About Schell's Brewery
The Early Years
Our story began long before 1860 with a man named August Schell. From his birth, his move to the States, and even co-founding New Ulm. We all start somewhere and Schells' story started right here.
A Legend Is Born
All it took was one thirsty German, a brewmaster, and a lot of passion. Look what he started! A legacy began when the first brick was laid and we haven't turned back since.
Business Gets Good
When Otto became manager, he had a lot of ideas for how the brewery could succeed. His years at the helm were spent improving the brewery in many ways including expansion projects, refrigeration, and purchasing new equipment. Business flourished under his wing and the many risks he took, paid off for the brewery.
In 1919 a nationwide ban was placed on the production, importation, transportation, and sale of alcohol. Alcoholism and family violence were prominent back then so the 18th Amendment was a conscious effort to rid the issue.
Return to Brewing
Prohibition had taken its toll on many breweries, including August Schell Brewing Company. However, we were among the fortunate enough to keep our doors open.
Brewing traditions resumed and business was rebuilding. Our brewery and the Hauenstein brewery both survived Prohibition showing the strength of the New Ulm community.
Throughout the years, the Schell's family faced adversity. The light beer craze. Disco. Low-carb diets. Their brewing tradition persevered and as the brewery evolved, so did the beer.
This era brought about large victories at times, but sacrifice at others. True in American pioneer spirit, Schell's challenged traditional German brewing ideals while simultaneously paying homage to its roots.
The Original Craft Beer
Schell's was the first brewery in Minnesota to start producing craft beers. A few were created in the 80s, but most followed in the 90s. The craft beer phase had officially started and Schell's was at the forefront with the German craft lagers.
New Millennium, New Ventures
As the page was turned on the millennium and 140 years of business, Schell’s was thriving. With the introduction of craft beers and many other improvements around the brewery, the possibilities were endless for a fruitful future.
In 2002, Schell’s made the largest investment in company history with the purchase of Grain Belt Beer and many other new ventures followed. The legend continues, one bottle at a time.
Beers made by Schell's Brewery
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Find New Ulm breweries "near me" with this interactive map, list and guide to locally-made craft beers.Visit the New Ulm Beer Guide