Champagne Velvet

The Beer with theMillion Dollar Flavor


In 1902, the son of German immigrants from Tettnang worked out a recipe for a new pilsener beer on a sheet of note paper that survives today. That beer was named Champagne Velvet, and over the next 50 years it grew to become the flagship of all Indiana beers—a go-to for many of our grandparents and great-grandparents. It was well made by proud Indiana brewers, and marketed with colorful sayings like “The Beer with the Million Dollar Flavor.” (Which wasn’t empty puffery; the beer’s recipe was actually insured with a $1 million policy.)


Industrial consolidation took down this icon of regional brewing, until a fan rescued it from deep in a trademark portfolio. Upland reformulated the recipe—based on that same scrap of note paper that Walter Braun, its creator, used—and is proud to carry on the legacy of a true Midwestern legend.

So whatever occasion you’re toasting, take a cue from the countless Hoosiers who made this brew famous—and enjoy the smooth, sessionable flavor of Champagne Velvet beer.

Beer Facts

Champagne Velvet is the perfect everyday beer for craft drinkers and the perfect step-up for domestic drinkers


Style:  Pre-Prohibition Pilsener
Described:  Clean, Crisp and Light.
ABV:  5.5%
IBU:  29
Hops:  Cluster, German Tettnang
Malt:  Pilsner Malt, Carapils, Corn