Surly Beer Case Study

A big key to being successful in international business is knowing your market. Surly must target the right market in order to be as successful as possible. Surly has certainly targeted the right group in in Minneapolis. The younger crowd of adults from the ages 21- 25 is always important, but Surly has some darker beers with more flavor. Middle aged adults who enjoy beer is the group to target.
Market Analysis/ Marketing and Sales Strategy
The Irish culture is a lot like the American culture, but they actually drink more beer than us. The craft beer market has been on the rise in recent years as well. Surly should be targeting customers in their mid 20’s and older. The Surly taproom will be a family oriented place though, so it will welcome
As a millennial myself, I would suggest millennials as a target market. Young adults who have just started their careers but are not yet ready to settle
(Please know these are all estimates) Surly Brewing will have quite a few costs up front in the first year. Building the actual brewery, stocking it with brewery tanks, fixtures, lighting, building permits, etc. This cost will come out to $5 million in the first year and then fall down to $100,000 every year after for updates and maintenance on the building. This is one of the biggest costs associated with opening the brewery and it’s considered the initial cost. (See “Property Expenses)
The labor costs will include salaries and wages for the 23 employees that will be working at Surly. There will be 15 employees who are bartenders/cooks/servers, 7 managers and breweries, and then the one head of brewery who will be moving from the U.S. to Ireland. Again, the first year will have higher costs to pay for the travel of the head of the brewery as well as moving costs and the immigration investor programme. The costs in the first year will be $1.4 million dollars and then every year after will be just under $1 million. (See “Labor