‘The Champagne of Beers’ Does Not Leave a Good Taste for French Producers

European protectors of Champagne¹ will not let just anyone use the name of the drink. That includes a large U.S. beer company.

Champagne is an alcoholic² drink that is produced in France. It is made in an area about 140 kilometers east of Paris.

For years, the American beer Miller³ High Life has used "Champagne of Beers" as its slogan. A slogan is a short phrase used for advertising⁴ products.

But last week, customs agents in Belgium destroyed more than 2,000 cans of Miller High Life because the word "Champagne" appeared on the cans. They did so at the request of the trade body defending the interests of the French makers⁵ of Champagne.

The Comité Champagne made the request because they say the American beer company's use of the word goes against the protected status of products from the Champagne area of France.

A spokesperson at the Belgian Customs administration said last Friday the shipment was taken by officials in the Belgian port of Antwerp in early February. The beer was being shipped to Germany.

Molson Coors Beverage⁶ Company owns Miller High Life. But it does not currently export the beer to the European Union. Belgian customs did not say who ordered the beers.

The buyer in Germany "was informed and did not contest the decision," the trade organization said in a statement.

Frederick Miller was a German immigrant to the United States. He founded the Miller Brewing⁷ Company in the 1850s. Miller High life is its oldest product. It was launched as its main drink in 1903.

The product's website says the company started to use the "Champagne of Bottle Beers" slogan three years later. It was shortened to "The Champagne of Beers" in 1969.

"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 Company said in a statement to The Associated Press.

No matter how popular the nickname is in the United States, it does not follow European Union rules. Those rules state that goods that go against the protection of products from a protected area can be treated as counterfeit⁸.

The European Union has a system of protected areas created to guarantee the true source and quality of some foods and drinks. A 2020 study by the E.U.'s executive arm found the market is worth nearly $87 billion each year.

Molson Coors Beverage Company said it "respects local restrictions⁹" around the word Champagne.

The company says it remains¹⁰ pleased with Miller High Life and its longtime slogan. Company leaders added they invite their friends in Europe to the United States any time to try the beer together.

Belgian customs said the destruction of the cans was paid for by the Comité Champagne. They released a joint¹¹ statement that said it was carried out with "respect for environment concerns." They said the contents and container were destroyed in an environmentally responsible way.

Words in This Story

contest – v. to say that you do not agree with or accept (something)

elegant – adj. graceful¹² and attractive

crisp – adj. pleasantly cool, fresh, and dry

counterfeit – n. something that is made to look like an exact copy of something else in order to trick people

designation – n. the act of officially choosing someone or something to do or be something

determination – n. a quality that makes you continue trying to do or achieve something that is difficult

1 champagne   

n.香槟酒；微黄色

参考例句：

• There were two glasses of champagne on the tray.托盘里有两杯香槟酒。
• They sat there swilling champagne.他们坐在那里大喝香槟酒。

2 alcoholic   

adj.（含）酒精的，由酒精引起的；n.酗酒者

参考例句：

• The alcoholic strength of brandy far exceeds that of wine.白兰地的酒精浓度远远超过葡萄酒。
• Alcoholic drinks act as a poison to a child.酒精饮料对小孩犹如毒药。

3 miller   

n.磨坊主

参考例句：

• Every miller draws water to his own mill.磨坊主都往自己磨里注水。
• The skilful miller killed millions of lions with his ski.技术娴熟的磨坊主用雪橇杀死了上百万头狮子。

4 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

5 makers   

n.制造者，制造商（maker的复数形式）

参考例句：

• The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
• The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》

6 beverage   

n.(水，酒等之外的)饮料

参考例句：

• The beverage is often colored with caramel.这种饮料常用焦糖染色。
• Beer is a beverage of the remotest time.啤酒是一种最古老的饮料。

7 brewing   

n. 酿造, 一次酿造的量 动词brew的现在分词形式

参考例句：

• It was obvious that a big storm was brewing up. 很显然，一场暴风雨正在酝酿中。
• She set about brewing some herb tea. 她动手泡一些药茶。

8 counterfeit   

vt.伪造，仿造；adj.伪造的，假冒的

参考例句：

• It is a crime to counterfeit money.伪造货币是犯罪行为。
• The painting looked old but was a recent counterfeit.这幅画看上去年代久远，实际是最近的一幅赝品。

9 restrictions   

约束( restriction的名词复数 )； 管制； 制约因素； 带限制性的条件（或规则）

参考例句：

• I found the restrictions irksome. 我对那些限制感到很烦。
• a snaggle of restrictions 杂乱无章的种种限制

10 remains   

n.剩余物，残留物；遗体，遗迹

参考例句：

• He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
• The remains of the meal were fed to the dog.残羹剩饭喂狗了。

11 joint   

adj.联合的，共同的；n.关节，接合处；v.连接，贴合

参考例句：

• I had a bad fall,which put my shoulder out of joint.我重重地摔了一跤，肩膀脫臼了。
• We wrote a letter in joint names.我们联名写了封信。

12 graceful   

adj.优美的，优雅的；得体的

参考例句：

• His movements on the parallel bars were very graceful.他的双杠动作可帅了!
• The ballet dancer is so graceful.芭蕾舞演员的姿态是如此的优美。