Belgium Customs destroys beer over ad slogan

Excerpts from an AP report:

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.

The Comité Champagne asked for the destruction of a shipment of 2,352 cans on the grounds that the century-old motto used by the American brewery infringes the protected designation of origin “Champagne.”

Charles Goemaere, the managing director of the Comité Champagne, said the destruction of the beers “confirms the importance that the European Union attaches to designations of origin and rewards the determination of the Champagne producers to protect their designation.”

The buyer in Germany “was informed and did not contest the decision,” the trade organization said in a statement.