How Michigan Lures Visitors with a Locally Crafted "Pure Michigan" Seasonal IPA
Several destinations across the U.S. tout their craft beer, cider, wine and distillery scenes to promote travel, including Oregon, Washington, California, New York, Tennessee and Florida.
Pure Michigan, a campaign from Travel Michigan, part of the Michigan Economic Development Corporation (MEDC), takes it a step further with the release of a beer crafted just for them: Pure Michigan Autumn IPA, “a toast to Michigan’s awe-inspiring colors, incredible tastes and scenic adventures.”
When asked how the idea of a specialty beer came about, Nick Nerbonne, digital media director with MEDC, said that in addition to the Great Lakes State, Michigan is known as the Great Beer State, and that Grand Rapids is known as Beer City U.S.A. “The beer industry is a critical part of Michigan’s economy, and we thought it would be a fun idea to partner with a Michigan brewery to have a Pure Michigan beer,” said Nerbonne, who added that hundreds of thousands of people a year visit Michigan for its craft beer scene.
Not long after the idea started brewing, Short’s Brewing Company in Belleaire (near Traverse City, in the pinky of the mitten), was selected to collaborate on the beer. “Short’s emphasizes the lifestyle in Pure Michigan,” said Nerbonne. “The company’s culture of living and enjoying the outdoors — finding what’s available and getting outside and enjoying it — really compliments what we do and supports our message.”
“We’re very honored to be the sole producer of such a collaboration, especially with how many breweries there are Michigan,” said Joe Short, founder of Short’s Brewing Company. For the third consecutive year, Pure Michigan and Short’s have collaborated to produce Pure Michigan Autumn IPA, made 100% from ingredients grown in Michigan: malt from Empire Malting Company, Great Lakes Malting Company and Valley View Farms, and hops from MI Local Hops and Hop Alliance. “It [Pure Michigan Autumn IPA] celebrates harvest season with fresh Michigan ingredients,” said Nerbonne.
As far as the specially-brewed beer’s taste, Short explained, “We wanted to design a beer that was pretty approachable across the board, and still have the characteristics of a craft beer. The ingredients we sourced throughout Michigan really shaped the flavor. It’s not outrageous, not bland — somewhere in the middle.”
Pure Michigan bottles photo courtesy Michigan Economic Development Corporation
The fall colors on the design on the cans and bottles is a spin-off of a label that Short’s already had for it’s Autumn Ale, illustrated by Tanya Whitley. “We thought the label was awesome,” said Short. “Beautifully colored leaves that make the shape of Michigan in fall colors.”
For the first time this year, Pure Michigan Autumn IPA will be available not only at retailers, restaurants, bars and pubs throughout Michigan, but in a few Midwest markets, including Indiana, Illinois, Ohio and Wisconsin; the beer even reaches as far west as Colorado.
Pure Michigan Cans photo courtesy Michigan Economic Development Corporation
“We love this ongoing partnership with Short’s Brewing Company because it’s an opportunity to spotlight our craft brewery heritage in the state, the bountiful harvest season we all enjoy, and now it presents another opportunity to connect with our friends and neighbors at Short’s and throughout the Midwest in hopes to grab a beer together again soon,” said Dave Lorenz, vice president of Travel Michigan, in a press release.
When asked about collaborating with the Pure Michigan campaign, Short said, “…its business is designed to bring awareness and tourism into the state, and a great way to bring attention to the state to garner tourism interest is by providing a great product outside of the state.
“[Pure Michigan Autumn IPA] is a tasty sneak preview of what you might be able to get if you adventure into America’s High Five,” he added.