Schells BreweryEdit
Schell's Brewery, officially the August Schell Brewing Company, is a historic brewery based in New Ulm, Minnesota. Founded in 1860 by German immigrant August Schell, it stands as Minnesota's oldest family-owned brewery and one of the longest continuously operated in the country. The operation blends a traditional German brewing heritage with American industry, producing a range of beers that reflect the region’s strong German-American identity and the broader American craft and mass-market beer landscape.
The brewery sits at the heart of New Ulm, a city whose culture and architecture bear the imprint of 19th-century German settlers. Schell's has become a cornerstone of local economy and tourism, drawing visitors to guided tours, tastings, and long-running seasonal celebrations such as Oktoberfest events. The Schell family’s ongoing stewardship of the business—keeping ownership in the family across generations—is often cited as a defining feature of the company, distinguishing it from many peers that have been acquired by larger corporations. This ownership model aligns with a broader tradition of Family-owned business strength in the Midwest and beyond.
From a policy and economic perspective, Schell's operates within the American three-tier regulatory framework for alcohol distribution, balancing traditional production with modern distribution networks. Its story illustrates how a regional producer can maintain long-term viability in a competitive market, serving local communities while engaging with national markets. The brewery’s success is frequently discussed in the context of local culture, regional identity, and the regulatory environment governing beer and commerce in Minnesota.
History
Founding and early years
The August Schell Brewing Company began in the 1860s, when August Schell and his family established a small brewing operation in New Ulm, a city founded by German immigrants along the Minnesota River. The venture grew alongside the city’s own development as a center of German-American life, language, and tradition. Over time, the business expanded to meet the demands of settlers, farmers, and merchants who valued a locally produced, consistently available beer. The brewery’s German heritage and American entrepreneurial spirit helped it endure periods of upheaval and change, including waves of immigration and the shifting tastes of American beer drinkers. See also New Ulm, Minnesota and German American history.
Growth, regulation, and modernization
Throughout the late 19th and 20th centuries, Schell's evolved from a regional operation into a recognized name in Minnesota beer. The company navigated the challenges of Prohibition and later national regulatory changes, maintaining production where possible and rebuilding post-Prohibition to reestablish distribution. The era cemented Schell's as a model of long-term family stewardship and incremental modernization within a framework that favored stable ingredients, consistent quality, and steady growth. Learn more about the broader Regulation landscape and how it shaped regional brewers like Schell's during the period.
Modern era and international reach
In recent decades, Schell's has combined its deep-rooted heritage with modern brewing technology and market access to reach a wider audience. While maintaining a local presence in New Ulm, Minnesota and throughout Minnesota, the brewery participates in the national beer market, balancing tradition with efficiency and scale. Its ongoing appeal rests on a reputation for craft and consistency, a draw for visitors seeking a link to immigrant-era roots and contemporary American beer culture.
Beer and production
Styles and techniques
Schell's emphasizes lager-style beers alongside other traditional offerings that reflect its German root. The brewing approach blends time-honored techniques with contemporary quality controls to produce a range of beers that are characteristically drinkable and approachable, yet rooted in classic European influences. For aficionados, the portfolio often invites comparisons to traditional Lager styles, while also inviting modern sensibilities about flavor, aroma, and consistency. See also craft beer and Beer.
Ingredients and sourcing
As with many regional brewers, Schell's prioritizes quality ingredients and process integrity, with a preference for consistency and local or regionally sourced inputs where feasible. The emphasis on local communities and supply chains sits at the intersection of heritage and modern sustainability practices. Readers may explore Local economy and Sustainability as related topics.
Tours, heritage, and visitor experience
Schell's maintains public tours and a visitor experience that showcases brewing history, techniques, and the link between the brewery and New Ulm’s cultural calendar. Events such as Oktoberfest celebrations connect the craft to regional identity and tourism, reinforcing the brewery’s role as a cultural and economic anchor. See also Oktoberfest.
Ownership and economics
Family ownership and management
The Schell family has stewarded the business for generations, a point often cited in discussions about long-term planning, succession, and resilience in family-owned enterprises. This model is frequently presented as a contrast to the volatility of corporate ownership, emphasizing continuity, fidelity to local markets, and a steady pace of investment. For more on the family-owned business model, see Family-owned business.
Economic impact and regional role
As a long-standing employer and cultural institution in New Ulm and the surrounding region, Schell's contributes to the local economy through jobs, tourism, and regional branding. Its presence helps sustain related businesses in Minnesota and supports Greater Midwest regional commerce, while also illustrating how regional producers can compete and thrive within a broader national marketplace. See also Local economy and Tourism.
Controversies and debates
Heritage, culture, and modern identity
Like many regional cultural landmarks with immigrant roots, Schell's sits at the center of debates about how heritage is commemorated in contemporary life. Supporters argue that celebrating German-American history strengthens community bonds, preserves local customs, and stimulates tourism and economic activity. Critics may contend that some heritage narratives can feel exclusive or nostalgic. Proponents of tradition emphasize that celebrating historical culture need not exclude others but can affirm a shared American story built on hard work and community.
From a perspective focused on continuity and tradition, the emphasis on heritage is a way to anchor a business in its roots while offering broad, inclusive benefits to the community through employment, tourism, and cultural education. Critics who push for rapid social change may label heritage-driven branding as insufficiently progressive; supporters argue that the brewery’s mission remains about quality, family stewardship, and local character rather than political agendas. In this debate, defenders of heritage contend that “heritage marketing” can coexist with contemporary values and consumer choice, and that actual business outcomes—jobs, apprenticeships, and local investment—speak louder than slogans. See also German American history and Oktoberfest.
Marketing, politics, and social issues
The craft beer landscape includes a range of marketing choices that sometimes intersect with broader social and political discourse. Advocates of traditional branding argue that markets should reward quality, heritage, and consistency without being subsumed by partisan messaging. Critics may argue for more explicit engagement with social issues; supporters of traditional branding often view such campaigns as extraneous to the beer itself. In the Schell’s context, the focus remains on craftsmanship, heritage, and local ties rather than national political campaigns, a stance aligned with a practical view of small-business success and community service. See also Marketing and Craft beer.
Regulation and small business
Regulatory frameworks—such as the three-tier system for alcohol distribution and licensing—shape how a regional, family-owned brewery operates, expands, and competes. The conservative position often stresses the value of predictable regulation, reasonable taxes, and a level playing field for small firms against larger national players. Critics of regulation argue for lighter-touch governance to unleash growth; supporters emphasize safety, consumer protection, and fair competition. See also Three-tier system and Regulation.
Labor and employment
Small producers frequently discuss labor practices, wages, and working conditions in the context of family business governance. A focus on apprenticeship, local hiring, and stable employment is common in traditional business culture, while some advocates of broader labor initiatives push for higher wages or more extensive benefits. The Schell’s model illustrates how generational stewardship can align with a stable local labor market, and how debates over labor policy play out in a real-world, community-centered enterprise. See also Labor union and Local economy.