Sun Burn Brewery aims to provide high quality craft beers for the Tampa Bay area by brewing a wide range of craft beers and selling them consistently. They analyze that the craft brewing industry is growing significantly while overall beer sales are declining. Their target market is college-educated professional men ages 25-34 who enjoy craft beers. They see opportunities to grow given the weaknesses of local competitors like mismanagement, lack of diversification, and lack of craft beer knowledge. Their strategy is to brew quality beer and repeat.

1. Sun Burn Brewery The Problem Florida is known as a Craft Beer Wasteland The Pain Those who enjoy Craft Beer in Florida cannot access the best available so they have to do beer trades with friends in other states just to get a good pint.

3. Sell the Beer

4. Repeat

5. Quality

6. Consistency

8. Craft Beer Target Market For Craft beer is most popular in the 25-34 year old crowd Most Purchasers of Craft Beer are College educated men who are working professionals and well educated about craft beer styles and flavors. Against We are not the sort of company that will waste time on “macro” beer drinkers. I will never brew a craft beer to appeal to the “macro” beer drinker. Once the “macro” beer drinker has made it clear that they will only drink mass-produced beer, they will be asked to leave.

10. W: No diversification even within existing Belgium styles

11. O: Plenty of room to grow

13. W: Not well educated in craft beer

14. O: Getting permits for their Tasting Room

15. T: Me, Themselves