You've put in the hard yards, ordered your signage, brewed and poured your first beer but the telephone remains quiet. Success in the beer industry is dependent on sales and marketing.
Unlike Field of Dreams, if you build it, they won't come: you have to make them come. You may be great at brewing beer but that doesn't necessarily make you a salesperson. Producing a product and selling it are two very different skills. And, in an industry that is saturated with vast oceans of beer and beer houses, how are you going to persuade someone to buy your product, come to your venue, or use your service without being the pushy sales rep?