Bockfest

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Celebrate the changing seasons with Schell’s beer, brats, live music, and the cozy warmth of a crackling fire! Our fire tenders will add a touch of caramel flavor to your Bock beer – it may not make Spring arrive faster, but it will definitely keep you toasty.

As the last Bock is captured, the final “Ring of Fire” sung, and the last mug raised, it marks the end of another fantastic Bockfest. The party doesn’t have to end there – head downtown to New Ulm for a night filled with laughter and friendship. And when it’s time to bid adieu, remember to arrange for a safe ride home. Cheers to another memorable Bockfest!

Every March, New Ulm shakes off the winter chill with Schell’s Bock Fest, one of Minnesota’s most legendary cold-weather festivals. Hosted by August Schell Brewing Company—America’s second-oldest family-owned brewery—the event celebrates the seasonal release of Schell’s Bock beer.

Thousands of visitors gather on the brewery grounds to enjoy live music, bonfires, food, and of course, plenty of Schell’s brews. The day is known for its festive atmosphere, with friends bundled up outdoors, steins in hand, celebrating German heritage and Minnesota resilience. One of the highlights is the hunting of the “Bocks”—a quirky scavenger tradition where lucky finders of hidden wooden tokens win prizes.

Schell’s Bock Fest has become a bucket-list experience for beer lovers and festival-goers across the Midwest, blending history, community, and a good dose of German gemütlichkeit (cozy camaraderie).