Belgium Destroys Shipment Of American Beer After Taking Issue With champagne Of Beer Slogan

Posted: Apr 23, 2023

Belgium has destroyed a shipment of American beer after taking exception to its maker’s slogan that it was “The Champagne of Beers.”

Belgian customs crushed the 2,352 cans of Miller High Life beer earlier this week, reasoning that they were improperly labeled as Champagne.

The move came after a trade association for the Champagne industry complained that the term should be used only on bottles of sparkling wine, made using a traditional method in Champagne, France.

By convention, true Champagne – as in, the French sparkling wine – can only be made using Chardonnay, Pinot Noir, and Pinot Meunier grapes.

The Comité Champagne, a joint trade association for the Champagne industry, requested the destruction of the American beers, arguing that the label “The Champagne of Beers” infringed on the protected designation of “Champagne”.

By Mitchell McCluskey
Source and Complete Article:
Date Published: April 20, 2023

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