Posted on June 19th, 2017

Surly Gets Boxed

Canada, Illinois, Iowa, Minnesota, Nebraska, North Dakota, South Dakota, Wisconsin

If you’ve been to your local liquor store lately, you might have noticed a couple things:

  1. Holy SHIT, Karen, is that Zima?
  2. Surly 4-packs are in boxes now, Karen!

(In both these cases, your significant other is named Karen. You’re very happy together. There was a rough patch, but you’re in a good place now.)

We can’t explain the first one, but if that’s what floats your boat, make sure you have an assortment of Jolly Ranchers on hand. We can speak to the second one, since we’ve been working towards this the last six months or so.

We’ve been trying to move away from the plastic rings for a while, as they’re not great for the environment. Ask the dolphins and birds, they’ll tell you as much. With our plan to roll out 12-packs of some of our beers, and knowing that a plastic ring for 12-packs would probably kill every fish in the ocean and make bears evil, we decided to start wrapping all our cans in boxes.

boxes man

Voila: boxes. Besides being easy to recycle, they just look better, too.

For those who could give a shit about mother earth and just want to know where the brewed-on date is, it’s by the little perforation-thingy (technical term) at the top of the box.

If you come across an old-school 4-pack, remain calm, the beer’s more than fine. As with our new can designs, we’ve been rolling out the new wraps in waves across our brands.

To recap:

  • Plastic rings are going away.
  • Our cans, both 12 and 16-ounce versions, will be wrapped in boxes going forward.
  • Watermelon Jolly Ranchers are the best Jolly Ranchers.