Surly 2019 Beer Calendar

I can promise you one thing: Xtra won't be in ALL of the variety packs in 2020. (but will be in the first two.) The thing is, Xtra --despite the sentiments here--is still our #2 brand. It outsells everything except Furious, so from a branding perspective it deserves a place in the packs. That likely won't always be the case, but for what the packs are, and what the are intended to do in the trade, it makes the most sense for the time being.
For Surly, our variety packs have been a very popular item. After Xtra they are are our best selling SKU (making it #3 for those keeping score.) A lot of the folks buying these packs want either A: a sampler (people new to the brand) without having to commit to too many of one thing, or B: going to an occasion where they are unsure of the drinking preferences of the crowd in attendance, and want to supply some variety. We'll change things up a little later in 2020. On that note:

The 2020 brand calendar will be out in a few weeks and will have some more information about what's coming.

For 13 volume...this will be pretty limited. We packaged 60Bbls of beer. It will be sold as singles in 12-pack cases, so that equates to about: 1200 12-packs loose in the wild. It will definitely be more limited than BC Small Batch beers or BA Darkness. Maple barrels are hard to come by in large quantities, so that maxed-out our supply. The lion's share will remain in the Twin Cities Metro.

 

The last time I had Xtra Citra, I liked it quite a bit more than I did when it debuted. I don't know if the recipe, execution, or ingredients have improved, if my palate has changed, or if the stultification of hoppy ales over the last half decade has simply made the beer seem much better in comparison to what else is on the market, but I encourage people to give it another chance if they haven't in a while.

 

I haven't seen MSRP yet but that will factor into availability just as much as supply

Thanks for keeping most of it in MN. I apreciate it!

 

Thanks for addressing this Bill. Understandable, I actually enjoy it myself in spring and summer. I don't go out of my way for it, but it is a nice crusher on a hot day.

But like the other poster said, it seems very out of place in a "Frost pack". Especially when it was originally marketed as a summer "session" style beer. Spring/Summer sampler packs it certainly seems like a logical inclusion. In fall/winter packs? I can't say I agree.

Sounds good. this might actually mean I will have a chance to try it! Hopefully someone won't buy all 12 packs allocated to a store. But you never know.. Some jack wad bought out 180+ bottles of $10 Evan Williams SiB from Costco the other week. People are unpredictable.

 

Will any 13 makes its way down to Rochester? Thanks.

 

Yes it will. Limited, but it'l be there.

 

Hopefully. I couldnt get enough of that stuff.

 

Yep, HeatSlayer will be back in 6-packs starting in late May for a limited summer drop. Additionally, it'll be cheaper this year too!

@HammsMeASAP

 

Fantastic! Will it also be available on tap?

 

Yes it will. Draught and package beer starting in May.

 

The new Abrasive is goooood

 

Really?!! That warms my bitter beer loving heart.

 

To fully get your bitter on pick up a 4 pk of fresh Alpha King APA also.

 

That's exactly how it is. Bitter and good.

 

I find it baffling these are the best designs brought to the table given all of the artistic people they've partnered with over the years. The Furious can looks like something my dumbass could have created.

 

Please attempt.

 

Is the classic logo being eliminated completely or just not appearing on those cans?

 

From the Surly web site:

NEW LOOK
We’ve tweaked the appearance of our cans before. We’ve updated our packaging as well. But we’ve never done a full teardown and revamp of our entire line, logos and all. Furious, Axe Man, Xtra, Hell, Coffee Bender: Everyone got a refresh. No shiplap, no backsplashes, no repurposed barnwood, just a crisp and clean look for your favorite flagships.

 

Maybe just the 1st Ave Golden Ale form the calendar.