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Tuesday, February 11, 2014

New work from Haberman for new client, Schell's Beer.

The August Schell Brewing Company, New Ulm, Minn., the second-oldest brewery in the United States, has launched a new marketing campaign, from Haberman, Minneapolis. The campaign, “We are German craft,” launched in Minneapolis/St. Paul with print, outdoor, radio and digital in early February. View the creative here.
“One thing we know — the craft beer landscape is crowded. To differentiate, beer drinkers are looking for a good story in their bottle,” said Ted Marti, president, Schell’s, and a fifth generation member of the brewing family. “We’ve got that covered  154 years of deep tradition, history, variety and innovation all rooted in our German heritage. Our campaign seeks to bring that story to life to reach a new generation of craft beer drinkers.”
Haberman, a full-service marketing agency with a clearly defined mission — to tell the stories of pioneers who are making a difference in the world, began working with Schell’s in summer 2013. The agency also handles marketing for the city of New Ulm, and is considering setting up its first office outside the Twin Cities in the southern Minnesota town, population 13,440. For more, visit

The August Schell Brewing Company is a brewing company in New Ulm, Minnesota, founded by German immigrant August Schell in 1860. It is the second oldest family-owned brewery in America (after D. G. Yuengling & Son) and became the oldest and largest brewery in Minnesota when the company bought the Grain Belt Brewery rights in 2002.