Allison Jarrell marked as beer, food and beverage in Bellaire, Antrim County, Elk Rapids on December 22, 2020
Joe Short, the founder of Short’s Brewing Company in Bellaire, led us into the beer market in northern Michigan. The next step of Short’s development includes sister company Superfluid Supply Co. and new products from brands such as Starcut Ciders and Beaches Hard Seltzer.
The current state of Michigan beer is strong! In state breweries, regardless of size, there is great friendship. I do think we will definitely reach the saturation point. What I want to say is that the case of packaging microbrewery is more important than the case of brewing bars. Every town needs one or two beer bars or three beer bars.
Since you started brewing beer, have you seen the biggest changes in the beer industry?
Since I started, some of the biggest changes I have noticed in the industry have been the promise of improved quality, consumer education and rapid growth that have triggered expensive capital improvements. We have also seen a huge migration from bottles to cans, from 16 ounce and 19.2 ounce cans to 12, 15 and 24 packaging sizes!
The COVID has indeed put pressure on the packaging produced and restricted our reception methods. This has also caused a huge loss to our mental health and overall spirit, especially our entertaining colleagues who work in Pub and Pull Barn (our restrooms in Elk Rapids). Due to the closure of bars and restaurants or limited production capacity, draft production has been reduced. This transfers most of our production to cans and bottles. To be honest, it is difficult for us to keep up. There are so many that we have to eliminate the few special products that we hope to use in the product lineup in the past few years to maintain the circulation of flagship products such as Local’s Light, Soft Parade Huma Lupa Licious and Bellaire Brown!
I have always been reminded that our team at Short’s is the best. We are always moving and adjusting our processes and operations. COVID has just taken it to a whole new level. I have always been impressed by our team. They make me feel so proud and confident that we can overcome any challenge. We will continue to focus on always being optimistic and fighting good combat. The biggest gain is that we don’t know if we need to make changes. We know that when the time is right, we will be prepared to change, modify, expand or contract any component of our operations, and operate as quickly and efficiently as possible.
I was attracted to so many levels of brewing. The first is the unlimited creativity provided by formula development. The flavor world is vast! I also like to create experiences through our products that are passionate about consumers. Interacting with consumers through education and storytelling can indeed enhance these experiences!
Love where you live and what you do is essential. When you have these two things in your life, you will bring passion and enthusiasm to the world around you, which provides an interesting place for work!
We firmly believe in “building a community, building the world” and make the world a better place through our efforts. We support non-profit organizations such as Paddle Antrim, Glacial Hills, TART Trails, Title Track, Community Foundation, etc.!
We believe in making our business stronger through hard work. When our business is strong, we can work outside the business to strengthen the community.
We are brewing something! Starcut cider does a great job. We are the largest hard cider producer in Michigan, and our dry cider Pulsar has become one of our company’s best-selling products.
Beachs Hard Seltzer took off with our cocktail-inspired variety portfolio. Our team is very good at making low-calorie and low-carbohydrate top-flavor products. We are very happy to introduce this full flavor method into the hard candy refiner, which no one else has.
We are happy to bring some of Arcadia Brewing Company’s most popular traditional products back to the market through Superfluid Supply Co.. [Arcadia Brewing Company ceased operations in 2019. ] We have planned a product lineup for 2021, including Porter Rico (beer made from coconut) and Loch Ness Scotch.
We are also working to make some capital improvements to the facilities, such as upgrading Bellaire’s bar, the restroom in Elk Rapids, The Pull Barn, which is open all year round, and new buildings and equipment for production facilities, including new kettles and new packaging lines.
Be a kind and selfless person. Put on a mask (cover your nose!). Please say thank you. protect the Earth. vote!
This and other articles can be found in the “Northern Michigan Magazine” magazine “Traverse” issued in January 2021; or subscribe to deliver Traverse to you throughout the year.
MyNorth.com is Traverse’s online homepage, “Northern Michigan’s Magazine” is the flagship publication of MyNorth Media, a company located in Traverse City, Michigan, dedicated to sharing information about Traverse City to Sleeping Bear’s vacation, restaurants, and wineries , Outdoor activities and more stories and photos. Sand dunes until Mackinac Island.
Post time: Feb-19-2021