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August Schell announces releases of annual bock.

The August Schell Brewing Co. of New Ulm, MN has announced that it released its 1994 Schell's Bock in January. "This year's bock is rich with caramel malt and 'spiced' with imported German Hallertau hops," says Ted Marti, brewmaster/president of August Schell. "Schell's Bock has a round, rich character that is a trademark of robust German Bocks and has the right combination of hoppy aroma and flavor to invite a second taste."

He reports that the sales of its 1993 bock topped the list of Schell seasonal brands last year. "While sales and market share for all of Schell's handcrafted brews grew in 1993, it was bock that led the way with a sales increase of over 50%.

"Bock beer is shrouded with mystique," Marti asserted. "Although many consumers have misconceptions about the production of bock beer (referring to the infamous 'bottom of the vat' theory) these stories have prompted beer drinkers to talk about and try different beer styles. We see this as a real positive for a brewery like ours because we feel once people try our product they usually become a supporter of our commit-

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Title Annotation:August Schell Brewing Co.
Publication:Modern Brewery Age
Date:Feb 7, 1994
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