Short’s Brewing Rebrands Nicie Summer Wheat
Bellaire, Mich. – Short’s Brewing Company of Bellaire, Michigan announces a rebrand of their popular summer seasonal, Nicie, formerly known as Nicie Spicie. Nicie is an American Wheat Ale brewed with orange zest, lemon zest, coriander, and a hint of peppercorn.
The Nicie rebrand was completed in house by Short’s Art Director, Jesse Den Herder under the direction of Short’s founder and CEO, Joe Short. Short described his thoughts behind what the Nicie rebrand should embody as “Psychedelic, mythological, refreshing, spiritual, strong, sessionable, earthly, fantastic, desirable, quenching, peaceful, powerful, beautiful, goddess-like, deco, and elegant.” According to Den Herder, “Taking a non-objective approach and creating a character and personality for the beer was a direction that was more true to Short’s.” Nicie’s new artwork “uses the same colorway as the OG Nicie, but gives it a refreshing pop, so the delicious feel of the fruit is still part of the label experience.”
While the label is noticeably different, the recipe for Nicie has not changed. Nicie (5.2% ABV – 25 IBU) is an American Wheat Ale brewed with orange zest, lemon zest, coriander, and a hint of peppercorn. Orange-gold in color and light in body, Nicie is infused with the scents and flavors of fresh citrus. The subtle taste of coriander and spice of peppercorn makes this ale both refreshing and complex. Nicie is the perfect accompaniment to a summer day.
Nicie, an original Joe Short recipe and his self-proclaimed favorite beer, is described by Joe as “the essence of summer in a beer.” In order to celebrate the rebrand of Nicie, the company is hosting a series of tastings and events across the state for “Nicie Week.” Nicie Week will take place Monday, May 23rd – Sunday, May 29th. You can get a first taste of Nicie in Flint during the brewery’s Short’s on the Road – Flint Tour May 18th and 19th.
