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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. 

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.

 

psychedelic cat grass

Elk Rapids, Mich. – Short’s Brewing Co. announces the 4th annual release of their #WithoutDelayIPA, Psychedelic Cat Grass. Packaged, distributed, and often consumed within 24 hours in Michigan, Psychedelic Cat Grass is the freshest India Pale Ale imaginable in distribution. This year, packaging of Psychedelic Cat Grass will begin at 12:01 am on Friday, May 17th with distribution to take place throughout the day in Michigan and the following week in Short’s expanded distribution footprint.

According to Pauline Knighton-Prueter, Short’s Brewing Co. Sales Manager, “Short’s is all about pushing the limits and doing crazy awesome things in the name of good, fresh beer. This project brings the Short’s staff together as it is an ultimate teamwork exercise, and each year, that is my favorite part about this day. We also want to give a shout out of appreciation to all of our distribution partners, drivers, and pilots who help us make this project a reality each year.”

Psychedelic Cat Grass (7.6% ABV – 72 IBU) is a triple dry hopped American India Pale Ale first brewed for HopCat. Aromas of pineapple, mango, and grapefruit accompany the brew’s slightly hazy, pale orange color and lasting white head. A dry finish is preceded by balanced flavors of tropical fruit and bitter hops.

This year, Psychedelic Cat Grass will be released throughout Michigan within 24 hours, while select locations will receive it throughout the Great Lakes Region also on Friday, May 17th. For the absolute freshest Psychedelic Cat Grass, visit Short’s Pull Barn at their production facility in Elk Rapids for beer right off the line shortly after midnight. Full distribution of the beer in the Great Lakes Region and Florida will take place the following week.

Visit shortsbrewing.com/events/ for a full list of Short’s events. Check shortsbrewing.com/psychedeliccatgrass2019/ for an up-to-date map of accounts receiving Psychedelic Cat Grass.

Elk Rapids, Mich. – Short’s Brewing Company announces the expansion of their Elk Rapids production facility. This expansion will include installation of a new canning line, additional fermentation tanks, upgrades to brewing systems, and new office space.

Fueled by strengthening sales in the last half of 2017 and early 2018, Short’s is excited to install a new canning line in April to package current flagship products and new seasonal items in both six packs and 12 packs, including the wildly popular Soft Parade Shandy. The new KHS canner will have the capacity to fill 225 cans per minute alongside additional equipment manufactured by Design Machine Manufacturing, Mumm Products, Arrowhead Conveyance, and Ska Fabricating. The new can filling line was manufactured in the USA and will double the current packaging capacity of the Short’s production facility. The canning line will be accompanied by a 30% increase in fermentation tank capacity which will be commissioned simultaneously with the canner’s startup.

According to the Director of Quality, Tyler Glaze, ”The BFT cellar and this new state of the art can filling line will increase the quality and integrity of our canned products as well as the efficiency of our overall operation. We are currently packaging as fast as we can and this canner will boost our ability to get beer to thirsty people. It’s also a huge point of pride to be able to source an awesome can filling line using machines manufactured in the United States.”

With the production facility expansion, Short’s is in the process of adding at least eight new positions including two new members of the Packaging Team, one new Cellar Worker, one additional Brewer, and one additional Quality Team member. To strengthen their commitment to existing markets, Short’s has also added three new positions to the Sales Team to ensure representation in every state within their current Great Lakes distribution footprint. Short’s has also transitioned their Illinois distribution partnerships to Windy City, RJ Distributing, Koerner Distributor, Hayes Beer Distributing, and Euclid Beverage.

When asked about distribution and sales, Scott Newman-Bale, partner, said “We are delighted at the position and growth throughout our current territory. We are grateful that natural growth is allowing us to focus on making existing markets better rather than having to add a large amount of new territories.”

Financing for the expansion which totalled approximately $2 million was provided by Traverse City State Bank.

 

Elk Rapids, Mich. – Short’s Brewing Company is excited to announce their 2018 flagship and seasonal lineup, in addition to their fearlessly creative specialty beers that will be released through the first quarter.

short's

The lineup includes their five flagships beers, Soft Parade, Huma Lupa Licious, Local’s Light, Bellaire Brown, and Space Rock, along with a new expanded seasonal lineup to include two rotating seasonal selections available at any given time in Michigan. Select rotating seasonals will also be available in the greater Short’s distribution area of Illinois, Indiana, Ohio, and Wisconsin. New seasonals will be introduced in this lineup including the fan-favorite former specialty release Superfluid, and 2017’s summer draft hit Soft Parade Shandy.

“We took a hard look at our massively delicious specialty portfolio and dug up some pretty amazing beer to make this lineup extra special. Some of the brands are oldie yet goodies, and others are new innovations. I am personally giddy about this stash!” said Short’s Sales Manager, Pauline Knighton-Preuter.

The remaining specialty releases will be announced throughout 2018 so that Short’s may remain flexible to customer feedback and their brewers’ yet to be determined creative ideas. Stay tuned to the Short’s Facebook Page and the 2018 Release Schedule for all updates.

short's fest

“Today is obviously a beautiful day,” said Eric Tranchell, Beer Liberator for Short’s Brewing Company.

August 5th was, in fact, a perfect day for the brewery’s annual Short’s Fest: blue skies, 70 degrees, and plenty of beer on tap. Held against the backdrop of the Elk Rapids production facility, it was a casual summer gathering compared to the spring rave of an anniversary that happens every April at the original pub and brewery in Bellaire.

short's fest

It had a different feel, first of all. It was still a celebration of Short’s beer, but everything was less frenzied, more contained and more intimate. It was like attending a neighbor’s backyard barbeque.

The production facility, more fondly known as the “pull barn,” has  become a spot for summer pit stops. Trying something new, Short’s opened its Elk Rapids grounds to patrons for casual evening eats, Short’s and Starcut Ciders beverages, and facility tours. It has been a great success and has bonded the company with the Elk Rapids community even further.

This more casual gathering was a breath of fresh air following the previous week’s announcement of Short’s new partnership with Lagunitas, which created quite a frenzy in the Michigan craft beer world.

The Short’s staff at the Elk Rapids celebration were generally excited and glad to be together for a night, serving beer and toasting another summer amidst local patrons.

“There are a lot of unknowns for Short’s right now, but Short’s has always been good with unknowns. It just means a lot of possibilities,” said Tranchell.

Owner Joe Short was spotted scaling one of the beer trucks, maybe to better take in the crowd and enjoy the festivities.

“We never imagined Short’s was going to be this big,” said Tranchell, “and now we have a big family to take care of—and I mean every Short’s employee. And Joe himself has told me that he is responsible for every person here. He wants to know everyone is taken care of, from top to bottom.”

That united front of Short’s staff—their family—was what made the atmosphere of Short’s Fest so relaxed and welcoming.

“Short’s Fest is the pinnacle of summer,” said Emily Sullivan, marketing communication associate for the company.

Short’s beers and Starcut Ciders flowed from multiple stations on the fest grounds. Favorites of the evening were Always on Vacation, a beautiful and simple session IPA, and Gose Good With Wood, a French oak passion fruit Gose that was a perfect blend of tart, salty, and fruity. Fest-goers also had the opportunity to purchase the specialty bomber release of She Uses Tangerine, a Belgian Strong Ale made with tangerines.

short's fest

Music for the night featured Red Herring, The Mark Lavengood Band, The Go Rounds, and Joe Hertler & the Rainbow Seekers.

Short’s Fest always takes place in conjunction with Elk Rapids Harbor Days, and tonight the last call for beer coincided with the town’s fireworks display over the harbor.

Short’s Brewing Company has lived by the mantra, “stay awesome hungry” over their 13 years of existence.

“Tonight,” Sullivan said, “I feel ‘awesome fed.’”

 

Photography: Kaitlyn Rickman

Elk Rapids, Mich. – Short’s Brewing Company of Bellaire and Elk Rapids, MI announces plans to partner with The Lagunitas Brewing Company based in Petaluma, CA, America’s ninth largest brewery.

The partnership stems from Short’s desire to successfully navigate the ever-evolving craft market while maintaining its creatively fearless identity. Lagunitas’ 19.99% equity stake in Short’s will be managed by Lagunitas U.S. Holdings — or LUSH. The founding principle of LUSH is to build relationships with, and support, regional breweries. In keeping with this, Short’s will maintain their individual brand image while gaining additional resources for continued opportunity to invest in Short’s staff, the Northern Michigan community, and opportunities to push the boundaries of creativity.

Joe Short stated, ”I never imagined Short’s would become such a successful regional brewery. The secret to that success has always been to surround myself with good people. The best people; who in many ways are smarter and more talented than myself. I’m confident all successful businesses would tell you a similar story. This partnership with Lagunitas is just another part of evolution in the cycle of our dynamic and growing business. I’ve grown so much personally and professionally during my time at the helm of Short’s Brewing Company that I understand now, more than ever – the continued success of Short’s and its people rely on me to make smart and strategic decisions. This is just one of them.”

When asked about the partnership between Short’s and Lagunitas, Lagunitas’ founder, Tony Magee, stated, “Having Joe and Scott and all their talented people joining up with the LUSH group is mostly cool but also kinda weird. Have you met those guys? I thought Bellaire was in Canada…”

The craft brewing community has always focused on relationships, and Short’s is excited for the opportunity to be a part of the LUSH community. “Pride, passion, and love of the work will always remain paramount. I’m super excited and proud because for the first time EVER, we’ll be operating without restriction, experiencing what true independence feels like,” stated Short. “I really admire Tony. His vision and level of understanding of the industry is fascinating to me. With his ability to share Lagunitas’ 24 years of experience, this partnership is going to bring some serious awesomeness to the people of Short’s.”

short's

Bellaire, Mich. – Short’s Brewing Company announces the lineup for their Anni Party 13 Battle of the Bands. Over the course of the next two months, 21 selected bands will battle for a paying gig to perform as the opener at Short’s 13th Anniversary Party on April 29th, 2017.

Selected bands will take the pub stage on seven Sundays this winter and spring, three each evening, to show off their skills. Each band will play three songs (one song must be original) in front of a live audience and Short’s panel of celebrity judges including representatives from the Crosshatch Center for Art and Ecology and Earthwork Music. Bands will be evaluated on their stage presence, “tightness,” original song, and overall party “vibe.” The band(s) with the highest overall scores will move on to the semi-finals. A final battle will be held on Sunday, April 2nd.

The Battle of the Bands will begin this Sunday, January 22nd, with performances by Benjamin James and Zander Michigan beginning at 4:30 pm. Other bands vying for a spot in the musical lineup for Short’s 13th Anniversary Party include Hurry Home, Red Herring, The Gasoline Gypsies, Jack Pine, ellyeahdehd, Impulsive Hearts, Dos Ultra, Tell Yo Mamma, and Strobelite Honey. A full lineup can be found by visiting shortsbrew.com/battleofthebands2017.
 
About Short’s 13th Anniversary Party
Celebrated each April, Short’s Anniversary Party brings an estimated 3,000 party attendees to downtown Bellaire for Short’s brews, Starcut Ciders, live music, and local food trucks. Headlining acts for #SBCANNIPARTY13 will be announced with ticket sales on Friday, February 17th.

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. Starcut Ciders is a division of Short’s Brewing Company born out of a desire to celebrate the bounty of Michigan orchards. The brewery is known widely for their flagship and experimental brews including Huma Lupa Licious and Soft Parade. Short’s prides themselves on producing fearlessly creative beers, handmade by people who care in Northern Michigan.