Short’s to Immediately Rebrand Aphasia Old Ale

Short’s will immediately rebrand the Old Ale named Aphasia, which was recently released for the first time.  The rebranding will involve a new name and new artwork, although we will likely continue to make this Old Ale recipe in the future.  A limited supply of this beer has been shipped, but no further release under this name will ever be made.

We made this decision upon receipt of thoughtful communications from people who learned of the beer’s release and informed us that our branding for this beer was in poor taste.  We should have resolved this issue early in the creative process, but will learn from this mistake as we move forward.  We express our heartfelt regret to those whom we have upset.  It is never our intention to offend any group of people, and we sincerely apologize.

Finally, we appreciate members of the speech-language pathology community who brought this concern to our attention.  We have decided to show our support to that community by way of a $2,500 donation to the Michigan Speech-Language-Hearing Association.  We hope this gesture will be received as a symbol of respect and support for those living with this disorder.

Thank you for your understanding,

Short’s Brewing Company


16 thoughts on “Short’s to Immediately Rebrand Aphasia Old Ale”

  1. Thank you so much for understanding! As speech pathologist we are committed to communicating our thoughts to others. No one would ever desire to have Aphasia. Thank you for your donation to the MSLHA it will be money well spent on education I am sure.

    Michelle Skelley
    Speech Pathologist and Dysphagia Specialist.

  2. Amanda Worek says:

    Thank you for this thoughtful action! You are saving a lot of wonderful people from additional grief by responding in this way!

  3. Rosemarie Roberts, M.A., CCC-SLP says:

    Good job, Short’s! The speech-language pathology community commends you for your responsiveness. You turned an ugly, insensitive situation around very quickly. Thank you for your support of our patients with this disability and of our state professional organization as well.

  4. Beth says:

    Very classy response. Thank you for your prompt attention to the significant concern.

  5. Amanda Anderson M.S. CCC-SLP says:

    Thank you for resolving this so quickly. This mistake is an example of the nation’s lack of understanding of aphasia. Over one million Americans suffer from aphasia as a result of damage to the language center of their brain. Aphasia robs you of the ability to communicate impairing expensive and receptive language. Your company’s compassionate resolution is admirable and hopefully will raise positive awareness about aphasia.

  6. Rebecca Gunder says:

    Dear Sir or Madam:

    On behalf of persons whose lives have been affected by aphasia, and on behalf of Speech Language Pathologists, your company’s ethical decision to correct the oversight in selecting the name for a product is commendable.

    Your generous good faith donation to Michigan Speech-Language-Hearing Association is appreciated.


    Rebecca Gunder, M.S., CCC-SLP

  7. Ben says:

    I’m offended by White Falcon, because I’ve often considered getting that exact haircut. May I have my $2,500 now?

  8. Amy Sayers says:

    Wow–talk about doing the right thing! My daughter is a speech and language pathologist in Ann Arbor and she posted the link to this. Not sure I’ve ever had your beer, but it’s a move like this that makes me want to stand behind (and drink to support,) a company such as yours. Well played Shorts–well played, indeed.

  9. Ron Ward says:

    A very polite way to say sorry I’am with you all the way Joe!
    By the way nice old ale!

  10. JenSLP says:

    As a Speech Pathologist ((& lover of Short’s Brews)), I’m disappointed in the direction that this seems to have taken. Instead of pointing fingers at what certainly appears to have been a simple misunderstanding, “Aphasia” beer could have been used to start a conversation about a condition that not many people know about but that affects more that 100,000 people in the US. Let’s hope this conversation continues with a focus on education and awareness.
    Sorry I missed out on on Aphasia…

  11. Joey says:

    Yay!!! I’m an SLP and this great! Get it out there! Make people ask questions and educate themselves about a serious disorder that many people don’t know about. We need more of this!

  12. Richard says:

    It’s a pretty sounding word. I’m sure we’ll never know what you guys were thinking.
    but how’s about Apophasis? Spiral of Silence?

  13. Sarah Kopko says:

    As large consumers of your beer we hope you continue to crank out delicious libations with puny names. Thank you for being brilliant!

  14. Sandy says:

    I appreciate your social conscience but, I loved the name And the beer!

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