Europe takes its Champagne significantly—significantly sufficient to pour hundreds of cans of Miller Excessive Life down the drain for calling itself the “Champagne of Beers.”
Strict rules govern whether or not merchandise could be designated “Champagne,” and a commerce group known as the Comité Champagne helps implement these guidelines. In early February, per the committee’s request, officers in Antwerp, Belgium, intercepted and destroyed a 2,352-can cargo initially headed for Germany.
The Belgium-based firm Westlandia dealt with the destruction of the beer, making certain that each the cans and their content material have been recycled in an environmentally accountable method, based on the committee’s website.
“This destruction is the results of a profitable collaboration between Belgian customs authorities and the Comité Champagne,” says Charles Goemaere, the committee’s managing director, in a statement. “It confirms the significance that the European Union attaches to designations of origin and rewards the willpower of the Champagne producers to guard their designation.”
The European Union has “a system of protected geographical designations” that exist to “assure the true origin and high quality of artisanal meals, wine and spirits”—a market that generates half of its practically $90 billion yearly from wines, writes the Associated Press’ Samuel Petrequin.
The Champagne title can solely be used for glowing wines created from particular grape varieties within the Champagne area in northern France utilizing conventional manufacturing processes. Any items marketed as Champagne that don’t meet these necessities are thought-about counterfeit.
Though shoppers are unlikely to unintentionally decide up a can of Miller Excessive Life once they meant to purchase a bottle of the well-known bubbly, the “Champagne of Beers” slogan refers to “the celebrity and the repute” of Champagne, which have to be protected, Goemaere tells Canadian Broadcasting Corporation’s Nil Köksal.
“That is vital for the neighborhood of producers who’ve invested lots to make their wines well-known all through the world,” he says. “It is also essential for the shoppers. We attempt to ensure that when shoppers ask for a glass of champagne in a bar or purchase a bottle of Champagne in a grocery store or in a retailer, they get precisely what they have been anticipating.”
Miller Excessive Life has used the slogan, initially a reference to the glass bottles it was offered in, for greater than a century. “In fact, we respect native restrictions across the phrase ‘champagne,’” says Molson Coors Beverage Co., which makes the beer, in an announcement to USA Today’s Mike Snider, “however we stay happy with Miller Excessive Life, its nickname and its Milwaukee, Wisconsin, provenance.”
“We invite our associates in Europe to the U.S. any time to toast the Excessive Life collectively,” the corporate provides.