A flagship gets a birthday-sized package
Short’s Brewing is turning 21 and celebrating the milestone with an eyebrow-raising offer for fans of its flagship IPA, Huma Lupa Licious. Starting June 20, Michigan’s largest independent craft brewery is offering a limited-edition 21-pack of Huma for just $21. That’s $1 per can — a throwback price in today’s premium-priced craft beer market. From the press release:
“I’d been dreaming of Huma since I started homebrewing while at Western Michigan University around 1999 — I wasn’t old enough to drink yet so I had to get creative.” Joe Short, founder and owner at Short’s Brewing company stated.
Meet Huma Lupa Licious
Huma Lupa Licious is Short’s iconic Midwest IPA. It was first brewed when Joe Short launched the brewery in Bellaire, Michigan. It’s named after the hop plant Humulus lupulus and brings big, bitter flavor backed by a 7.7% ABV punch. Brewed with Cascade, Chinook, Columbus, Centennial, and Palisade hops, Huma offers a full-throttle experience for fans of hoppy ales. It’s bold, piney, and balanced with malt — an old-school IPA with loyal fans across the state and beyond. From the press release:
“It’s the beer that built Short’s Brewing, it put us on the map in 2004 when we first opened,” Joe Short exclaimed, “It’s my favorite beer of all time, so for our 21st birthday I wanted to go big and do something awesome for the Huma fans out there.”
New look, big value
This special pack comes with brand-new artwork inspired by founder Joe Short’s personal journey with the beer. The packaging also includes a chance to win a trip Up North to stay at the Huma Lodge, a destination tied to Short’s hometown pride. The $21 price point makes this pack especially notable. With many 4- and 6-packs now pushing into the double digits, this deal cuts through shelf clutter and inflation. It’s also a savvy way to get core fans re-engaged while introducing Huma to new drinkers.
Why the 21-pack matters
Packaging innovation is often overlooked in the craft space, but this is a smart move. The 21-pack honors the brewery’s history while standing out in a crowded cold box. It plays on nostalgia and value at the same time — two powerful drivers for craft beer consumers right now. Short’s is targeting both taproom regulars and retail customers. The Huma 21-pack is available at Short’s Bellaire and Elk Rapids locations and participating retailers while supplies last. Quantities are limited.
Short’s keeps it local
Founded in 2004, Short’s Brewing has built a strong identity rooted in Michigan. From its early days of brewing bold IPAs and fruit-forward ales to its growth into ciders and hop waters, the brewery has kept its focus on flavor, creativity, and community. The 21-pack is just the latest in a long line of moves that tie product innovation to fan loyalty. Expect it to sell fast. For a list of retailers carrying the 21-pack, visit: shortsbrewing.com/huma
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