I love the Schell logo and branding. The deer junk they’ve been doing over the past few years is fantastic. The Pilsner label stands up to all the other Schell labels in its awesomeness and the bottle cap design is even slightly more ass-kicky. But what really makes a beer great is how its bottle or can holds up in a ditch over a Minnesota winter.
I, as a former beer can collector, can say that Schell is the shit! I picked many a Schell can out of the ditches in west central Minnesota. For xmas on year, my mom bought some weird plastic wall mount racks so I could display my collection (to myself). My bedroom smelled like musty, stanky, stale beer. Some of that stank was from a fine variety of Schell cans collected in the late 70s.
And the beer is GREAT to drink in moderation. Props to my old pal Dave who is a brewmaster at Schell. Go Dave!