Champagne Velvet Beer 12 Oz Tab Top Can

Champagne Velvet Beer 12 oz Can

This twelve-ounce straight steel tab top can features a bright yellow enamel finish and a stylized white goblet silhouette framing the brand presentation. Flanking the stem of the glassware graphic is the mid-century promotional slogan "...for the Good Life" rendered in red cursive script. Manufactured during the 1970s pull-tab era, the can identifies Jos. S. Pickett & Sons, Inc., of Dubuque, Iowa, along the blue baseline mandatory text.

Champagne Velvet was originally formulated in the late nineteenth century by the Terre Haute Brewing Company in Indiana, where it grew into one of the Midwest's most celebrated regional lager brands. Famously marketed in its early decades as the brew with the "Million Dollar Flavor," the label was later repositioned around leisurely entertaining with the slogan "...for the Good Life". Following the closure of Terre Haute Brewing in the late 1950s, the brand rights transferred through multiple Midwestern brewing concerns—including Chicago's Atlantic Brewing Company and later Jos. S. Pickett & Sons—as regional producers navigated post-war industry shifts.

The brewing facility behind this container began in the late 1890s as the Dubuque Star Brewery along the Mississippi River in Dubuque, Iowa. Surviving Prohibition through diversified bottling, Dubuque Star served as a regional staple for decades. In the 1970s, former professional athlete and master brewer Joseph S. Pickett Sr. acquired the facility, renaming it Jos. S. Pickett & Sons. Pickett updated equipment and sustained operations through proprietary recipes and contract packaging of established regional brands such as Champagne Velvet. Intense market consolidation among national macrobreweries eventually forced the sale and later closure of the facility, though the historic riverfront brewhouse remains an architectural landmark.

For breweriana enthusiasts, this can serves as an appealing intersection of regional brewing histories. It links Indiana's legacy Champagne Velvet trademark to Iowa's brewing traditions during the straight steel pull-tab era.