Champagne Velvet Gold Label Beer Flat Top Can

The Million Dollar Flat Top

Produced by the Terre Haute Brewing Company in Terre Haute, Indiana, the Champagne Velvet Gold Label flat top can represents one of the most celebrated regional brands in Midwest brewing history. The brewery originally introduced the Champagne Velvet moniker in the early twentieth century, marketing it across the country with the famous trademarked slogan, "The Beer with the Million Dollar Flavor."

Following the repeal of Prohibition, the Terre Haute Brewing Company expanded rapidly, growing into one of the largest breweries in Indiana and ranking among the major beer producers in the United States. As canning technology became standard for breweries across the nation, Terre Haute packaged its flagship brand in flat top cans, with the Gold Label design serving as an eye-catching example of mid-century commercial lithography.

Manufactured using the American Can Company "Keglined" process, the can features the distinctive Champagne Velvet script set across a prominent gold label emblem. Collectors often seek out the different background color variations produced during its run, which include versions in green and blue-grey, as well as variations in mandatory tax text and canning codes.

As industry consolidation forced many regional breweries out of business in the late 1950s, Terre Haute Brewing Company closed its doors, cementing cans such as the Champagne Velvet Gold Label as prized artifacts of Indiana's commercial and industrial heritage.