Miller High Life's long-running slogan "Champagne of Beers" has created problems for the brand in Europe. Recently, a shipment of the brew was destroyed in Antwerp, Belgium because the use of the word "Champagne" on the label was considered a violation of France's protected designation of origin (PDO) for Champagne.
The term "Champagne" is reserved for wines produced within a specific geographic area in France and must adhere to certain vineyard practices. While it is unlikely that consumers would mistake Miller High Life for actual Champagne, the use of the term was still enough to cause issues.
The destroyed shipment contained 2,352 cans of Miller High Life, and the decision was made by Belgian customs workers in collaboration with Le Comité Interprofessionnel du vin de Champagne (CIVC) and the General Administration of Belgian Customs. The beer was recycled in an environmentally responsible manner due to the utmost respect for environmental concerns.
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