Elk Rapids, Michigan – Short’s Brewing Company of Bellaire, MI has announced plans to distribute its beer and Starcut Ciders outside of Michigan. The brewery, founded by Joe Short in 2004, has distributed only to the state of Michigan since opening its production facility in 2009.
Short’s, known for its tasty experimental beers and “Michigan only, Michigan forever” sales philosophy, now asks fans to consider a saying often used in their brewery: “The only thing that stays the same is change.”
In a letter addressed to friends of Short’s, Joe Short said the decision to move away from the company’s Michigan only sales philosophy was not an easy one.
“I am at a crossroads because of our company growth and the ongoing expansion of our industry in Michigan. I have an amazing product, capacity to brew more beer, and a badass crew working hard in Northern Michigan to consider. We want to continue to grow and do awesome stuff, but we don’t want to sell out to investors or another brewery. In order to do what is right for our company and our community, we will begin to sell our beer outside the state of Michigan,” Short said in the letter.
Short’s feels a responsibility to make decisions that help the company continue to excel at providing for their staff, investing in their community, and pushing the boundaries of creativity in their craft, the brewery said in a press release.
In 2015, Short’s increased their distribution in Michigan by 24.2%. With the Michigan craft beer scene thriving and shelf space getting tighter, Short’s decided to implement a plan that would allow for sustained growth amidst the increasingly crowded market.
“My role is to ensure that we continue to thrive as a business and take care of our staff. We currently have both the capacity and the personnel to sell more beer and cider than just the Michigan market, without compromising the quality of service to our home state,” Short said.
Out of state distribution will begin February 5th. For more information, visit https://www.shortsbrewing.com/