Belgium has destroyed a shipment of American beer after taking exception to its maker's slogan that it was 'The Champagne of Beers.'
Belgium has destroyed a shipment of American beer after taking exception to its maker's slogan that it was "The Champagne of Beers."
The move came after a trade association for the Champagne industry complained that the term should be used only on bottles of sparkling wine, made using a traditional method in Champagne, France. The Comité Champagne, a joint trade association for the Champagne industry, requested the destruction of the American beers, arguing that the label "The Champagne of Beers" infringed on the protected designation of "Champagne".
"Each year we carry out thousands of checks on designations of controlled origin," said Kristian Vanderwaeren, general administrator of the Belgian General Administration for Customs and Excise.
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