Brick by Brick, We Support Hometown Heroes

Firefighter helmet, with a Schell's Firebrick for Firefighters sticker, next to a branded Firebrick for Firefighters pint glass full of beer

What’s beneath a helmet? It’s grit and passion; no fear. It takes strength and courage. But most importantly it requires heart – a full heart for one’s company and their community.

A firefighter’s dedication to service and commitment to selflessness make them truly unique. They are our neighbors, family and friends. And they deserve more for the sacrifices they make to keep us safe.

It was that realization which led to the start of a new initiative at August Schell Brewing Company in 2019: Firebrick for Firefighters. Schell’s brewery and its distributors made a significant donation to help various fire departments within the brewery’s six-state sales area in the campaign’s inaugural year.

Nonprofits making noise

Schell’s has revived the program to assist local heroes in 2022. The brewery is donating a portion of the proceeds from our flagship beer, Firebrick Vienna Lager, to the following organizations:

These organizations provide firefighters with resources such as cancer screenings, mental health education and so much more.

Grateful for those who give it their all

The brewery’s President Ted Marti has always been grateful for those who serve their country, their state or their community. Firebrick for Firefighters was created to show appreciation for the brave men and women who regularly lay it on the line to help others in need.

“Giving back has always been part of our DNA here at Schell’s,” said Marti. “I believe in our community. It’s been good to us, so we want to be good to them.”

Our goal is to raise $20,000 to donate to Minnesota and neighboring state nonprofits this year alone. In addition to donating a portion of Firebrick profits to the cause, we’re also adding a portion of profits to the pot from swag items such as Firebrick for Firefighters hoodies, T-shirts and glassware. Swing into our gift shop to grab something you or your favorite firefighter can represent with pride or order online at

Pouring beer from a can into a branded Firebrick for Firefighters pint glass

“I believe in our community. It’s been good to us,
so we want to be good to them.”

– August Schell Brewing Co. President Ted Marti

Beneath the helmet stands a hero

Overhead view of two firefighter helmets next to a full pint of beer

You’ll also notice decommissioned firefighter helmets and mini firetrucks on display at various liquor stores where Firebrick is sold. These helmets came from many departments in Minnesota and other states that carry Firebrick, and we couldn’t be more thankful for their willingness to participate in the program.

Firefighters wear a helmet to protect themselves in the line of duty. When you buy a case of Firebrick or grab a cold one at your local establishment, you’re helping equip firefighters with the gear they need to be safer and more efficient when it matters most.

There are many ways you can choose to help our humble heroes. We hope our campaign gives you the opportunity to support your favorite firefighters by getting them branded gear or sharing a beer. Together, we’ll display our appreciation and make their job safer brick by brick.

Find out where you can get your Firebrick and support firefighters at

Cheers to all the fantastic firefighters out there. Your fearless efforts are seen and heard. From the bottom of our hearts, we say thank you. We are forever grateful to the hometown heroes.