Coors, Belgians settle dispute

Colorado brewery agrees to change labels on 'Blue Moon Belgian White'

Dec 6, 2000 - Coors Brewing Co. has agreed to change the labels on cans and bottles of its "Blue Moon Belgian White" beer to settle a lawsuit filed by Belgian brewers. The lawsuit, filed by the Confederation of Belgian Breweries November 1999, alleged the packaging on Coors' Belgian-style beer led drinkers to believe it was brewed in Belgium.


The group, which represents the majority of Belgian brewers, also alleged that the labels on bottles and cans saying that the beer is Belgian-style are too small and can be obscured by packaging of six-packs.

As part of the settlement, Coors agreed to increase the size of the label with the words "Belgian-Style Wheat Ale" and to place it in prominent places on its bottles, taps and other promotional material. A Coors' spokeswoman said the company decided to settle the suit even though the present labels say the beer is brewed in U.S.

"We are pleased that Coors has agreed to do the right thing in this case," said Jan De Brabanter, Director of External Relations for the CBB. "We have clearly demonstrated that when it comes to beers, the term `Belgian' has a special significance to American consumers. To Belgians, and to increasingly more American consumers, to say that a beer is 'Belgian' means not only that a beer is an excellent quality beer, but that it is actually brewed in Belgium where we consider the brewing of beer an art form in and of itself," he noted.

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