NEW ULM, MN. - The August Schell Brewing Co. (www.schellsbrewery.com), the second-oldest family-owned brewery in the country, brewer of Schell’s and Grain Belt, is launching its newest addition to its lager lineup November 14th. The latest addition to the portfolio, Chimney Sweep, joins an already powerful lineup of lagers that continue to quench the demanding palate of the upper Midwest craft beer drinker.
In July of this year, Schell’s released it’s Emerald Rye, an assertively hopped lager, which tips the scales at 60 IBU’s, rivaling that of an IPA. Emerald Rye is brewed with the Smaragd (German for Emerald) hop, imparting a unique fruity aroma with a touch of spicy rye to round out the flavor profile. The beer has caught fire in the Minnesota market with 12,000 case equivalents flying off the shelves.
The brewery had a very busy Oktoberfest season, with sales of its fall seasonal crushing expectations and gaining 18% from the previous year. Schell’s Oktoberfest, a classic Marzen style beer, was the star of the brewery’s first Oktoberfest celebration held on the brewery grounds. Festers came from all around to take part in the celebration that modeled the Munich festival, complete with live bands, traditional German food, and even lederhosen clad servers running liter mugs of beers to Stammtisch (reserved) tables.
Just last week, Schell’s released its Limited Release Stag Series #6, Fresh Hop Citra Pils. The beer was brewed with 100% fresh whole cone hops. The hops were harvested from the Pacific Northwest and shipped “wet” overnight to the brewery, where they went directly into the kettle. Only fresh Citra Hops were used in this unfiltered brew, imparting a citrusy flavor and aroma comparable to passion fruit, gooseberry, and other tropical flavors.
With winter quickly approaching the Midwest, Schell’s Snowstorm has just hit the shelves, welcoming that winter cold with a Biére de Noél to warm the spirits. Snowstorm is a unique seasonal that changes every year, allowing brew masters at Schell’s to flex their creative genius. This French style Christmas beer, pours a light amber with red tints, and is malt forward with noticeable yeast flavors of white pepper and citrus from an authentic French ale yeast.
And if that wasn’t enough, Schell’s will roll out yet another great new beer on November 14th. This new black lager draws its inspiration from the chimney sweeps of days past which are thought to bring good luck. Expect a black lager with a roasty maltiness, sturdy hop bitterness and an underlying subtle smokiness when diving into this new beer. The brewery will host two media release parties for Chimney sweep before it is released to the public on the 14th. If you are a journalist and would like to attend please RSVP by clicking the following link http://www.surveymonkey.com/s/SYXWXGS .
About August Schell Brewing Company:
August Schell Brewing Company is located in New Ulm, MN, sitting atop the same site it was built on in 1860. With its sprawling grounds, beautiful gardens, Schell Mansion, and even a deer park, the brewery is a tourist destination for any beer lover. Schell’s boasts a proud heritage of continuous family ownership and finely crafted beers. Brewery tours and tastings are offered at the brewery on Friday, Saturday, and Sundays. For more information on Schell’s Brewery or any of their 17 quality beers, go to www.schellsbrewery.com.