The guardians of Champagne have long safeguarded the name of the popular sparkling beverage, and they have not hesitated to take action even against a U.S. beer giant. Miller High Life has used the slogan “The Champagne of Beers” for years, but their appropriation has recently become too much to bear.
The Comité Champagne, a trade body representing the interests of sparkling wine houses and growers in northeastern France, recently requested that a shipment of 2,352 cans of Miller High Life be destroyed. The trade body argued that the century-old slogan used by the brewery was infringing on the protected designation of origin “Champagne.”
Belgian officials at the Customs Administration complied with the request to destroy the shipment of 2,352 cans, which had been intercepted in the port of Antwerp in early February and was destined for Germany. This incident emphasizes the importance of protecting names and trademarks, particularly when it comes to the regional heritage and cultural significance of certain products.
Although Molson Coors Beverage Co. owns the Miller High Life brand, they currently do not export it to the EU. Thus, it remains unclear who ordered the shipment of 2,352 cans of Miller High Life advertised as the “Champagne of Beers” as seized by Belgian Customs Administration in the port of Antwerp in early February.
With such incidents occurring with increasing frequency, businesses have to take measures to understand international regulations and protect their products from infringement, which can involve costly lawsuits and damage to brand image.
The purchaser of the 2,352 cans of Miller High Life in Germany was informed of the decision to destroy the shipment, and reportedly did not contest the ruling, according to a statement from the Comité Champagne.
Miller High Life, the oldest brand of the Miller Brewing Company, was founded by German immigrant Frederick Miller in the 1850s as the company’s flagship beer in 1903. Just three years later, the company began using the nickname “The Champagne of Bottle Beers,” which was later shortened to “The Champagne of Beers” in 1969. Molson Coors Beverage Co., the current owner of Miller High Life, defended its right to the “elegant, clear-glass bottle and crisp taste,” insisting that the “Champagne of Beers” moniker had been in use for almost 120 years.
Despite its popularity in the US, the “Champagne of Beers” slogan is not compatible with EU regulations. Goods that infringe on protected designations of origin can be treated as counterfeit, which is against EU rules. The EU has established a system of protected geographical designations to preserve the true origin and quality of artisanal food, wine, and spirits, as well as protect them from counterfeits.
This market is worth nearly 75 billion euros (about $87 billion) annually, with half of it coming from wine alone, according to a 2020 study by the EU’s executive branch. In this context, it is critical that businesses carefully consider and respect regional trademarks and designations to avoid any legal complications and uphold the integrity of the producers’ hard work.
The managing director of the Comité Champagne, Charles Goemaere, stated that the destruction of the beer cans reinforces the significance placed by the European Union on designations of origin. He further praised the Champagne producers for being determined in safeguarding their designation. Molson Coors Beverage Co. stated that they acknowledge the local restrictions surrounding the word Champagne, but added that they take pride in their Miller High Life beer.
They extended an invitation to their European friends to come to the US and toast the High Life together. The Comité Champagne paid for the destruction of the cans, ensuring that the entire batch, including its contents and container, were recycled in an environmentally responsible manner, according to their joint statement. Mark D. Carlson contributed to this report from Brussels.