Short’s Brewing Co. Announces Wisconsin Distribution

Elk Rapids, Mich. – Short’s Brewing Company of Bellaire, MI will begin distribution of their beer in Wisconsin beginning May 16th with the Wisconsin Beverage Network and General Beverage. An official launch week is set to take place at various locations in Wisconsin June 7th – June 9th, 2016.

Short’s, known widely for their flagship beers and experimental brews, prides themselves on producing fearlessly creative beers handmade by people who care in northern Michigan. Short’s plans to distribute flagship brands Huma Lupa Licious (India Pale Ale), Soft Parade (Fruit Rye Ale), Space Rock (Pale Ale crafted to remove gluten), Bellaire Brown (Brown Ale), and Local’s (Light Lager). Wisconsin will also receive Short’s seasonal brews such as the recently rebranded, Nicie. Limited specialty beers will also be distributed in bottles and kegs.

Distribution of Starcut Ciders, Short’s hard cider brand, will also begin this month. Pulsar (semi-dry), Octorock (semi-sweet), Squishy (semi-sweet cider fermented with Northern Michigan cherries), and Immortal Jelly will be available in bottles and on tap. Immortal Jelly, Starcut Ciders’ newest bottled variety is inspired by the flavors of Short’s Flagship Fruit Rye Ale, Soft Parade. It is fermented with Michigan apples and a blend of raspberries, blueberries, blackberries, and strawberries.

According to Mike Frank, President of Frank Beer Distributors (Madison WI) and La Crosse Beverage, “We have been fortunate to have had a relationship with Short’s for the last 10 years, assisting with their involvement in the Great Taste of the Midwest, releasing their beers on an extremely limited basis the week prior to the Festival. We are thrilled to soon offer their award winning beer and cider year round.”

Following their distribution expansion to Wisconsin, the company has no immediate plans to add any additional states to their beer footprint at this time.


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