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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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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Over 2K Miller High Life cans destroyed over ‘Champagne of Beers’ sloganThis destruction was executed at the behest of the Comité Champagne, which protects the French sparkly wine’s specific distinction.
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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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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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