August Schell Brewing Company is bringing back its Firebrick for Firefighters program, donating a portion of sales from every case and keg of Firebrick Vienna Lager sold in 2022.
“Giving back has always been part of our DNA here at Schell’s,” Ted Marti, president of Schell’s said in a press release. “I believe in our community. It’s been good to us, so we want to be good to them.”
To bring more awareness to the program and highlight firefighters’ sacrifices, Schell’s worked with fire departments to source decommissioned fire helmets to rest on retail displays.
Schell’s gift shop is selling Firebrick for Firefighters branded apparel and drinkware with a portion of those proceeds to be given back to local fire departments as well.
The brewery and its distributors are donating funds to MnFIRE, the Minnesota Firefighter Initiative and the St. Paul Fire Foundation to help firefighters throughout Minnesota as well as other organizations within their six-state sales region.