Beer and live music definitely go hand-in-hand, and one brewery leading the forefront of this trend is Surly Brewing Co. in Minneapolis. They transformed a large grassy expanse next to their establishment into what is now Surly Festival Field, a.k.a. one of the top Twin Cities summer concert destinations. Just last weekend, they threw their first Surly Summer Concert with indie rock bands Grizzly Bear and Spoon and it completely sold out.
Calling the first Surly Summer Concert “successful” would be a vast understatement–it attracted thousands of Twin Cities music enthusiasts! All of the attendees enjoyed the incredible performances and those 21 and up were able to indulge in an array of Surly’s tasty brews during the event. The crowd was enthralled by Grizzly Bear’s show and Spoon closed out the evening with an exciting, energetic performance.
The Surly Summer Concert was a fantastic way to get more foot traffic into the brewery both before and after the show. Before the concert, Surly also put on a special, invite-only VIP pre-party for local media and influencers to network and sample the brewery’s latest beers and delectable food options. It provided an intimate space for Twin Cities opinion leaders to really learn more about the brews and share ideas.
Throwing concerts and inviting local media to attend was a surefire strategy that will help enhance Surly’s reputation as a top Twin Cities go-to hotspot. They also have other upcoming shows that are already creating a lot of buzz, such as Sylvan Esso on July 20th (sold out) and Courtney Barnett on July 21st. If you work with a Twin Cities company and want to enhance your brand awareness, definitely look into sponsoring these events.
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