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Jeff Willecke

Short’s Brewing Co brands announce distribution expansion into five states

Elk Rapids, Mich. – ​Short’s Brewing Co, along with sister brands Starcut Ciders and Beaches Hard Seltzer are taking their bevrolution on the road and are now available in five additional states. Tennessee, New York, New Jersey, Rhode Island, and Massachusetts have all received shipments from the brands this month.

Distribution out of their home-state of Michigan began in 2016, and started with the Midwest region, including Indiana, Illinois, Ohio and Wisconsin. Colorado quickly followed at the end of 2016. Florida was added in 2018 and a relaunch of Philadelphia, Pennsylvania at the beginning of 2020.

See below for an outline of brand availability by state:

Massachusetts—Starcut Cider & Beaches Hard Seltzer, distributed by ​Atlantic Beverage Distributors.

New Jersey—Starcut Cider, distributed by ​Cape Beverage Distributing​.

New York—Short’s Brewing Co Flagship brands (Soft Parade, Local’s Light, and Huma Lupa Licious) plus Starcut Ciders & Beaches Hard Seltzer, distributed by ​S.K.I. Beer.

Rhode Island—Starcut Cider & Beaches Hard Seltzer, also distributed by ​Atlantic Beverage Distributors.

Tennessee—Starcut Cider & Beaches Hard Seltzer, distributed by ​Tennessee Craft Distributors.

“​This is a very exciting time for all three of our brands and for our company.” Said Pauline Knighton-Prueter, CSO of Short’s Brewing Co. “We’ve had a ton of demand from these regions, and we’ve been working on this increased footprint for a while. With on- and off-prem accounts opening back up, it’s a perfect time to share our brands with a larger audience and our distributor partners are awesome and ready to rock.”

So, what’s next for Short’s Brewing Co brands?

“The only thing constant around here is change, we hope to bring even more states online this fall!”

Jeff Willecke

Starcut Ciders announce distribution expansion into New Jersey

Elk Rapids, Mich. – ​Starcut Ciders, a division of Short’s Brewing Company, is arriving on New Jersey store shelves this week. Distributed by ​Cape Beverage Distributing​ out of ​New Jersey​, this is the tenth state to receive shipments of the Northern Michigan brand.

“I’ve always admired Short’s,” says Cape Beverage CEO Ryan Krill. “On trips to Michigan to visit my wife’s family, I’ve had the chance to become very familiar with their brand and have been impressed with all of their products. In addition, I’ve come to know their CEO, Scott Newman-Bale, rather well from our work together on the Brewers Association’s Government Affairs Committee. I respect his business sense, I love everything they make, and I’m proud that Starcut Ciders has decided to partner with Cape Beverage on their strategic launch into New Jersey.”

Starcut Cider​ was originally introduced at Short’s pub in late 2014. Starcut Ciders was born out of a passion to create high quality and innovative hard cider that focused on the flavor produced by real ingredients. It is brewed with apples from their home state of Michigan without backsweetening, so any sweetness comes directly from the apples. Short’s began distribution of this new division in 2015.

Starcut Ciders will begin distribution with three flagship varieties; ​Octorock​, a semi-sweet hard cider, ​Pulsar​, a dry hard cider, and ​Mosa​, a mimosa inspired cider, and a variety pack that features the three flagships, plus one rotating seasonal flavor.

“Starcut Ciders is a great brand for us to get our feet wet in the cider market,” says Cape Beverage Director of Sales Bill Zaninelli. “Cape Beverage has a strong sales team that expects Starcut Ciders to do well, particularly their variety 12-pack. Three cans of four different ciders: Octorock, Pulsar, and Mosa—all of which we’ll be carrying separately—and a surprise, seasonal variant. We’re excited to see this well-respected cider in the New Jersey market. Furthermore, Short’s has a strong team, fully prepared for entrance into their tenth state. We expect this to be a well-balanced partnership.”

Cape Beverage Distributing grew from a desire to self-distribute, and has since become a great resource for brands like Starcut Ciders.

“Cape Beverage Distributing is a great fit for our brands” says ​Pauline Knighton-Prueter, CSO at Short’s​. “From the day we met with Cape Beverage to discuss a possible launch, I knew they were a well-organized and -focused team that would put attention and dedication to a brand launch as well as continue to focus on sustainable growth. We know our products are in good hands and are excited to grow with the team and company.”

Jeff Willecke

Starcut Ciders & Beaches Hard Seltzer announce distribution expansion into Tennessee

Elk Rapids, Mich. – Starcut Ciders and Beaches Hard Seltzer, two separate divisions of Short’s Brewing Company, are now available in Tennessee for purchase. Distributed by Tennessee Craft Distributors (TCD) out of Murfreesboro, Tennessee, this is the ninth state to receive shipments of these Northern Michigan brands.

 

“We started as beer distributors, and have been continually impressed with the creativity of the next generation of craft beverages. We’re excited to bring Starcut and Beaches to the Nashville market and believe the brands align with our ethos of growing brands, retailers, and relationships by delivering liquid art.” Says Ed Muranyi, owner and head beer dude of TCD.

 

Starcut Cider was originally introduced at Short’s pub in late 2014. Starcut Ciders was born out of a passion to create high quality and innovative hard cider that focused on the flavor produced by real ingredients. It is brewed with apples from their home state of Michigan without backsweetening, so any sweetness comes directly from the apples. Short’s began distribution of this new division in 2015.

 

Starcut Ciders will begin distribution with three flagship varieties; Octorock, a semi-sweet hard cider, Pulsar, a dry hard cider, and M osa, a mimosa inspired cider, and a variety pack that features the three flagships, plus one rotating seasonal flavor.

 

Beaches Hard Seltzer was introduced in October of 2019. The brewery approached making hard seltzer with a focus on manipulating ingredients and the process, producing something unique that pushes the flavors and boundaries of the category with their cocktail-inspired variety pack, which includes mojito, margarita, paloma, and piña colada hard seltzers.

 

Beaches Hard Seltzer will begin distribution with this cocktail-inspired variety pack.

 

Tennessee Craft Distributors (TCD) grew out of a passion for beer and is on a mission to provide the American consumer diverse choices when it comes to beverages.

 

“TCD is a great fit for our brands” says Pauline Knighton-Prueter, CSO at Short’s. “We’re excited to have such a great partner in the Nashville area who specializes in smaller craft brands like ours and is dedicated to helping us succeed! We know our products are in good hands.”

Jeff Willecke

Short’s Brewing Co, Starcut Ciders, and Beaches Hard Seltzer announce distribution expansion into New York City & Long Island

Short’s Brewing Co along with Starcut Ciders, and Beaches Hard Seltzer, is now available in New York City and Long Island for purchase. Distributed by S.K.I Beer Distributors, based out of Brooklyn, New York is the tenth state to receive shipments of the Northern Michigan brands.

Founded in 1987 by Ralph Mauriello and Charlie Yim, S.K.I. Beer has grown from 10 employees to over 250. They pride themselves on a hands-on approach to sales and their deep relationships with accounts in their region.

“The S.K.I. approach to brand building and their deep knowledge of New York and the surrounding boroughs was what initially sparked our interest in partnering with their team, as well as their focus on craft brands.” Said Pauline Knighton-Prueter, CSO at Short’s. “The SKI leadership team is enthusiastic, focused, and well organized. East coast distribution is new for us, but we are in good hands with the SKI team and we are ready for this adventure!”

At first, the plan is to release flagship products to market, and bring in specialty and seasonal beers and ciders over time.

“Initially, we need to build consumer trust. We’ve found that the best way to do that is to focus our flagship offerings because of their year-round availability.” Knighton-Prueter remarked.

That means starting in July, New Yorkers will be able to find Local’s Light American Lager, Huma Lupa Licious IPA, and Soft Parade fruit ale from the Short’s beer line along with Starcut Cider’s Pulsar, Octorock, and Mosa, and a cocktail-inspired hard seltzer variety pack which features flavors like Mojito and Piña Colada from the hard seltzer brand Beaches.

“We think these products are a perfect fit for our market, New Yorkers love craft. At its price point, Local’s Light is a home run for anyone with a macro-domestic lager line and the Mosa cider is a no brainer for anyone serving Mimosas. Beaches Hard Seltzer will be our exclusive seltzer offering for Long Island, and with summer heating up the timing couldn’t be better. The Short’s team is making our jobs very easy.” said Paul Catalano, General Manager of Off Premise for S.K.I. Beer Distributors.