The guardians of Champagne will let no one take the name of the bubbly beverage in vain, not even a U.S. beer behemoth.
For years, Miller High Life has used the “Champagne of Beers” slogan. This week, that appropriation became impossible to swallow.
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. Frederick Miller, a German immigrant to the US, founded the Miller Brewing Company in the 1850s. Miller High Life, its oldest brand, was launched as its flagship in 1903.-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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Calling beer Champagne 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.
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