Cellarhand · Product Competitive analysis for Q2 planning Ines Varga · Tuesday 16 February 2027

We win the brewhouse and lose at the loading dock.

Cellarhand scores 5.5 out of 6 on making beer, the best of the four products here. On selling it we score 1. Breweries that start sending out kegs outgrow us, and 26 of the 58 deals we lost in the last three months said so. Read this before planning on Thursday 4 March.

Why we lost 58 deals, November 2026 to January 2027

No keg tracking or wholesale orders26
Wanted accounts in the same system13
Price9
No excise report6
Other, or no reason logged4
Where the four sit
036 036 Making the beer, out of 6 → Selling the beer, out of 6 → Granary $690 a month Tapledger $220 a month Wortbook Free After Q2 Cellarhand today $149 a month

Each axis is a score from the matrix below. Granary is the only one strong at both, at 4.6 times our price.

The four products

Cellarhand Ours

Breweries making 500 to 5,000 barrels a year. Starts at the recipe and stops at the tank.

Price
$149 a month
Up and running
A day
Deals we lost
58

Granary

Regional breweries from 10,000 barrels up. Production, sales and accounts under one contract.

Price
$690 a month
Up and running
About 8 weeks
Deals we lost to it
21

Tapledger

Any brewery that sends out kegs. Starts where the beer leaves the tank.

Price
$220 a month
Up and running
A week
Deals we lost to it
14

Wortbook

Brewers under 500 barrels, often one person. A recipe book that grew.

Price
Free for one user
Up and running
An hour
Deals we lost to it
5

The other 18 lost deals went to nobody. Those breweries stayed on spreadsheets.

Feature by feature

Sixteen things a brewery asks for, in three groups. A full mark scores 1 and a half mark scores 0.5. Where a product does something only partly, the limit is named under the feature.

YesDoes it PartlyPartly NoDoesn’t Q2  We propose to build it next quarter
CellarhandGranaryTapledgerWortbook
Making the beer scores out of 65.54.512
Recipes scaled to batch sizeYesYesNoYes
Brew-day log on a tabletWortbook: no timers or step prompts.YesNoNoPartly
Tank scheduleWortbook: a list of tanks, no calendar.YesYesNoPartly
Fermentation readings with alertsGranary: stores readings, sends no alerts.YesPartlyNoNo
Batch cost per barrelCellarhand: ingredients only, no labor.PartlyYesNoNo
Packaging runs loggedYesYesYesNo
Stock and purchasing scores out of 42.540.50.5
Ingredient stock drawn down by each brewWortbook: by hand.YesYesNoPartly
Reorder alertsYesYesNoNo
Lot tracking, grain to kegCellarhand stops at the tank. Tapledger starts at the keg.PartlyYesPartlyNo
Purchase orders to suppliersNoYesNoNo
Selling the beer scores out of 615.550.5
Keg tracking by scanQ2NoYesYesNo
Orders from bars and distributorsNoYesYesNo
Invoices sent to accountingQ2Cellarhand: a CSV file to upload by hand.PartlyYesYesNo
Delivery runs plannedGranary: a load sheet, no route.NoPartlyYesNo
Excise report filled inQ2Cellarhand, Wortbook: totals to copy across. Tapledger: production typed in.PartlyYesPartlyPartly
Taproom sales linkedTapledger: two till brands only.NoYesPartlyNo
All 16 features9146.53

What we take into Q2

Build

  1. 1
    Keg tracking by scanThe top reason we lose. It also carries lot tracking through to the keg, so that row goes from half to full.
  2. 2
    Excise report filled inWe already hold every figure it needs. Six lost deals named it.
  3. 3
    Invoices straight to accountingReplaces the CSV file a bookkeeper has to upload by hand.

Selling the beer goes from 1 to 3 out of 6. The whole matrix goes from 9 to 11.5 out of 16.

Leave

  • Purchase orders and accountsGranary’s home ground. Our customers already have an accounting tool, and we send it invoices.
  • Delivery routesOnly Tapledger does it fully, and no lost deal named it.
  • Orders from bars, for nowIt sits on top of keg tracking. Decide in Q3, once we see how many breweries turn scanning on.

Watch

  • Tapledger adding a brew logIt scores 1 out of 6 on making beer today. Its public roadmap lists “production” for 2027.
  • Granary’s priceAt $690 a month it costs 4.6 times what we do. A plan for small breweries would change who we lose to.

How this was put together

The matrixWe opened a trial of each rival from 1 to 5 February 2027 and ran the same test batch through all four: a 15-barrel pale ale, packaged into 30 half-barrel kegs. A full mark means it worked with no workaround.

Prices and setup timesFrom each product’s own price and help pages, read on Tuesday 9 February 2027.

Lost dealsThe one reason our sales team logged when closing each of 58 lost deals, 1 November 2026 to 31 January 2027.

What it leaves outSupport, reliability and how each product feels after a year. A matrix can’t see those.