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When it comes to beer, a good name goes a long way

Short's Brewing Company is based in Bellaire, Michigan

The craft beer industry in the U.S. is on the rise. According to the Brewers Association, craft beer sales in the states grew 17.6% in 2014, and the number of craft breweries in Michigan has increased 51% since 2011.

With so many people jumping into the game, how’s a beer supposed to stand out?

Tony Hansen is the Director of Brewing Operations at Short’s Brewing Company, and he tells us a good name goes a long way.

Short’s, based in Bellaire, MI, is known both for their skill at brewing and for slapping cool, creative names on their beers.

Some of their offerings include Wowee Zowee, Cinnabilly, Huma Lupa Licious and The Fig Lebowski.

Hansen tells us that putting an interesting name and image on a beer can make all the difference when you’re standing in the grocery store or scanning the beer list at the bar trying to decide what to enjoy.

“Someone wonders, ‘why would they put that picture and that name on that beer? I have to try this beer to find out why,’” he says.

While they’ve had to start naming their brews before they’re made due to the increased pace and expanse of production, Hansen says that the process at Short’s is just as team-driven as ever.

“It’s wide open to everyone within the company. … Anyone who has a great idea contributes the names and image ideas,” Hansen says. “It really becomes a fun part of the culture.”

Listen to our conversation with Tony Hansen above to learn more about what's in a name.

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