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Imperial Beverage, Short’s bring Michigan an out-of-this-world fresh beer for the second year in a row

Wednesday, August 02, 2017 9:36 AM | Anonymous

Psychedelic Cat Grass will be packaged, delivered and enjoyed within 24 hours

Mich. – Imperial Beverage and Short’s Brewing Company are back at it for the second consecutive year, bringing Michigan the freshest possible craft beer through a one-day beer event like no other. Psychedelic Cat Grass will be packaged and available for purchase at more Michigan locations than ever this year. From tank to tap or shelf within 24 hours, this triple dry hopped American India Pale Ale is guaranteed to be the freshest IPA in the market.

This year’s beer release on Wednesday, August 9, 2017 will be the result of a devoted effort from all parties. Packaging of the beer will begin at 12:01 a.m. in the Short’s Elk Rapids production facility, with trucks loaded and on the road throughout the evening.

“With more than double the beer production from last year, getting this extremely fresh brew to Short’s patrons across Michigan will be quite the challenge,” says Wally Donovan, VP of Operations at Imperial Beverage. “We have formulated a plan of execution for this unique event and have every confidence we will meet the challenge.”

Imperial Beverage Delivery Drivers, additional staff and Short’s Beer Liberators from all over the state will deliver the beer to predetermined locations within hours of packaging, making this once again the quickest beer release Michigan has ever seen.

“Last year’s Psychedelic Cat Grass event was a great success,” says Imperial Beverage Brand Manager, Tim Braun. “Together Short’s and Imperial have decided to increase distribution by more than doubling the amount of product shipped within the 24 hour period. More than 500 of Short’s existing accounts will receive this ultra-exclusive beer this time around. We are all very excited to bring this #WithoutDelayIPA to the great people of Michigan!”

Ninety-five percent of craft beer drinkers cited “freshness” as important when choosing a craft beer to purchase in a 2016 Harris Poll. Short’s brewing and Imperial Beverage take pride in supplying Michigan’s craft beer patrons with fresh beer and have pledged time and resources planning the execution of this year’s Without Delay IPA event, bringing Michigan beer with out-of-this-world freshness.

Psychedelic Cat Grass (7.6% ABV - 72 IBU) is 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.


About Imperial Beverage: Imperial Beverage is a long-standing member of the Michigan beverage distribution community. Established in 1933 after the repeal of prohibition and purchased by Kalamazoo’s Cekola family in 1984, Imperial has grown from a one county beer distributor to a top 10 statewide beer, wine & spirits wholesaler. With 330 employees and 3 locations in Kalamazoo, Livonia and Traverse City, Imperial provides statewide coverage that serves every Michigan County, every week, all year long.

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.


332 Townsend Street
Lansing, Michigan 48933
Phone: 517.482.5555
Fax: 517.482.1532



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