Short's Brewing Company re-brands Nicie Spicie beer with new label, same taste

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By: Eric Strader
ericstrader69@gmail.com

Flavor 574 photo/Eric Strader

Lots of time and work goes into most craft beer labels. Some are more artistic than others, and some change over time as recipes change or beers are re-branded.

Short’s Brewing Co.’s beer Nicie, formerly Nicie Spicie, is still the same recipe with a new look on the label. This popular summer seasonal is an American wheat ale (5.2 percent ABV, 25 IBUs) brewed with orange zest, lemon zest, coriander and a hint of peppercorn.

With three months of summer and Memorial Day weekend ahead, Nicie season is finally here. It pours a beautiful orange-gold with a prominent coriander aroma. There are fresh citrus aromas and flavors with a slight spiciness from the peppercorns. It has a light body with refreshing complexity. Perfect for a warm summer day.

The Nicie re-brand was completed in house by the art director for Short’s, Jesse Den Herder, under the direction of Short’s founder and CEO, Joe Short. Short described his thoughts behind what the Nicie re-brand 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,” he continued.

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 re-brand of Nicie, the company is hosting a series of tastings and events across the state of Michigan for “Nicie Week.” Nicie Week will take place from May 23 to 29.

Beginning June 6, as a part of Short’s seasonal lineup, Nicie will be available on draft and in bottles throughout their expanded distribution footprint, which includes Indiana, Wisconsin, Illinois, Ohio and Pennsylvania. Cans of Nicie will be released later in the month.

I was lucky enough to score a couple of bottles from the brewery and enjoyed one this evening after some yard work. The temperatures look like they are going to stay summer like, so I’m sure to enjoy my second bottle this holiday weekend.

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