Short’s Brewing Co. Enters Illinois through Breakthru Beverage
Elk Rapids, Mich. – Short’s Brewing Co. and Breakthru Beverage have announced a new partnership which will bring the Michigan-based brewery’s beers, as well is its cider brand, Starcut Ciders, to Illinois. The news comes only three weeks after Short’s Brewing Co. CEO, Joe Short, posted a letter on social media explaining the brewery’s decision to start distributing its beers outside of Michigan for the first time.
Short’s Brewing Co. started off in 2004 as a small brewpub built by hand in a renovated hardware store in Bellaire, MI. In 2009 Short opened the brewery’s first production facility in Elk Rapids, MI, along with his wife and brewery co-owner Leah Short, and partner Scott Newman-Bale. The expansion has allowed Short’s to ramp up production to an estimated 50,000 BBL a year, which until recently was sold entirely in Michigan.
“Entering the Chicago market is particularly exciting for us, as there is a large number of Michigan transplants who are familiar with our product and proud to share it with other Chicago residents,” said Newman-Bale. “Short’s Brewing Co. and Starcut Ciders exemplify our creativity, passion, and hard-work, and we hope craft consumers in the area will enjoy this little slice of Michigan.”
“We are thrilled at the opportunity to introduce Short’s to Illinois,” said Amy Abraham, Breakthru Beverage Illinois Director of Sales, Craft Beer and Cider. “This is a brand with great heritage and local congruity. The buzz has been nothing short of exhilarating and we are eager to hit the ground running.”
Short’s is best known for its creative, experimental spins on classic styles. It is not unusual for any of the brewery’s specialty beers to feature an assortment of fruits or spices. Short’s flagship beer, Soft Parade, is a prime example of this infusion style, as the rye ale is brewed with pureed strawberries, raspberries and blueberries.
“Short’s was brewing ’culinary beers,’ before the term existed,” said Dave Kahle, Breakthru Beverage Illinois Craft Beer Specialist and Master Cicerone®. “They are a showcase for brewing artwork, and we can’t wait to drink their works of art in Illinois.”
In addition to Soft Parade, Breakthru will also be distributing Huma Lupa Licious, Space Rock and a selection of seasonals, starting with ControversiALE Illinois will also be getting a taste of Short’s off-shoot hard cider brand, Starcut Ciders, starting with the semi-dry Pulsar and semi-sweet Octorock.
“Leah and I have been visiting Chicago for years, and never imagined we’d ever see Short’s in this city,” said Short’s Brewing Co. founder and CEO, Joe Short. “It’s surreal to think next time we make the trip we’ll be able to order a Huma. Chicago is an amazing place, and we’re proud that residents and visitors alike will be able to enjoy a little taste of Northern Michigan through our beer and cider.”
Starcut Ciders will be available for order starting February 27. Short’s Brewing Co. beers will be available beginning in early March.