In evaluating the environmental opportunities ideas and how they apply to New Belgium the main threat to compete on is Rivalry. The craft beer market is wide open experiencing record growth, with the overall beer sales decreasing by 0.2% but craft beer sales volume increasing by 12.8% (https://www.brewersassociation.org/statistics/national-beer-sales-production-data/). This is the real advantage in the craft brewing world. All breweries can produce truly unique products and the market demands changing beer offerings constantly. Currently New Belgium only distributes to 38 states (http://www.newbelgium.com/Brewery/company/craft-beer-rankings-and-financials)but has just opened a second brewery in Asheville North Carolina which should further expand their reach allowing them to distinguish themselves from other breweries.