This destruction was executed at the behest of the Comité Champagne, which protects the French sparkly wine’s specific distinction.
US beer importers had a brewed awakening after Belgian customs officials destroyed a massive cache of Miller High Life over using “Champagne” in its nickname.
This “Boston Tea Party”-esque destruction was executed at the behest of the Comité Champagne — the committee designated to protect the French sparkly wine’s distinction that was unhappy with the brew’s slogan dubbing it the “Champagne of Beers.”According to European law, goods can’t be imported with the name “Champagne” unless they hail from that specific region in Southwest France.
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Champagne Producers Make Belgian Customs Destroy Miller High Life Over SloganComité Champagne requested the destruction, claiming Miller's 'Champagne of Beers' motto infringes the protected designation of origin “Champagne.”
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Brewing controversy: French producers upset over Miller High Life beer advertised as 'Champagne'Belgian 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.
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Miller High Life, 'The Champagne of Beers,' has fallen afoul of strict French laws on 'champagne'Customs officials destroyed more than 2,300 cans of the American beer for violating regulations that protect France's champagne industry.
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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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