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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!

 

shortsElk Rapids, Mich. – In true Short’s fashion, just one month in advance of their biggest party of the year, Short’s Brewing Company announces the addition of the Salvacious Planemo Sour Series and Slurm to their 2017 Release Schedule. The Salvacious Planemo Sour Series will begin with the release of Anni Ale 13irteen, a dry hopped American Sour Ale with black currants. Slurm, Short’s first New England style India Pale Ale, will be distributed in May. Both new releases will be served on tap at Short’s Anni Party 13irteen.

A departure from Short’s Anni Ale ‘09 – ‘16, Anni Ale 13irteen will be released first at Short’s thirteenth anniversary party. This American Sour Ale will head to shelves and taps in Michigan and throughout Short’s expanded distribution footprint (Michigan, Pennsylvania, Ohio, Indiana, Illinois, and Wisconsin) beginning May 1st.

Fans of past Short’s releases Peachy Pom Pom and Wishful Sinful have much to look forward to. Subsequent Salvacious Planemo Sour Series releases include Exeter, a new American Sour Ale with strawberry and lemon and the eventual return of Critterless. First released in the fall of 2016, Critterless is an American Sour Ale with mango and cherry that quickly proved to be a fan favorite.

shortsOn the other end of the beer spectrum, Short’s Slurm, a juicy, hazy, New England style IPA will also make it’s debut on tap at Short’s Anni Party 13irteen. Packaged in six-packs of 12 oz bottles and kegs, Slurm will only be available in Michigan. According to the company, distribution will take place in May.

Taking place on April 29th, 2017, Short’s Anni Party 13irteen will feature 30 Short’s brews and Starcut Ciders, local food, two specialty Private Stache bottle releases (Terr Bear, a barrel aged sour Wheat Ale fermented with Northern Michigan raspberries and Bourbon Wizard, a barrel aged Barleywine), and performances by Laith Al-Saadi, May Erlewine & The Motivations, and the first ever winner of Short’s Battle of the Bands.

Tickets to Short’s Anni Party 13irteen are available now. Order today at: shortsbrew.com/anniparty.

shortsElk Rapids, Mich. – In true Short’s fashion, just one month in advance of their biggest party of the year, Short’s Brewing Company announces the addition of the Salvacious Planemo Sour Series and Slurm to their 2017 Release Schedule. The Salvacious Planemo Sour Series will begin with the release of Anni Ale 13irteen, a dry hopped American Sour Ale with black currants. Slurm, Short’s first New England style India Pale Ale, will be distributed in May. Both new releases will be served on tap at Short’s Anni Party 13irteen.

A departure from Short’s Anni Ale ‘09 – ‘16, Anni Ale 13irteen will be released first at Short’s thirteenth anniversary party. This American Sour Ale will head to shelves and taps in Michigan and throughout Short’s expanded distribution footprint (Michigan, Pennsylvania, Ohio, Indiana, Illinois, and Wisconsin) beginning May 1st.

Fans of past Short’s releases Peachy Pom Pom and Wishful Sinful have much to look forward to. Subsequent Salvacious Planemo Sour Series releases include Exeter, a new American Sour Ale with strawberry and lemon and the eventual return of Critterless. First released in the fall of 2016, Critterless is an American Sour Ale with mango and cherry that quickly proved to be a fan favorite.

shortsOn the other end of the beer spectrum, Short’s Slurm, a juicy, hazy, New England style IPA will also make it’s debut on tap at Short’s Anni Party 13irteen. Packaged in six-packs of 12 oz bottles and kegs, Slurm will only be available in Michigan. According to the company, distribution will take place in May.

Taking place on April 29th, 2017, Short’s Anni Party 13irteen will feature 30 Short’s brews and Starcut Ciders, local food, two specialty Private Stache bottle releases (Terr Bear, a barrel aged sour Wheat Ale fermented with Northern Michigan raspberries and Bourbon Wizard, a barrel aged Barleywine), and performances by Laith Al-Saadi, May Erlewine & The Motivations, and the first ever winner of Short’s Battle of the Bands.

Tickets to Short’s Anni Party 13irteen are available now. Order today at: shortsbrew.com/anniparty.

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.

 

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.

 


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