pink fund

Elk Rapids, Mich. – Short’s Brewing Co. and The Pink Fund are teaming up for Breast Cancer Awareness Month with a fundraiser for cancer patients leveraging the brewery’s flagship brand, Soft Parade. 

The Pink Fund is a national nonprofit that provides financial support on behalf of breast cancer patients to help meet basic needs, decrease stress levels, and allow patients in active treatment to focus on healing while they’re fighting for their lives. Their 90-day grant program pays critical expenses like housing, transportation, utilities, and insurance for patients. 

October 1 thru November 30, Short’s Brewing Co will donate $1 for every Soft Parade purchased anywhere in their distribution footprint. This includes all Soft Parade formats: pints, 6 packs, 16oz cans, or 12 packs. In order for Short’s to make the donation, the proof-of-purchase must be uploaded to their website

Also, $1 from every Soft Parade sold at their Bellaire and Elk Rapids brewery locations will be donated to The Pink Fund. Short’s guarantees a minimum donation of $3,000, enough to sponsor one patient for 90 days. 

“We’re all about giving back, and wanted to take the time to focus on the incredible work that The Pink Fund is doing to support breast cancer patients during treatment. Soft Parade is one of our best selling brands, and with our pink-themed packaging it felt like a perfect fit.” Pauline Preuter-Knighton, Chief Sales Officer for Short’s Brewing Co stated. 

Packaging and marketing materials featuring the partnership will start to hit shelves (and draft lines) across Short’s distribution footprint at the end of September and will feature a QR code that consumers can scan to be taken directly to the site where they can upload a picture of their Soft Parade receipt. 

“We are so excited to have found a partner whose values are aligned with The Pink Fund mission,” stated Deborah Braciszewski, Development Officer for The Pink Fund. “We know that Short’s Brewing Co understands our vision for supporting the breast cancer community, and we are extremely grateful. This partnership with an organization who is eager to leverage their power for the greater good is heartwarming.” 

To upload your receipts, please visit https://www.shortsbrewing.com/pinkfund To learn more about The Pink Fund, please visit: https://www.pinkfund.org/

For more information on Short’s Brewing Co, please visit: https://www.shortsbrewing.com/ 

 

About Short’s Brewing Company 

Located in the heart of Downtown Bellaire, MI, Short’s Brewing Co. was established in 2004 by Joe Short. In 2009, Short’s began keg and bottle distribution in Michigan via their Elk Rapids Production Facility. The brewery is known widely for their flagship and experimental brews including Soft Parade, Local’s Light, and Huma Lupa Licious. Short’s prides themselves on producing fearlessly creative beers, handmade by people who care in Northern Michigan. 

Short’s Brewing Co also has a passion for beverage innovation and created Starcut Ciders in 2014 and Beaches Hard Seltzer in 2019. Both brands push the boundaries of ingredients and fermentation innovation to create unique, premium beverages. 

About THE PINK FUND® 

The Pink Fund, founded in 2006 by breast cancer survivor, Molly MacDonald, is a 501(c)(3) public charity that provides financial support, which helps meet basic needs, decreases stress levels and allows breast cancer patients to focus on healing while improving survivorship outcomes. The grant program provides up to 90 days of non-medical bill payments to patient’s creditors for housing, transportation, utilities and insurance. 

hail sparta

Dexter, Michigan – North Peak Brewing Company is excited to announce the new launch of Sparta and Hail is in stores and ready for football season!  Sparta is an American IPA and Hail is a Michigan IPA.  

Sparta IPA is a deliciously bold and balanced beer with a nice crisp maltiness and hop profile of Simcoe, Citra, and Cascade hops. Citrus notes of tangerine and grapefruit along with stone fruit notes of peach and apricot are backed by a hint of resinous pine.

Sparta IPA has 70 IBU’s | 7.2% ABV and is available in 12 oz cans, 6 packs, and draft in 1/6 and 1/2 barrels.

Hail has been reinvented for the 2020 season and is now a Michigan IPA! Golden and delicious, it is dripping with hoppy goodness that includes notes of citrus, pine, apricot, and peach.  This well-balanced, hop forward beer is brewed with maize (yellow flaked corn) and blue (corn grits) to celebrate all things Michigan.

Hail Michigan IPA has 70 IBU’s | 7.2% ABV and is available in 12 oz cans, 6 packs, and draft in 1/6 and 1/2 barrels.

“Everyone at North Peak could not be more excited about these beers!  And, to hear the news today, that I will be able to drink Hail and watch Michigan Football!  It seriously brought a tear of joy to my eye!” Greg Lobdell Owner North Peak Brewing Company and Former University of Michigan Football Player

“Watching Spartan Football with while drinking Sparta IPA is now a reality this fall!  Going to have my outdoor tailgate party with my former teammates and enjoy this beer more than ever!”  Tony Grant Owner North Peak Brewing Company and Former Michigan State Football Player

You are now able to purchase Sparta and Hail at craft beer retailers, restaurants and bars throughout Michigan, including North Peak Brewing Company and Jolly Pumpkin in Traverse City, Ann Arbor, Detroit, Royal Oak, Dexter, and Grand Rapids. 

 

About North Peak: In 1997, North Peak Brewing Company opened in Traverse City, MI with the mission of brewing beer that captures the essence of Northern Michigan. The North Peak mantra is “Get Outside” because in Northern Michigan there is so much life to live outdoors.

In 2013, North Peak beer production moved from Old Mission Peninsula in Traverse City MI, to a 70,000-square-foot production brewery in Dexter MI, where it would have the capacity to meet the rising demand for the beer.

North Peak’s Northern Michigan roots run deep. Every sip of North Peak beer transports you to the wonders of Northern Michigan.

 

covid-19

COVID-19 began as an abstract. It was something happening across the world, but not here in Michigan, or even the United States. It was murmurs and rumors and hand washing.

And then March 16 came and everything changed with a quick, decisive snap when Governor Gretchen Whitmer closed all dine-in service for bars and restaurants across the entire state of Michigan. I went from being a full-time Sales Representative for Beards Brewery to a question mark—and I was not the only one. Here’s a peek into our COVID-19 story:

covid-19

Emily Hengstebeck

Beards Brewery sits at the very entrance of Downtown Petoskey overlooking Little Traverse Bay. The pub and restaurant’s capacity is over 300 with our outdoor patio included, and we offer a full menu of food, beer, cider, and soda. We host local musicians and organize a monthly concert series as well. Needless to say, we are well-practiced and used to managing large crowds and thirsty customers. 

When all of that became a moot point our management team took quick, decisive action. For our small business to survive, we immediately changed our dine-in model to a takeout and delivery model staffed by a skeleton crew, while a majority of employees were temporarily laid off. 

“We were forced to become more flexible,” says Peter Manthei, co-owner and co-founder of Beards. 

“Restaurants and any business in hospitality are financial acrobats,” says Ben Slocum, the other co-owner and co-founder of Beards. “Most are living at tight levels of cash flow margin—enough for a few weeks and that’s it.”

With COVID-19 making the cash flow margins even tighter, Beards executed To Go & Delivery within just a few days after the dine-in shutdown. And I can say a lot of things about how this went, but the most important aspect was the outpouring of community support. 

“The ones that care, really care. It might sound cheesy, but it made our shining star shine brighter,” says Slocum. 

Especially in Northern Michigan, our shining star is community; and our local community keeps Beards (and other small businesses) afloat in non-tourist months. Even amidst a pandemic, many of our pub regulars who could no longer belly up to our bar showed up for their Beards food and beer. And with everyone restricted from gathering together, it was nice to see familiar faces, even if it was through a car window. 

Meanwhile, behind the scenes our owners strived to keep up with the constant updates to unemployment, the Payment Protection Program (PPP), and any and all health and safety bulletins. Planning for the month turned into adjusting plans daily to adapt to new regulations. Is there a right way? A wrong way? Support, grants, and regulations have been primarily reactive, with too many agencies being caught off guard to paint a clear picture. For instance, the PPP fast-tracked money to small businesses to aid operations and payroll, but only after the funds had been dispersed were tutorials and guidelines provided to business owners. 

covid-19

“It [PPP] got cash in people’s hands quickly, but not knowing how to utilize it has been tough.” says Manthei. 

Because of Beards’ seasonality—meaning a majority of our business comes from the summer months—we are ultimately hoping the PPP can slow down any backslide we have to endure over the next six months of not being open to our full capacity. And in true Beards’ spirit, we are making it work. 

To us at Beards, making it work means we thought very seriously about whether or not to open our dine-in service Memorial Day weekend following Governor Whitmer’s announcement. With only four days between the announcement and the weekend, we decided it was not enough time to finish our construction projects or ensure quality of service and safety to both our customers and staff. 

“How do we provide a level of service while distancing? How do we provide a fun experience while wearing masks?” asks Manthei.

We were not the only ones to remain closed, but there were other businesses who did open their doors. 

Like many other businesses, we asked around about what was working, how customers were reacting, and how to keep everyone comfortable while still maintaining the safety requirements. Admittedly, the world seemed to be all over the spectrum. While some reopened establishments operated with clear COVID-19 signage and traffic flow to steer customers into staying cautious, others were completely denying the restrictions by seemingly not caring at all that large groups, many of whom who were unmasked, were gathering in their spaces. 

covid-19

It was a careful experiment on our end. At first our management team used signage, red floor arrows, and trained staff to direct and inform our customers on how to move about our space. We quickly realized that absolutely no one looked at the floor no matter how obvious the arrows were, so we got rid of those by the end of the week, using our staff instead to guide customers around our space to abide by safe social distancing rules. 

When it came to mask wearing, we very clearly demanded that upon entering and moving about the pub, customers were to wear masks at all times. When seated, customers are allowed to de-mask and enjoy their meal and full experience. And most customers have been abiding by this practice with grace and understanding; however, there have been a few colorful stand-outs in opposition. They did not stay at Beards Brewery for long as their attitudes and disregard for the safety of our staff and other customers was not welcome. Staff, I must note, are wearing masks during their entire shifts whether they work as front of the house or back of the house workers, only taking them off to hydrate or eat their meals on their breaks from the safety of our break room. 

Northern Michigan has always been a haven for Michiganders and other visitors—a place to get away, to breathe fresh air, relax, and come together. For many, Northern Michigan has been an escape from COVID-19. Our population size and the amount of open space we have has made our region safer than most. But this does not mean we are invulnerable, so while we have our usual summer influx of tourism and vacationers, we will still be here, but it will be on our terms. 

Looking to other regions of the state, and other bars and restaurants tackling the same issues we are, it all seems like an experiment. Truthfully, it’s frightening for many reasons. No one wants another surge in positive COVID-19 cases to happen, obviously, but outside health and safety, a lot of establishments are asking themselves—can we make enough money at 50% capacity to justify opening? Some of my staff will not return to work—is it because of fear or because unemployment is more lucrative? My space is small and narrow—how do I direct traffic inside my space safely? What will my business plan look like next year? Will my business still be here next year? 

These are all fears. Some are short term problems and some we will only begin to see in the next six months. The survival of hospitality will not rely on the customers’ need to go out to dinner; rather, it will survive because ownership and management will have made the right decisions. 

At Beards, we have had to cut back our menu offerings as well as our hours in order to keep our present staff healthy and safe while trying to avoid over-work. And although we have hiring challenges every summer due to the huge need, it is more difficult this year with many people still staying at home and not working. Our staff have also become multi-taskers—every staffer has been trained to work almost every position at our pub in order to fulfill ease of scheduling and protocol. We have waiters working in the back of the house slinging pizzas. We have hosts manning the dishwasher. We have our sales representative chopping, pressing, fetching, catching, and helping a little bit everywhere. And everyone busses tables. It is truly a team effort. 

Outside our home pub in Petoskey, our sales market has been a similar story on a larger scale. 

After bars and restaurants closed dine-in service in March, the majority of the traditional sales rep. job description disappeared. Spring and summer festivals were cancelled one after the other. Draft sales dropped to nothing. Besides pivoting to kitchen work and other odd jobs to support the brewery, sales reps like myself had to get creative. We rely heavily on face-to-face communication in the craft beer industry—it’s all about establishing and maintaining the relationship with buyers and accounts. 

But when do we go back into the market now that the state is opening again? When is it safe to visit other businesses and actually interact—to reconnect those important relationships? How do you measure personal safety on one hand and the success of a business on the other? Because, while beer is not an essential product to actually survive as a human being, it is the lifeblood of over 400 small businesses in the state of Michigan. 

I can say that the Michigan brewery sales representatives know each other pretty well; in fact, we prefer to help each other out and many of us have close friendships outside of work. Because of this, all of us reps have been debating the above questions for the last three months. We normally operate with calendars that have been scheduled with travel, lodging, events, and sales strategy one, two, three months ahead at a time. We are go-go-go, always-on-the-move people. Now, we are planning week-by-week, twiddling our thumbs and getting used to being the most sedentary we have ever been. Communication and connecting has been challenging as well, and we are taking our cues from distributors and accounts directly to see what they are comfortable with. Personally, I have tried a bit of everything—emails, texts, phone calls, Zoom meetings, and even custom ‘Hello, hope you’re swell’ Beards postcards. Recently, I have dipped my toe back into the market in Beards’ hometown by visiting neighboring businesses and dropping off samples. It has all been fine, but it has changed so much. A conversational pleasantry is not just ‘Hello’ anymore, it’s “Are you okay with me coming in?”, “I’m wearing a mask, but where would you like me to stand and speak with you safely?”, “Can I hand you this product sheet?” It is clear that there is no universal policy for selling beer safely. It is on every individual rep’s shoulders to balance the responsibility of safety and doing their job. 

covid-19

But we are used to being flexible in the beer industry. The market changes and we adapt. This is just a bigger challenge than we ever expected, and who knew there was something bigger to battle than seltzer? Looking at this as an opportunity, the craft brewery industry in Michigan can and will survive this. 

Getting creative, becoming more flexible, and pushing business models forward will help sustain us here in the market as well as in the taproom. Beards is forging ahead and launching a monthly beer subscription ‘Milk Route,’ with subscribers receiving different Beards products throughout the month on a weekly basis. We also have products coming down the line that are newer avenues we are excited to pursue.  

COVID-19 has definitely been a challenge so far, but we can use it to expand upon our core principles of community, hospitality, and innovation—all while diversifying revenue. And since Michigan has always prided itself on buying and supporting local, we are confident we will have the support needed to make it through this pandemic. It will be another learning experience for all of us, but I think we can meet the challenge. After all, our consumers are not merely customers, they are enthusiasts. As much as we care about the product and the experience, so do they. 

 

whitsun

Elk Rapids, Mich. – Superfluid Supply Co., an alternative beverage brand of Short’s Brewing Company, announces plans to bring back Arcadia Brewing Co. products. 

The first on the list? Whitsun—Arcadia’s iconic unfiltered wheat ale brewed with coriander, orange peel, and honey. For many years, Whitsun has been synonymous with warm weather, but once Whitsun arrives this summer it will be available year round. 

whitsun“We didn’t bring on Whitsun to make it our own, we love Whitsun exactly how it is. Our goal is to make it as close to the original recipe as possible.” Said Scott Newman-Bale, Superfluid Supply Co’s CEO. “Arcadia Brewing Co has long been one of Michigan’s legacy breweries. We’re excited to carry on their tradition of brewing excellent craft products. Eventually, we’d love to bring other Arcadia brands to market, and we’re setting the stage to do just that.” 

The Superfluid family (which includes Short’s Brewing Co, Starcut Ciders, and Beaches Hard Seltzer) is ready to bring another brand into the fold. “This really fits the Superfluid ideals of beverage innovation. We plan to continue to grow and diversify our portfolio through acquisitions and development, and are thankful to have an amazing team who embraces change and innovation.” Newman-Bale stated. 

Whitsun will be available starting early July in 12oz cans and kegs in Michigan. 

 

About Superfluid Supply Co. Superfluid Supply Co, a division of Short’s Brewing Company, was established in 2018 to push the boundaries of beverage innovation and to bring products to the market based on consumer demand. We are passionate about product development, helping others grow their brands, and creating awesome products we can be proud of in one of the best places on earth. 

delta series

News series is inspired by the local brewing history

 

ESCANABA, Mich. – Upper Hand Brewery is proud to announce the upcoming release of its Delta Series, six beers inspired by the historical Delta Brewing Company.

The beers, which will be available in cans and on draft, are based on real brands and styles brewed by Delta Brewing Company in the City of Escanaba between 1933 and 1940.  The cans feature artistic elements from the original beer labels and descriptions based on newspaper advertisements found in the archives of the Delta County Historical Society.

“We have been inspired by the rich history of brewing in Escanaba since we opened Upper Hand in 2014,” said Upper Hand Brewery Director, Sam Reese.  “These Delta Brewing brands really captured a time and place that isn’t altogether unfamiliar today, and in a lot of ways, they accomplished what we have always tried to do from our onset, which is to establish the U.P. as an iconic place to both brew and enjoy great beer.”

“After digging through the archives at the Delta County Historical Society, we saw an opportunity to resurrect some of these prohibition-era styles and present them to a new audience of beer lovers using some old-world ingredients and methods we don’t usually explore.”

The first brand in the Delta Series, Peninsula Pride, ships throughout Delta, Alger, Schoolcraft, and Luce counties beginning June 15, 2020.  The remaining brands—including Pioneer Extra Pale, Arctic Club, Hunter Special, Buckingham Ale, and Old Delta Bock—will be released progressively through the end of the year.

Delta Brewing Company’s Victorian-style commercial building, which was listed on the National Register of Historic Places in 2009, is located at 1615 Ludington St. in downtown Escanaba.

 

ABOUT PENINSULA PRIDE CREAM ALE:

Clean, light, and classic with a snappy modern hop foundation.

4.6% alcohol by volume

Available in 12oz cans

Shipping the week of June 15, 2020

ABOUT PIONEER EXTRA PALE CLASSIC AMERICAN PILSNER:

Pre-prohibition-style American Pilsner with floor-malted Bohemian malt and old-world hop varietals.

5.2% alcohol by volume

Available on draft and in 12oz cans

Shipping the week of July 20, 2020

ABOUT ARCTIC CLUB ICE BEER:

Dry, bubbly, light-colored lager with mildly elevated ABV.  A peak summer celebratory specialty.

6.0% alcohol by volume

Available on draft and in 12oz cans

Shipping the week of August 31, 2020

 

ABOUT HUNTER SPECIAL BAVARIAN-STYLE LAGER:

Balanced and refreshing Festbier featuring premium Bavarian hops and malt.

5.5% alcohol by volume

Available on draft and in 12oz cans

Shipping the week of October 12, 2020

ABOUT BUCKINGHAM ALE ENGLISH MILD:

Low ABV, moderately malty, sociable, historically-accurate English pub-style ale.

3.8% alcohol by volume

Available on draft and in 12oz cans

Shipping the week of November 23, 2020

ABOUT OLD DELTA BOCK BEER:

Malty, mid-sweet brown lager with a sturdy ABV.  The traditional and renowned mid-winter accompaniment.

6.5% alcohol by volume

Available on draft and in 12oz cans

Shipping the week of January 4, 2021

 

ABOUT UPPER HAND BREWERY: 

Upper Hand Brewery is a crew of hikers, campers, dog-walkers, anglers, hunters, bikers, and folks that just want to get out there. We believe that life’s mission is to do what you love, where you love, with the people you love. For us, that means brewing the best beer we can, in the best place on Earth: Michigan’s Upper Peninsula.

We put a lot of thought into brewing beer that reflects what we love about where we live. We have the unique opportunity to try and capture an experience—a sense of place—in each and every beer, and we take it seriously. That’s not to say we don’t have a lot of fun. The U.P. is full of adventures and we love making beer that makes those adventures even better.

A little more about us: our founder—Larry Bell of Bell’s Brewery—had always dreamed of opening a brewery in the Upper Peninsula. Little clues of those dreams can be found in many of the classic Bell’s brands, which pay tribute to the U.P. in their names and label artwork. His dream became a reality when we broke ground on our 20-barrel brewhouse in 2013, and we haven’t looked back since.

Find Upper Hand Brewery online at www.upperhandbrewery.com, as well as FacebookInstagram, and Twitter.

 

specialty releases

Elk Rapids, Mich. – As the second quarter comes to a close, Short’s is excited to announce our third
quarter specialty releases. This selection includes some of our summer favorites, and some incredible
new releases that will tickle your tastebuds and delight your senses.

“We’re excited about this quarter because it’s a great combination of tried and true Short’s hits as well as
some of our new favorite creations. We’re covering a lot of bases this quarter—experimental, fruity, dark,
hoppy, hybrids, seltzers…we’ve even morphed one of our most sacred beers into seltzer form and are
putting out a Sour Grape Ale!” Said Tony Hale, Short’s Chief Innovation Officer.

July 10
Shortsicle – Tart Ale
6 pack bottles – 7.1% ABV
Shortsicle is a Tart Ale brewed with strawberry, pineapple, and lactose. With a smooth texture from the
lactose and oats, there is a light tartness that blends with the fruit and malt. Orange in color and bursting
with tart pineapple and sweet strawberry aromas, this beer is reminiscent of a tart, fruity, summer treat.
Distribution area: MI, IL, OH, IN, WI, CO, FL

July 24
S’more Stout – Stout
6 pack bottles – 8.0% ABV
A complex stout brewed with graham cracker, chocolate, marshmallow, and smoked malt. The rich hearty
flavors seem to take their turn as the subtle graham aromas lead pleasantly into sweet flavors of
marshmallow cream covered in chocolate. All is followed by a slight lingering flavor of smoke. A flaming
marshmallow garnish is strongly encouraged.
Distribution area: MI, IL, OH, IN, WI, CO, FL

August 7
Most Excellent Stellar – Double IPA
6 pack bottles – 9.5%
Most Excellent Stellar is a Double IPA brewed with exclusively Amarillo hops. Copper colored with a large
white head and beautiful lacing, this beer carries huge citrus aromas. Well balanced from the simple malt
bill, grapefruit flavors are the star of this beer. Medium bodied and finishing slightly warm from the alcohol,
Most Excellent Stellar is an exemplary big brother to Stellar Ale.
Distribution area: MI

August 12
Soft Parade – Hard Seltzer
6 pack cans – 5.5% ABV – 95 calories

We used the classic combination of fruit from our beloved Soft Parade beer and turned it into a crisp, and
easy drinking hard seltzer. The combination of raspberries, blueberries, strawberries and blackberries
create a beautiful pink color and a pop of berry juiciness to this refreshing seltzer.
Distribution area: MI

September 4
DaVine – Sour Grape Ale (Label Art TBD)
6 pack bottles – 5.5% ABV
A lighter bodied sour golden ale made with pinot noir grape juice from Chateau Chantel on Old Mission
Peninsula. A perfume of fruity vinous aromas gathers at the top of the glass, released by the ample
amount of carbonation within. Strong wine-like flavors present tart, clean, and slightly dry qualities that
have an astringency similar to the tannins in wine, impacting the entire mouth from top to bottom. Noble
hop additions present wonderful earthy hop characteristics, complimenting the overall personality and
providing a mellow bitterness into the finish.
Distribution Area: MI, IL, OH, IN, WI, CO, FL

September 18
LOUD – Wet Hopped India Pale Ale
6 pack bottles – 5.5% ABV
LOUD is a wet-hopped IPA made with Southern Cross and Michigan Copper hops. Golden in color with a
slight haze and prominent frothy head, this beer has the aroma of a quintessential wet-hopped ale.
Leading with piney, floral, citrus, and tropical hop flavors blended with light biscuity notes from the malt,
LOUD is medium-bodied and finishes dry.
Distribution area: MI

 

About Short’s Brewing Company
Located in the heart of Downtown Bellaire, MI, Short’s Brewing Co. was established in 2004 by Joe Short.
In 2009, Short’s began keg and bottle distribution in Michigan via their Elk Rapids Production Facility. The
brewery is known widely for their flagship and experimental brews including Soft Parade, Local’s Light,
and Huma Lupa Licious. Short’s prides themselves on producing fearlessly creative beers, handmade by
people who care in Northern Michigan.
Short’s Brewing Co also has a passion for beverage innovation and created Starcut Ciders in 2014 and
Beaches Hard Seltzer in 2019. Both brands push the boundaries of ingredients and fermentation
innovation to create unique, premium beverages.

 

reopening

Bellaire, Mich. – Following the Governor’s orders, Short’s Bellaire Pub will reopen this Friday, May 22 just in time for the holiday weekend. The Short’s team are going above and beyond government mandates for the safety of our staff and patrons as a result of COVID-19. 

The biggest change—moving to reservations only and limiting group sizes to 10 people or less. 

“We’re doing everything we can to keep our patrons and our staff safe. We want to thank everyone in advance for their patience and grace, and for adhering to our new rules. We reserve the right to refuse service to any guest that refuses to comply with our new normal.” Said Erin Kuethe, the General Manager at Short’s Pub. 

 

Guest Changes: 

– Guests will be only be allowed in the pub when they are dining, and are asked to remain home if 

they are, or have recently been sick 

– Guests will be legally required to wear a mask, unless they are at their table eating and drinking 

– Reservations only—Guests will be required to book online (see below for details) – QR Codes will be visible on-premise and take guests to an online menu 

No waiting areas—Guests encouraged to wait in vehicles or go for a walk while waiting for a text notification that their table is ready 

– Limit party sizes to groups of 10 or less 

– Take out window will remain open for growler fills, packaged product, and to go orders 

– Expanded take out menu options for large groups 

– Food and beverage delivery available for Bellaire addresses 

– Curbside pick up available in designated spots behind the pub 

Condiment caddies will be replaced with single serve salt, pepper, parmesan, and red pepper 

flakes—available upon request 

– *Some menu items are subject to change based on supply availability 

 

Pub Changes: 

– New Hours 

– Sun-Thur 11am-9pm – Friday & Saturday 11am-10pm 

– Moving to all single-use menus or laminated menus that are sanitized between guests 

– Dining room capacity has been reduced to less than 50% 

– At least 6 feet between each table

– X’s on the floor will indicate 6 foot separation 

– Removal of barstools, pool table, and gaming areas 

– Installation of plexiglass guards at the host stand and North bars 

– Each shift will have a designated cleaner to clean and sanitize work surfaces, shared surfaces, and bathrooms CONSTANTLY. This will go above and beyond normal sanitation practices. 

 

Short’s Mart Changes: 

– Shoppers will be legally required to wear a mask 

– Short’s Mart will be limited to 4 patrons at a time 

– Mart door will be used for Exit Only 

– Guests will be asked to not handle the merchandise 

– All Short’s Mart merch can be ordered online (see link below) 

– Tuesdays from 10am-12pm will be open for vulnerable guests, which currently include people over 60, pregnant women, and those with chronic conditions like heart disease, diabetes, and lung disease. 

 

Employee Practices: 

– Staff will be required to wear masks at all times 

– All employees are required to stay home if they are sick 

– All employees will have their temperature taken and complete the health departments questionnaire before beginning their shift 

– Silverware will be rolled using single-use gloves 

For Reservations visit: https://www.shortsbrewing.com/reservations/ 

For more information regarding the pub reopening, please visit our Rules/FAQ page: https://www.shortsbrewing.com/reservations/ 

 

 

About Short’s Brewing Company 

Located in the heart of Downtown Bellaire, MI, Short’s Brewing Co. was established in 2004 by Joe Short. In 2009, Short’s began keg and bottle distribution in Michigan via their Elk Rapids Production Facility. The brewery is known widely for their flagship and experimental brews including Soft Parade, Local’s Light, and Huma Lupa Licious. Short’s prides themselves on producing fearlessly creative beers, handmade by people who care in Northern Michigan. 

Short’s Brewing Co also has a passion for beverage innovation and created Starcut Ciders in 2014 and Beaches Hard Seltzer in 2019. Both brands push the boundaries of ingredients and fermentation innovation to create unique, premium beverages.

shorts brewing

Elk Rapids, Mich. – Just in time for summer adventure, Short’s Brewing Co has released a brand-new variety pack featuring some brand-new brews and a flagship favorite. Refreshin’ Session is lo-cal, lo-carb, and lo-abv variety pack featuring Local’s Light, Furry Buddy, Lil’ Huma, and Soft Parade Seltzer. It’s truly Short’s guide for the long game, with something for everyone. 

“This 12 pack is a one-stop-shop, pick one up and you’re good to go. Approved by moms and dads, neighbors, colleagues, coaches, athletes, teachers, other brewers, your grandma, and yes—even aliens.” said Joe Short, Front Man and Creative Engineer of Short’s Brewing Co. “It’s the ultimate summer session party pack for long days on the water or the trail, and it’s just at home at the family BBQ.” 

Lil’ Huma, Furry Buddy, and Soft Parade Seltzer are making their debut into the Short’s Brewniverse, and are only available in this limited variety pack. 

Lil’ Huma, a takedown from our flagship Huma Lupa Licious, is a session IPA with a 4.5% abv, 95 calories, and 4 carbs. 

Furry Buddy is a light stout with 4.9% abv, 115 calories, and 6 carbs. 

Soft Parade Seltzer is a light, refreshing take on our flagship fruit ale and is brewed with blackberries, blueberries, strawberries, and raspberries with 5.5% abv, 95 calories, and only 2 carbs. 

Local’s Light—our flagship American Lager at 5.2% abv, 110 calories, and 3 carbs. 

Find our Refreshin’ Session variety pack starting the week of April 27th. This is a limited release, so grab it before it’s gone this summer! You can find the pack at retailers across Michigan, Wisconsin, and Colorado, including local beer stores and large grocery retailers. Or, if you’re in northern Michigan, visit our online store to have beer delivered right to your doorstep. 

For more information about Short’s Brewing Company, please visit www.shortsbrewing.com. 

For more information about Short’s Beer Delivery program, please visit store.shortsbrewing.com and click the BEER DELIVERY tab. 

About Short’s Brewing Company 

Located in the heart of Downtown Bellaire, MI, Short’s Brewing Co. was established in 2004 by Joe Short. In 2009, Short’s began keg and bottle distribution in Michigan via their Elk Rapids  Production Facility. The brewery is known widely for their flagship and experimental brews including Soft Parade, Local’s Light, and Huma Lupa Licious. Short’s prides themselves on producing fearlessly creative beers, handmade by people who care in Northern Michigan. Short’s Brewing Co also has a passion for beverage innovation and created Starcut Ciders in 2014 and Beaches Hard Seltzer in 2019. Both brands push the boundaries of ingredients and fermentation innovation to create unique, premium beverages.