By Dan Kedmey
July 11, 2015

21st Century Fox is brewing up a plan to make Duff Beer, Homer Simpson’s fictional drink of choice, into a real and possibly lucrative brand, the company confirmed on Friday.

“I think there’s potential to have Duff everywhere in the world,” Jeffrey Godsick, president of Fox’s consumer products division, said in an interview with the Wall Street Journal.

Until recently Fox was sending cease and desist orders to any brewer that infringed on the brand, but now the media company is reportedly preparing to launch a premium lager with a “caramel aroma” and just a hint of irony. The label will not include overt references to the The Simpsons. Instead it will faithfully mimic the bottles and cans seen in the show.

Unfortunately for American Duff Beer fans, assuming they exist in the real world, the brand will only launch in Chile initially, where illegal copies of Duff Beer have already taken the market by storm. Fox could not confirm a U.S. release, but Fox executives haven’t ruled out the possibility of a domestic homecoming either.

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