It’s become iconic. A bushy and somewhat unruly mustache that curls up with a handlebar swoosh at the ends. That’s how you recognize the front-facing owner of the northern Michigan brewer, Joe Short, from Short’s Brewing.
This small-town brewery is based in Bellaire. But don’t think this little brewery doesn’t leave a big footprint. And don’t for a moment think that the mustachioed man goes it alone. Joe’s wife, Leah, is the grounding force that makes the brewery hum.
“The analogy I’ve used is Joe would be flying off in the abyss, like a helium balloon,” said Leah Short. “I’m very comfortable on the earth and being grounded. I’m holding his toes, and mine are still dragging to keep myself grounded. Holding him from taking off and flying away.”
For 21 years, Short’s Brewing has operated in Bellaire. It began at a time when no one had an understanding of what a locally made craft beer was all about. Today, it’s not an exaggeration to say Short’s has become a northern Michigan destination. Sure, people come for the trails, the lakes, and the beauty of the region. But they also come for the beer. “People are coming to this area to go to Short’s,” said Leah. “I do see that, yes. They come for the drinks. And then, as a bonus, they get to ski, golf, cycle, boat. And I think Joe’s mantra of loving where you live and loving what you do, that’s why we are in Northern Michigan. Joe could have put this brewery anywhere. He put it here because this is where he wanted to be,” Leah concludes.
This tiny town of about 1,000 people can fit into Short’s Bellaire locations, including a restaurant, retail store, and outdoor music venue across the street. Plus, they have another brewery a short drive away in Elk Rapids, and they distribute their beer throughout the Midwest and in states like Colorado and Tennessee.
While Joe has led the charge with the creativity of the beer with brands like Soft Parade, Psychedelic Cat Grass, Local’s Light, and Huma Lupa Licious, it’s Leah who has quietly worked behind the scenes and used her efficiency skills to help the company grow. Like many small, family-run businesses, Leah has filled many roles in the company. Early on, she handled the financial books; she also worked to perfect menus for the restaurant. Leah became the day-to-day contact for employees and customers in the restaurant.
So, what did it take to not only survive the growing craft beer trend in northern Michigan but watch it thrive? “Tenacity, hard work, creativity, willingness to change and adapt,” Leah said. “We’re constantly looking at how to do it better, stay relevant. And we want to give people an experience.”
A crowning menu creation includes fresh soft pretzels. In the middle of summer, they will sell over a hundred of these a day. Leah uses spent grain from the Local’s Light beer, which is a byproduct of the brewing process. “The pretzels are fun,” Leah proudly proclaims. “All of the sauces that they’re served with are also made with beer. The jelly is made with Soft Parade jam. Then we have a spicy mustard that’s made with Local’s Light and bar cheese that’s made with Huma. They are hand-rolled with love every day. That’s the secret ingredient.”
While Leah excels at hand rolling and carefully crafting the pretzels, she will concede she is not the top pretzel maker in the restaurant. “I think it’s Kerry. She’s taken pretzel-making to the Jedi level.”
Leah and Joe will be the first to tell you operating a successful brewery for 21 years is a struggle. “I don’t think Short’s has ever had an easy year,” said Joe Short. He’s also quick to credit his wife for their success. “She just takes care of everything. Anyone who shows up, and pays attention, and does critical thinking, and works hard, and understands the big picture about creating experiences. Focus on quality, consistency, and value. Like it’s the easiest and hardest thing to do.”
Short’s plays an important role in Michigan’s Agri-tourism scene. They have a Pure Michigan line of products. They use hops from growers in Traverse City, locally produced grains, food produced by local farms, and as many house-made products in the restaurants as possible. “We are from Northern Michigan, so therefore, Short’s is a product of Northern Michigan.”
Being locally owned and operated, the Shorts are able to shower their support on local causes. “We are deeply passionate about the lakes,” Leah said. “We support a ton of non-profits and a ton of community partners.”
Leah and Joe seem to enjoy being a small-town brewery and having an impact on the community. They have humble goals for the future. “I think our biggest goal is just to enjoy what we do and have a balance of life and work.” We can all have a toast to that.
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