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Surly welcomes MLS to town with new beer, pre-game parties
March 12 @ 11:00 am – 4:00 pm
Surly’s new United Crushers American Pale Ale will debut on March 12 at the official pre-game party for the Minnesota United FC’s first home game as a Major League Soccer team // Photo by Keith Grauman
Minnesota United FC will play their first home game as a Major League Soccer (MLS) team on March 12 at TCF Bank Stadium. Just a few blocks away, Surly Brewing is preparing to step into the now familiar role of “closest brewery to the stadium” with plans to host soccer fans for the official Minnesota United pre-game party. The connection between Surly and soccer runs deeper than just proximity though, says Senior Marketing Manager Holly Manthei.
“There’s a lot of synergies between soccer and craft beer, and they’re really authentic,” Manthei said. “We both support local, we both care about our community, we’re passionate, fiercely loyal, and we’re all really proud of the place that we’re from.”
To toast to the coming of professional soccer and attract fans to the brewery, Surly will host pre-parties before each home game, starting with the March 12 home opener. That date will also mark the release of United Crushers Pale Ale, a traditional American pale ale.
The 5.4% ABV beer is dry-hopped with Mandarina, Bavaria, Eureka, and Chinook hops, and carries tropical, grapefruit, and piney notes. United Crushers will be available at the Surly Beer Hall, at the Surly cart inside TCF Bank Stadium, and throughout the season at Stub & Herbs and The Nomad. The beer borrows its name from a nearby landmark—the graffiti seen on top of a mill just west of the brewery.
The March 12 pre-game party will include live music from 4onthefloor in the beer garden and a march to the stadium just before game time led by a brass band and supporter groups. The event is all-ages friendly and there will be free parking at the brewery. If you’re wearing a soccer jersey (any jersey, not just Minnesota United FC), your first beer is on the house. Surly gear sporting their new soccer-themed crest will also be for sale.
Manthei herself is no stranger to the sport. She was a member of the 1995 U.S. Women’s World Cup team that took home the Bronze Ball. She’s stayed in contact with some of her fellow players and others in the local soccer community over the years and is excited to welcome that community to the brewery.
“For us being less than a mile from the stadium we’re going to have such an incredible opportunity to connect with such a diverse group,” she said. “Soccer is such a diverse sport in and of itself. It’s diverse in age, income, ethnicity, geography, so we’re really excited that we’re going to have an opportunity to interact with people who may not have otherwise come down to the city to check out our brewery because they’re coming down for a soccer game.”