Bob, a master brewer, owns a brewery called Something Witty on the Upper West Side. Facing increased demand for gluten-free alternatives, he considers expanding into cider production. The case explores the financial implications of renovating his brewery to accommodate cider production, analyzing changes in revenue, production capacity, and market share. Key considerations include cost factors, market demand, go-to-market strategy, and potential impacts on the core business. The analysis aims to determine if Bob can produce enough cider to capture 0.5% of the NYC take-home cider market and break even. The case tests concepts in operations, brainstorming, and revenue analysis, requiring organized and accurate mathematical calculations.