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December 19, 2023
Bodebrown is readying to launch nationally in Brazil debuting its latest creation, the Popeye Progressive Lager, marking the first time that the sailor man enters the world of craft beer. Inspired by the character who conquered comics and television, the lager includes a hint of spinach and debuted during an event at Bodebrown’s production plant Dec. 16.
In a deal brokered by Vertical Licensing, Bodebrown is partnering with King Features Syndicate, owner of the Popeye brand, for its first comic character collaboration.
“Bodebrown is one of the most innovative breweries in Latin America and we are impressed with the creative approach they took in developing a craft beer that embodies Popeye’s essence right down to the spinach,” says Carla Silva, vice president, global head, licensing, King Features. “We’re thrilled to have such a unique product in the market for Brazilian fans as they celebrate the start of the summer season as well as the new year!”
The Popeye Progressive Lager will be presented in a 473 ml can, featuring a new interpretation of the character on the label. It is a German Lager-style beer or German Pilsner. The recipe includes two German hops, yeast from the Bavarian region and, during the boiling phase, hints of fresh spinach. It enters the market on the brink of the Brazilian summer and just ahead of Popeye’s 95th anniversary.
“Our goal was to create a beer to be enjoyed in a relaxed manner in everyday life, paying homage to one of the most well-known and versatile styles in the world, German lagers,” says Samuel Cavalcanti, chief executive officer, Bodebrown. “And for that, we also brought another icon from the world of culture and fun into the realm of craft beers – Popeye. This partnership with King Features represents another chapter in Bodebrown’s international presence that makes us very happy.”
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