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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!”

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.”

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.”

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.

Variety is the Spice of Life!

Variety is the Spice of Life!

Introducing #StarcutCider variety packs with our brand new cider, Magpie!

Magpie (4.3% ABV) is a hard cider made with Michigan apples and cinnamon. Aromas of cinnamon and baked apples are followed by similar sweet apple pie flavors throughout.

Find Magpie with all of your Starcut favorites exclusively in variety packs; the perfect mix of ciders for tailgating, bonfires, or just stocking your fridge!

Now available at Short’s Mart and shelves in the Great Lakes Region. Find a variety pack near you.

Erraticus 21

Erraticus 21

Our Erraticus series returns with a new look and a new berry! Erraticus 21 (6.7% ABV – 5 TA ) is a red wine barrel-aged Wild Cider made with Rhode Island Greening apples from Boals Orchards and local Saskatoon berries. Saskatoon berries are native to Canada and have just recently started to grow in Michigan. Closely related to the apple family, these berries are sweet and nutty. Grab bottles of Erraticus 21 exclusively from Short’s Mart today!

Erraticus 21 is a red wine barrel-aged Wild Cider made with Rhode Island Greening apples  from Boals Orchards with local Saskatoon berries. This light pink cider carries aromas of berry and oak in the nose. Leading woody oak flavors blend with funky apple and nutty Saskatoon. Erraticus 21 finishes dry and with a light tartness. 

Brunch just got a whole lot better!

Brunch just got a whole lot better!

This fall we welcome a new cider to our rotation, Mosa! It’s perfect for brunchin’ on the weekends or sipping while you reminisce about warmer days. Let’s be honest though, when isn’t the perfect time for a cider mimosa in a can?

Mosa (4.3% ABV) is a crisp, refreshing blend of Hard Cider made from Michigan apples and sweet orange juice. This cider is slightly hazy and light orange in color, a true mimosa in cider form. Let the fruity harmony of citrus and bright apple flavors make your tastebuds do a happy dance.

Along with the release of Mosa, we are excited to announce our transition to packaging our ciders exclusively in cans! With the installation of a brand new canning line at Short’s Brewing Company this summer, the quality is better than ever and we’re excited to be able to accompany you on all of your adventures. So paddle through the Chain of Lakes, hike through Glacial Hills, or find your own adventure close to home, and when you’re done reward yourself with a refreshing can of cider.

Look for cans of Octorock, Pulsar, and Mosa now near you.

Erraticus 20 is here & we think it’s the pear-y perfect drink for fall!

Erraticus 20 is here & we think it’s the pear-y perfect drink for fall!

Arriving just in time to celebrate the crisp fall days is Erraticus 20! This Wild Perry is made by fermenting local Gorham pears and aging the juice in a mix of oak and wine barrels. Erraticus 20 is slightly sweeter than our previous Erraticus offerings, with notes of juicy pear, big oak flavors, and just a touch of farmhouse funk. 22 oz bottles are now available at Short’s Brewing Company pub, pick one up and enjoy the refreshing flavors of this perry during fall!

4.9% ABV

Careers at Short’s and Starcut Ciders

Careers at Short’s and Starcut Ciders

New year, new career! Short’s Brewing Company and Starcut Ciders are looking to fill multiple positions at their Elk Rapids Production Facility. Apply now at: http://shortsbrew.com/careersatshorts.

NOW HIRING IN ELK RAPIDS: PACK LINE WORKER

Have you always wanted to be part of the packaging and shipping process for Short’s Brew and Starcut Ciders? You’re in luck! We now have an opening at our Elk Rapids Production Facility for a Pack Line worker! This is an at-will, full-time, hourly position.

Our Pack Line workers are responsible for setting up and breaking down each bottling, kegging, and canning run; loading glass; prepping the bottle labeler; building and staging packaging; and packing full cases. Pack Line workers also shrink wrap finished product on pallets, move product into the cooler or warehouse, and fill and clean draft kegs. In other words, no job is too big or too small – if it needs to be done, our Pack Line Workers will find a way to ensure that the bottle, can and keg run needs are met!

If you’re looking for a career where you can put your superhero strength, packaging skills, and love of beer to good use in Northern Michigan, submit your cover letter/resume and apply here!

Applicants must be 21 years of age. Applications must be submitted by Thursday, January 5, 2017.

Apply now at: http://shortsbrew.com/careersatshorts

 

NOW HIRING IN ELK RAPIDS: PRODUCTION BREWER/CELLAR WORKER!

Calling all self-motivated, detail-oriented, tank-cleaning, beer-making night owls! We are now hiring in Elk Rapids for a Production Brewer/Cellar Worker. This is a hybrid position that involves cellaring and third-shift, weekend brewing at our Production Facility in Elk Rapids. This position is an at-will, full-time, hourly position.

The Production Brewer/Cellar Worker’s daily work includes all steps of the brewing and cellaring process, as well as administrative work to keep the brewhouse and cellar organized and consistent. Cellar duties include cleaning and sanitizing fermentation and conditioning tanks, transferring beer from tank to tank, monitoring the fermentation of beer, carbonating beer to the correct level, as well as cleaning and sanitizing product lines, other equipment and the cellar in general. Brewing duties include following monitoring, organizing, and storing raw ingredients;  following the brew schedule; following recipes and established brewing methods; monitoring fermentation; and handling yeast management and pitching.

Ready to put your amazing mash-paddling and zahm’ing skills to use in Northern Michigan? Submit your resume and apply today!  Applicants must be at least 21 years of age. Applications must be submitted no later than Thursday, January 5, 2017.

Apply now at: http://shortsbrew.com/careersatshorts

Take The Edge Off Holiday Cooking with Starcut Ciders

Take The Edge Off Holiday Cooking with Starcut Ciders

Don’t let your Turkey Day menu throw you for a loop. We’ve got five Starcut Ciders recipes lovingly crafted by former Short’s Liberator, Brian Talpos and Liberation Specialist, Jon “Woj” Wojtowicz to take the edge off this holiday season. From Starcut Ciders Cranberry Sauce to a Pulsar Turkey Brine, we’ve got your Thanksgiving shopping and cooking mapped out below. Please your holiday crowd this season by cooking and toasting with Starcut Ciders!

 

Starcut Cranberry Cider Sauce
Ingredients:

  • 16 oz cranberries
  • 1 cup Starcut Ciders, Pulsar
  • 1.5 cups white sugar
  • 1 teaspoon orange zest
  • 1 1/2 cups fresh squeezed orange juice
  • 1 cinnamon stick

Directions:

  1. In a medium sized saucepan over medium heat dissolve the sugar in the Pulsar and orange juice.
  2. Stir in the cranberries and cinnamon stick.
  3. Cook until the cranberries start to pop and the sauce begins to thicken, around 10-15 min.
  4. Transfer Starcut Cranberry Cider Sauce from saucepan to a serving bowl, allowing it to continue thickening as it cools.  Remove the cinnamon stick before serving.

 

Starcut Apple Sausage Cider Stuffing
Ingredients:

  • 4 cups cubed white bread (around 7 slices)
  • 5 cups cubed wheat bread (around 8 slices)
  • 1 lb pork sausage
  • 2 cups diced white onion
  • 2 cups diced celery
  • 2 tart apples, peeled, cored and diced (Gala)
  • 1 cup dried cranberries
  • 1/2 cup toasted pecans, chopped
  • 1 tablespoon chopped fresh thyme
  • 1 tablespoon chopped fresh rosemary
  • 1 teaspoon dried thyme
  • 1 teaspoon dried sage
  • 1/2 cup chopped fresh parsley
  • 1 cup Starcut Ciders, Octorock (room temp with as little carbonation as possible)
  • 1/4 cup melted butter
  • kosher salt and black pepper to taste

Directions:

  1. Preheat oven to 350 degrees Fahrenheit.
  2. Spread the white and whole wheat bread cubes in a single layer on a large baking sheet. Bake for 5 to 7 minutes in the preheated oven, stirring once as bread bakes, until evenly toasted. Transfer toasted bread cubes to a large mixing bowl.
  3. In a large skillet, cook the sausage and onions over medium heat, stirring and breaking up into smaller crumbles until evenly browned.
  4. Remove sausage using a slotted spoon and add it to the large mixing bowl with the toasted bread cubes.  Empty pan of grease.
  5. In the same skillet, melt the  2 tablespoons of butter and add the celery, apples, dried cranberries, pecans, sage, rosemary, parsley and thyme. Cook, stirring, for 3-5 minutes to blend flavors.  Season to taste with kosher salt and black pepper.
  6. Add celery, apples, cranberries, pecans and seasoning mixture to the large mixing bowl with the toasted bread cubes and sausage. Drizzle with cider and melted butter and mix lightly until bread cubes have absorbed all the liquid.
  7. Allow stuffing to cool completely before loosely stuffing into a turkey (around 4 cups for a 12 lb turkey).  Remaining stuffing can be baked in a buttered 9″ x 13″ covered casserole dish at 350 degrees Farenheit for 30-40 minutes.  Uncover, stir stuffing, and return to oven for 10-15 more minutes until golden brown.

 

Starcut Ciders Gravy
Ingredients:

  • 1 cup Octorock
  • 4 cups turkey stock
  • 2 onions (finely chopped)
  • 3 tablespoons unsalted butter
  • 1 tablespoon finely chopped fresh sage or 3/4 teaspoon dried
  • 1/3 cup all-purpose flour

Directions:

  1. Melt the butter in a skilled and add the onions, sweat until soft (about 5 minutes).
  2. Sprinkle the flour over the butter/onion mixture and cook on medium for 5 more minutes, stirring every minute or so.
  3. Add the Octorock and turkey stock and bring the mixture to a simmer, then turn the heat to low and cook for another 20 minutes (gravy will thicken).
  4. Finally, add the chopped sage and season with salt and pepper.

 

Cider Brine for Turkey
Ingredients:

  • 4 cups apple cider
  • 4 cups Pulsar
  • 2 cups coarse salt, plus more for seasoning
  • 1/2 cup dark-brown sugar
  • 1 tablespoon black peppercorns
  • 1 tablespoon whole allspice
  • 4 cinnamon sticks
  • 4 bay leaves
  • 4 sprigs fresh thyme
  • 4 sprigs fresh rosemary
  • 4 sprigs fresh oregano
  • 2 sprigs fresh flat-leaf parsley
  • 1 gallon ice water

Directions:

  1. Add all ingredients, except the last five, to a large stock pot and bring to a boil
  2. Remove from the heat and let stand for 10-15 minutes
  3. Add remaining ingredients, including ice water, and cool
  4. Strain mixture, and it’s ready to go

 

Octorock Braised Kale
Ingredients:

  • 8 quarts of dinosaur kale that has been de-stemmed and cleaned
  • 2 large yellow onions (sliced)
  • 2 tablespoons of chopped garlic
  • 2 sticks of unsalted butter
  • 1 quart of Octorock
  • 1 cup of chicken stock
  • salt and pepper to taste

Directions:

  1. In a large dutch oven, melt the butter, then add the onions and garlic and cook on low heat until they are soft.
  2. Start adding in the kale, by the handful, until it all fits in the pot
  3. Add the Octorock and chicken stock and cover with a lid, cook on low heat for 45 minutes to an hour, then season with salt and pepper