Belgian customs destroyed more than 2,000 cans of Miller High Life advertised as the ″Champagne of beers” at the request of the trade body defending the interests of growers of the French sparkling wine.
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.
Molson Coors Beverage Co., which owns the Miller High Life brand, does not currently export it to the EU, and Belgian customs declined to say who had ordered the beers. 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.
“With its elegant, clear-glass bottle and crisp taste, Miller High Life has proudly worn the nickname ‘The Champagne of Beers’ for almost 120 years,” Molson Coors Beverage Co. said in a statement to The Associated Press.
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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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