Belgian authorities destroyed 2,352 cans of Miller High Life, claiming the "Champagne of Beers" is counterfeit because it's not actually champagne
· Apr 25, 2023 ·

This has got to be one of the biggest party fouls of all time right here:

Yes, I kid you not, Belgian authorities actually destroyed 2,352 cans of Miller High Life — "The Champagne of Beers" — because it's not technically champagne.

Earlier this week, Belgian authorities destroyed every single drop of a shipment of 2,352 cans of Miller High Life in Ypres, Belgium. The beers, labeled as "The Champagne of Beers," had first arrived in the country in February.

A joint statement issued by the authorities and France's Champagne Committee, a trade organization representing the French region of Champagne, confirmed the beers were destroyed because they infringed on the "protected designation" of Champagne.

It went on to refer to the beers as "illicit goods" and said the recipient of the beer in Germany, where the cans were headed, did not contest the decision to destroy it. It's not clear from the statement who was importing the beers.

Yeah, they take their wine pretty seriously over there in Europe.

But this is a little bit over the top, wouldn't you say?

"The Champagne of Beers" slogan clearly informs the consumer that the product, in fact, is not Champagne, but beer. It's as clear as day.

However, I guess that doesn't matter to the Europeans.

Charles Goemaere, managing director of France's Champagne Committee, said the eradication of the Miller High Life beers highlighted "the importance that the European Union attaches to designations of origin and rewards the determination of the Champagne producers to protect their designation."

He also congratulated Belgian authorities for their "vigilance."

Kristian Vanderwaeren, Administrator of the Belgian Customs Service, also spoke on the seizure and called the beers "counterfeit."

This begs a very important question:

What took you so long to make this decision?

In a statement provided to Insider, Molson Coors, the parent company of Miller High Life, said the beer has "proudly worn the nickname 'The Champagne of Beers' for almost 120 years."

120 years, and this is the first we're hearing of the illicit, counterfeit slogan?

Yeah right, Europe. I'm gonna go ahead and charge you with a fifteen-yard penalty for this one.


I'll leave you with this video in remembrance of the High Life's that were lost:

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