This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

5 Beers That Aren't Craft, But Should Be

Stocks in this article: SAM BREW BUD DEO TAP

4. August Schell Brewing
Why it's not craft: Uses adjunct ingredients in its beer, not "traditional"

The folks in New Ulm, Minn., really don't appreciate folks calling their beer "crafty," never mind "not traditional."

Founded in 1860 by German brewer August Schell, this brewery is the second-oldest family-run brewery in the U.S. behind Yuengling. It survived Prohibition by producting "near beer," soft drinks and candy and, in 2002, saved century-old Grain Belt brewing from oblivion by bringing it into the fold.

That move didn't sit well with BA, as Schell's flagship Deer Brand and Light beers and Grain Belt's light lagers all used adjuncts. When BA reserved Schell a place on the "crafty" list, however, the brewer didn't take it quietly. The brewery tore into BA and pointed out just why old-line German brewers use maize in their recipes. Keep in mind, they had to break this down to an organization that's supposedly steeped in beer knowledge and ostensibly uses that knowledge to draw discriminating beer lovers.

But education has been a huge part of Schell's latter-day existence. It kept styles such as Bock, Maibock, Hefewizen, Marzen, Alt and Gose alive while its BA counterparts were stumbling over each other to see who could empty a dump truck full of hops into their boil first. Its Chimney Sweep dark lager, Schell Shocked Radler and Zommerfest Kolsch held to traditional German recipes that the craft beer community is just getting around to revisiting.

If BA has any sense of U.S. brewing tradition, it's because brewers such as August Schell's stayed around and avoided buyouts by big beer companies long enough to remind craft brewers what that tradition is. Keeping them out of the club over a little bit of corn is not only unconscionable, but represents a fundamental misunderstanding of the word "tradition" that's so key to BA's definition of a craft brewer.

3 of 6

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,164.95 -251.90 -1.45%
S&P 500 1,994.99 -26.26 -1.30%
NASDAQ 4,635.24 -48.1670 -1.03%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs