Exploring the Legacy of August Schell Brewing Company
The August Schell Brewing Company has a rich history that dates back to the 1850s, when German immigration played a significant role in shaping the local beer business in New Ulm, Minnesota. Today, Schell’s Brewery is recognized for its German-style pilsners and lagers, making it a prominent name in the brewing industry. The brewery offers guided tours, an on-site museum, and a craft beer experience at the taproom, showcasing the legacy and traditions of the Schell family. Let’s explore the key takeaways from the legacy of August Schell Brewing Company:
Key Takeaways
- Schell’s Brewery is the second oldest family-owned brewery in the United States.
- The brewery is known for its German-style pilsners and lagers, reflecting its rich heritage and traditions.
- Visitors can enjoy guided tours, an on-site museum, and a craft beer experience at the taproom.
- The local beer business in New Ulm is deeply rooted in German immigration, contributing to the brewery’s success.
- The August Schell Brewing Company has survived Prohibition and continues to thrive, showcasing resilience and innovation.
The Humble Beginnings of August Schell Brewing Company
From German Immigrant to Brewing Pioneer
The local beer business in New Ulm City is grounded in German immigration, which in the 1850s reached its peak. Due to the weather, soil, and a number of immigrants from beer-loving nations, Minnesota proved to be one of the most fruitful sites for brewing in the country and became well-known for its excellent beers. Schell’s Brewery, recognized for German-style pilsners and other delicious lagers enjoyed throughout the state and the rest of the US, is the second oldest family-owned brewery in the states and the oldest one in Minnesota. The brewery continues to thrive today, probably in large part as a tourist attraction. Many of the things that made the colonies thrive in their heyday now attract visitors: delicious food, wine and beer, German ambience, beautifully crafted items, museums celebrating the heritage, etc. A visit to the brewery’s on-site museum offers terrific talks about the company’s beer and its history, as well as some tasty samples. The Hermann Heights Monument, a must-see on any trip to New Ulm, is a famous sculpture of Arminius, the ancient Roman officer and defector, later chief of the Cheruscans, who was instrumental in the defeat of three Roman legions in the Battle of the Teutoburg Forest.
The Birth of a Brewery in New Ulm
In the heart of Minnesota, where the soil is as rich as the cultural heritage, the August Schell Brewing Company found its home. It was here, amidst a community of beer-loving German immigrants, that a vision for a local brewery began to ferment. The year was 1860, and August Schell, a German immigrant himself, set out to quench the thirst of his fellow settlers with the familiar taste of home.
Schell’s dedication to brewing excellence quickly established a reputation for the brewery. The local beer business in New Ulm City, grounded in the peak of German immigration in the 1850s, found its stride. The combination of favorable weather, fertile soil, and a community eager for a taste of das Vaterland made it an ideal location for Schell’s endeavor.
Tip: When visiting Schell’s, don’t miss out on the on-site museum and tours for an immersive experience into the brewery’s storied past.
The brewery’s early offerings were simple yet satisfying, catering to the tastes of the local populace. Over time, these foundational beers would evolve, but the commitment to quality never wavered. Today, Schell’s stands as a testament to the enduring legacy of its founder, continuing to serve up history with every pour.
Surviving the Odds: Prohibition and Beyond
Dodging the Dry Spell: Strategies During Prohibition
During Prohibition, the survival of August Schell Brewing Company was a testament to resilience and ingenuity. With the ban on alcohol production and sales, the brewery faced significant challenges, but the Schell family refused to give up. They adapted by producing non-alcoholic beverages and diversified their offerings to include soft drinks and other products. This strategic shift allowed them to stay afloat and maintain their presence in the market, demonstrating their unwavering commitment to their craft and community. The brewery’s ability to navigate through this challenging period reflects the determination and resourcefulness that has defined its legacy. The Schell family’s dedication to their craft and their community was truly remarkable, and it continues to inspire the brewery’s operations to this day.
Post-Prohibition Resurgence and Growth
With the repeal of Prohibition in 1933, August Schell Brewing Company, like many others, faced the monumental task of rebuilding a business that had been stifled for over a decade. The brewery’s response was swift and strategic, pivoting from the production of near beer and soft drinks back to its original passion for brewing quality beer. This period marked a significant resurgence for the company, as it not only returned to its brewing roots but also expanded its operations and reach.
The post-Prohibition era was a time of renewal and optimism for the brewery. Schell’s commitment to quality and tradition played a crucial role in its revival. The brewery’s ability to adapt, coupled with a steadfast dedication to the craft, ensured a steady growth in the following years. Here’s a glimpse of the brewery’s journey during this time:
- Reinstating the production of traditional lagers and ales
- Modernizing equipment and facilities to increase efficiency
- Expanding distribution networks to reach new markets
- Introducing new beer varieties to cater to evolving consumer tastes
Remember, the success of a brewery post-Prohibition was as much about embracing change as it was about preserving tradition.
As the brewery moved forward, it continued to face challenges, including the Great Depression and the onset of World War II. However, the resilience and innovation that had carried it through Prohibition remained at the core of the company’s ethos, laying the foundation for future success.
Brewing Traditions and Innovations
Staying True to German Roots
The August Schell Brewing Company has always prided itself on its steadfast commitment to German brewing traditions. From the selection of hops to the meticulous lagering process, each step is a nod to the legacy of its founder and the rich brewing heritage he brought from Germany. The brewery’s dedication to authenticity is not just about following recipes; it’s about preserving a craft that has been passed down through generations.
At the heart of Schell’s brewing philosophy is the Reinheitsgebot, the German Beer Purity Law of 1516, which dictates that beer should only be made from water, barley, and hops. This principle has guided Schell’s production for over a century, ensuring that each beer is a reflection of traditional German quality and simplicity.
The key to understanding Schell’s success is recognizing the balance they strike between honoring tradition and adapting to modern tastes.
While many breweries have shifted to more experimental and trend-driven beers, Schell’s has maintained a lineup that celebrates the timeless flavors that have defined German beer for centuries. Their commitment is evident in their flagship brews, which have garnered a loyal following and have become synonymous with the Schell’s name.
Embracing New Brewing Technologies
In the ever-evolving world of craft beer, staying ahead means embracing the new without forgetting the old. August Schell Brewing Company has managed to strike this delicate balance by integrating modern brewing technologies into their time-honored processes. This fusion of tradition and innovation is evident in their approach to brewing, packaging, and quality control.
One of the key areas where technology has made a significant impact is in the brewing process itself. Advanced fermentation systems allow for more precise control over temperature and environment, leading to consistently high-quality beers. Moreover, the use of automated bottling and canning lines has streamlined production without compromising the craftsmanship that Schell’s is known for.
- Precision fermentation control
- Automated bottling and canning
- Enhanced quality assurance methods
Embracing technology does not mean abandoning tradition; it’s about enhancing the craft to deliver the best possible product to beer enthusiasts.
The brewery’s commitment to innovation extends to their environmental footprint. Energy-efficient equipment and waste reduction practices demonstrate that modern technology can also contribute to sustainability—a value deeply rooted in the Schell’s ethos.
The Schell’s Beer Portfolio: A Taste of History and Modernity
Classic Lagers and the Craft of Perfection
When it comes to classic lagers, Schell’s Brewery has truly perfected the art. The rich history and dedication to traditional German brewing techniques have resulted in a portfolio of lagers that are timeless in their appeal. Each batch is crafted with meticulous attention to detail, ensuring that every sip delivers an authentic and satisfying experience. From the iconic Schell’s Pilsner to the smooth and flavorful Firebrick, these lagers are a testament to the brewery’s commitment to quality and tradition.
For those who appreciate the numbers, here’s a quick look at the variety of classic lagers offered by Schell’s Brewery:
| Lager Type | Description |
|---|---|
| Pilsner | Crisp, clean, and refreshing |
| Firebrick | Smooth, malty, and slightly sweet |
| Bock | Rich, full-bodied, and robust |
| Zommerfest | Light, golden, and perfect for summer enjoyment |
Whether you’re a seasoned lager enthusiast or new to the world of classic brews, a visit to Schell’s Brewery promises an unforgettable journey through the history and craftsmanship of these beloved lagers.
Seasonal Brews and Experimental Flavors
When it comes to seasonal brews and experimental flavors, August Schell Brewing Company takes pride in pushing the boundaries of traditional brewing. Each season brings a new opportunity to showcase the creativity and innovation of the brewery, with a focus on delivering unique and exciting taste experiences to beer enthusiasts. From the rich, caramel notes of Schell’s Snowstorm 2023 Four Rye Dark Ale to the subtle hints of orange spice and honey in other seasonal brews, the brewery’s commitment to quality and diversity is evident in every sip. The dedication to crafting exceptional seasonal brews is a testament to the brewery’s passion for both tradition and innovation. Beer lovers can expect a delightful journey of flavors with each new release, making the seasonal offerings a highlight for those seeking a taste of something truly special.
A Family Affair: The Schell’s Leadership Through Generations
Passing the Torch: Leadership Transitions
After several generations of leadership transitions, the Schell family continues to steer the brewery with a blend of traditional values and forward-thinking strategies. The commitment to quality and innovation has been a hallmark of the Schell’s leadership.
The family’s dedication to the brewery’s legacy is evident in their focus on maintaining the highest standards of brewing. This commitment is reflected in the brewery’s diverse portfolio, which includes a wide range of classic lagers and seasonal brews.
In addition, the Schell family has been actively involved in the community, organizing festivals and events at the brewery grounds. Their role in fostering a sense of community and tradition in New Ulm is a testament to their enduring legacy.
For those navigating leadership transitions in family businesses, it’s essential to strike a balance between honoring tradition and embracing innovation. The Schell family’s journey offers valuable insights into the delicate art of preserving heritage while adapting to the demands of modern brewing.
Keeping the Family Legacy Alive in Modern Times
The Schell family has always been deeply committed to preserving the legacy of their brewery for future generations. As a family-owned and operated business, they prioritize maintaining the values and traditions that have been passed down through the years. This dedication to heritage and continuity is evident in the way they involve family members in key decision-making processes and ensure that the brewery remains a symbol of unity and resilience within the community.
In addition to upholding the family legacy, the Schell’s have also embraced modern sustainability practices to ensure that the brewery continues to thrive in an ever-changing world. By implementing eco-friendly initiatives and innovative technologies, they are not only honoring the past but also securing a sustainable future for the brewery and the environment.
To further illustrate the commitment to tradition and innovation, here is a brief overview of the Schell’s Beer Portfolio:
| Beer Type | Description |
|---|---|
| Classic Lagers | Timeless brews that capture the essence of tradition and craftsmanship. |
| Seasonal Brews | Innovative flavors that reflect the spirit of experimentation and creativity. |
The Schell family’s dedication to preserving the past while embracing the future serves as an inspiration to breweries and families alike, embodying the essence of resilience, quality, and community involvement.
The Brewery as a Cultural Hub
Festivals and Events at the Schell’s Grounds
The August Schell Brewing Company is not just a producer of fine beers; it’s a vibrant part of the community, hosting a variety of events that bring people together. From the eagerly anticipated Bockfest to the intimate ‘Into The Depths‘ tours, the brewery grounds serve as a gathering place for beer enthusiasts and families alike.
One of the standout events is the ‘Into The Depths’ tour, a deep dive into the brewery’s rich history and operations. Here’s what attendees can expect:
- 4:00 pm: Check-in at the Schell’s Museum
- 4:30 pm: Tour begins, showcasing the historic Schell’s beer caves and original taproom
- 6:00 pm: Tour concludes with a happy hour in the Bier Halle
Each participant receives a custom Schell’s Tour Glass and two drinks to enjoy during the tour. Remember, this is a 21+ event, and a valid ID is required for participation.
Tip: Tickets are limited to 25 people per tour, so be sure to book in advance to secure your spot!
The Role of the Brewery in the New Ulm Community
The brewery in New Ulm is more than just a place to enjoy a good beer. It’s a cultural hub that brings together locals and visitors alike. With its rich history and commitment to brewing traditions, the brewery has become a symbol of community pride and heritage. Whether it’s the annual festivals or the warm camaraderie at the taproom, the brewery fosters a sense of belonging and celebration. Visitors can experience the blend of modern craft beers and traditional lagers, creating a unique and vibrant atmosphere that captures the essence of New Ulm.
For those interested in the brewery’s impact, here’s a brief overview:
- The brewery hosts annual festivals and events that draw in crowds from near and far, adding to the lively spirit of the community.
- The taproom, with its wooden picnic tables and antique iron kettle bar, offers a cozy and inviting space for locals to gather and share stories over a pint.
- The brewery’s commitment to preserving German brewing traditions while embracing new technologies reflects the city’s rich cultural heritage and innovative spirit.
Visiting the brewery is not just about savoring a cold beer; it’s about immersing oneself in the vibrant tapestry of New Ulm’s history and community.
In Conclusion
The legacy of August Schell Brewing Company is deeply rooted in the rich history of German immigration and the fruitful brewing culture of Minnesota. As the second oldest family-owned brewery in the United States, Schell’s Brewery continues to produce and offer German-style pilsners and other delicious lagers that are enjoyed throughout the state and beyond. The on-site museum and guided tours provide a fascinating look into the company’s history and operations, making it a must-visit destination for beer enthusiasts and history buffs alike. A visit to Schell’s Brewery is an immersive experience that offers a blend of tradition and craft, making it a standout attraction in downtown New Ulm, Minnesota.
Frequently Asked Questions
What is the history of August Schell Brewing Company?
August Schell Brewing Company has a rich history dating back to the 1850s, when it was founded by a German immigrant. The brewery has survived Prohibition and continues to thrive as the second oldest family-owned brewery in the United States.
What types of beers does August Schell Brewing Company offer?
August Schell Brewing Company is known for its German-style pilsners and other delicious lagers. They also offer a variety of seasonal brews and experimental flavors for beer enthusiasts to enjoy.
Can visitors take a tour of August Schell Brewing Company?
Yes, August Schell Brewing Company offers guided tours that provide a behind-the-scenes look at the historic brewery’s operations and production process. Visitors can explore the brew houses, production areas, bottling/canning/kegging areas, and even visit the historic Schell’s beer caves and original taproom.
Is there an age requirement for the brewery tours?
Yes, the brewery tours are limited to participants aged 21 and above. A valid ID is required for entry.
What other attractions are there in New Ulm, Minnesota?
Aside from August Schell Brewing Company, visitors to New Ulm can explore the Hermann Heights Monument, enjoy wine tasting at Morgan Creek Vineyards, and experience the local beer culture and heritage.
What is the significance of the Hermann Heights Monument?
The Hermann Heights Monument is a must-see attraction in New Ulm, featuring a famous sculpture of Arminius, an ancient Roman officer and defector. The monument holds historical significance and offers a unique experience for visitors.
