The Baby Goat

Idea

Introduction

CRAFT BEER & MODERN PUBS.

We're The Baby Goat, a craft beer brand based in Hamburg. Our vision is great beer, served through our own modern pubs, first in Germany, then across Northern Europe.

Beer is deeply-rooted in European culture. In our core market, Germany, craft beer sales have increasing over the past decade and are expected to continue to 2025. Today, 36% of Germans have tried craft, and among regular beer drinkers, the figure is 49 percent.The fastest uptake in craft beer is in the 25-34 age group. That’s a movement we're part of.

Our concept is tapping great, tasty beer in modern pub environments. We plan to open 7 pubs in Germany, and Europe over the next 5 years. Our pubs are, diverse, community-orientated, and, above all, a perfect place to meet with a great beer.

We have more than doubled our beer production since 2020. We aim to double this again in 2022 with the opening of our second Pub, The Baby Goat Barn, and our added focus on the retail and distribution space.

Monetisation strategy

Our concept is centered around the tapping of our own, craft beer in our own branded, modern Pubs. Our mission as a brand is to bring people together through our beer and that is most effectively done by providing a great environment in which our customers drink our beer. It is also, for us as a beer producer, the highest-margin means of selling our beer.

The primary driver behind our Pub concepts remains customers and community. A 'Pub', whilst internationally understood in the form of British or Irish pubs, is not common in Germany. Our interpretation of 'Modern Pubs focuses on delivering great beer, great service, and a wide range of community-engaging events.

Over the next 5 years, we plan on opening at least 1 Pub per year, first in Germany, then in Holland. We are investing in our sales team, supply chain & logistics to grow our distribution, first locally in Hamburg, then Germany-wide.