A number of previous attempts to brew Duff beer have been challenged by 21st Century Fox.
21st Century Fox has revealed plans to release a licensed version of Duff Beer – the erstwhile fictional brand from the animated television series The Simpsons – with a test run in Chile this month.
The film studio plans to follow its launch with a rollout across South America and Europe early next year – and the drink could soon be available in markets across the world. The decision to trial the product in Chile is seen as a direct affront to unlicensed versions of Duff beer, the Wall Street Journal reported last week; in 2013, Chilean authorities seized more than 60,000 bottles of Duff-branded beer, and the company has now decided to compete with counterfeiters rather than challenge them.
“Once you see enough piracy, you are faced with two choices,” the head of 21st Century Fox’s consumer goods division, Jeffrey Godsick, said. “One is deciding to fight it, and the other is deciding to gout [into the market] with it.”
Godsick also revealed that Duff will adopt a premium position and features a balance of flavour and refreshment, with a deep golden colour, hints of fruit and caramel aromas. Despite the famous connection to The Simpsons, the decision has been taken not to include any obvious on-pack cues to the TV show in order to give consumers a more immersive and authentic experience.
The move appears to represent a change in direction for The Simpsons; the show’s creator, Matt Groening, has previously revealed he had refused permission for the beer to be made because he felt it would encourage underage drinking.
The beer has been made available at Universal Studios’ resort in Orlando, but this will be the first time that an officially licensed product will be sold through the retail channel.
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