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Champagne Velvet - A real beer with a real history
In 1997, Champagne Velvet had been gone from Terre Haute for over 40 years, but it has held a special place in the hearts of many people. Terre Haute Brewing Company was once the seventh largest brewery in the United States, producing primarily lager beers. It was one of the few breweries to survive prohibition and grow to one of the top national brands. In 1958, at THBCo's peak, production was 1.5 million BBLs (about 46.5 million gallons) and employed 950. Later the THBCo was purchased by Atlantic Brewing Co, who closed the Terre Haute location.
The rebirth of Champagne Velvet happened by a series of fortunate events. The original brewery building, built in 1837, was condemned and was literally saved from the wrecking ball. While the new owner rummaged through the building, the remarkable history was discovered. Later, a recipe for making Champagne Velvet, authored by Walter Braun, an assistant brewmaster for the Terre Haute Brewery in the early 1900's was discovered. From this discovery, the idea of bringing back Champagne Velvet began to take shape. A five year pursuit for the trademarks ended in San Antonio in 1999, when they were purchased from Pabst Brewing Co.
CV is one of the countries oldest breweries. Originally established in 1837 and still brewing lagers based on pre-prohibition recipes. Terre Haute Brewing Co. is constantly expanding, so if you have never tried a CV, look for it in your local restaurant or liquor store. If you are a proprietor feel free to contact us about placing CV products in your establishment.
Terre Haute Brewing Company Firsts
First to Freshness Date Bottled Beer SOURCE 1
Terre Haute Brewing Company was was dating when beer was bottled back in 1940, long before the large brewers today started their campaigns to inform customers as to how modern their operations are.
First to use an African American in Advertising
In 1952, the Terre Haute Brewing Company's CV '52 was the first national brewery to feature both white and black female models in an advertising campaign. Today having models and spokespeople of all nationalities is common place.
First to Have Twist off Caps
In 1935, when the largest bottling line ever constructed was installed, a period industry magazine reported that openers were not needed in order to open the bottles.
Interesting Facts
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THBCo is the second oldest active brewery in United States (est. 1837)
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THBCo use to be the 7th largest brewery in the United States (1892)
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CV was once the official beer of the Indianapolis 500 (1940)
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THBCo provided much of it's production to troops during WWII for military bases and in the South Pacific Theater
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No CV product uses rice in it's production
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All CV products are filtered to .45 micron
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The current brewing operation is in an original THBCo building c. 1890
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THBCo use to employ over 900 people
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CV has been sold in wooden barrels, cans, cone top cans, hand corked blob bottles, glass bottles, kegs, 40oz bottles, pint bottles, and quart bottles. (of what we know of)
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THBCo use to have a Radium beer that was actually irradiated in order to guarantee freshness
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THBCo has contract brewed Red Top, Griesedieck Bros., and other well known brands of the '50s
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In 1935 THBCo installed the largest bottling line ever constructed, under the direction of Oscar Baur
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