Calling beer Champagne leaves French producers frothing
- Belgian customs have crushed more than 2,000 cans of Miller High Life, for years advertised as the ‘Champagne of Beers’
- The request came from the trade body defending the interests of houses and growers of the most famous French sparkling wine
The guardians of Champagne will let no one take the name of the bubbly beverage in vain, not even a US beer behemoth.
For years, Miller High Life has used the “Champagne of Beers” slogan. This week, that appropriation became impossible to swallow.
At the request of the trade body defending the interests of houses and growers of the northeastern French sparkling wine, Belgian customs crushed more than 2,000 cans of Miller High Life advertised as such.
The Comité Champagne asked for the destruction of a shipment of 2,352 cans on the grounds that the century-old motto used by the American brewery infringes the protected designation of origin “Champagne”.
The consignment was intercepted in the Belgian port of Antwerp in early February, a spokesperson at the Belgian Customs Administration said on Friday, and was destined for Germany. Belgian customs declined to say who had ordered the beers.
The buyer in Germany “was informed and did not contest the decision,” the trade organisation said in a statement.