April 16, 2024
Champale, beer liquor advertising *bLiNkInG* bar sign
Pricing & History
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In Excellent condition. Measures about 7.5" x 12.5" Blinks various colors in random sequence upon warming up. Champale, the poor man's champagne, is the first malt liquor that made it big and helped carve out a niche for such beverages that give more bang for the buck. Described as "sparkling and elegant," Champale is a brand of Malt Liquor, brewed with yeasts more commonly used in wine fermentation, to produce a beer resembling champagne in taste. Champale was one of the first alcoholic drinks to target the African American market in its advertising, contributing to malt liquor's current popularity within the United States. Champale was first produced by Champale, Inc. in 1960, operating out of the Lalor St Brewery in Trenton, New Jersey. The release was accompanied by print advertisements, chiefly depicting African Americans enjoying the beverage, with slogans such as "Live a little on very little", the drink was pitched as a 'poor man's champagne'. The beer's packaging and label resembled that of wine. The beverage's huge initial success has ensured the brand's continuity, and likely contributed to the current popularity of high-alcohol Malt Liquors. The brand has been passed along a succession of companies, most recently acquired by the G. Heileman Brewing Company in 1986. The G. Heileman Brewing Company has been since acquired
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