Alfred Marti, 88, chairman of Schell board, with plaque beside him. This was one of the presentations to the brewery Thursday.

Grateful New Ulm residents said thanks Thursday to the August Schell Brewing Company for being around 114 years.

More than 350 attended the first Industry Appreciation Day luncheon in Dr. Martin Luther College gymnasium, and dined on a German menu of landjaegers, warm German potato salad, pumpernickel rolls and sauerkraut salad.

There were Schell cans at every place, but they were coin banks. The beer was served a half hour prior to the luncheon in Hermann Park.

Even the statue of Hermann is younger than Schell brewing company by about 25 years.

John Hermann Jr., master of ceremonies singled out some of the good deeds done by Schell, like the free beer at the Red Cross bookmobile.

ENJOYING sign on the school bus that took people up the hill from luncheon were Mrs. Jay Cunningham, Mrs. Paul Radke and Mrs. Preuss.

“Where else,” he asked, “can you give a pint and get a quart in return?”

Frank Gibson, St. Louis, regional vice president of the U.S. Brewers Association, said that the association, founded in 1862, is the oldest national trade association.

“But we’re still two years younger than the Schell brewing company,” he said.”The U.S. Brewers Association is proud to have had the Schell brewery and the Marti family as members down through the years. The brewery and the family exemplify the finest traditions and the highest ideals in our brewing industry.”

John Farrell, president of the Minnesota Brewers Association, brought a greeting from the four other brewers in the state.

He presented a bound volume of congratulatory messages.

There were other presentations and tributes, including one from Rep. Ancher Nelsen.

Warren Marti, general manager of the brewery, thanked the Chamber of Commerce for the salute.

All the officers and employees of the brewery were present and introduced.

Following the luncheon, tours were conducted of the picturesque brewery on the hill above the Cottonwood River. More than 500 persons went through.

Today the employers put their work clothes on, and went back to bottling the Grand Old Beer.

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MAYOR CARL WYCZAWSKI read a proclamation proclaiming the week of Sept.12 through Sept. 18 as August Schell Brewing Week.

He urged “all citizens to join in saluting Schell’s for 114 years of leadership in business and in community involvement and in wishing continued prosperity to the August Schell Brewing Company for many, many years to come.”

Rep. Nelsen’s message stated: “It is a great pleasure to join with the membership of the New Ulm Chamber of Commerce in paying tribute to the August Schell Brewing Company for its long and illustrious service to the people of our state. Please express my heartiest congratulations to Alfred and Warren Marti and to all the other employees of the company for making Schell such a good product.

“I have always felt fortunate to have the best brewers in Minnesota located in my Congressional District, and I know the people of New Ulm feel the same way about their home town celebrities. Considering the tasty quality of the product, it is not surprising that the Schell company has been in business over 100 years. We have every expectation that the company will continue to grow and prosper during its second century of service.”