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Surly Brewing Co.

Introduction

Surly Brewing Co. is a beer brewing company headquartered in Minneapolis and Brooklyn

Center which was founded by Omar Ansari in the year of 1994; however, it was officially st up

in 2005. It has an overall 70% rating and is well-noted for beers and their canning process rather

than that of bottling. Surly has just begun its expansion to various other areas around

Minneapolis-Saint Paul metropolitan area [ CITATION Noe13 \l 1033 ].

Company’s Offerings1

The company offers a wide variety of beer to its consumers. Its bestselling beers have proven to

be Surly Darkness (Rare), Surly Furious IPA, Todd the Axeman, Surly Wet. These versions of

the beers have received quite the attention and have become the star products of the company.

Surly’s Darkness has been a consumer favourite which gives its sales a cutting edge over that of

the other competitors.

Mission Statement

1
Discuss the organizations offerings, competitive environment and strategy. Consider the connection from mission
through operating procedures.
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The mission statement of Surly is, “Being Leaders by Serving Others.” Surly has ranked #3 in

the list of highly rated beer brewing corporations in Minneapolis, therefore, one can say it has

followed through with their mission statement.

Surly’s primary focuses lies on the quality of its products and it has associated and set aside a

great deal of its budget to for the check and balance of the quality of the brewed products.

Competitive Environment and Strategy

The competitive pool of Surly Brewing Co. includes Dangerous Man Brewing Co., Utepils

Brewing, Indeed Brewing Company and Venn Brewing Company specific to the Minneapolis-

Saint Paul area. Surly itself ranks third close behind Dangerous Man Brewing Co. and Utepils

Brewing. Dangerous Man Brewing Co. has mastered its Peanut Butter Porter which gives it an

edge overly Surly, whereas, Utepils Brewing’s Alt-1848, Copacetic Kolsch, Ewald the Dark

(Dark Lager), Ewald the Golden (Hefeweizen) has been the choice of the beer of the year. With

various alternative present at the disposal of consumers, the strategy employed by the Surly

Brewing Co. is that of the innovative kind. The company aims to brew newer versions of beer

every now and then and keep their consumers on their toes.

Work Packages2

The brewing work package of the company includes three major classification which include

process, ingredients and equipment. A specific team of individuals is organized to overhead the

process procedures which include sanitization of the equipment, boiling of ingredients, cooling

2
How are some specific work packages designed and measured (analyze a few critical examples but not every
work package).
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of wort which leads to fermentation and then the inevitable packing and the warehouse aspect of

conditioned storage.

There is also the prospect of securing the ingredients which include ingredients such as priming

sugar, yeast – dried and liquid, hops, malt, grains and water which is required for the

fundamental brewing of the offerings of the company. The equipment and the tasks are primarily

limited to after care of brewed products i.e. the bottling and canning into air locked containers.

The work package of the company encompasses of the fundamental tasks which pertain to the

brewing procedures, its check and balance with regards to procedures itself and the equipment.

Location 3
3
What factors were considered or should have been considered in determining their facility location. Use one of the
analysis tools discussed in the course.
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There are four critical factors to consider when establishing a brewery as the method adopted has

various implications for the business, the aftereffects of which can be noticed ranging from the

financing to operational tasks. The location plays a great role in the prospect of brewery.

The ideal location depends upon the targeted audience, their demographic, the budget the

company has and the distribution channels available for the company within the given region.

The ideal weather condition need to be 72 degree Fahrenheit (22 degrees Celsius) for

fermentation, whereas, larger fermentation requires 13 degrees Celsius is required which

happens to be fulfilled by Surly. Minneapolis generally has an average temperature of 22 degree

Celsius [ CITATION Con19 \l 1033 ].

Nowadays, consumer require such factories which brew beers to have a direct outlet to their

consumers such that they can have a transparent outlook and access to premium quality beer.

Surly has accomplished that with great success. Its target audience falls perfectly in Minneapolis

area. The temperature is complimentary and mass majority there is more inclined towards

drinking beer.
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Works Cited

"Contorlling Fermentation Temperature." 10 March 2019. Brew Factory BY. 11 December 2019.

<https://byo.com/article/controlling-fermentation-temperature-techniques/>.

Noel, Josh. "Surly Brewing to Return to Chicago." Chicago Tribune 07 November 2013.

<https://www.chicagotribune.com/dining/ct-xpm-2013-11-07-chi-chicago-beer-

20131107-story.html>.