Business in Focus: Short’s Brewing Company Pure Michigan Autumn IPA
For the third year, Pure Michigan and Short’s Brewing Company are celebrating the first official day of fall with a toast to Michigan’s awe-inspiring colors, incredible tastes and scenic adventures that are encapsulated in Pure Michigan Autumn IPA, a 100 percent Michigan-grown and harvested IPA that highlights the state’s agricultural bounty and nationally-recognized craft beer industry.
For the first time, Pure Michigan Autumn IPA will be available in markets throughout the Midwest, including Indiana, Illinois, and Wisconsin, as well as Colorado. It will also continue to be distributed to retailers, restaurants, bars and pubs throughout Michigan.
“Whether you’re planning a fall color tour along a scenic route or trail or enjoying the season in one of our vibrant cities, there are endless possibilities to enjoy the state of Michigan this special time of year,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “We love this ongoing partnership with Short’s Brewing Company because it’s an opportunity to spotlight our craft brewery heritage in the state, the bountiful harvest season we all enjoy and now it presents another opportunity to connect with our friends and neighbors at Short’s and throughout the Midwest in hopes to grab a beer together again soon.”
To make this a 100 percent Pure Michigan craft beer, Short’s Brewing Company turned to the state’s diverse agricultural industry to include brewed ingredients from Michigan maltsters Empire Malting Company, Great Lakes Malting Company, and Valley View Farms, as well as hops from MI Local Hops and Hop Alliance. Known for their award-winning, flagship Huma Lupa Licious IPA, the end result for Pure Michigan Autumn IPA is appealing to craft and non-craft beer drinkers alike. It is a very well-balanced IPA that allows the malt, hops and yeast character to shine through. Smooth hop flavors combine with fruity esters, along with a blend of pine, citrus and honey-like malt sweetness.
“We are so proud of this beer, and our partnerships with the producers in Northern Michigan to really highlight the quality and flavor of their ingredients, and the splendor of our region,” said Joe Short, founder of Short’s Brewing Company. “For us, this beer embodies the feeling of a crisp fall hike when the leaves begin to change, and the incredible sunsets when the season is in its full-fiery glory. We hope it transports drinkers across the region to a state of awesomeness that is Pure Michigan.”
In addition to new regional distribution, Pure Michigan Autumn IPA is also available this year in cans adorned in seasonal imagery honoring fall in Michigan and will enjoy an extended distribution cycle that makes it available starting now through the end of October. Interested parties can go to Meijer and Kroger, which will have special, in-store displays, as well as Busch’s, D&W Fresh Market, VG’s Food Center, and many independent retailers to purchase this made-in-Michigan beer. An interactive map highlighting all locations where to find and purchase the beer is also available at shortsbrewing.com and michigan.org/breweries.