The Confederation of Belgian Brewers (CBB) does not allow that American brewers use “Belgian" in the brand name of their beers. Coors sells a “Belgian White", which is, according to the CBB, misleading for the American consumer since the beer is brewed in Denver and in Memphis. This misleading nomination hurts the Belgian Brewers, so believes the CBB, since the quality label of “Belgian" is incorrectly used.

The CBB tried to convince Coors by mediation to drop the word “Belgian" in the brand name of their beer. Coors refused. The USA courts will now decide if USA brewers can use the word “Belgian" in the brand names of their beers. The CBB not only asks for the name change, but is also asking for a lot of money as punitive compensation for damage. The CBB hopes also that the court will oblige Coors to pay for ads in the US-press to confess that they used the word "Belgian" incorrectly.

How dare these Belgians! You can buy Kentucky Fried Chickens, locally fried all over the USA. Florida vintners are making and selling California Chardonnay, and no California vintners has a problem with that. California orchards are selling Florida Orange Juice, and no Florida orchard objects to that. Or, am I wrong?

Newsletter December 1999