How do you contemporize a timeless classic and give it a new meaningful and authentic life?
For the first half of the 20th century, Champagne Velvet was a ubiquitous, beloved beer throughout the Midwest—something your grandpa probably drank after his shift at the factory. Upland Brewing Co. recently revived the brand and wanted to reference its heritage without dwelling on it.
To ground the brand historically, the new design is based on the aesthetic of a 1940’s Champagne Velvet can, a time that was the peak of CV’s popularity when it was a mainstay for numerous drinkers. By merging the old with the new, they tap into today’s Champagne Velvet drinker – a consumer who is still looking for something better than a typical domestic lager but doesn’t want to overthink a craft beer decision. The campaign highlights these occasions by using throwback language, like “Unexpected houseguests come calling?”, ultimately positioning Champagne Velvet as a modern version of the classic, good-times beer it's always been.