Schell's Deer Brand Beer Crowntainer

Schell's Deer Brand Crowntainer

The Schell's Deer Brand Beer Crowntainer is a celebrated release from the August Schell Brewing Company of New Ulm, Minnesota. Established in 1860 by German immigrant August Schell, the company holds historical distinction as one of the earliest established family-owned breweries in the United States and the oldest brewing operation in Minnesota.

The Deer Brand identity traces directly back to the brewery's founder. August Schell, who had a background as a forester in Germany, maintained a strong appreciation for wildlife. After constructing his brewery along the Cottonwood River valley, he established a private deer park on the brewery grounds, a landmark feature that still exists. His fondness for the animals led to the creation of the Deer Brand name and the prominent buck portrait that defines the packaging.

The can's graphics highlight this legacy with an illustration of a stag's head prominently positioned on the face, framed by traditional scrollwork and bold typography that honors the August Schell name and its New Ulm origin.

Among breweriana collectors, several variations of the can exist. These differences correspond to changing federal and state regulatory requirements over different manufacturing runs, including variations in alcohol declarations—such as versions designated as 3.2% versus strong beer—as well as slight modifications to mandatory brewery statements and tax notices. Today, the can remains a classic centerpiece for collectors focused on upper Midwest brewing history.