I found it difficult to cater to the craft beer audience. Seeing as those we were trying to target, were already fans and knew about the beer, we had to come up with something new and had to make sure no other brewery was dong something like it. We realized that Biscayne Bay Brewing's established brand, lends itself to a more fun approach to communicating with customers. The average craft beer drinker likes being able to talk about their beer, so why not give them something to talk about? I created new beer labels and requested they brew a small batch of a special release beer to help give locals an edge and a reason to visit Biscayne Bay Brewing Co. We provided them with unique stories of pirate tales and legend that can only be access by asking for the secret menu at the taproom.