Welcome the Fall Season with Pure Michigan Autumn IPA

Fall is here, and with the fall season comes crisp air, fall foliage, and special beer releases. Most of these special, seasonal fall beers are Oktoberfest or pumpkin ales, but the Great Beer State of Michigan is offering something different but equally tempting. It’s Pure Michigan Autumn IPA, a beer brewed in collaboration between Michigan’s tourism organization, Pure Michigan, and local favorite Short’s Brewing.

Pure Michigan Autumn IPA is brewed entirely from Michigan- grown and harvested ingredients and the reason for the partnership between Pure Michigan and Short’s Brewing is to promote fall travel. The idea is to encourage everyone to #HopIntoMichigan and enjoy some socially distanced fall vacationing in the Great Lakes State.

Dave Lorenz, vice president of Travel Michigan, encourages travelers everywhere to consider a fall visit to Michigan, for the cool temps, colorful foliage, and craft beer.  

“Fall is an exciting time of the year in Michigan, and this year is no different. As the weather cools and the colors begin to change, and with virtual learning meaning more flexibility for many families it’s the perfect opportunity for travelers to take a socially distanced, Pure Michigan road trip,” said Lorenz. “Fall is also harvest season, which allows our friends at Short’s Brewing Company to highlight our bounty in Pure Michigan Autumn IPA once again. We’re thrilled to bring back all-Michigan brew back again to enjoy during this special season,” Lorenz added.  

Brewing Pure Michigan Autumn IPA required inputs from multiple Michigan agricultural businesses. Short’s Brewing reached out to Empire Malting Company and Great Lakes Malting Company Valley View Farms for the malts; MI Local Hops and Hop Alliance for the hops; and Craft Cultures for the yeast. The resulting IPA is a little different from what many consumers will expect. It’s better balanced overall and Short’s Brewing founder Joe Short says the beer’s color and taste are both intended to invoke a cool, autumn Michigan day.   

“Imagine yourself on a scenic overlook at sunset—the fall colors and warm sunlight change everything to orange and warm your soul (and your favorite sweater) as the leaves swirl around you. That’s the feeling we want you to have when you drink this beer—Pure Michigan—and thanks to our Michigan suppliers, it’s just that.” says Short.

Pure Michigan Autumn IPA is now in its second year of release and due to the high demand last year, the quantities and distribution have been increased. Craft beer fans can expect to see this new beer appear on store shelves starting on October 2 and continuing throughout the early fall, with deliveries slated for such Michigan retailers as Meijer, Busch’s, D&W Fresh Market, VG’s Food Center and Kroger Marketplace, as well as several independent retailers.  

Look for an interactive map, highlighting all locations where you can find this beer and purchase this beer at  shortsbrewing.com and michigan.org/breweries. And let the fall season begin!