Back in 2004 when Joe Short opened Short’s Brewing Company in the old Bellaire Hardware Store using a 7 barrel (bbl) brewing system, he believed that unrelenting standards of excellence would allow him to one day carry his vision to a much larger audience. Joe’s original business plans from 2002/2003 contain several statements that have held true to Short’s through the years, like: “be outrageous, dignified and delicious.” Joe understood that if these principles were maintained, we would draw people who appreciate quality.
As Short’s has grown, we have maintained our core belief in the “Power of the Smallness” — that the art of making truly world class craft beer can be best achieved on a small scale at the local level. At the same time, when you make truly exceptional beer, people will want it! Lots of it! So, in 2009, we began operating a production-only facility in Elk Rapids to meet the dual objectives of increasing production while retaining our exacting standards and “Power of the Smallness” mantra. Over the past two years, we have designed and developed our Elk Rapids production facility to accommodate these objectives. While our Pub in Bellaire continues to brew its own beer, the Elk Rapids facility brews beer for both bottling and keg distribution to the rest of the state.
Back in October, we received 4 new 90 bbl tanks designed specifically for Short’s and built by Sprinkman Mfg. in Wisconsin. These new tanks hold 3 batches at once and are classified as unitanks, which means that they enable us to ferment, carbonate, and package beer from the same tank. As awesome as these tanks are, getting them into our plant presented a logistical challenge. Since they didn’t fit through the door, we had to take the roof off the building and “drop” them in. The 90bbls tanks are now at full production capacity.
We are truly humbled by the support of our loyal friends, family, and all the loyal Short’s fans that have made our success possible. So, it is to you that we dedicate our video tribute to our new 90 bbl tanks. Thank you!
Our philosophy here at Short’s is to embrace “the power of smallness” to bring you the highest quality craft beer you can get your hands on. To that end, we work overtime to keep our operation small and awesome, even as our demand increases. There are a lot of moving parts to operating Short’s, and keeping it all running smoothly is a burly task sometimes. To keep our creative juices flowing, we embrace our Northern Michigan heritage. One of the key ways we do that, is our health and wellness program.
On February 5th, many of our employees and friends will be skiing in the White Pine Stampede cross country ski race (see update, below), which Short’s is sponsoring. To get ready for the race, Joe Short has been leading training operations at Camp Huma. Here, we have a 5k course with lots of challenging features, all of which are named after Wilco songs (one of our favorite bands). So, for instance, here is a picture of Joe expertly navigating Handshake Drugs, a long descent that suddenly jogs left, then right.
The course ends with Impossible Germany, a long, steep descent that suddenly arrives at a 90 degree turn and nowhere to go. Ah, but the ride down is like a long, sweet Nels Cline guitar solo.
Those of us here at Short’s know that Joe is up to some pretty amazing things in the Brewery (stay tuned), but it is nice for us to see the kinds of things he can achieve when he turns his focus and determination on other things. For example, today Joe debuted a new “ski jump” style of cross country skiing that involves self-propulsion through sheer mindpower, though some of us theorize it may also involve flatulence.
Stay tuned for more “health and wellness” updates as we prepare for our 2011 events, including the Short’s to Short’s Paddle, Iceman, and more.
A new trail is being built, almost entirely by volunteers, near Bellaire! It is called Glacial Hills Pathway and it features switchback climbs up beautiful hills. Join Short’s and the GTRLC on Saturday, February 4th, from 11-1pm for a snowshoe tour of the brand new trails. Afterwards, we’ll meet at Short’s. http://www.gtrlc.org/events/.
Mock Winter – Celebrate Beer
Saturday, February 26th, 2011 – 1 to 6 PM
Fifth Third Ballpark in Comstock Park, MI
(just north of Grand Rapids)
Sold Out
An outdoor celebration of Michigan beer, featuring more than 250 different beers from over 45 breweries. Hot food and live music. Snow, rain or shine. Dress for winter weather and let the hearty winter brews warm your soul. Must be 21 or older.
Admission: $35 in advance, $40 at the door if not sold out (includes 15 drink tokens). Additional tokens available inside the festival.
This annual event features a strolling dinner of international cuisine served at more than a dozen tasting tables throughout NMC’s Great Lakes Campus. The dinner is prepared by Great Lakes Culinary Institute students, and features local and select regional and international wines, along w/ local beer from Short’s Brewing Company. Net proceeds of this benefit auction go toward academic scholarships, books and equipment for students.
Following the inaugural EpicHappens Downtown Throwdown Rail Jam with special guest appearance by Danny Kass and The Dingo, join EpicHappens, Grenade, Short’s Brewing Company, and Rick Chyme for the “sickest” after party in the north at the Loading Dock. Featuring Epic Ale, a limited one time only Pale Ale made by Short’s.
Located at Winter Wow!fest Celebration Central under the heated tent (Farmers Market parking lots B & T)
You’ll celebrate Winter with Wine and Wow when you attend a novel new wine, food, art, and entertainment event on Friday evening, February 18, from 5:00 – 10:00 pm under a heated tent at Celebration Central. Enjoy local wines, including ice wines, from the Old Mission and Leelanau Peninsulas, spirits from True North Vodka, and craft beers from Short’s Brewing Company. Delight in a culinary winter excursion topped off with locally handcrafted sweets from Simply Cupcakes, EuroStop Café, The Chocolate Den and the Grand Traverse Pie Company plus heavy hors d’oeuvres by El Dorado Catering. Unique entertainment by ‘Empty Canvas’ during this inaugural winter wine event. Your $10 entry ticket includes a wine glass and your first taste of wine. Additional tastes of wine, beer, vodka, and food starting at only $3.00.
Come enjoy the eclectic and some times eccentric Short’s experience, as we take some of our most unique conceptual beers on the road w/ us for a draft brew extravaganza at Traverse City’s Loading Dock.
This year’s 2nd Annual Winter TCWMMF is moving to Old Town Traverse City! Union Street between Seventh and Eighth streets will be closed to traffic and replaced with heated tents. Attendees will get to sample craft brews from more than 60 producers from Michigan and beyond,wine from the Old Mission Peninsula, cider, mead.
Tickets, available online and at the door. They are sold separately for Friday and Saturday’s events.
Friday Kick-Off Party 5:00PM at Blue Tractor
Friday Night Advance Tickets: $12 or Day of Event $15
Saturday Night Advance Tickets $25 or Day of Event $30
Admission includes, live music, great local food, craft beer education, free samples in the Hop-N-Brew Shack and five 7 oz. pours with additional pours available for purchase.
See website for schedule of music and groups playing. Website: www.porterhouseproductions.com/
The 90 bbls Tank Video Is Here!
