Big Beer Co, a $50B multinational brewing company, is considering entering the growing alcoholic seltzer market. The case explores market sizing, entry strategies, and financial projections. Key questions include market size estimation, evaluation of entry options (internal launch, joint venture, acquisition), and development of a go-to-market plan. The analysis covers market trends, competitor positioning, consumer segments, and financial considerations. The case concludes with a recommendation to pursue an internal launch strategy based on NPV calculations and risk assessment.