Thousands of cans of Miller High Life beer have been destroyed by customs authorities in Belgium over the American brew’s tagline — “The Champagne of Beers.”
The cargo of two,352 cans, or 196 12-packs, was intercepted within the Belgian port of Antwerp in February. Miller maker Molson Coors doesn’t export the product to the member international locations of the European Union, and the German recipient of the non-public cargo of beer didn’t contest the seizure and destruction orders.
The beers have been busted open and drained on Monday.
The line, European officers contend, violates protections on “Champagne”, which by legislation is barely allowed for use as a reputation for glowing, bubbly wines made utilizing conventional strategies within the French area of Champagne.
Wine is severe enterprise within the European Union; the booze has a $43.5 billion market analysis.
“This destruction is the result of a successful collaboration between Belgian customs authorities and the Comité Champagne. It confirms the importance that the European Union attaches to designations of origin and rewards the determination of the Champagne producers to protect their designation,” Charles Goemaere, managing director of the Comité Champagne commerce group, mentioned in an announcement.
The trade group, which referred to as Miller High Life “beer cans abusively bearing the designation Champagne” within the title of a press launch, paid for the termination of the beer cans.
Miller High Life’s American producers don’t have any plans to cease utilizing the slogan.
“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. … We invite our friends in Europe to the U.S. any time to toast the High Life together,” Molson Coors informed the Associated Press.
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