Controversy in Belgium: more than 2,300 cans destroyed because of its controversial slogan

The U.S. beer Miller High Life, originally from Milwaukee, has been criticized for calling itself ‘the champagne of beers’, which is seen as a clear challenge to the law in force in Belgium, suffering a clear setback in terms of export in the European territory.

The Belgian government decided to dispose of 2,350 cans of a barley-based beverage, which was being successfully marketed in the United States, precisely because of its slogan.

The well-known beer brand, popularly called the ‘champagne’ of beers, has caused a stir due to its advertising claim printed on cans it sells to its customers. These actions contradict current European law.

The Comité Champagne asked Belgian customs to destroy all products using the word “champagne” if they did not contain the sparkling liquid. The Committee’s petition was formally presented as a measure to protect the brand of this famous wine.

Belgian port authorities took the decision to destroy a shipment after deeming it illegal because the term ‘Champagne’ was being used to promote the product without the proper permits.

Also, on April 17, an unprecedented action was carried out, the destruction of the cans with contents. The Committee assured that the work was done with total respect and care for the environment, to ensure that all the materials involved, including the containers, were recycled correctly.

The European Union has confirmed that it recognizes and rewards the correct use of the appellation ‘Champagne’. An action that ratifies the correct use of the term, “confirms the importance that the European Union attaches to appellations of origin and rewards the determination of the people of Champagne to protect their appellation”.

The brand, which was founded in 1903 and began using its slogan three years later, has not yet commented on the measure taken in Europe.