Short’s Announces New Bottling Line & Flagship Beer: Prolonged Enjoyment

Bellaire, Mich. – Short’s Brewing Company, Northern Michigan’s largest craft brewery, announces the completion of its new bottling and packaging line installation at their Elk Rapids Production Brewery.  The new bottling and packing equipment were purchased to keep up with the company’s production beer sales, which are increasing by an average of 40% per year.

The new bottle filling line was specially designed by Krones, Inc. in conjunction with Short’s staff. The equipment is capable of filling 150 bottles/minute (a 300% improvement over Short’s prior filler).  Although the line contains more automation, it will not reduce the number of jobs in the brewery.  $1.55 million was invested in this installation.

“The new line will allow us to keep up with Michigan-driven demand” Tyler Glaze, Quality Manager. “At the same time, it will allow us to get even more creative in our brewing, enhance the quality of the product we’re distributing, and add new packaging options to our product line.”  Specifically, with this new top of the line equipment, we are observing enhanced quality of our bottled products.

With the flexibility and creativity that the new machine offers, Short’s will be able to offer a greater variety of products.  Immediately, Short’s will begin offering a new flagship beer to their year-round lineup, Prolonged Enjoyment. This session IPA has a huge earthy hop fragrance of pine, and citrus fruit and the sweet, malty flavors are met by zesty American hop characteristics. Prolonged Enjoyment (3.5% ABV, 45 IBU) has a light body but is packed with extraordinary flavor. This Session India Pale Ale will be available in twelve packs beginning in the second week of June, 2014.

“We’re excited to take another step in the evolution of our company while creating even more reasons to stay in the Elk Rapids community where many Short’s employees call home” said Joe Short. “The freedom that comes with this expansion opens up even more possibilities to embrace weird, different, and new brewing ideas, for an unlimited creative freedom that takes it to the limit.”
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