Belgium destroys Miller High Life cans bearing ‘Champagne of Beers’ slogan
Champagne is a protected denomination of origin (PDO) in the EU, just like Parmigiano Reggiano, Kalamata olive oil from Greece and paprika from Murcia in Spain.
Belgian officials determined that Miller High Life’s century-old motto represents an infringement of the PDO, and they ruled that the cans were therefore illicit goods.
Workers at a plant in Ypres destroyed the batch, sending out a clear warning to the world that the Champagne brand is not to be messed with.
‘The Comité Champagne helps train our teams and provides information that allows us to identify whether products are genuine or counterfeit,’ said Kristian Vanderwaeren, administrator of the Belgian customs service.
‘When a counterfeit is detected, as is the case here, we also agree on the decision to destroy these goods and how to get them destroyed.’
Molson Coors, which owns Miller Brewing Company, does not export Miller High Life to the EU, as it is aware of the consequences.
