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Directory🇺🇸 New Ulm · Minnesota · United States· New Ulm, Minnesota

August Schell Brewing Company

🌍 United States · Regional · Known for American Amber Lager · American Lager
Known for American Amber Lager · American Lager

America's second-oldest family brewery, founded by German immigrant August Schell in New Ulm in 1860. Schell's survived Prohibition and over 160 years of American brewing history. The brewery's German heritage is reflected in its lager-focused lineup — Firebrick and Deer Brand have been Minnesota staples for generations.

6Beers
3Styles
4.8%Avg ABV
1860Founded
Consistency· share of beers above catalogue avg
100%
catalogue avg 43%

Beers by August Schell Brewing Company

6 beers
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Grain Belt Nordeast
American Amber Lager · 4.7%
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Grain Belt Premium
American Lager · 4.7%
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Schell's Dark
American Amber Lager · 4.8%
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Schell's Deer Brand
American Lager · 4.4%
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Schell's Firebrick
Amber Lager · 5%
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Schell's Pils
German Pilsner · 5%
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← scroll to see all 6 beers →

Brewery DNA

The recurring character behind the beers

Drawn from all 6 beers in the catalogue.

Brewery signature · based on 6 beers
Signature
What keeps showing up across their beers.
cleanevery beer
6 of 6 beers
maltyevery beer
6 of 6 beers
bready
5 of 6 beers
crisp
5 of 6 beers

Four notes carry across the range. That's a tight house style — most breweries in the catalogue share just one. 2 of them come through every single beer.

Portfolio range
How broad they brew.
Varied6 beers · 3 style families
Lager 4Amber 1Dark 1

A handful of styles across their range — a shared thread has to hold across each of them.

How they compare
Each beer measured against others of its own style, then averaged across the range. Compared with 519 other breweries making American Lager and German Pilsner.

Across 6 beers in 3 style families, none of August Schell Brewing Company's characters carry through the whole range — the mix of styles they brew is the signature here.

typical for American Lager and German PilsnerAugust Schell Brewing Company
in no beersin every beer
clean
in all 6 of their beers · typical American Lager and German Pilsner brewery: all 5 out of 5
A shade above, but within the field.
malty
in all 6 of their beers · typical American Lager and German Pilsner brewery: 4 in 5
A shade above, but within the field.
crisp
in 5 of 6 · typical American Lager and German Pilsner brewery: 4 in 5
Right where the field sits.
refreshing
in 5 of 6 · typical American Lager and German Pilsner brewery: 4 in 5
A shade above, but within the field.
bready
in 5 of 6 · typical American Lager and German Pilsner brewery: 3 in 5
A shade above, but within the field.
Brewery performance
How their beers place in the hopIQ ranking.
Top 15%
average beer performance
0
beers in the Top 100
6 / 6
beers above the median
#158
best ranked beer
Schell's Deer Brand

Their beers place in the Top 15% of the catalogue on average, across 6 ranked beers. Consistent rather than spiky — no single standout carrying the rest.

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About August Schell Brewing Company

America's second-oldest family brewery, founded by German immigrant August Schell in New Ulm in 1860. Schell's survived Prohibition and over 160 years of American brewing history. The brewery's German heritage is reflected in its lager-focused lineup — Firebrick and Deer Brand have been Minnesota staples for generations.

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Location
New Ulm · Minnesota · United States
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