Schell’s Brewery | New Ulm

August Schell Brewing Company (Schell’s Brewery) – Detailed Overview

Location and Historical Background

Schell’s Brewery is located in New Ulm, Minnesota, at 1860 Schell Road. Founded in 1860 by German immigrant August Schell, it holds the distinction of being Minnesota’s oldest family-owned brewery and the second-oldest continuously operating brewery in the United States. The brewery was established during a time of rapid German immigration to the Midwest, reflecting the rich brewing traditions that German settlers brought with them.

August Schell initially partnered with Jacob Bernhardt to start the brewery. After Bernhardt left in 1866, Schell took full ownership and oversaw steady growth despite challenges, including surviving the Dakota War of 1862 and later, the Prohibition era. During Prohibition (1920–1933), the brewery pivoted to producing non-alcoholic beverages and sodas, a key factor allowing it to remain operational when many breweries closed permanently.

Brewing Heritage and Legacy

The brewery’s commitment to traditional German brewing methods has been central to its identity. Over five generations, the Schell family has maintained hands-on involvement, preserving recipes and techniques that produce classic German-style lagers and ales. In 2002, the brewery expanded its portfolio by acquiring the iconic Grain Belt Beer brand, helping preserve another piece of Minnesota brewing history.

Schell’s beers are known for their quality, balanced flavors, and adherence to German brewing standards, which include using traditional ingredients and fermentation processes. The brewery produces a variety of flagship beers and seasonal brews, showcasing a blend of historic recipes and contemporary craft influences.

Beer Portfolio

Flagship Beers:

Schell’s Deer Brand Lager: A classic German-style lager with a smooth, crisp finish.

Schell’s Light: A lighter version offering a refreshing taste with fewer calories.

Amber, Firebrick, Cream Ale, IPA, Dark, and LoCal Twist: Each providing a distinct flavor profile from rich maltiness to hoppy bitterness.

Seasonal and Specialty Brews:

Bock: A traditional strong lager released during spring festivals.

Goosetown, Hefeweizen, Oktoberfest, Snowstorm: Seasonal beers celebrating German brewing styles, available at specific times of year.

Grain Belt Brand:

Premium lagers and specialty brews like Nordeast and Lock & Dam, revitalized under Schell’s stewardship.

Brewery Facilities and Visitor Experience

Tours: Schell’s Brewery offers guided tours showcasing the brewing process, the historic brewery building, and the family’s legacy. The tour typically includes visits to fermentation and packaging areas, followed by a tasting session. The tours are family-friendly, with children under 12 admitted free.

Museum of Brewing: Visitors can explore exhibits highlighting the history of Schell’s Brewery and brewing in Minnesota, featuring vintage equipment, historic photographs, and memorabilia.

Schell Mansion and Gardens: Adjacent to the brewery, the Schell Mansion is a historic family home surrounded by beautifully landscaped gardens. The mansion reflects the family’s heritage and serves as a cultural venue.

Taproom and Biergarten: The brewery’s Rathskeller Taproom offers a cozy indoor setting to sample beers, while the outdoor Biergarten provides a festive atmosphere during warmer months with seating, music, and events.

Events and Community Engagement

Schell’s Brewery plays a central role in New Ulm’s community life, sponsoring and hosting events that celebrate German culture and brewing traditions:

Bock Fest: A springtime celebration marking the release of Schell’s Bock beer with live music, food, and German festivities.

Oktoberfest: New Ulm’s annual Oktoberfest is a major event, with Schell’s providing traditional German brews, food, and entertainment in a lively festival setting.

Snowstorm Release: The annual release of the Snowstorm beer draws crowds eager to sample this limited-edition winter brew.

The brewery also supports local charities and community projects, maintaining strong ties with residents and visitors alike.

Architectural and Operational Details

The brewery complex blends historic 19th-century architecture with modern brewing equipment. It features traditional brewing caves that maintain a constant cool temperature ideal for lager fermentation.

Schell’s continues to invest in sustainability and quality control, incorporating environmentally responsible practices and state-of-the-art technology to uphold the brewery’s reputation.

Visitor Information

Address: 1860 Schell Road, New Ulm, MN 56073

Tour Hours: Tours are offered seasonally and may require reservations, especially during festivals.

Admission: Typically $10 for adults; children 12 and under enter free.

Contact: Visitors can reach out to the brewery directly for tour schedules, event information, and group bookings.

Summary

August Schell Brewing Company stands as a living testament to German-American brewing traditions in the Midwest. Its longevity, family stewardship, and commitment to quality have made Schell’s Brewery a beloved institution in Minnesota and beyond. Visitors gain a rich cultural and educational experience, combining history, craftsmanship, and community spirit in a picturesque setting that honors both the past and future of American brewing.