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Imperial Beverage, Short’s Team Up for One-of-a-Kind Beer Release

Thursday, May 24, 2018 10:25 AM | Anonymous

Psychedelic Cat Grass will be packaged and delivered to nearly 900 Michigan retailers within 24 hours

MICHIGAN – Imperial Beverage and Short’s Brewing Company are back at it for the third 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 Friday, May 25th, 2018 will be the result of a devoted effort by all parties. Packaging of the beer will begin at 12:01am in the Short’s Elk Rapids production facility, with trucks loaded and on the road throughout the early morning.

In addition to the more than 60 Imperial Beverage Delivery Drivers hauling this Without Delay IPA across the state, additional Imperial Beverage and Short’s team members are lending a hand to make sure everything goes off without a hitch. The Imperial Sales team is partnering with Short’s Beer Liberators from all over the state to help deliver the beer to predetermined locations within hours of packaging, making this once again the quickest beer release Michigan has ever seen.

“We’ve seen a great deal of success with the Psychedelic Cat Grass release events the last two years, and we’re excited to grow this one-of-a-kind event and deliver more beer to more retailers than ever before,” said Tim Braun, Imperial Beverage Brand Manager. “Last year we delivered the freshest packaged beer possible to 500 retail accounts. This year, we have increased that number to 849 of Short’s existing accounts. Needless to say, we are all very excited to bring this #WithoutDelayIPA to beer lovers across Michigan!”

New this year, an interactive map created by Short’s displaying each location that will have the beer on May 25th to help craft beer fans find the Without Delay IPA as soon as possible so it can be consumed as fresh as possible. The map can be found at www.shortsbrewing.com/psychedeliccatgrass2018/.

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.

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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 390 employees and 4 locations in Kalamazoo, Livonia, Traverse City and Ishpeming, Imperial provides statewide coverage that serves every Michigan County, every week, all year long.


CONTACT

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

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