Schell’s celebrates a legacy of brewing
165 years and counting
The Concord Singers perform traditional German songs during Schell’s Brewery’s 165th anniversary celebration.
The Concord Singers perform traditional German songs during Schell’s Brewery’s 165th anniversary celebration.
A view of Schell’s Brewery in New Ulm, the second-oldest family-owned brewery in the U.S., during its 165th anniversary celebration.
Guests enjoy food, drinks, and a break from the heat inside Schell’s Brewery during the 165th anniversary celebration.
Guests take a guided tour of Schell’s Brewery on Saturday, learning about the brewery’s 165-year history and brewing process during the anniversary celebration.
The Concord Singers perform traditional German songs during Schell’s Brewery’s 165th anniversary celebration.
The Concord Singers perform traditional German songs during Schell’s Brewery’s 165th anniversary celebration.
A view of Schell’s Brewery in New Ulm, the second-oldest family-owned brewery in the U.S., during its 165th anniversary celebration.
Guests enjoy food, drinks, and a break from the heat inside Schell’s Brewery during the 165th anniversary celebration.
Guests take a guided tour of Schell’s Brewery on Saturday, learning about the brewery’s 165-year history and brewing process during the anniversary celebration.
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NEW ULM -- Schell's Brewery celebrated its 165th anniversary on Saturday, under sweltering conditions.
Even with the heat, crowds were in high spirits to honor the historic brewery's milestone.
Families, longtime locals, out-of-town visitors, and beer lovers of all kinds gathered to enjoy live music, food, brewery tours, and, of course, Schell's signature brews. The celebration served not only as a party but also as a tribute to the brewery's deep roots in the New Ulm community and its legacy.
The celebration was meant to honor Schell's as a whole, but it was also a time to recognize the longtime employees who have kept the brewery running behind the scenes. Throughout the day, guests were invited to take guided tours of the brewery, offering a closer look at Schell's history, brewing process, and the people who make it all possible.
One of the standout moments of the day was a performance by the Concord Singers, a beloved local group with strong ties to the area's German heritage. Their traditional music added to the atmosphere and gave attendees a taste of the cultural influence that helped shape both Schell's and New Ulm itself.
Eric Heukeshoven of Winona, performing with the Concord Singers, said it was a meaningful experience.
"It's a real honor and treat to perform for the 165th anniversary," he said. "It's a beautiful day. I can't think of a better place to play. I'm the son of a German immigrant, so it's special to be here."
Schell's Brewery employees shared their thoughts on what has kept the brewery thriving for more than a century and a half.
Jane Lebert said, "We are the second-oldest family-owned brewery in the United States, and being able to carry the legacy for 165 years is amazing." Becca Warta added, "Schell's is family-owned from New Ulm, very generous to the community, always helping others, and we never run out of beer."
Visitors had their own reasons for attending the event. Brett Gilbertson, a Tennessee native and student at Martin Luther College, said, "I was told to check out the brewery by others, and my first visit happened to fall on the anniversary. It was perfect timing."
Jennifer Descarrega, a New Ulm resident, said her connection to the brewery runs deep.
"My grandpa worked here for 18 years," she said. "I came to see the Concord Singers and enjoy the beer."
Derek Schreyer, also from New Ulm, said he visits regularly. "I'm a regular out here. I come every Sunday. It's Schell's 165th birthday, it's pretty incredible."
Ann Domeier from New Ulm summed it up "I love the bands playing today, getting together with the community, celebrating Schell's and, of course, the beer."
With music, memories, and beer in hand, the celebration highlighted what Schell's Brewery has meant to New Ulm for generations and why it continues to be a local treasure.