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Craft Brewing Business

Can you package a beer and distribute it within 24 hours? Short’s Brewing is going to try

Shorts Brewing fresh hop beer

This time of year always brings the delight of fresh hopped beers and fall seasonals — beers that demand to be enjoyed in a specific time frame and with brewers trying to top each other’s timeliness. With its next beer, Psychedelic Cat Grass, Short’s Brewing Co. will push the boundary of fresh beer delivery to its breaking point.

This Psychedelic Cat Grass is a triple dry hopped American India Pale Ale being billed as a “Without Delay IPA,” because Short’s plans to package and distribute the beer within 24 hours, allowing customers to enjoy this beer on the same day it was packaged, resulting in out-of-this world freshness. Psychedelic Cat Grass will be distributed in six-packs of 12-oz bottles and a limited number of kegs on August 17.

RELATED: Packaging on a budget: Four solutions your craft brewery should consider

The distributor insane enough to boldly attempt this freshness feat? Short’s longtime Michigan distributor Imperial Beverage. Psychedelic Cat Grass will also be served on tap at Short’s Bellaire pub and for sale in bottles at the pub and Short’s Mart, Short’s Bellaire “brewtique.”

The brewery describes Psychedelic Cat Grass as a triple dry hopped American India Pale Ale first brewed for HopCat. Aromas of pineapple, mango and grapefruit accompany the brew’s slightly hazy, pale orange color and lasting white head. A dry finish is preceded by balanced flavors of tropical fruit and bitter hops.

Oh, and for an added bonus, the label artwork for this IPA is three dimensional and each six-pack includes its own pair of 3D glasses. Because why not.

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