August Schell Brewing Company is one of the great stories in American brewing — a family-owned brewery that has been producing exceptional beer in New Ulm, Minnesota since 1860, surviving Prohibition, two World Wars, and the consolidation of the American brewing industry that wiped out hundreds of regional breweries in the 20th century.

Today, Schell's is the second-oldest family-owned brewery in America (after Yuengling in Pennsylvania), still operated by the Marti family — descendants of the original Schell family — and still producing beer in the same location where August Schell built his brewery 165 years ago. It's a living piece of German-American history, and a visit to the brewery is one of the most rewarding experiences in the Midwest.

August Schell was a German immigrant who arrived in New Ulm in 1856 and established his brewery four years later. The brewery survived the Dakota War of 1862 — when much of New Ulm was burned — because August Schell had maintained good relations with the Dakota people and his family was protected. The brewery has been in continuous operation ever since.

The Schell family operated the brewery until the early 20th century, when it passed to the Marti family through marriage. The Martis have operated it ever since, maintaining the family character and the commitment to quality that has defined Schell's for 165 years.

Prohibition: Schell's survived Prohibition (1920–1933) by producing near beer (low-alcohol beer), soft drinks, and malt syrup. When Prohibition ended, the brewery resumed full production and has never looked back.

The Schell's brewery complex is one of the most beautiful in America — a collection of historic buildings set in a park-like landscape of gardens, deer park, and the Cottonwood River. The grounds are open to visitors year-round, and the combination of historic architecture, beautiful gardens, and the smell of brewing beer creates an experience that is genuinely memorable.

The Deer Park: The brewery's deer park — home to a small herd of white-tailed deer — is a beloved New Ulm institution. The deer have been part of the brewery grounds for generations, and feeding them is a highlight of any visit.

The Gardens: The brewery's formal gardens, maintained in the German tradition, are beautiful in spring and summer, with roses, perennials, and the kind of careful, ordered beauty that reflects the German heritage of the community.

The Historic Buildings: The original brewery buildings — some dating to the 1860s — are beautifully maintained and give the complex a sense of history and continuity that is rare in American brewing.

Schell's produces a wide range of beers, from traditional German lagers to creative craft ales. The core lineup reflects the brewery's German heritage, with excellent examples of the classic German styles.

Schell's Firebrick — the brewery's flagship lager, a Vienna-style amber lager with a rich, malty character and a clean, crisp finish. This is the beer that has sustained Schell's for generations, and it remains one of the finest American lagers.

Schell's Deer Brand — a classic American lager in the German tradition, light and refreshing with a clean, malty character. The label features the deer that have been part of the brewery grounds for generations.

Schell's Pilsner — a traditional German-style pilsner with a crisp, hoppy character and a clean finish. One of the finest pilsners brewed in America.

Schell's Dunkel — a dark Munich-style lager with a rich, roasty character and a smooth, satisfying finish.

Schell's produces an extensive range of seasonal and specialty beers throughout the year, including:

Bock (spring) — a traditional German bock beer, rich and malty, celebrating the arrival of spring.

Snowstorm (winter) — an annual winter seasonal that changes style every year, always a surprise and always excellent.

Stag Series — a rotating series of small-batch specialty beers that showcase the brewery's range and creativity.

Grain Belt — Schell's acquired the Grain Belt brand in 2002 and has revitalized it as a premium Minnesota lager. Grain Belt Premium is now one of the best-selling craft beers in Minnesota.

Schell's offers brewery tours on weekends throughout the year, with expanded tour schedules during Oktoberfest and other special events.

The Tour: The 45-minute tour covers the brewery's history, the brewing process, and the historic buildings and grounds. Tours end with a tasting of several Schell's beers.

The Tap Room: The Schell's tap room is open on weekends year-round, offering the full lineup of Schell's beers on draft, along with merchandise and take-home beer.

Tour Schedule: Saturday and Sunday, 1pm and 3pm (year-round); additional tours during Oktoberfest and special events.

Admission: $5 per person (includes tasting)

Schell's Oktoberfest is one of the most authentic Oktoberfest celebrations in America — a multi-weekend event that combines the brewery's exceptional beer with traditional German food, music, and community spirit.

The Beer: Special Oktoberfest lagers brewed specifically for the celebration, in the traditional Märzen style.

The Food: Traditional German food — bratwurst, pretzels, sauerkraut, and schnitzel — prepared by local vendors.

The Music: Traditional German oompah bands, polka music, and folk dancing.

When: Last two weekends of September and first weekend of October.

Getting There: The Schell's brewery is located at 1860 Schell's Road, just south of downtown New Ulm. It's about a 10-minute walk from the downtown area.

Best Time to Visit: Oktoberfest (late September/early October) for the full experience. Spring (April–May) for the beautiful gardens and the Bock beer release.

Combining with Other New Ulm Attractions: The brewery is best combined with a visit to the Hermann Monument, the Glockenspiel, and lunch or dinner at Veigel's Kaiserhoff for a full day of German-American culture.

For more on New Ulm, see our New Ulm Weekend Guide, New Ulm German Heritage, New Ulm Outdoor Recreation, and New Ulm Seasonal Festivals.