Comité Champagne requested the destruction, claiming Miller's 'Champagne of Beers' motto infringes the protected designation of origin “Champagne.”
Comité Champagne requested the destruction, claiming Miller's"Champagne of Beers" motto infringes the protected designation of origin “Champagne.”BRUSSELS — The guardians of Champagne will let no one take the name of the bubbly beverage in vain, not even a U.S. beer behemoth.
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. According to the Milwaukee-based brand’s website, the company started to use the “Champagne of Bottle Beers” nickname three years later. It was shortened to “The Champagne of Beers” in 1969. The beer has also been available in champagne-style 750-milliliter bottles during festive seasons.
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'The Champagne of Beers' leaves French producers frothingBelgian customs have destroyed more than 2,000 cans of Miller High Life, advertised as the ″Champagne of Beers,” at the request of houses and growers of the bubbly beverage. The Comité Champagne — the body protecting the Champagne designation — asked for the destruction of a shipment of 2,352 cans on the grounds that the term infringes the protected designation of origin “Champagne.” The consignment was intercepted in the Belgian port of Antwerp in early February. Miller High Life, Miller’s oldest brand, was launched as its flagship in 1903. According to its website, the company started to use the “Champagne of beers” nickname three years later. The brand owner said Friday it “respects local restrictions” around the word Champagne.
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