We just got Short’s Brewing Co.’s brews here in Ohio. In fact, I was just hiding my Huma Lupa Licious IPA the other day from some greedy, uninvited neighbors. Short’s distributing outside of a Michigan is a brand new thing. Before February 2016, the Bellaire, Mich.-based brewery embraced a motto of “Michigan Only, Michigan Forever.” The idea was to make Michigan beer and sell it only in Michigan, giving the brand sort of a privileged quality.
Luckily for the rest of us, they changed their minds. In fact, Short’s Brewing began distribution of its beer in Wisconsin on May 16 with the Wisconsin Beverage Network and General Beverage. An official launch week is set to take place at various locations in Wisconsin June 7-9.
“We have been fortunate to have had a relationship with Short’s for the last 10 years, assisting with their involvement in the Great Taste of the Midwest, releasing their beers on an extremely limited basis the week prior to the Festival. We are thrilled to soon offer their award winning beer and cider year round,” said Mike Frank, president of Frank Beer Distributors (Madison, Wis.) and La Crosse Beverage.
Currently, Short’s distributes in Michigan, Pennsylvania, Ohio, Indiana and Illinois. Following its distribution expansion to Wisconsin, the company has no immediate plans to add any additional states to its beer footprint at this time. Hmmm … are you sure about that?
What are these Short’s beers all about?
Short’s, known widely for its flagship beers and experimental brews, prides itself on producing fearlessly creative beers handmade by people who care in northern Michigan. Short’s plans to distribute flagship brands Huma Lupa Licious (India Pale Ale), Soft Parade (Fruit Rye Ale), Space Rock (Pale Ale crafted to remove gluten), Bellaire Brown (Brown Ale), and Local’s (Light Lager). Wisconsin will also receive Short’s seasonal brews such as the recently rebranded, Nicie. Limited specialty beers will also be distributed in bottles and kegs.
Distribution of Starcut Ciders, Short’s hard cider brand, will also begin this month. Pulsar (semi-dry), Octorock (semi-sweet), Squishy (semi-sweet cider fermented with Northern Michigan cherries), and Immortal Jelly will be available in bottles and on tap. Immortal Jelly, Starcut Ciders’ newest bottled variety is inspired by the flavors of Short’s Flagship Fruit Rye Ale, Soft Parade. It is fermented with Michigan apples and a blend of raspberries, blueberries, blackberries, and strawberries.