The History of Champale

An interactive timeline

1890's

Pre-Champale: Trenton Old Stock

The building in Trenton, NJ that would later become the Champale factory was built in 1891. It was first owned by the People's Brewing Company, which brewed Trenton Old Stock beer.

Trenton Old Stock Circular Sign

Trenton Old Stock Circular Sign

Trenton Old Stock Advertisement Plaque

Trenton Old Stock Advertisement Plaque

1930's

Metropolis Brewing Company buys the Trenton Factory and introduces Champale

In 1932, the Trenton Old Stock factory was sold to Metropolis Brewing Company, the developers of Champale. The first batch of Champale Extra Dry became available to the public in 1939, starting the malt liquor craze that continues today. A decade following the release of Champale, the company announced that sales receipts had topped $24 million.

The Trenton Champale Factory

The Trenton Champale Factory

Case of Champale Extra Dry

Case of Champale Extra Dry

Champale Ad, 1969

Champale Ad, 1969

1970's

Pink Champale goes public and makes an impact on pop culture

In the early 1970's, Metropolis Brewing Company's Trenton factory and the Champale brand was sold to Iroquois Brand Ltd. The brand's second flavor, Pink Champale, was made available to the public in 1977. This brew had a bright pink color as well as a sweeter, fruitier taste than Champale Extra-Dry. JayZ, Ghostface, and the Beastie Boys added a line or two about Pink Champale in their lyrics.

“What was so cool and hip about Sparkling Champale and Pink Champale was the ads. The ads that ran in Ebony magazine were sexy and featured sexy looking Black folks drinking this malt liquor." -- Museum of Uncut Funk.

Champale Ad, 1972

Champale Ad, 1972

Case of Pink Champale

Case of Pink Champale

Champale Ad, 1974

Champale Ad, 1974

Pink Champale Commercial

1980's

Golden Champale is created and the Trenton Plant closes

The third, and what would be the final flavor of Champale, Golden Champale, was released in 1980. At this time, sales began to decline, and Iroquois Brand Ltd. sold the Champale formula and brand rights to the G. Heileman Brewing Company in November of 1986. Champale production was relocated to their existing facilities, and the Trenton plant was sold to former employees who had started their own business venture. However, within two years, the Trenton plant closed.

Champale Ad, 1980

Champale Ad, 1980

Case of Golden Champale

Case of Golden Champale

Champale Ad, 1980

Champale Ad, 1980

Champale Commercial, 1985

Champale Commercial, 1987

1990's

The Trenton factory is demolished but Champale lives on

The former Champale factory in Trenton was demolished in the early 1990's, leaving no trace of the original manufacturing site. The land was then turned into a housing development, and it remains like that today.

In the mid 1990's, the G. Heileman Brewing Company and the Champale brand was acquired by Pabst Brewing Company. Pabst has continued to manufacture and distribute Champale in limited quantities to this day.

Development Groundbreaking, 2009

Development Groundbreaking, 2009

Development Plans, 2009

Development Plans, 2009