Belgian customs agents seized and destroyed 2,352 cans of Miller High Life beer in February due to the brand’s use of the term “Champagne” in its nickname.

The American beverage, en route to Germany, was intercepted in Antwerp.

Each can was subsequently opened and emptied, reminiscent of Prohibition-era newsreels.

The Comité Champagne, tasked with safeguarding the distinction of the French sparkling wine, ordered the destruction.

The committee took issue with the brew’s slogan, which referred to it as the “Champagne of Beers.”

According to European law, the word “Champagne” cannot be used on the packaging of imported goods unless they originate from the specific Champagne region in Southwest France.

The Milwaukee, Wisconsin-brewed beer, which has used the moniker since 1906, did not meet this requirement.

Belgian customs boss Kristian Vanderwaeren stated that the slogan violated the “protected designation of origin ‘Champagne,'” which is against European regulations.

The situation is unusual, as Molson Coors Beverage Co., Miller High Life’s parent company, does not currently export the beer to the European Union.

Belgian customs officials have not revealed who ordered the action.

Molson Coors Beverage Co. has commented on the incident, acknowledging that the company “respects local restrictions” surrounding the Champagne designation but remains unashamed of the product and its slogan.

The company stated, “We remain proud of Miller High Life, its nickname and its Milwaukee, Wisconsin, provenance. We invite our friends in Europe to the U.S. any time to toast the High Life together.”

The destruction of Miller High Life beer by Belgian customs highlights the strict regulations and measures in place to protect the origin and branding of products within the European Union.

The incident raises questions about the enforcement of these regulations and their impact on international trade and branding.

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