Champagne Velvet Gold Label Beer Flat Top Can

Terre Haute's Gold Label 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 recognized mid-century regional labels in American breweriana.

Brewery Background and Design

Terre Haute Brewing Company was once among the largest brewing operations in the United States, with Champagne Velvet serving as its signature flagship brand. The Gold Label flat top design features classic mid-century typography and prominently showcases the brand's famous slogan, "The Beer with the Million Dollar Flavor". Produced with the American Can Company's "Keglined" process, the metallic gold and accent tones made the container a standout on store shelves during the post-Prohibition canned beer boom.

Collector Notes and Variations

For breweriana enthusiasts, the Gold Label series is notable for the multiple manufacturing iterations produced across its canning run. Several variations exist among surviving examples, displaying different background accent hues—such as green and blue-grey tones—as well as differences in mandatory legal statements, manufacturer plant codes, and state-specific tax lids. Following the closure of the original Terre Haute brewing facility in the late 1950s, these cans have become prized artifacts celebrating Indiana's rich industrial and packaging heritage.