urban settlements must have for such purposes in ownership, economic management, operational management or lease, the term of which is determined by the contract and is one year or more.

You can sell wine, but in the Russian Federation the remote sale of alcohol is still prohibited, so legal online stores work on pre-order.

An example to look up to on the Internet is the online store Winestyle.ru. A feature of this wine shop is the use of drink ratings received from various experts and wine magazines listed above. Moreover, most of their products are necessarily checked by tasting.

Staff

Required personnel:

• the seller, and preferably 2 to replace each other;
• accountant;
• manager (you can be one too).
• security guard;
• cleaning woman.

Often there are no problems with finding employee data. But the number of regular customers in most cases is determined by the hired sales assistants. They must be able to take into account the taste preferences of the buyer and provide the right wine.

Store equipment

For the preservation and presentation of wines requires specific equipment. In addition, in the hall for visitors it is necessary to create an appropriate atmosphere that inspires shopping. To equip a liquor store, you must have:

• counters;
• racks;
• demonstration stands;
• refrigerators or air conditioners.

This equipment can be made both by yourself and ordered. Unique furniture will create a special atmosphere. Some businessmen are additionally interested in how to open a draft wine groceries. In this case, it is necessary to purchase the appropriate equipment:

• refrigerators for storage;
• barrels for storage;
• barrels with dispensers and taps;
• spill container.

Registration Process + Costs

To open a wine shop, you need a license, and this is in all civilized countries. In Russia, it can be obtained from the Ministry of the Consumer Market. It will be necessary. You also need to issue a sanitary and epidemiological conclusion, pay a state duty and apply for official registration. And if you do not want to waste time in vain, then agree with the experts - they will arrange everything you need in the shortest possible time.

Before drafting a liquor store, calculate the costs. This project requires a large investment. Most of it will be spent on goods. The assortment requires about 1 million rubles. Renting premises - from 45 thousand rubles per month, company registration - 4000 state duty + authorized capital in the amount of:

• For Moscow and Novosibirsk - 1 million rubles.
• For St. Petersburg, Nizhny Novgorod and the Moscow region - 500 thousand rubles.
• For Samara - 300 thousand rubles.
• For Yekaterinburg - 250 thousand rubles.
• For other cities - 50 thousand rubles.

It will also require small expenses for permits from the SES and the Fire Inspectorate. The license itself - 65 thousand rubles for each period of validity. The trading premises must be owned or leased for at least 1 year, and also meet the requirements of the location of clause 2, article 16, Federal Law 171-FZ on the circulation of alcoholic products.

More money is needed to repair the hall and purchase equipment, salaries to employees, utility bills, taxes.

Video for a snack: How Yevgeny Chichvarkin opened a wine store.

Also on YouTube there are other videos with him about this business.

* Calculations use average data for Russia

Wine is considered one of the noblest alcoholic beverages. Good wine is a small luxury that almost anyone can afford, Italians say. At the same time, wine is one of the most popular alcoholic beverages. And every year the number of his fans around the world increases significantly. Thus, a business related to the sale of wine can become very profitable. However, opening your own wine shop is not as easy as it seems at first glance.

According to experienced entrepreneurs, there are three main conditions for a successful retail business: assortment, quality of products sold and level of service. These three simple success rules apply to the liquor store as well. Obviously, the wider the assortment of a specialized store, the better. If you are going to specialize exclusively in wines, then be prepared to provide several hundred different wines from around the world. In this case, we are not talking about a small company store, where the products of one manufacturer are presented. A wide range of products will become one of your main competitive advantages. The main thing is not to copy the assortment of other liquor stores in your city. The coincidence of the assortment should not exceed 30% of the total number of wines.

However, high quality is equally important. If you claim to be an expert on wines, keep your brand: make sure that only the best goods of international quality are presented in your store.

As for the level of service, no matter how good, high-quality and unique wines you sell, you cannot do without experienced specialists who can advise buyers on any issue related to a particular variety, storage requirements, usage patterns, etc. You can find ready-made professional sales consultants or teach them all the tricks from scratch. Large companies send their employees to sommelier courses. This training is quite lengthy and expensive, so this option is hardly suitable for an ordinary liquor store. But if you are thinking about the concept of a "wine boutique", then such expenses will be fully justified.

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Starting work on opening your own store is necessary with the preparation of a detailed business plan. A business plan will also be required if you do not plan to take borrowed funds for business development. However, it is unlikely that you will be able to manage solely on your own savings. Like any business related to alcohol products, a liquor store is a costly enterprise that requires a lot of investment.

Do not save on the services of marketers. Order a market research before you start looking for a store space. Study the activities of your direct and indirect competitors, decide on the range and price category. You can open a small shop with quality but inexpensive wines, or a real wine boutique with additional services. It all depends on demand, competition and, of course, the capital that you have. It is recommended to open a small store in a densely populated area with a well-developed transport infrastructure. This may be a sleeping area, but the store itself should not be located in the yards, where only residents of nearby houses can see it, but on a busy street. Attractive façade finishes, large well-lit showcases, appropriate interior design and eye-catching signage are excellent advertising in themselves and will attract customers. A boutique of elite wines is best opened in the city center. But in both cases, it is necessary to strictly comply with the requirements for the location of alcoholic beverage stores.

Requirements for stationary trading facilities for the sale of alcohol

In accordance with paragraph 6 of Art. 16 of the Federal Law of November 22, 1995 No. 171-FZ “On State Regulation of the Production and Turnover of Ethyl Alcohol, Alcoholic Products and Alcohol-Containing Products and on Limiting the Consumption (Drinking) of Alcoholic Products”, organizations engaged in the retail sale of any alcoholic products (with the exception of beer and beer beverages) on the territory of the city, must own, manage, manage or lease, the term of which is determined by the contract and is one year or more, stationary retail facilities and warehouses with a total area of ​​at least 50 sq. m, as well as cash registers. The requirements for shops in rural settlements are more modest. According to par. 2 p. 6 art. 16 of this law, in this case, the ownership, economic management, operational management or lease, the term of which is determined by the contract and is one year or more, must have stationary retail facilities and warehouses with a total area of ​​at least 25 sq. m, as well as cash registers, unless otherwise provided by federal law.

All these requirements for stationary trade facilities and warehouses are established by the federal executive body authorized by the Government of the Russian Federation - Rosalkogolregulirovanie. Non-compliance of the applicant with the requirements established, inter alia, by Art. 16 of Federal Law No. 171-FZ, is the basis for refusing to issue a license for the retail sale of alcoholic products (clause 6, clause 9, article 19 of this law).

However, the law imposes requirements not only on the location and area of ​​​​an alcoholic beverage store, but also on the duration of its lease agreement. At a minimum, it must be determined, otherwise the applicant will be denied a license for the retail sale of alcoholic products (clause 12 of the Letter of Rosalkogolregulirovanie No. 8977 / 03-04). According to paragraph 2 of Art. 609 of the Civil Code of the Russian Federation, a real estate lease agreement is subject to state registration, unless otherwise provided by law. A lease agreement for a building or structure concluded for a period of at least a year is subject to state registration and is considered concluded from the moment of such registration (clause 2, article 651 of the Civil Code of the Russian Federation).

So, catering establishments wishing to obtain a license for the retail sale of alcoholic products must comply with the requirements established by paragraph 6 of Art. 16 of Federal Law No. 171-FZ for stationary retail facilities: in relation to the area, composition of the required premises, the duration of the lease agreement and its registration. As the experience of other entrepreneurs shows, obtaining or renewing a license can be a problem if:

the applicant has only stationary trading facilities and no warehouses;

a stationary trading facility (trading floor) and a warehouse are located in different places of the building with different entrances;

the area of ​​stationary trade facilities and warehouses with a total area of ​​less than 50 sq. m - in urban settlements (less than 25 sq. m - in rural settlements);

the lease agreement for a stationary retail facility does not specify its term;

the lease agreement has not passed the state registration.

All possible obstacles to obtaining a license to sell alcoholic beverages should preferably be prevented or eliminated before applying. Since when submitting a new application to the licensing authority for a license for the retail sale of alcoholic products, if it was previously refused to issue it, you will have to pay the state fee again (Letter of the Ministry of Finance of the Russian Federation dated March 27, 2013 No. 03-05-06-03/9655) . If you have any questions, please contact your city government's sales department. Local authorities in a given region may interpret the requirements of the law in different ways and often adopt provisions that, in fact, differ significantly from each other in many respects.

Requirements for the organization of storage of wine products

Quite stringent requirements are imposed not only on the area of ​​the store and warehouse, but also on the arrangement of the latter. All alcoholic products must be stored in stationary, structurally separate premises intended solely for the acceptance, storage, dispensing and accounting of products that meet the following requirements:

located in buildings (structures) that meet the requirements established by the Federal Law of December 30, 2009 No. 384-FZ "Technical Regulations on the Safety of Buildings and Structures" (Collected Legislation of the Russian Federation, 2010, No. 1, Article 5);

isolated from office, utility and other premises by solid walls or temporary building structures (partitions) from the floor to the ceiling of the warehouse;

equipped with mechanical supply and exhaust ventilation;

provided with central heating, or equipped with individual heat generators that have a certificate for compliance with safety requirements and permission from the authorized federal executive body to use them on the territory of the Russian Federation;

equipped with measuring devices for monitoring the temperature and humidity conditions of storage of products (hygrometers-thermometers, psychrometric hygrometers, psychrometers, thermometers, other measuring devices that allow monitoring temperature and humidity in the warehouse). The serviceability of such devices must be confirmed by the corresponding marks on the verification of measuring instruments in the passports for the devices. If the storage room consists of adjacent rooms, these devices must be located in each such room;

equipped with racks and (or) pallets at least 15 cm high from the floor, located at a distance of at least 1 m from heating systems, water and sewer pipes;

equipped with luminaires with protective shades to prevent damage to the luminaire lamps;

window openings (if any) are equipped with protective devices (blinds, cornices, other protective devices) to protect surfaces and spaces from exposure to direct sunlight;

have an arrangement of building structures that corresponds to the design documentation for the building (structure);

have a fire safety system, including those equipped with fire alarms, primary fire extinguishing equipment. If the warehouse does not have an internal fire water supply and automatic fire extinguishing installations, or the warehouse building is located at a distance of more than 100 m from external fire sources of water, the warehouse must be equipped with a fire shield.

On the area of ​​the warehouse is not allowed:

storage of products that are not alcoholic and alcohol-containing food products packaged in consumer packaging;

placement on one pallet of different types of products;

placement of products that do not provide free access to stored products.

Storage of products, depending on its types, must be carried out subject to certain conditions regarding temperature and humidity:

Russian cognacs and brandy - at a temperature of 5°C to 25°C and relative humidity not higher than 85%;

alcoholic beverages - at a temperature of 10°C to 25°C and relative humidity not higher than 85%;

wines and natural wines - at a temperature of 5°C to 20°C and a relative humidity of no more than 85%;

wine drinks - at a temperature of 5°C to 20°C and relative humidity not higher than 85%;

champagnes, sparkling and carbonated wines - at a temperature of 5°C to 20°C and a relative humidity of not more than 85%;

champagne "Soviet" - at a temperature of 8°C to 16°C and relative humidity not higher than 85%;

wine cocktails - at temperatures from 0°C to 20°C and relative humidity not higher than 85%.

Obtaining a license to retail wine

Please note: only a legal entity (LLC, OJSC, CJSC, etc.) can obtain a license for the retail sale of alcohol. An individual entrepreneur does not have such a right.

To obtain a license for the retail sale of alcoholic beverages, you must submit the following documents to the appropriate department (in different cities it may be called differently):

an application for a license indicating the full and (or) abbreviated name and organizational and legal form of the organization, its location, its e-mail address, to which the department carries out correspondence, sending decisions, notices, notifications using an electronic signature, locations of its separate divisions engaged in the retail sale of alcoholic products, the name of the bank and the number of the bank account, the licensed type of activity that the organization intends to carry out, the type of product (in accordance with paragraphs 3 and 4 of Article 18 of the Federal Law "On State Regulation of the Production and Turnover of Ethyl Alcohol, alcohol and alcohol-containing products and on limiting the consumption (drinking) of alcoholic products”), the period for which a license is issued;

copies of constituent documents (if copies of documents are not certified by a notary, then you will need to present the originals);

a copy of the document on state registration of the organization. If the specified document is not submitted by the applicant, the authorized agency receives information confirming the fact that information about the license applicant has been entered in the unified state register of legal entities, upon an interdepartmental request from the federal executive body that carries out state registration of legal entities, individuals as individual entrepreneurs and peasant (farm) households;

a copy of the document on the organization's registration with the tax authority. If the specified document is not submitted by the applicant, the department receives information confirming the fact that the applicant for a license has been registered for tax accounting upon an interdepartmental request from the federal executive body exercising the functions of monitoring and supervising compliance with the legislation on taxes and fees;

a copy of the document confirming payment of the state fee for granting a license;

a document confirming that the applicant has an authorized capital (authorized fund);

documents confirming that the applicant has stationary trading facilities and warehouses in the property, economic management, operational management or lease, the term of which is determined by the agreement and is one year or more.

After the documents are accepted, they are carefully examined. The term of its implementation is 30 days, after which a decision is made to issue or refuse to issue a license. True, sometimes an additional examination may be required, which increases the time for consideration, but not more than 30 days.

The license is issued for a period specified by the organization, but not more than five years.

The validity period of the license is extended at the request of the organization on the basis of a written application submitted by it for the extension of the validity period and a copy of the document confirming the payment of the state fee, as well as on the basis of information submitted by the tax authority at the interdepartmental request of the department on the absence of arrears in the payment of taxes and fees for a period, specified by the organization (but not more than five years).

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Within 30 days from the date of receipt of the application for renewal of the license, the agency considers this application, makes a decision on the extension of the license or on refusal to extend this period in the manner established for the issuance of a license, and within three working days after the adoption of the relevant decision informs the organization in writing about its decision, and in case of a decision to refuse to renew such a license, and about the reasons for the refusal.

Re-issuance of a license in case of reorganization of the organization is carried out in the manner established for its receipt, at the request of the organization or its successor. In the event of a change in the name of the organization (without its reorganization), a change in its location or the locations of its separate subdivisions specified in the license, the expiration of the lease term for a warehouse, a stationary trading facility used for the retail sale of alcoholic products, a change in other information specified in the license, and also in case of loss of a license, re-issuance of a license is carried out on the basis of an application from the organization with the attachment of documents confirming the indicated changes or loss of a license.

For the provision of a license, the extension of the validity of such a license and its reissuance, a state fee is paid in the amount and in the manner established by the legislation of the Russian Federation on taxes and fees.

The state duty for granting a license for the retail sale of alcoholic products is 60 thousand rubles for each year of the license.

The rules for obtaining a license and the amount of fees may vary depending on the region. Therefore, check the procedure for issuing a license in the Administration of your city.

Please note: simultaneously with obtaining a license, you will also need to issue a sanitary and epidemiological conclusion, a fire service, a contract for garbage collection and disposal of fluorescent lamps.

Store decoration

So, the premises for the liquor store have been found, the documents are under consideration, and it's time to start decorating your boutique. The interior design of such a store should be handled by a specialist. Ask for help from a designer who specializes in the interior of commercial establishments. What matters is not only the choice of colors (as a rule, beige and brown tones are most often used with a predominance of natural materials - wood and stone), but, above all, competent zoning of space.

You will need special commercial equipment - the so-called wine racks. As a rule, they are wall-mounted. On the one hand, this allows you to save space, leaving room for the passage of customers. On the other hand, glass wine bottles are heavy but fragile, so placing racks against walls reduces the risk of accidental tipping. Only in large supermarkets, where self-service is supposed, alcoholic products are placed on island racks.

A wine rack needs to be the right height and width – stable enough not to tip over, yet not too bulky. When choosing a rack, put yourself in the place of the buyer. Can he freely examine the product, will he not have to bend over too much or reach for the bottle of interest?

Give preference to racks with a shallow depth and shelf width, especially if expensive wines will be laid out on them. In this case, you can lay out each bottle separately, and not side by side. The optimal number of shelves is no more than five. At the same time, they adhere to the following rule: the lower shelves of the wine rack are used as storage or cheaper varieties of wine are laid out on them.

Finally, pay attention to the material from which the racks are made. It must match the interior of the room. Best of all look wood and glass shelving with backlighting, which helps to highlight the product.

Determine the target audience for your store. According to statistics, quality wine is most in demand among middle-aged and older people with a high level of income. With an eye on this audience, advertising media are also selected. This can be either radio or television advertising, or advertising in print media (mainly expensive glossy magazines), outdoor advertising, advertising on the Internet, etc. Advertising costs make up about 20-25% of total costs.

In a previous article on the sale of alcoholic beverages, we talked about. This is a rather expensive and difficult procedure that novice entrepreneurs may not be able to afford or can afford. But such are the peculiarities of the Russian mentality that before giving up on what was planned, the domestic businessman explores all the so-called workarounds that will allow him to work without directly violating the law.

So is it possible to sell alcohol without a license, and how can this income generation option turn out for an entrepreneur? Read more about this later in the article.

Selling alcohol without a license - myth or reality - what does the law say

To understand the issue of the need for a license for the retail sale of alcohol, one should refer to federal law No. 171-ФЗ “On state regulation of the production and circulation of ethyl alcohol, alcoholic and alcohol-containing products<…>».

According to this legal act, activities related to the retail sale of alcohol are subject to mandatory licensing. At the same time, it is possible to obtain permission to carry out this type of activity only by fulfilling a number of requirements:

• obtaining the status of an organization (find out);
• formation of the authorized capital established by the regional legislation, which in some cases reaches 1 million rubles;
• payment of state duty in the amount of 65 thousand rubles;
• selection of premises for the location of the store in accordance with the established requirements for quadrature, etc.

The law also provides for certain exceptions regarding licensing - not all alcohol-containing products need a permit to sell them. What kind of alcohol can be sold without a license? Exceptions are low-alcohol drinks:

• beer;
• mead;
• cider;
• poiret (pear cider).

All other products, including wine and spirits, can only be sold with a license for the retail sale of alcohol. This requirement applies not only to shops, but also to catering establishments.

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What alcohol can be sold without a license - the sale of beer and beer drinks

Despite the fact that the trade in beer does not oblige a businessman to obtain a special permit, nevertheless, the above-mentioned law makes it clear that this type of activity is not possible without observing some individual requirements.

These include:

• registration of entrepreneurial activity in the tax service, for example, as an individual entrepreneur (does not take much time and money);
• availability of documents that confirm the legality of the origin of products (consignment notes (TTN) and certificates to TTN);
• keeping records and declaring the volume of sales;
• trading only through stationary facilities with trading and storage facilities;
• availability of cash registers;
• compliance with the rules of alcohol trade - a ban on sale at night (with the exception of catering establishments), a ban on sale to minors, etc.

When choosing a place to open a retail outlet, it should be borne in mind that beer and beer drinks cannot be sold in medical, children's and educational institutions and in the territories adjacent to them.

Important! From July 1, 2016, the sale of beer and other low-alcohol drinks listed in the previous chapter can only be carried out after registration with the EGAIS - a unified state automated information system. Each fact of the purchase of such products for the purpose of subsequent retail sale must be recorded in the system using special software.

To get objective information about what equipment and software will be required to work with EGAIS, we recommend visiting the Rosalkogolregulirovanie information portal dedicated specifically to this system www.egais.ru.

Please note that the facts of the sale of beer and beer drinks are not subject to accounting in the system, unlike the sale of strong alcohol, where each bottle sold must be recorded. Entrepreneurs selling beer only need to keep a Retail Sales Journal and draw up an act of write-off of sold products in EGAIS on a daily basis.

And you can find out how to save on personal income tax and VAT at this address:. All about the features of taxation in the general regime.

Thus, the sale of alcoholic products without a license can be carried out subject to all these requirements if it means the sale of beer and beer drinks, as well as mead, cider and poire.

And if there is a direct reference to this possibility in the law, then the ways of selling alcohol, which will be discussed below, are not mentioned in the regulatory framework, but at the same time they do not contradict the current legislation. These are the "workarounds".

Methods of selling alcohol without a license, encountered in the practice of Russian businessmen

Resourceful domestic entrepreneurs have invented several ways to make money on the sale of alcohol without obtaining any permits, which have taken root in many regions of the country, and many retail outlets and catering enterprises still use them today.

How to sell alcohol without a license? One of the options is the conclusion of a lease (or sublease) agreement between individual entrepreneurs or legal entities. an unlicensed person acting as a landlord and an entity holding an alcohol retail license, which becomes a tenant respectively. When making such a deal, the parties indicate as a rent not a fixed amount, but a percentage of the licensee's revenue.

For example, Ivanov, a businessman who wants to make money selling liquor but is unable to obtain a permit, leases part of his retail space, in which he sells food or beer, for example, to a licensee organization.

The licensee places display cases with alcohol on the provided area, puts up a cash register, formally hires one of the sellers, businessman Ivanov, and starts trading. That is, in fact, entrepreneur Ivanov sells alcohol and he is interested in selling more goods, since his income depends on it - the higher the licensee's revenue, the more he will receive as rent. De jure, all sales go through an organization that has a license to sell alcohol, and the law is not violated in this case.

Such cooperation is beneficial to both parties. However, in order to translate the idea into reality, it is necessary to take into account some nuances:

• The store premises must have a trading floor and a warehouse with a total area of ​​at least 50 sq. m;
• the location of the store must comply with the requirements of Law No. 171-FZ: trade should not be carried out on the territory of children's, educational, medical institutions and in close proximity to them, etc.;
• alcohol trade rules must be observed, for example, products cannot be sold from 11 p.m. to 8 a.m., etc.

How profitable this scheme can be for an entrepreneur depends on what percentage of the proceeds will be specified in the contract. As a rule, it is about 15-20%, while the mark-up for alcoholic products used by licensees varies from 35% and above.

How to sell alcohol without a license in a catering establishment? The owners of clubs, bars and cafes have also succeeded in this task. However, unlike retailers, they do not involve outsiders. They work on the principle of "you can not sell, but you can treat."

After all, in fact, the law does not prohibit treating, giving alcohol, the ban applies only to sale without a license.

So, the owners of such establishments include in their menu any dish hinting at alcohol. For example - "snack for vodka." An intrigued client orders a dish, he is served an inexpensive snack and a gift from the establishment - 100 g of vodka. At the same time, the cost of the dish includes the cost of snacks, alcohol and a good margin.

Responsibility of an entrepreneur selling alcohol without a license

This is not to say that these schemes are completely transparent. Such activities may attract the attention of law enforcement and supervisory authorities, and further developments will depend on very many circumstances. In judicial practice, there are cases when entrepreneurs resorting to such trading schemes managed to justify themselves. But there have also been cases where unlicensed businessmen selling alcohol in similar ways have had to be held accountable.

In the event that a controlling, supervisory or licensing body reveals a violation of the law, namely, the sale of alcohol without a license, the following measures may be applied to the violator:

• confiscation of goods;
• seizure of technological equipment for the sale of alcohol;
• a fine of up to 300 thousand rubles, and if such activity is associated with causing damage to the state or generating income on an especially large scale - from 100 thousand to 500 thousand rubles;
• imprisonment for a term of 6 months to 5 years;
• forced labor for up to 5 years.

The last three points are relevant for cases where the sale of alcohol without a license is equated with illegal business in accordance with Art. 171 of the Criminal Code of the Russian Federation.

Finding yourself in a luxurious hotel with a stunning view from the window, what else can you dream of on your birthday. Is it about the bottle chilled champagne in bed. Such a crazy idea inspired Greg Williams to create his own business.

What started to

In general, the service of delivering champagne to customers is not very expensive, somewhere from forty to seventy pounds sterling. Catering for the party will cost 200 pounds. And for this money, four bottles of champagne, a bouquet of flowers with a congratulatory letter and chocolate will be delivered to all guests.

So, having celebrated his thirtieth birthday in Las Vegas, the city of entertainment, as well as the eternal holiday, Greg was so inspired business idea to deliver chilled champagne to the room that he started organizing his own business immediately upon arrival home, namely in Billerick. He quit his job as an accountant at the well-known Ford company and, together with a friend named Gavin Cooper, started a Champagne Waiter cold champagne delivery company.

Their customers were simply delighted when, upon opening the door, they saw a waiter with magnificent champagne. The Champagne Waiter company offers its unusual services, as a rule, to financially secure residents of Billerick, Shenfield, Brentwood and Hutton, who are interested in something unusual and special.

Friends themselves are big fans of such a sparkling drink and are very well versed in its varieties, as well as the "subtleties of drinking." Friends participate in all tastings organized by wine companies. They also conduct such tastings themselves, trying completely new varieties of champagne also at dinner. Very soon, the stage of development of their business will come when friends will be able to offer their customers the whole variety of this drink. However, while the tastes of friends do not quite match. So Greg Williams prefers Veuve Clicquot, his friend Gavin Cooper prefers Dom Perignon.