In 1902, the recipe for Champagne Velvet pilsener was created in Indiana. This beer would go on to become a regional monster by the 40s and 50s. The brand eventually suffered the same fate as many popular regional brews, disappearing with consolidation. However, brought Champagne Velvet back to life in 2013 using the scrap of paper that founder Walter Braun originally worked out the recipe.
Coinciding with the Upland’s expanded distribution, Champagne Velvet’s packaging received a sparkling update based on an original can from the 1940s.
Champagne Velvet is an icon of Indiana brewing with a ton of history, so we wanted to embrace that with the rebrand. The label art comes from the CV’s heyday in the 1940s and 50s and communicates what the beer is all about: a classic, well-made American pilsener that’s a big step up from industrial lagers. You don’t have to overthink it — it’s a great beer for good times.
— Doug Dayhoff, President, Upland Brewing
“The Beer with the Million Dollar Flavor” wasn’t just a marketing slogan. The beer’s recipe was actually insured with a $1 million policy.
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