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.

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.

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.

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.