Woolies launching Duff Beer at Moe’s Tavern pop-up in Sydney

07 May, 2014 by TheShout

By James Atkinson

Woolworths is bringing Homer Simpson’s favourite tipple, Duff Beer, to Australia and will launch the new product at a Moe’s Tavern pop-up bar located within one of ALH Group’s Sydney venues.

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This is the first official Duff Beer created with the blessing of The Simpsons creator Matt Groening and 20th Century Fox, and its arrival marks the 25th anniversary of the cartoon in Australia.

In the past Duff has only been available through counterfeit and imitations that were the subject of high profile litigation by Fox.

“Twice its come to Australia and twice its been recalled,” ALH merchandise manager, Ian Kingham told TheShout.

He said Duff Beer’s latest iteration transpired from a direct approach to ALH CEO Bruce Mathieson Jnr from a personal contact who had acquired the rights to create the beer and bring it to Australia.

Kingham said that while the beer has “good novelty value”, the liquid itself will not disappoint.

“We needed to make sure the beer would stack up. It’s a perfectly good lager,” he said.

The official Duff Beer is set to become available at BWS and Dan Murphy’s liquor stores from May 28. 

Ahead of its arrival in store, a pop-up of Moe’s Tavern will be open to the public at ALH’s Woolloomooloo Bay Hotel from May 23 to 30. 

It is the only place where Duff Beer will be available on draught and will also be serving up a host of Springfield’s finest food including Krusty Burgers, Duffalo Wings and Lard Lad donuts.  

“Originally we were going to launch it at the ALH Springfield Tavern [in Queensland], but due to logistics we changed that to Sydney where you could get a better grab for media,” Kingham said.

Duff Beer is brewed in the US to the specifications of Pinnacle Liquor Group, Woolworths Liquor’s exclusive brands division.

Haven Licensing owns the Australian rights to the product. Frank PR and creative agency AZB are managing the Sydney event and have promised an authentic reproduction of Homer’s favourite drinking hole.