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Resurrecting the Beer with the Million Dollar Flavor

In 1902, Walter Bruhn, the son of German immigrants, created a recipe for a new pilsner beer named Champagne Velvet. Over the next 50 years it grew to become one of Indiana’s most popular beers, and was actually insured with a $1 million policy.

Industrial consolidation took down this regional favorite and the recipe went missing for many years until a fan rescued the hand-written recipe from deep in a trademark portfolio. Upland reformulated the recipe using that scrap of paper and brought this Midwestern legend back to life.

Upland Brewing Company worked with Woodard attorney Bill McKenna to secure the trademark rights and a federal registration for the Champagne Velvet brand. Bill also secured numerous trademark registrations for Upland Brewing Company including Upland®, the Upland logo, Bad Elmer’s®, Campside®, Sour Reserve® and Juiced in Time® and has used these intellectual property assets to protect Upland’s unique position in the craft beer market.

For more information on Upland Brewing, please visit: https://www.uplandbeer.com/ or visit one of their numerous retail and restaurant locations around Indiana Locations – Upland Brewing Co.