A shipment of beer had to be destroyed due to a violation of the protection of origin

By: Trademagazin Date: 2023. 04. 21. 10:13

The Belgian customs authority destroyed a shipment of beer from the United States, citing the European regulation on the geographical indication of origin, it was announced on Friday.

The spokesperson of the Belgian customs office said that the shipment of 2,352 cans of beer was seized in February, and the destruction took place now at the request and expense of the organization that brings together champagne producers in the Champagne region of France (Comité Champagne).

The measure concerned the products of the Miller High Life beer brand, whose advertising slogan includes the term champagne. The American manufacturer, founded in 1903, has been using the slogan “Champagne of Beers” since 1906, which, according to the French interest protection organization, violates the European Union’s protection of the geographical indication of the original sparkling wine, i.e. Champagne.