Schell’s Declares New Beer Genre, German Craft

NEW ULM, MN — February 03, 2014 —August Schell Brewing Company, the second-oldest family-owned brewery in the United States, today announced a new beer genre that captures a legacy: German Craft.

German Craft beer is a cutting-edge collection of smooth, delicious brews, but it’s far from new. In fact, German Craft is 154 years old, and was started by Minnesota’s very own Schell family on the banks of the Cottonwood River, when top hats were still stylish. Unlike many of its younger competitors, Schell’s has prost-ed through Prohibition, low-carb diet crazes, and today’s crowded craft beer landscape.

“Beyond a refreshing beverage, beer drinkers are looking for a good story in their bottle,” said Ted Marti, President of Schell’s, and a fifth generation member of the brewing family. “We’ve got that covered — 154 years of deep tradition, history, variety and innovation all rooted in our German heritage.”

It’s themes like this—brewing old with new—that define Schell’s newly-launched German Craft campaign, which will come to life through an integrated marketing program and website redesign in partnership with Haberman, a full-service marketing agency in Minneapolis.

Schell’s produces the highest quality German Craft, a collection of award-winning lagers and specialty brews. For example, one Schell’s German Craft that has stood the test of time is its eminent Pilsner. Schell’s will release a limited series this March in celebration of its Pils’ 30th anniversary. The series will include the original 1984 recipe among other new varieties of the classic Pilsner in 12-pack samplers, which will be available at select bars, restaurants and liquor stores throughout the region.

About August Schell Brewing Company

August Schell Brewing Company (Schell’s) specializes in craft beer and boasts a proud heritage of 154 years of continuous family ownership. Schell’s is the second oldest family-owned brewery in the United States, founded in 1860 in New Ulm, MN. It became the oldest and largest brewery in Minnesota when the company acquired Grain Belt Beer in 2002. From traditional German brews to innovative spins, the Schell’s brewing process begins and ends with German Craft beer. For more information, go to