In 1902, Walter Bruhn, the son of German immigrants, created a recipe for a new pilsener beer named Champagne Velvet. Over the next 50 years it grew to become one of Indiana’s most popular beers, a go-to for many of our grandparents and great-grandparents. It was “The Beer with the Million Dollar Flavor,” which wasn’t just marketing fluff; it was actually insured with a $1 million policy.
Industrial consolidation took down this regional favorite and the recipe went missing for many years until a fan rescued the hand-written recipe from deep in a trademark portfolio. Upland reformulated the recipe using that scrap of paper and proudly brings this Midwestern legend back to life. Champagne Velvet has a refreshingly light pilsener body with some sweet complexities given off by the corn malt used in this recipe, making this the perfect lager. It’s smooth and light, but still full of flavor, the perfect everyday beer for craft beer drinkers and a step up for domestic drinkers.