Modern storytelling for craft beer pioneers

Schell’s—the second oldest family-owned brewery in the nation—was feeling its age. 154 years, to be exact.

They asked Haberman to tell their story in a new way, to shift perceptions and drive sales in a hotly competitive field.

CHALLENGE

Reinvent the brand’s story—celebrating its incredible history, authenticity and innovation—to appeal to today’s discerning craft beer drinkers.

THE IDEA

We Are German Craft Beer

RESULTS

Double-digit sales increase.

196 PR stories/247.1M total earned media impressions.

AIGA Minnesota design award.