Belgian customs destroy thousands of cans of American beer due to "misleading slogan"

The Belgian customs destroyed a shipment of 2,352 Miller High Life beer cans with the slogan 'The Champagne of Beers' because it was deemed misleading by the Comité Champagne. The organization claimed that the use of the term "champagne" on the cans infringed on the protected designation of origin of Champagne.

The cans were intercepted in the Port of Antwerp in February en route to Germany. The Belgian customs complied with the Comité Champagne's request to destroy the cans, and Molson Coors Beverage Co, the producer of Miller High Life, respected the decision.