Short's Brewing Releases & Updates (2018)

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.

 

Yep, I remember getting this in Indiana last year as well. Just checked the old 2017 release schedule and it’s on there so we weren’t imagining it!

I just wish I liked these fruit infused ipas more than I do...Really looking forward to Sticky Boots.

 

Loved it last year when it was distributed to Ohio. Cat's Pajamas and Hellacious Rock were my favorite beers last year. Bummed to see it is just a MI release this year.

 

MELT MY BRAIN SEASON IS ALMOST HERE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

*edit: Sorry, looked at the release calendar and got a little excited.

 

And they’re doing 12ers of cans. I will be buying several of them.

 

Don't feel down, 'cause it's...

NEW BEER UP!

Is it the new Hazy version? Nope, it's the classic ControversiALE in a brand new look. You know it, you love it, and now this seasonal is heading to shelves near you!

 

And out of left field comes:

https://www.shortsbrewing.com/beers/skulletmaster/

Not sure about distro as I don't see it on the release calendar. Currently available in 6ers at pub. Variety pack V2 brew maybe?

Also Obliviate is there too so I figure distro should be happening soon.

https://www.shortsbrewing.com/beers/oblivion/

Very curious to try both!

 

Real excited for obliviate, Shorts does Belgian styles really well.

 

Controversial = ok. Need the hazy version to come back.... Been a little disappointed so far with this year Shorts IPA releases, hoping they turn it around.

 

dude, we just had 2 months of Superfluid! Chief Hopper from the variety pack was solid as well. As a certified hop head I've been satisfied.

 

Agreed. I thought Buffalo Brewzer was very good. Nailed the Belgian style, but I wish it had just a little more Buffalo Trace kick to it.

 

Anyone heard anything about when the taplist will be released for the anniversary party this year? Getting excited as this is my favorite event i go to every year!

 

While we await the next release (Obliviate, where are you? Next variety pack?) here's a news story that I found interesting.

Some choice quotes:

So 80% of 18.7mm is almost $15mm spent on Short's in Michigan. (Thank you, accounting degree) It's fair to say Short's is still Michigan Mostly, especially if you look at the release schedule. Now we have some concrete numbers.

Another tidbit:

As a privately held company, Short's isn't required to produce these kinds of reports but after some causal conversations with @ScottatShorts it's hard to believe they haven't done reporting before. Maybe they mean a publicly available report.

 

I have to wonder if the Lagunitas investment / partnership initiated the reporting. Lots of privately held companies have to produce reports and get audited as requirements of financing. I would think that anyone making the investment that Lagunitas did would want to see some formal business and financial reporting.

 

I saw a Facebook pic today of a Kzoo bottle shop's new beers 'just in' and a 6-pack of Obliviate was shown. My store should have it on Thursday (I hope, I hope, I hope).

 

Oh, man, me too. That would mean we'd see it in another two days. Can't wait for that Quad life.

 

Ask and ye shall receive:

There you go, it's winging it's way to stores now. Just be careful, at 12% Obliviate can cast a powerful forgetfulness charm. Accio Short's brew!

 

FYI, They have released the tap list for the anniversary party!

https://www.shortsbrewing.com/beer-cider-list/

 

Interesting. Looks like they're sticking with the portfolio, except for one or two exceptions. Even though I'm not going, I was kinda wishing for new stuff since the parties have launched new rotating mainstays in the past few years: 13irteen, Slurm (which led to Slurm Lord), Power of Love, and Melt My Brain. Although there is a few on the tap list I would like to see in a variety pack.
Imagine a "You Don't Know Jack" pack with Happy Jack, Bourbon Happy Jack, and Peated Bourbon Hammer Jack.

 

IMHO, a good number of Short’s beers do not appeal to me but Obliviate is a home run. While so many American versions of this style fall flat, this one nails it.

I don’t normally buy a full sixer of a new beer but I had a feeling this would be good and I’m damn glad I did. In fact I’m going to go in to work on my day off tomorrow and buy two more. One to enjoy over the next few weeks, the other to revisit every six months or so. It’s smooth now with a well hidden abv, but now I’m curious to see what time will do with it.