August Schell Grain Belt Beer Teaming Up With Mötley Crüe for Nordeast Amber Lager

Today I have a new musical collaboration beer, and it’s coming from August Schell Brewing in New Ulm, Minnesota. This is Grain Belt Beer Nordeast, and it will be brewed in collaboration with Mötley Crüe for The Return Of Carnival Of Sins. Mötley Crüe is bringing back their iconic “Carnival of Sins” for a major 2026 North American tour, celebrating the original’s 20th anniversary and the band’s 45th, featuring special guests Tesla and Extreme with a reimagined show and updated setlist. The tour kicks off in July 2026, hitting numerous cities across the U.S. and Canada, with tickets going on sale in late 2025. A portion of each ticket sold goes to the ASAP! charity, continuing the band’s philanthropic efforts. This beer will be an American amber lager that will hit a sessionable 4.5%-AbV and it will be packaged in 16-oz cans. Stay tuned for beer release and tour details.

About August Schell Brewing:

August Schell Brewing Company, founded in 1860 by German immigrant August Schell in New Ulm, Minnesota, is America’s second-oldest brewery and the oldest family-owned brewery in the country, blending Old World traditions with American craft brewing, known for its historic grounds, gardens, mansion, and beers like Deer Brand and Firebrick, plus producing Grain Belt beers. 

Key Highlights:

History: Established in 1860, it’s the second-oldest brewery in the U.S., surviving Prohibition and continuing through generations of the Schell family.

Location: Situated on its original site in New Ulm, MN, featuring beautiful grounds, gardens, a deer park, and the historic Schell Mansion.

Beer Styles: Brews traditional lagers, amber ales (like Firebrick), IPAs, seasonal releases, and experimental brews in its Stag Series, along with the popular Grain Belt brand.

Visitor Experience: Offers tours, tastings in the Bierhalle, and a chance to explore the historic brewery and grounds
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Craftsmanship: Combines traditional recipes with modern techniques, using local ingredients and hand-crafted methods for their award-winning beers. 

What They’re Known For:
Heritage: A strong connection to German brewing heritage and a long, continuous family legacy.
Beer Variety: A wide range of lagers, ales, and seasonal offerings, including their flagship Deer Brand lager.
Tourist Destination: A major attraction in New Ulm, Minnesota, with extensive grounds and events. 

A Storied Legacy of Fine Beers

Schell’s is the second-oldest family-owned brewery in the United States and the oldest in Minnesota. In 2002, Schell’s became the largest brewery in Minnesota with the acquisition of the Grain Belt label.


A Legend is Born

It all started in 1860 when German immigrant August Schell settled in New Ulm, Minnesota, and built a brewery that blended Old World traditions with frontier ingenuity. Using hand-crafted methods and local ingredients, he laid the foundation for what would become one of America’s oldest family-owned breweries. The 1800s marked the start of Schell’s enduring legacy—rooted in craftsmanship, community, and a deep love of great beer.


Prohibition & Facing Adversity

The 1900s tested Schell’s Brewery like never before. Through the long dry years of Prohibition, the Schell family found creative ways to endure—producing soft drinks and near beer to keep the brewery alive. When America’s taps reopened, Schell’s quickly returned to its roots, expanding production, modernizing equipment, and passing the craft through generations. What began as survival became a story of steady growth, innovation, and an unbroken family legacy that defined a new century of brewing excellence.


New Millennium, New Ventures

As the millennium turned, Schell’s stood proudly at the forefront of Minnesota’s craft beer movement. Having pioneered the state’s first craft brews—beginning with a few in the 1980s and gaining momentum through the ’90s—Schell’s helped define a new generation of German-inspired craft lagers. By 2002, the brewery made its largest investment yet with the purchase of Grain Belt Beer, marking the start of a bold era of growth and innovation. After more than 140 years, Schell’s was thriving—combining heritage, creativity, and craftsmanship to carry its legendary story forward, one bottle at a time.

Our story began long before 1860 with a man named August Schell. From his birth, his move to the States, and even co-founding New Ulm. We all start somewhere and Schells’ story started right here.
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Brew crews through the years

Way back in 1860, the brewery was started by a very thirsty German, August Schell, who couldn’t find a good beer here in the states. All it took was a dream and a few hard-working people. Times have changed and we’ve expanded just a little bit. Now, it takes a village and we are so grateful for all the hard-working individuals who have been part of our “Brew Crew” through the years. We’ve got the best team around!
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