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 new products from its sister company Superfluid Supply Co. and brands such as Starcut Ciders and Beaches Hard Seltzer.
The current state of Michigan beer is very strong! In state breweries, no matter how big or small, 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, what are the biggest changes you have seen 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 bottle to can, from 16 ounce and 19.2 ounce cans to 12, 15 and 24 packaging sizes!
COVID has indeed exerted 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, just to let the flagship products such as Local’s Light, Soft Parade Huma Lupa Licious and Bellaire Brown continue to flow!
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 continue to focus our energy 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 ready to change, modify, expand or contract any component of our business, and operate as quickly and efficiently as possible.
I was attracted to so many levels to brew beer. The first is the unlimited creativity provided by formula development. The universe of taste is huge and huge! 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 through our efforts to make the world a better place. 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 develops and grows, we can work outside of our business to strengthen our community.
We are brewing something! Starcut cider does a good job. We are the largest hard cider producer in Michigan, and Pulsar has become one of our company’s best-selling products.
Beachs Hard Seltzer is all the rage with our cocktail-inspired variety portfolio. Our team is very good at making low-calorie and low-carbohydrate top-flavor products, and we are happy to introduce this full flavor method to the hard candy refiner in a way that 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 with coconut) and Loch Ness Scotch.
We are also working to make some capital improvements to the facilities, such as upgrading the Bellaire bar, the Pull Barn, which is open all year round in Elk Rapids, 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!
You can find this article and other articles in the Northern Michigan Magazine “Traverse” published in January 2021; or subscribe to deliver Traverse to you throughout the year.
MyNorth.com is the online homepage of Traverse, and “Northern Michigan’s Magazine” is the flagship publication of MyNorth Media. This is 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, as far as Mackinac Island.
Post time: Apr-24-2021