Schell's Beer Flat Top Can

Schell's Pleasure Packed Flat Top

This vintage flat top container represents a classic mid-century canning era for the August Schell Brewing Company of New Ulm, Minnesota. A standout feature of the design is the brewery's longtime leaping stag emblem, set against a circular red crest marked with the heritage date "Since 1860". Flanking the upper insignia in elegant script is the marketing motto "Pleasure Packed," which sits above a prominent scalloped central panel displaying the bold brand name and a bottom mandatory strip crediting the New Ulm brewer.

The Brand

Schell's flagship beer line descends directly from the company's historic Deer Brand recipes that defined the local palate in southern Minnesota for generations. In the post-World War II period, the brand was aggressively promoted throughout the Upper Midwest with upbeat slogans like "Pleasure Packed" to appeal to working-class patrons and outdoor enthusiasts alike. Schell's retained its core regional market by emphasizing traditional German-American brewing standards, eventually evolving to encompass an expansive lineup of craft lagers and seasonal specialties.

The Brewery

August Schell Brewing Company was established in 1860 by German immigrant August Schell along the banks of the Cottonwood River in New Ulm. Schell built the brewery to serve the German immigrants settling in the region. Remarkably, the facility survived the Dakota War of 1862 unscathed and endured national Prohibition by manufacturing near-beer, soft drinks, and ciders. Across multiple generations of Schell and Marti family leadership, the business stood firm against intense mid-century brewery consolidation. Schell's expanded its footprint in 2002 by acquiring the iconic Grain Belt brand, solidifying its status as one of America's oldest continuously operating, family-owned breweries.

Collecting Context

Flat top cans from independent Midwestern regional breweries hold an enduring place in breweriana collections. Because Schell's maintained a tight geographic distribution across Minnesota and neighboring states, its vintage steel containers offer a preserved glimpse into mid-century regional packaging. The "Pleasure Packed" variation is especially favored by collectors who focus on historic Upper Midwest brewing heritage and legacy family-operated plants.