Belgian customs crushed more than 2,000 cans of Miller High Life because it's called the “Champagne of Beers.”
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.
No matter how popular the slogan is in the United States, it is incompatible with European Union rules which make clear that goods infringing a protected designation of origin can be treated as counterfeit.
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