Schell Dark is udergoing a bit of a revival in Minnesota’s Twin Cities. Call it a retro Pabst-related dark beer thing.
Launched in the 1970s, Schell’s Dark is what co-owner Marti describes as a drinkable dark beer. It’s sweet, smooth and creamy and lacks the bitterness that some dark beers have.
It’s done well with what advertising types call “independent influentials,” those who shun mainstream brands and embrace classics or originals. “There’s a group of people who like to discover old brands or unique brands that have a quirkiness to them,” said an agency account supervisor.
Schell certainly qualifies as an old brand. The New Ulm brewery is the second oldest still operating in the U.S.
[Via Minneapolis-St Paul Business Journal - free registration]