We don’t mess with the name ‘Champagne’: A shipment of 2,352 cans of American beer labeled ‘The Champagne of Beers’ was destroyed by customs in Belgium for violating the Champagne Protected Designation of Origin committee, the French winemaker represents, announced on Tuesday.
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The shipment of Miller High Life beers was intercepted in the port of Antwerp in early February. Following this seizure by Belgian customs, the Champagne Committee – the interprofessional organization that brings together Champagne houses and winemakers and whose founding responsibilities include protecting the Champagne appellation around the world – had “demanded the destruction of illegal wine goods,” he explained in a statement.
“The recipient of the goods in Germany was informed and did not contest this decision,” specified the sparkling wine committee.
This destruction, which took place in Ypres on Monday, “is the result of successful cooperation between the Belgian customs authorities and the services of the Champagne Committee.
It confirms the importance that the European Union attaches to designations of origin and rewards the determination of the people of Champagne to protect their designation of origin,” said Charles Goemaere, Director General of the Champagne Committee, as quoted in the press release.