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Yuengling in the coal-rich town of Pottsville, Pennsylvania. Originally named the Eagle Brewery, the company began with a modest operation and a strong commitment to traditional German brewing methods. David Yuengling later renamed it to D.G. Yuengling & Son in 1873 when his son Frederick joined the business—establishing the family legacy that continues to this day.

1829: A German Immigrant’s Dream
David Gottlieb Yuengling, a brewer from Aldingen, Württemberg (present-day Germany), arrived in the United States seeking opportunity. Just 30 years old, he settled in Pottsville, Pennsylvania—then a booming coal town—and founded the Eagle Brewery in 1829 on Centre Street. This location was ideal, as it sat near anthracite coal mines and a growing working-class population in need of refreshment after long shifts underground.

Early production was modest and largely based on traditional European-style ales and porters. The brewery utilized cool local caves for fermentation and storage, a common practice in the pre-refrigeration era.

1830s–1850s: A Fire and a Rebuild
In 1831, just two years after opening, a devastating fire destroyed the original brewery. Rather than give up, Yuengling rebuilt the operation just a block away at its current Mahantongo Street location. This resilience established a theme that would echo throughout the brewery’s long history.

The new facility offered greater capacity and closer proximity to the town’s resources. As railroads began linking Pottsville with major East Coast cities, Yuengling gained access to new markets and ingredients, positioning the brewery for long-term success.

1860s–1870s: A Time of Growth and Family Legacy
By the time of the Civil War, Eagle Brewery had grown into a respected regional beer maker. Following the war, David Yuengling’s son, Frederick Yuengling, joined the business. In 1873, as a reflection of the generational partnership, the company was renamed D.G. Yuengling & Son.

Frederick brought education and modern business acumen to the operation. He was a graduate of the Manhattan Business School and had studied brewing in Munich, Germany—one of the premier brewing centers of the world. This infusion of technical skill helped improve product quality and expand operations.

1880s–1890s: Surviving the Rise of Lager
The late 1800s saw the explosion in popularity of lager beer, which was lighter, crisper, and easier to drink than traditional British-style ales. Thanks to Frederick’s German brewing education, Yuengling was well-positioned to pivot to lagers.

Yuengling introduced several lager styles, expanding its appeal. While lager production required expensive refrigeration systems, Yuengling’s Mahantongo Street facility was already using caves to maintain stable temperatures, giving it a cost-effective advantage during this transition.

In 1899, Frederick Yuengling died at the young age of 51. Control of the company passed to his son, Frank D. Yuengling, who was just 21 years old at the time.

1900–1920: Preparing for Tough Times
Under Frank’s leadership, the brewery continued to grow, becoming a cornerstone of Pottsville’s economy. He expanded production, introduced new beer styles, and managed to keep the business modernized through the turn of the century.

But storm clouds were forming: the temperance movement was gaining traction, and national Prohibition loomed.

As the 1910s progressed, Frank began preparing for the worst. Like other breweries, Yuengling looked into diversifying its operations in anticipation of Prohibition, including experimenting with non-alcoholic products and building a dairy to support alternative business models.

By 1920, when the 18th Amendment officially banned the manufacture and sale of alcohol, D.G. Yuengling & Son was a well-established, family-run brewery with over 90 years of history, poised to fight for survival during the most challenging era in American brewing history.

1920–1933: Surviving Prohibition
When the 18th Amendment went into effect in January 1920, most American breweries were forced to shut down or pivot drastically. Frank D. Yuengling, now leading the brewery into its second century, made the bold decision to diversify rather than close.

Yuengling began producing several legal products:

Yuengling “Near Beer” – Containing less than 0.5% alcohol by volume, this product complied with the Volstead Act. They made brands like Yuengling Special, Yuengling Juvo (a “health tonic” drink), and Yuengling Por-Tor.

Yuengling Dairy Products – In 1920, Yuengling built a dairy across from the brewery, producing ice cream, chocolate milk, and other dairy goods. The dairy business would remain successful and continue for decades, even after Prohibition ended.

These pivots didn’t just help Yuengling stay afloat—they solidified its place as a community institution and created brand loyalty that paid dividends in the decades to come.

1933: The Return of Real Beer
With the repeal of Prohibition in December 1933, many breweries rushed to re-establish their operations. Yuengling was one of the first to get a license and immediately brewed and shipped a celebratory beer called:

“Winner Beer” – a lager sent by truck to President Franklin D. Roosevelt at the White House.

The brewery capitalized on the renewed demand by reintroducing its pre-Prohibition recipes and expanding output. Its reputation for quality and its status as a survivor of Prohibition made Yuengling a regional favorite once again.

1930s–1950s: The Regional Beer Boom
Under Frank’s continued leadership, Yuengling modernized its equipment, added bottling lines, and expanded distribution throughout eastern Pennsylvania and into New Jersey. During this period, the brewery produced a variety of beer styles including:

Yuengling Premium Beer
Yuengling Porter
Chesterfield Ale
Yuengling Bock (a seasonal offering)

Porter, in particular, was popular with local coal miners, who enjoyed the rich, hearty style after a day in the mines. It remains one of the few American porters with unbroken production dating back to the 1800s.

Despite the brewery’s size, Yuengling maintained a local, family-owned identity, which helped it navigate the industry’s postwar consolidation. While major brewers like Anheuser-Busch and Schlitz expanded nationally with massive advertising budgets, Yuengling remained loyal to its regional roots.

1963: Frank Yuengling’s Death and Succession
Frank D. Yuengling passed away in 1963 after nearly 64 years at the helm—a remarkable tenure. His son, Richard Yuengling Sr., took over the business. Although the brewery was now facing increased pressure from national beer brands and a changing American palate, Richard Sr. continued the tradition of independence and conservative growth.

Throughout the 1960s and 70s, Yuengling’s beers remained local favorites in Pennsylvania bars and taverns, known for their affordability and traditional flavor profiles.

1985: A Turning Point – Dick Yuengling Jr. Takes Over
In 1985, Dick Yuengling Jr., the fifth generation of the Yuengling family, bought the company from his father. Having worked in the brewery from a young age and later managing a beer distributorship, Dick had both operational knowledge and a clear vision for modernization.

At the time, Yuengling was struggling. With dated equipment, a declining customer base, and intense competition from national beer brands, the brewery was producing only around 137,000 barrels annually—tiny compared to major brewers.

Dick brought energy, investment, and strategic thinking. He upgraded brewing equipment, revamped packaging, and introduced a sales-driven approach while keeping the brewery family-owned and independent.

1987: The Return of Traditional Lager
Perhaps the most pivotal move in the company’s modern history came in 1987, when Yuengling reintroduced an old recipe: Yuengling Traditional Lager.

Unlike the lighter macrobrews dominating the market, Traditional Lager had a rich amber color, a bready malt profile, and a crisp hop finish. It immediately resonated with drinkers who wanted a flavorful, affordable alternative. Soon, bars were installing “Lager” handles—in many East Coast regions, asking for a “lager” meant getting a Yuengling.

This beer became the cornerstone of Yuengling’s success and catapulted the company into a new era.

1990s–2000s: Expansion Without Compromise
With demand skyrocketing, Dick Yuengling responded decisively but cautiously:

1999: Yuengling purchased a former Stroh’s Brewery in Tampa, Florida, massively expanding capacity and enabling the brand to serve the Southeastern U.S.

2001: A second Pottsville facility—adjacent to the original—opened to meet increasing demand in the Mid-Atlantic.

Distribution grew slowly but steadily, always prioritizing supply chain reliability over unchecked expansion.

Yuengling began appearing in new states like New York, Ohio, and North Carolina, with loyal fans traveling across state lines to stock up before it officially arrived in their area.

2000s–2010s: The “Craft” Powerhouse
Despite its size, Yuengling remained fiercely independent and continued to be classified as a craft brewery by the Brewers Association due to its family ownership and traditional brewing methods.

During this era, Yuengling introduced:
Yuengling Light Lager (2001)
Yuengling Black & Tan
Seasonal Bocks and Oktoberfest
Re-releases of historic brews, like its Porter and Chesterfield Ale

Yuengling’s flagship Traditional Lager consistently ranked among the top-selling beers in the country—not just among craft brews, but overall.

2020s: New Horizons and a Sixth Generation
In 2021, Yuengling entered into a joint venture with Molson Coors to expand distribution west of the Mississippi for the first time. This strategic alliance brought Yuengling to Texas and set the stage for broader national growth without giving up ownership or production control.

Meanwhile, Dick Yuengling’s four daughters—Wendy, Jennifer, Debbie, and Sheryl—have taken active roles in the company. Wendy Yuengling currently serves as Chief Administrative Officer, helping to guide the brand into the future while preserving its heritage.

In 2025, Yuengling celebrated its 196th anniversary, making it not only America’s oldest brewery but also one of its most enduring family businesses.

Today: A National Legacy with Local Roots
Now producing over 2.5 million barrels per year, Yuengling remains headquartered in Pottsville, PA, and continues to brew beer in both Pennsylvania and Florida. It’s still known for its consistent quality, historic character, and proud independence.

Whether enjoyed in a hometown bar in Pennsylvania or a backyard in Austin, Yuengling represents more than just beer—it’s a piece of American brewing history that continues to grow, five generations strong.

 

 

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Nestled along the Cottonwood River in New Ulm, Minnesota, the August Schell Brewing Company stands as a testament to family tradition, German heritage, and unwavering resilience. Founded in 1860 by German immigrant August Schell, it is the second-oldest family-owned brewery in the United States, surpassed only by D.G. Yuengling & Son. As one of the few pre-Prohibition breweries still operating under family control, Schell’s has weathered wars, economic turmoil, and the 13-year ordeal of Prohibition, emerging as a cornerstone of American brewing history. This article delves into the brewery’s origins, its survival through Prohibition, and its enduring legacy as a craft beer pioneer.

The History of August Schell Brewing Company
August Schell was born on February 15, 1828, in Durbach, in the Grand Duchy of Baden, Germany. At age 20, he immigrated to the United States in 1848, seeking opportunity amid the political unrest following the failed revolutions in Europe. After working as a machinist in Cincinnati, Ohio, Schell joined a group of German immigrants from the Turner Society, a cultural and gymnastic organization, to co-found the town of New Ulm, Minnesota, in 1857. Recognizing the growing German population’s thirst for traditional beer, Schell partnered with Jacob Bernhardt, a former brewmaster, to establish a small brewery in 1860. They chose a scenic site two miles from New Ulm’s center, where spring water and ice from the Cottonwood River provided ideal brewing conditions.

The brewery began modestly, producing about 200 barrels annually. In 1866, Schell bought out Bernhardt, assuming sole ownership and initiating an unbroken chain of family stewardship. Despite challenges like the Dakota War of 1862, which damaged much of New Ulm but spared the brewery, Schell’s operation grew steadily. By the 1880s, the family built a grand mansion, gardens, and a deer park on the brewery grounds, now listed on the National Register of Historic Sites. August invested in advanced equipment, including a $25,000 copper brew kettle, optimizing production for the acidic wort and beer. When August died in 1891, his wife, Theresa, inherited the brewery, with their son Otto, who had studied brewing in Germany, taking over management.

Modernization and Pre-Prohibition Growth
Otto Schell modernized the brewery, introducing refrigeration by 1900, which replaced the reliance on river ice stored in caves to control fermentation temperatures. This allowed year-round brewing, boosting production. The brewery was incorporated in 1902 as the August Schell Brewing Company, with Otto as president, Theresa as vice-president, and George Marti, August’s son-in-law, as secretary-treasurer. The company thrived, serving the region’s German-American communities, though it faced competition from larger breweries like Anheuser-Busch and local rivals in New Ulm, such as Hauenstein Brewery. Otto’s sudden death in 1911, followed by Theresa’s four months later, left George Marti in charge, steering the brewery toward its greatest challenge: Prohibition.

Surviving Prohibition: Adaptation and Grit
The passage of the 18th Amendment in 1919, enacting Prohibition, banned the manufacture, sale, and transportation of alcoholic beverages, devastating the American brewing industry. Of the roughly 1,900 breweries operating in 1915, only about 600 survived by 1934. Schell’s was among the fortunate few, thanks to strategic adaptation led by George Marti. The brewery shifted to producing “near-beer” (a low-alcohol beverage with less than 0.5% ABV, legal during Prohibition), soft drinks, and candy. It also began making 1919 Root Beer, named for the year Prohibition began, which remains a popular product today.

To generate income, Schell’s sold off taverns and properties it owned in nearby towns, which had previously ensured exclusive distribution of its beer. A ledger from the 1920s, displayed in the brewery’s museum, records inventories of these non-alcoholic products, while an ebulliometer used to verify near-beer’s alcohol content underscores the scrutiny breweries faced. Despite these efforts, survival was precarious, and the brewery nearly closed. Family lore recounts illicit moonshining, with a still—later destroyed by George Marti to avoid federal detection—kept in the brewery museum as a relic of those desperate times.

When Prohibition ended with the 21st Amendment in 1933, Schell’s swiftly resumed brewing. Having maintained its equipment, the transition was smoother than for many competitors. George Marti’s leadership ensured the brewery’s survival, but he died in 1934, passing the reins to his wife, Emma, and son, Alfred (“Al”) Marti, who became president and manager.

Post-Prohibition Recovery and Challenges
Al Marti led Schell’s through the post-Prohibition era, a time of industry consolidation. By the 1950s, large breweries like Budweiser and Miller dominated, out-advertising smaller operations. Schell’s maintained a regional foothold, bolstered by New Ulm’s tight-knit German community. Al added local flair by founding the Schell’s Hobo Band, a community ensemble still active today. However, by the 1970s, only 42 U.S. breweries remained, and Schell’s faced severe financial strain. In a desperate move, the brewery sold lumber from a massive black walnut tree on its grounds to keep its doors open.

In 1969, Al retired, and his son Warren Marti took over. Warren diversified the product line with Schell’s Export Beer, Schell’s Light Beer, and the continued production of 1919 Root Beer. Despite these efforts, the rise of “mega-breweries” threatened small operations. Warren’s persistence and the brewery’s historical grounds, including the sale of the walnut tree, were critical to its survival.

The Craft Beer Renaissance and Modern Success
The turning point came in 1984 when Warren’s son, Ted Marti, assumed operations, becoming president in 1985. Trained at the Siebel Institute of Brewing and having studied under German brewers, Ted spearheaded Schell’s entry into the craft beer movement. In 1984, Schell’s brewed the first American wheat beer since Prohibition, a German-style Weiss Beer that evolved into its seasonal Hefeweizen. Ted introduced craft brews like Schell’s Pilsener, which won a gold medal at the Great American Beer Festival in 1988, and others, such as Alt and Pale Ale, which earned medals for their quality. By the 1990s, Schell’s produced 38 different beers, establishing a reputation for innovation.

In 2002, Schell’s acquired the Grain Belt brand after the Minnesota Brewing Company’s bankruptcy, expanding its portfolio with varieties like Grain Belt Nordeast (2010) and Southwest Cerveza (2019). A state-of-the-art brewhouse added in 1999 enhanced production capacity, while a gift shop and taproom opened in 2005, boosting tourism. The brewery’s grounds, with their historic mansion and gardens, draw thousands annually for tours, beer tastings, and events like Bock Fest and Oktoberfest, reinforcing its cultural significance.

Ted’s sons—Jace, Kyle, and Franz—represent the sixth generation, with Jace leading the Noble Star Collection of sour Berliner Weisse beers until his departure in 2024 to pursue distilling. The Starkeller facility, opened for these sour ales, now serves as a taproom. In 2020, Schell’s celebrated its 160th anniversary with the “Shift Happens” series, honoring its adaptability and Ted’s transition to his sons’ leadership. Today, Schell’s brews about 110,000 barrels annually, with 85% of sales in Minnesota, and distributes to several Midwestern states.

Legacy and Cultural Impact
The August Schell Brewing Company’s endurance is remarkable in an industry where most pre-Prohibition breweries vanished. Its survival stems from family dedication, strategic adaptation, and a deep connection to German heritage. The brewery’s focus on traditional German-style lagers and ales, combined with craft beer innovation, has earned it accolades, including a national reputation for Pilsners and Weiss beers. Its grounds, listed on the National Register of Historic Sites, and events like Bock Fest embody its role as a cultural hub in New Ulm.

Schell’s also reflects broader themes of German-American entrepreneurship. August’s involvement with the Turner Society highlights the role of ethnic networks in building businesses, while the brewery’s navigation of Prohibition and industry consolidation showcases resilience. Unlike many contemporaries, such as Mankato Brewing Co., which closed in 1969, Schell’s thrived by anticipating trends and maintaining regional loyalty.

As Ted Marti steps back, his sons are poised to carry the brewery forward, blending tradition with innovation. From August’s frontier vision to Ted’s craft beer revolution, Schell’s remains a beacon of family-owned brewing, proving that, as their 2020 campaign declared, “Shift Happens.” Here’s to a brewery that has poured history, one beer at a time, for over 160 years.

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