Talking Expansion and The Next Level of Craft Beer With Surly’s Todd Haug
Todd Haug, the brewmaster over at Minneapolis’ Surly Brewing Co., is a bit of an intimidating-looking guy, at least if he’s not smiling. Sporting a wild, wiry gray beard, a passerby on the street would probably peg him right off the bat as a metal guitarist, and they wouldn’t be mistaken. This is a guy whose Twitter profile lists “powermad guitarist” before “creator of beer formulations,” priorities clearly in place and tongue firmly in cheek. In short, he’s a character, and one of Surly’s most visible public faces, known for answering questions like “What’s the brewing philosophy in your brewhouse?” with “Don’t fuck it up.”
As such, he was easy to pick out of a crowd during the recent Firestone Walker Invitational Beer Festival in Paso Robles, CA. While covering the festival, Paste was able to snag a brief interview with Haug about the future of Surly, which recently opened a brand new destination brewery and beer hall while also greatly expanding the brewhouse’s capacity. We discussed the brewery’s climb into the next level of regional distribution, along with their fantastic new IPA Todd the Axe Man, named after Haug himself, which Paste also named as one of the 10 most memorable beers of the festival.
Paste: So, how are things going at the huge new Surly facility?
Haug: Well, in March we really reached our stable point there. So since then we’ve been making Furious and any of the new seasonals out at the new plant.
Paste: After tasting Todd the Axe Man here, I’ve been thinking about how Surly is sort of moving into a new phase as a larger regional brewery, which is tough considering how high the demand for your beer is. What do you see as the brewery’s next phase?
Haug: Well, that’s the big question, I don’t know if we’ve figured that out ourselves. We’ve been so preoccupied with getting the new place open, and the new place isn’t just a production facility. It’s a very big beer hall, finer dining restaurant, family event center and almost two-acre garden. So that’s taken a lot of our brain power up for the last three years. Now that it’s up and running and fairly stable, now we need to start thinking about that NEW three year plan.
Paste: You guys are in a brave new world compared to the beer landscape when you started.
Haug: Right, there’s a lot of new breweries out there and a lot more local competition in our markets.