Belgian customs crushed over 2,000 cans of Miller High Life after a trade body requested the action as part of its effort to protect producers of wine from the Champagne region of France.
The action was prompted by a call by the Comité Champagne, after which a delivery containing 2,352 cans of the beer was crushed.
The group says the slogan negatively impacts protections put in place for the"Champagne" origin designation. While Belgium customs did not release information on who ordered the beer to Europe, the owner of the brand, Molson Coors Beverage Co., does not export its product to the European Union. The beer was to eventually land in Germany, but it never made it. During the Second World War, planned scarcity for the beer brand and loyalty from military members created increased national demand. Miller Brewing company invested heavily in national advertising on radio and television and in print.
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