Rough Waters Brewing Company: Evaluating Decisions in Uncertain Environments

Jennie O’Keefe and Chris Johnson, owners of Rough Waters Brewing Company, were deliberating how to make further inroads into an increasingly competitive provincial craft beer market. The new entrepreneurs were at a crossroads as they considered several possibilities for business growth in the face of a highly uncertain environment that included an unfavourable economic outlook and a global pandemic. They knew there were many things to consider in weighing their options, and that they did not have all the information they wanted or needed to confidently decide. O’Keefe and Johnson needed a framework to guide their decision-making in charting the best course for the brewery in the midst of so many unknowns.