Schell's Beer 12 Oz Tab Top Can

Schell's Grand Old Beer Tab Top

This straight steel 12-ounce tab top container represents the August Schell Brewing Company's packaging from the early 1970s. Distinguished by the white background framed within its central shield graphic, this can showcases the brewery's longtime stag emblem alongside the prominent slogan, "It's A Grand Old Beer". A rectangular banner notes the founding date with "Since 1860," while the lower section carries the brewery's signature script mandatory markings from New Ulm, Minnesota.

Schell's Beer served as the cornerstone product of the New Ulm brewery, rooted in traditional German lager brewing practices. During the post-war era and into the 1970s, regional breweries faced fierce competition from expanding national shipping giants. In response, Schell's marketed its core brand by appealing to generational loyalty and regional heritage, utilizing slogans like "It's A Grand Old Beer" to reinforce its deep local roots. The flagship lager later re-adopted its traditional historic title, Schell's Deer Brand, which remains a staple of the brewery's portfolio.

Founded in 1860 along the Cottonwood River by German immigrant August Schell, the August Schell Brewing Company is the second-oldest family-owned brewery in the United States. The brewery navigated substantial historic challenges, including surviving the U.S.–Dakota War of 1862 and navigating Prohibition by bottling near-beer, carbonated soft drinks, and root beer. While the vast majority of independent regional breweries closed or were absorbed during the mid-to-late 20th century, Schell persevered under continuous multi-generational family leadership. It later spearheaded regional craft brewing innovations and expanded its footprint by acquiring Minneapolis's historic Grain Belt brand.

Vintage cans from August Schell are prized within breweriana collecting, particularly by enthusiasts specializing in Upper Midwest brewing history. Tab tops that preserve the iconic stag imagery and vintage promotional slogans document an era when historic independent family breweries stood strong against industry consolidation.