NEW ULM, Minn. (Nov. 21, 2022) — August Schell Brewing Co. is rolling out a striking new design on its bottles, cans, and packaging.

Striking 1920s Art Deco-inspired art steps forth on the new labels, bringing drinkers back to a time when Schell’s just started brewing its famous Deer Brand and Bock beers. Each can is adorned with historical references to give drinkers a taste of the brewery’s storied past.

Each case and can features the brewery’s iconic seashell, like the one you will see on their Deer Brand pre-prohibition lager. This was used on Schell’s products in the mid-20th century but features a meaningful new tagline, “Brewed to Endure” speaking yet again to the brewery’s eventful past.

Schell’s Brewery has faced numerous hardships throughout its 162-year history (the US-Dakota War, prohibition, and the decline of small, family-owned breweries in the 1970s—just to name a few), but the hard work and determination of our employees along with our thirsty drinkers have helped the brewery persevere and have defined what Brewed to Endure means.

Brewed to Endure speaks to something more than that. You don’t have to carve a brewery out of the Minnesota territory to understand it. There isn’t a person out there who hasn’t endured something they thought was unthinkable. People have sacrificed, struggled, and risked it all these last few years to achieve things they never thought possible. That’s grit. That’s determination. That’s what it means to be Brewed to Endure.