21st Century Fox is releasing a licensed version of Duff Beer, made famous by the animated show “The Simpsons.” The new beer packaging faithfully represents the animated bottles and cans and does not contain overt references or characters from the popular television show.

The official version of Homer Simpson’s favorite drink will be distributed in Chile to start, with other South American and European markets to follow. The Fox-licensed product is a direct response to pervasive counterfeits of the fictitious beer. President of Fox Consumer Products Jeffrey Godsick explained, “Once you see enough piracy, you are faced with two choices. One is deciding to fight it, and the other is deciding to go out [into the market] with it.”

Fox has been dealing with Duff knockoffs for years in places like Chile, Australia, Germany and Colombia, but has hesitated to create a licensed version due to concerns that the brand could be interpreted as marketing to children. In 2014, Fox launched a test-run of the beer in Australia, only to have it fail after an advocacy group complained that the beer would encourage underage drinking. However, Godsick maintains that since the show has been running for 26 years, it actually has an adult audience.

h/t: http://www.wsj.com/articles/duff-beer-tries-to-tap-markets-outside-springfield-1436553842

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