E-Malt.com News article: USA, MI & WI: Short’s Brewing adds Wisconsin to its growing distribution network

Short’s Brewing Co. has added Wisconsin to its growing distribution network for its craft beer and Starcut Ciders brand, MiBiz reported on May 14.

The Bellair-based craft brewery partnered with the Wisconsin Beverage Network and General Beverage to distribute its flagship brands including Huma Lupa Licious, Soft Parade and others, as well as specialty beers in bottles and kegs.

The brewery will also distribute several brands of its Starcut Ciders in the state, according to a statement.

While Short’s once used the phrase “Michigan only, Michigan forever,” to emphasize its decision to only distribute in the state, the brewery has since moved into other states including Illinois, Pennsylvania and now Wisconsin.

The company chose to distribute outside the state to absorb excess production capacity of between 10,000 barrels and 12,000 barrels a year and to escape what it saw as a saturated Michigan craft beer market, according to a previous MiBiz report.

Following its latest move into Wisconsin, Short’s does not plan on increasing distribution to other states, according to the statement.


17 May, 2016