Young & Laramore and Upland Brewing Company have partnered to refresh the brand position and redesigned packaging for Champagne Velvet. The iconic Indiana beer brand was revived by Upland in 2013. To ground the brand historically, the new design is based on the aesthetic of a 1940’s Champagne Velvet can, a tribute to the period when the beer was most popular.
The campaign highlights those occasions where beer drinkers want something better, but not necessarily a craft brew, by using throwback language throughout the new print and social executions. In addition to refreshed packaging and a new bottle and can design, the campaign includes instore executions and a new tap handle.
