ELK RAPIDS, MI – Short’s Brewing Company is set to release a powered-up version of one of its flagship beers.
For a limited time at the end of March, Short’s Brewing Company is releasing Double Soft Parade, a variant of its wildly popular fruit ale made with raspberries, blackberries, blueberries, and strawberries.
In addition to massive fruit additions, the beer will feature bright, fruit-forward deliciousness and a higher ABV than regular Soft Parade, which already checks in at a powerful 7.5% ABV.
The super limited release will be limited to independent retailers in Michigan, many of which struggled amid the COVID-19 pandemic in 2021 and the early part of 2021.
“Many small Michigan businesses are struggling right now, and we want to make sure that they have our full support so they can come out on the other side of COVID.” Said Pauline Knighton-Prueter, Sales Director. “These local shops are often the hub of their communities, and they’ve believed in our fearless beverages from the start, way back in 2004, so this is a small gesture of thanks to these partners.”
Soft Parade, which has been around nearly as long as the Northern Michigan brewery has been in business, helped put Short’s on the map as a leader in the Michigan beer scene.
Double Soft Parade will be brewed using the same recipe as the original high-gravity version that debuted in the 2007 Imperial Beer Series.
“Not all of our wild experiments are for everyone—but Soft Parade is a beer that people love at first sip. Especially folks who would come to the Pub early on looking for wine or cocktails.” Joe Short, Founder and Visionary stated. “Double Soft Parade is going to be a real treat. Double the fruit, double the fun.”
Soft Parade is available year-round, and over time has evolved into its own spin-off brands including Soft Parade Shandy, a blend of the fruit ale and lemonade available starting early April, and Soft Parade Seltzer, which debuted last summer and again in late 2020.
Double Soft Parade will be available at the Bellaire Pub and Elk Rapids Taproom starting on Friday March 19, with distribution of six packs and draft product to independent retailers across the state throughout the following week.
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March 02, 2021 at 02:07AM
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Short’s Brewing unveils plans for Michigan-only release of Double Soft Parade - MLive.com
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