Schell's rebranding themselves as "German Craft"

Discussion in 'Great Lakes' started by BottleCaps80, Feb 5, 2014.

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  1. BottleCaps80

    BottleCaps80 Initiate (0) Jan 12, 2013 Iowa

    I love this. It's like a big middle finger to the Brewers Association, who deems them NOT an American Craft brewery, because they use adjuncts. So they now identify themselves as "German Craft", which I think is awesome. They've been brewing craft beer for 150 years. Cheers, Schells!

    (New Ulm, MN) – August Schell Brewing Company, the second-oldest family-owned brewery in the United States, today announces 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.
     
    #1 BottleCaps80, Feb 5, 2014
    Last edited: Feb 5, 2014
    creepinjeeper, dbossman, nogophers and 7 others like this.
  2. sacrelicio

    sacrelicio Pooh-Bah (1,838) Feb 15, 2005 Minnesota
    Pooh-Bah

    "smooth, delicious brews"

    Sounds kinda BMC-ish.
     
    #2 sacrelicio, Feb 5, 2014
  3. muck1979

    muck1979 Zealot (555) Jul 3, 2005 Minnesota

    Schell's new website, to go along with this re-branding, is kind of cool.
     
    #3 muck1979, Feb 5, 2014
    creepinjeeper likes this.
  4. Chaz

    Chaz Grand Pooh-Bah (3,668) Feb 3, 2002 Minnesota
    BA4LYFE Society Pooh-Bah Trader

    Kinda-sorta like giving them the prestidigital high hard one, but not quite: Who wants to alienate potential customers?
     
    #4 Chaz, Feb 5, 2014
  5. BottleCaps80

    BottleCaps80 Initiate (0) Jan 12, 2013 Iowa

    Very cool and much more modern than their old site.
     
    #5 BottleCaps80, Feb 5, 2014
  6. Pug

    Pug Initiate (0) Jun 6, 2012 Minnesota

    They have a catchy jingle on the radio, too.
     
    #6 Pug, Feb 5, 2014
    Chaz likes this.
  7. denali55421

    denali55421 Initiate (0) Dec 30, 2010 Minnesota

    I heard this shortly after reading this! I liked it
     
    #7 denali55421, Feb 6, 2014
  8. BottleCaps80

    BottleCaps80 Initiate (0) Jan 12, 2013 Iowa

    Enjoying some German Craft as I type this (August's Bock).
     
    #8 BottleCaps80, Feb 7, 2014
  9. jollygoodfellow

    jollygoodfellow Initiate (0) Jan 3, 2013 Wisconsin

    I'm a big fan of Augie and the annual "Snowstorm" never disappoints.
     
    #9 jollygoodfellow, Feb 7, 2014
  10. mothman

    mothman Grand High Pooh-Bah (6,016) Jun 21, 2007 Minnesota
    Pooh-Bah Trader

    Drinking some Bock right now. Mmmmm Mmmmm
     
    #10 mothman, Feb 7, 2014
  11. MN_Beerticker

    MN_Beerticker Initiate (0) Jul 10, 2012 Minnesota

    Schell's has been churning out hit after hit with Stag Series, Noble Star and the new semiannual beers ( Chimney Sweep and Goosetown). Nevermind Snowstorm and their flagships. Keep it up Marti's !
     
    #11 MN_Beerticker, Feb 7, 2014
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  12. Seefeldt

    Seefeldt Initiate (0) May 15, 2008 Minnesota

    I could really go for some Emerald Rye though...that stuff was the balls.
     
    #12 Seefeldt, Feb 7, 2014
    yasky, steorn and dj420 like this.
  13. MCImes

    MCImes Initiate (0) Dec 31, 2010 Connecticut

    I never bought schells much before the stag and star series, but both of those are great. Definitely worthy of the 'craft' designation IMO. Nothing wrong with their usual lineup either, just doesnt wow me much. Their new radio commercial is kinda funny too.
     
    #13 MCImes, Feb 7, 2014
  14. morimech

    morimech Grand Pooh-Bah (3,803) Nov 6, 2006 Minnesota
    Pooh-Bah

    Drinking Schmaltz's Alt. Always a good winter treat. Hopefully it is a sign that spring and maibock will be right around the corner.
     
    #14 morimech, Feb 7, 2014
  15. dj420

    dj420 Aspirant (261) Aug 9, 2007 Minnesota

    Yes it was. :slight_smile: I heard they weren't brewing this anymore? :slight_frown:
     
    #15 dj420, Feb 9, 2014
  16. garymuchow

    garymuchow Pooh-Bah (2,878) Aug 31, 2001 Minnesota
    Pooh-Bah

    From what I hear, it sold very well at first and then it just stopped selling. I too miss Emerald Rye
     
    #16 garymuchow, Feb 10, 2014
  17. morimech

    morimech Grand Pooh-Bah (3,803) Nov 6, 2006 Minnesota
    Pooh-Bah

    I also miss Hopfenmalz. At least Hopfenmalz had a longer run then Emerald Rye. How long was ER brewed, eighteen months?
     
    #17 morimech, Feb 10, 2014
  18. joelwlcx

    joelwlcx Initiate (0) Apr 23, 2007 Minnesota

    Now, don't get me wrong; I think August Schell's is a hell of a brewery.

    But I'm not sure if I'm every take "german craft" any bit seriously.
     
    #18 joelwlcx, Feb 11, 2014
  19. spartan1979

    spartan1979 Pundit (970) Dec 29, 2005 Missouri

    How is adding adjuncts to beer any different than all the other stuff craft breweries are putting in beer these days?
     
    #19 spartan1979, Feb 11, 2014
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  20. muck1979

    muck1979 Zealot (555) Jul 3, 2005 Minnesota

    *shrug* And I'm guessing the "blacklist" by the Brewers Association is strictly due to Schell's Grain Belt sales. I mean Schell's could easily make an all-malt Grain Belt, but then it sure wouldn't be Grain Belt anymore.
     
    #20 muck1979, Feb 11, 2014
    barrybeerdog likes this.
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