(Press Release)
ELK RAPIDS, Mich.–Short’s Brewing Company of Bellaire and Elk Rapids, MI announces plans to partner with The Lagunitas Brewing Company based in Petaluma, CA, America’s ninth largest brewery.
The partnership stems from Short’s desire to successfully navigate the ever-evolving craft market while maintaining its creatively fearless identity. Lagunitas’ 19.99% equity stake in Short’s will be managed by Lagunitas U.S. Holdings — or LUSH. The founding principle of LUSH is to build relationships with, and support, regional breweries. In keeping with this, Short’s will maintain their individual brand image while gaining additional resources for continued opportunity to invest in Short’s staff, the Northern Michigan community, and opportunities to push the boundaries of creativity.
Joe Short stated, ”I never imagined Short’s would become such a successful regional brewery. The secret to that success has always been to surround myself with good people. The best people; who in many ways are smarter and more talented than myself. I’m confident all successful businesses would tell you a similar story. This partnership with Lagunitas is just another part of evolution in the cycle of our dynamic and growing business. I’ve grown so much personally and professionally during my time at the helm of Short’s Brewing Company that I understand now, more than ever – the continued success of Short’s and its people rely on me to make smart and strategic decisions. This is just one of them.”
When asked about the partnership between Short’s and Lagunitas, Lagunitas’ founder, Tony Magee, stated, “Having Joe and Scott and all their talented people joining up with the LUSH group is mostly cool but also kinda weird. Have you met those guys? I thought Bellaire was in Canada…”
The craft brewing community has always focused on relationships, and Short’s is excited for the opportunity to be a part of the LUSH community. “Pride, passion, and love of the work will always remain paramount. I’m super excited and proud because for the first time EVER, we’ll be operating without restriction, experiencing what true independence feels like,” stated Short. “I really admire Tony. His vision and level of understanding of the industry is fascinating to me. With his ability to share Lagunitas’ 24 years of experience, this partnership is going to bring some serious awesomeness to the people of Short’s.”
Check out a message about the partnership from Joe Short and Scott Newman-Bale here.
About Short’s Brewing Company
Located in the heart of Downtown Bellaire, MI, Short’s Brewing Co. was established in 2004 by Joe Short. In 2009, Short’s began keg and bottle distribution in Michigan via their Elk Rapids Production Facility. Starcut Ciders is a division of Short’s Brewing Company born out of a desire to celebrate the bounty of Michigan orchards. The brewery is known widely for their flagship and experimental brews including Huma Lupa Licious and Soft Parade. Short’s prides themselves on producing fearlessly creative beers, handmade by people who care in Northern Michigan.
So is this separate entity from the Heineken part of the company?
I’m pretty sure that there IS no non-Heineken part of the company. Does Short’s no longer qualify for the “Independent Craft Brewer Seal”?
We are the Borg. Lower your glasses and surrender your hops. We will add your biological and technological distinctiveness to our own. Your brewery will adapt to service us. Resistance is futile.
Michigan Only. Michigan Forever. Haa Haa. Just BS to raise the stakes
Another “craft brewer” bites the dust. No longer drinking Lagunitas.
I believe since Short’s only gave up a “19.99% equity stake” they would still be considered independent and would still be able to carry the Independent Craft Brewer Seal.
It is getting difficult at times to understand who is completely selling out and who is not. I don’t think there was much if any backlash over Firestone Walker’s “merger” with Duvel, but I don’t think that was any different in many ways from what Short’s is doing here.