Belgium has destroyed a shipment of American beer after taking exception to its maker’s slogan that it was “The Champagne of Beers”
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.
The beers were headed for Germany before they were intercepted at the port of Antwerp in February. On April 17, the cans were destroyed “with the greatest respect for environmental concerns by ensuring that the entire batch, content and container, is recycled in an eco-responsible way,” the Comité Champagne said.
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