Crossroads Pilsner Beer 12 Oz Tab Top Can

Schell's Crossroads Pilsner Can

The Crossroads Pilsner Beer 12 oz can represents a fascinating chapter in the packaging history of the August Schell Brewing Company in New Ulm, Minnesota. Established in 1860 on the banks of the Cottonwood River, August Schell holds the distinction of being the second-oldest family-owned brewery in the United States.

Background & Contract Canning

During the era of regional contract brewing and private labeling, August Schell produced a variety of special-label and house-brand cans alongside its primary flagship lineup. The Crossroads label was produced as part of this tradition of custom runs, often associated with regional establishments and distributors in the Upper Midwest, such as Andy's Crossroads. These custom runs allowed regional breweries like Schell to maintain steady canning operations while catering to specific local markets.

Label Characteristics & Variations

The face of the can features bold, graphic typography highlighting the "Crossroads" name alongside mandatory text identifying the August Schell Brewing Company of New Ulm, Minnesota. Collectors have documented variations across production runs, including differences in the center panel color scheme as well as slight revisions to the mandatory text placement and styling.

Collector Significance

Cans from August Schell's private-label and regional contract lines are staples within Upper Midwest breweriana collections. Because contract-labeled beers were typically distributed in smaller, targeted markets compared to high-volume commercial brands, preserved cans from this series serve as important historic artifacts of Minnesota's independent brewing legacy.