It has come to my attention that there has been some interest expressed in expanding our firm to outside of our current geographic positioning, quite possibly even extending into the international market. Let me be the first to say that this is an excellent opportunity for the New Holland brand. Furthermore, I have conducted an analytical study to determine exactly which market our firm should target, at least initially, which should theoretically maximize our market potential in this new international foray. I have selected ten European countries to analyze in order to determine which may be the most suitable for entry by New Holland’s craft beer portfolio. The European region was selected for a number of reasons, namely, its presence in the beer market as a whole, and also for its growth potential for the American craft beer category. Europe is only bested by Asia in terms of sheer consumption levels of beer, accounting for 27.9% (“Global Beer”) of total beer consumption globally. The reason Asia was not chosen over Europe is largely an issue of marketability; generally speaking, Europeans are more open to trying newer, less traditional beer products than is the Asian beer consumer. Moreover, the recent years have seen a noticeable jump in reception of American craft beer exports to Europe. Whereas in the past the American beer industry largely relied on imports from across the pond, a sort of role reversal has taken place and our competitors (Stone, Left Hand, and Brooklyn Brewery, to name a few) have already made a splash in the European market with their craft brew offerings. For the ten countries that were selected, a measure of beer consumption per capita was used and the topmost ten made the cut. Interestingly, ten of the top 13 countries on the list were European countries. These countries are as follows, in descending order of consumption: Czech Republic,