Belgian customs have destroyed more than 2,000 cans of Miller High Life, advertised as the ″Champagne of Beers,” at the request of houses and growers of the bubbly beverage.
Frederick Miller, a German immigrant to the US, founded the Miller Brewing Company in the 1850s. Miller High Life, its oldest brand, was launched as its flagship in 1903.
“With its elegant, clear-glass bottle and crisp taste, Miller High Life has proudly worn the nickname ‘The Champagne of Beers’ for almost 120 years,” Molson Coors Beverage Co. said in a statement to The Associated Press. The 27-nation bloc has a system of protected geographical designations created to guarantee the true origin and quality of artisanal food, wine and spirits, and protect them from imitation. That market is worth nearly 75 billion euros annually — half of it in wines, according to a 2020 study by the EU's executive arm.
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