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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. 

 

bonsai project

CINCINNATI, OH – MadTree Brewing Company and Short’s Brewing Company are launching The Bonsai Project collaboration (Get it? Short trees…) this November. After sharing a couple gin and tonics, they decided to take brewery collaboration to a whole new level. Similar to a traditional black and tan, each brewery developed a recipe intended to be layered together resulting in the ultimate collaboration and gin and tonic experience.

MadTree is brewing and canning, OH, a gin-inspired specialty ale with lemon peel, juniper berry, hibiscus, and coriander with raspberry and peach added. Short’s is brewing and canning, MI, a tonic-inspired specialty ale with lemon, lime, and orange zest, allspice, cinchona bark, lemongrass, and cubeb pepper with lemon, lime, and orange juice added. When layered together both are sure to make beer drinkers say, “oh my!”

bonsai project

 

Each six-pack will contain three cans of OH and three cans of MI in a carton-wrap package format. Best served layered, consumers can layer at home or get the full layering experience at MadTree and Short’s events at bars and restaurants across the Midwest. The breweries will provide each event location with a custom layering spoon to create the Bonsai Project on-site.

“When we decide to collaborate with another brewery, it’s because we have a genuine relationship with them and we inspire each other to create innovative beers” said Brady Duncan, MadTree co-founder. “Hanging out with Joe and the team from Short’s, with a few cocktails added, got us thinking about doing something different.”

“Everything about this project is rad. From concept to package design, all the way through recipe development and promotional brainstorming. I think it’s awesome to offer up two uniquely different beers in both color and flavor, that also complement each other. The layering element takes it to a whole new level adding a third flavor experience at the consumers discretion. I’m stoked to see this project come to fruition. It’s going to be a game changer.” said Short’s CEO and Creative Engineer, Joe Short.

Collaboration six-packs and draft will be distributed throughout Ohio and Indiana by Cavalier Distributing and across Michigan by Imperial beverage beginning on November 12, 2018.

 

About MadTree Brewing Company

Cincinnati’s MadTree Brewing made history when they opened in 2013 by becoming the first modern craft brewery to can its beer in Ohio. When it comes to brewing, they have carved their own path. They mix. They mash. They methodically bring quality beer to life, and have fun doing it. Demand from the growing community keeps MadTree motivated and moving. In return, they make nothing but the best beer. They are founded and continue to grow on the notion that beer builds community and community builds beer. MadTree distributes its beers throughout Ohio, Kentucky, and Middle and Eastern Tennessee.

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.

 

 

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

prolonged enjoyment shorts

prolonged enjoyment shorts

It’s certainly not the clearest looking IPA I’ve encountered, but great lacing with a medium-sized frothy head begs me closer. The beer is almost a muddied amber color, and looks great in the glass. I am being invited to take another slug from this “Prolonged Enjoyment” Session India Pale Ale from Short’s Brewing.

It’s a staple nowadays, these session IPA’s, as we leap into the freshness of the spring season and allow ourselves more of the quaffable beers out there to combat the newfound warmth and sweat that comes with preparing everything for the hot days ahead.

In Prolonged Enjoyment, a mildly fruity smell, almost grape and strawberry-like, wafts up and balances alongside the sesame seed and cracker notes of the malt. It’s a bit bready as well, with a deep, danker, greener note mixed in coming from those hops. The aroma entangles itself with these characteristics and leave you presented with a mild but pleasant smell. It reminds me of the scent I get when walking past a brewery in production.

prolonged enjoyment shortsThe beer is unpretentious and certainly quaffable. The flavor dissolves into a plethora of green character with a touch of spiciness from the hops. It’s the kind of flavor that, when exhaling, you feel like your mouth smells like hops are being ripped open inside of it. The mild breadiness of the malt and the casual overall spiciness breezes by the in background, and the brew leaves you feeling a dry finish and a snappy bitter bite. All I can do is say, “Ahhhhhhhhhh” and reach back for another pull from the glass.

Drink up responsibly and enjoy these relaxing days ahead with this beer in hand for those moments when you just want to refresh yourself in an unhurried manner. Prolonged Enjoyment will then be able to live up to its name for you.

 

Cheers!