Belgian customs have destroyed more than 2,000 cans of Miller High Life, advertised as the ″Champagne of Beers,' at the request of houses and growers of the bubbly beverage.
Empty cans of Miller High Life, left, and Coors Banquet beer wait to be filled at the Molson Coors brewery in Golden, Colorado, U.S., on Thursday, Oct. 15, 2009. Molson Coors Brewing Co. is the biggest beer company based in North America. PhotographeThe guardians of Champagne will let no one take the name of the bubbly beverage in vain, not even a U.S. beer behemoth.
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."Drinking in America is not only on the rise, but at a higher level now then when the substance was banned a century ago.
The buyer in Germany "was informed and did not contest the decision," the trade organization said in a statement.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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