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‘It’s our favorite day of the year’

Schell’s Oktoberfest offers authentic German experience

By Dylan Jackson 4 min read

NEW ULM – Regulars and first-timers lined up at the entrance of Schell's Brewery Saturday to partake in a particularly hot Oktoberfest, with temperatures reaching a high of 89 degrees.

Emily Sackriter and Richard Keller from Paynesville, Minnesota were the first in line, arriving around 9:15 a.m., an hour and 15 minutes before gates opened. For the past five years they have attended both weekends of Oktoberfest in New Ulm.

For others, like New Ulm resident Becky O'Neill, Oktoberfest celebrations stretch past the Schell's property.

O'Neill has been throwing Oktoberfest parties since she moved to the town in 2016.

The party consists of family, friends, beer, brats, and Oktoberfest decorations.

"We go all out," O'Neill said. "It's our favorite day of the year in New Ulm."

She was excited for Schell's Oktoberfest, anticipating good attendance due to favorable weather.

Among O'Neill's group was first time celebrator Michelle Sackville, who was invited by a friend.

"Andrea invited me and said Becky puts on a heck of a party," Sackville said.

From Wisconsin, Sackville looked forward to the polka music, beer, and dancing.

Schell's Hobo Band, Alpensterne, DJ Strudel Boy, and the Deuschle Duo provided plenty of music for attendees to dance to throughout the day.

For activities, the weiner swing and steinholding competitions were popular.

The first steinholding competition began at 11:30 a.m., where Nick Banta from Cottage Grove, Minnesota, took first place with a time of five minutes. It was his first time doing steinholding, and he said he would do it again any time.

Steins were available for purchase at the Schell's gift shop from workers Saige Wilfahrt, Mya Anthony, and Logan O'Neill.

"People love the beer stein because they use it immediately," Wilfahrt said. "The coolest item is the beer stein shaped like a boot."

Wilfahrt began working at Schell's in 2024, becoming coworkers with her childhood friend Anthony.

"Every year, me and Mya come down from college and we work Oktoberfest together," Wilfahrt said.

Anthony started her job at Schell's in 2022 when she was in high school.

"I haven't celebrated because I'm always working it," Anthony said.

If Anthony were to celebrate, she would do so by getting sauerkraut.

Working at the gift shop has allowed Wilfahrt and Anthony to meet a range of people from all over the map. Alaska, California, and Germany were just a few places where people have visited from.

As a linguistics major, Wilfahrt particularly enjoys when Germans visit so she can practice her German. She also enjoys the excuse to wear her dirndl.

"I really like being able to wear my dirndl, it's awesome," Wilfahrt said.

She purchased her dirndl in Berlin when studying abroad in Germany and attended Berlin's Oktoberfests, which typically happens at the end of September.

"Oktoberfest was originally celebrated to mark the end of the harvest so usually it was around the end of September," Wilfahrt said.

She said that Schell's does a great job at replicating Oktoberfest tradition.

"It's basically the same in the sense that it's a bunch of people standing around and they drink and sing," Wilfahrt said. "There's a lot of polka, there's a lot of spätzle and there's a lot of sauerkraut."

Their coworker Logan O'Neill, who is the son of Becky O'Neill, has grown to appreciate the historical significance of Schell's Brewery. O'Neill also works at the Brown County Historical Society as a Museum Curator.

"When I moved here in 2016 I really only thought of New Ulm as an old German town and the only reason people come here is because of the brewery," O'Neill said.

As he spent more time in the town, O'Neill began to look at it in a different light.

"I realized that the brewery itself is what makes New Ulm stand out in a very positive way. If not for the brewery, in my opinion, New Ulm would be like any other midwest small town," he said.

O'Neill's interest in history played a part in applying at the Brewery.

"There are a lot of stories and history that comes with it," O'Neill said. "Hearing directly from the Marti's, it puts a cool perspective on it."

The August Schell brewing company is the second oldest brewing company in the United States, celebrating its 166th birthday this year.

Oktoberfest this year also coincided with the birthday of Schell's President Ted Marti.

Marti's message to the town: "Have fun and be patient, enjoy the music and enjoy the day."

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