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August Schell releases seasonal food recipes.

August Schell of New Ulm, MN, has been running a promotional campaign that helps consumers match good food and beer. The company has started a mailing list, sending seasonal food recipes to interested consumers.

The company has been placing response forms in six-packs of their beer, and has been tracking the response from consumers. The first forms came in late in '94. Of the first 500 forms, 72% were from men, 47% from outside Minnesota.

The respondents will receive seasonal recipes that will match up with August Schell's various seasonal beers. The recipes are formulated by chef David Vernon, graduate of the Westminster COllege of Culinary Arts in the U.K. and chef Hallie Harron, graduate of the California Culinary Arts Institute.

The first recipe was mailed out in January, and was a Bocroute recipe developed by chef Harron using August Schell Bock. "Bocroute is a version of Salzburg Choucroute," she says, "which uses sausage, vegetables, and spices for a hearty dish ideal for the winter months."

Brewery president Ted Marti said, "Europeans have matched brew with food for centuries. Americans have associated beer with pretzels and chips, but we see that changing. The goal of this recipe program is to hep our customers enjoy our product more by providing them with great food ideas."
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Title Annotation:August Schell Brewing Co.
Publication:Modern Brewery Age
Date:Mar 6, 1995
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