Schell’s to Release New Hoppy Lager, “Arminius”

Excited to try this one!

 

Sounds like Schell’s is taking a play out of the Jack’s Abby playbook to which I exclaim: Yay!

I really wish that Schell’s was distributed in my neck of the woods since I would very much like to try Arminius; it sounds like a tasty American Pale Lager.

Cheers to Schell’s Brewery!

 

Along with this and their new Pilsner mixed 12 pack, Schell's is doing nice things in the lager category this year. Stoked!

 

Which brands are in the mixed 12 pack?

Cheers!

 

I sure bet we could work something out

 

Anyone more excited about the Pilsners than another IPA disguised as a lager should check out this post.

This was right about the time I discovered August Schell (thank you Merchant du Vin) and better beers from regional breweries. Long before the Micro Boom®.

I love what Schell is doing with traditional German styles... I wish they wouldn't succumb to "trends."

 

Not to derail this thread, but here is an excerpt from the official press release.

The Schell’s 30th Anniversary Pilsner Series will consist of four different Pilsner beers. It will include the original recipe from 1984, Schell’s current Pils beer and two new innovative varieties made to help celebrate this historic occasion, a Roggen and Mandarina Bavaria Pils. Schell’s original Pils recipe is what the late beer aficionado Michael Jackson called “One of the best American examples of the Pilsner style.” It has a light maltiness, delicate noble hop aroma and a pleasant hop bitterness. The current Pils beer recipe has evolved over the past 30 years. Today it is brewed with 100% 2-row barley malt and is dry hopped with Sterling hops. It has a rich malt body accented by a large floral hop and malt aroma with a refreshing hop tang. The Roggen Pils is a twist on the traditional, featuring spicy rye malt coupled with spicy Tettnang and Smaragd hops from the Tettnang region of Germany. The fourth Pils variety showcases a new hop from Germany called Mandarina Bavaria. Its strong tangerine and citrus notes dominate the flavor and aroma.

This series will be released in 12-pack samplers containing 3 12oz. bottles of each variety and sets of 4 1/6-barrels starting in February.

 

I must have missed something in the press release. Did it say we were going to quit making Pils or Firebrick or Bock or Maifest or Hefeweizen or Zommerfest or Octoberfest?

 

Not at all, did I imply that? I just don't understand the need to create a hopped up lager in the lines of a Double Agent IPL or something from the oft lauded Jack's Abby (lagers for ale drinkers...)

And what part of "I love what Schell is doing with traditional German styles..." led to such consternation?

I think the winter weather is getting to everyone... me included -- albeit, I haven't had the new Arminius, but

turns me way off, my friend. Hardly "German Craft."

 

Not to bust your chops at all, Steve, but I'll play devil's advocate for a moment and suggest that -sometimes- the best way for an old line, regional brewery like Schell to reach out to new, potentially-regular buyers is to introduce new brands which also happen to play nicely with one or more beer market trends of-the-moment, and Arminius* sounds like it will do the trick.

More generally (as a lager-lover) I'd hazard a guess that Craft Beer as a hobby (or maybe hobbyist's pursuit?) tends to be comprised mostly of drinkers who prefer ales to lagers, and there's nothing wrong to my mind with the practice of "tricking" them into liking lager, once in a while.

*It's also worth noting that Schell has a couple of other brands coming out in similar packaging format (16oz cans) this summer, and this is definitely seen -by the buyer- as innovation, rather than as novelty, in the Minnesota market. So! Good on Schell for making strides in that way -- it helps them to remain relevant in a sea of new brands in their home market, both from out of state and in-state startups.

 

Can't wait to try this.

 

I'll reiterate that I'll hold opinion until I actually try the beer, but to busting chops -- you and I have oft discussed over-hopped gimmick beers, and to not waffle -- even on the "emperor's new clothes" of a brewery we both respect, I still stand strong at skeptical.

"Tricking." Hmmm.

 

I guess I don't understand why it bothers you that much. Is a hoppy beer in our family of beers against some rule? Perhaps we should brew only traditional German beers for Snowstorm and the Stag Series too? It's one beer. Relax.

 

I don't think Schell's has to trick anyone. Last I heard Nordeast is still clicking away (for awhile they couldn't keep up with demand). I think it more has to do with Jace wanting to see the brewery push the boundaries a little bit without losing what they're about (see Frambois Du Nord). Solid brewery and Pils is one of my favorite summer brews.

Has anyone seen these mix packs yet? Said Feb and I haven't seen them yet.

 

Bergbrew: Nevermind the statement: "I wish they wouldn't succumb to "trends."" I for one appreciate what Schell's does with traditional German beer styles, and the innovative new ideas!! Your Stag, Snowstorm, & Star of the North series have been outstanding & I look forward to the latest addition: Arminius..."Herman the German"...Cheers!!

 

Back at'cha. Why are you concerned with one little voice in the crowd? Especially a voice that has consistently praised August Schell beers and will more than likely continue it. Except maybe for the bad taste this thread is leaving in my mouth.

Once again, it's all about jumping on the IPL bandwagon… as if another rendition of IPAs are needed on the shelves. It's a stance I've taken since the advent of this mock-style, not just since Schell chose to brew one.

Why thank you Mr. Pot.

 

I wish Schell's came further east. I hear nothing but good things about the brand and would like to try several of their beers. Not this one, but a bunch of others, and the mixed Pilsner pack sounds awesome.

 

Both this and the mixed Pilsner pack sound great. Looking forward to it!

 

I'm not going to attack this comment or try to guilt you as it seems others have been doing, but I would point out the difference between 'succumbing to trends' and 'adapting to current market demands'.