Licensees Focus


20 Dec - 2023

Tags from the story: Bodebrown.

Bodebrown is readying to nationally debut its latest creation, the Popeye Progressive Lager, marking the first time in history that the renown sailor man enters the world of craft beer.

Inspired by the character who conquered comics and television, the lager will include a hint of spinach and debut during an event at Bodebrown’s production plant on Saturday, December 16.

Based in Curitiba, the capital of the state of Paraná, Bodebrown has accumulated over 200 national and international awards. With strong partnerships abroad, the craft brewery aligned with the band Iron Maiden in Brazil to create beers, having already launched two successful labels – Trooper Brasil IPA and Aces High. Now, in a deal brokered by Vertical Licensing, Bodebrown is partnering with King Features Syndicate, the owner of the Popeye brand, for its first comic character collaboration.

The Popeye Progressive Lager will be presented in a 473ml can, featuring a creative interpretation of the character on the label. It is a German Lager-style beer or German Pilsener. Light and refreshing, with low bitterness and 4.9% alcohol by volume. The recipe includes two German hops (Tettnanger and Hallertau Tradition), yeast from the Bavarian region, and, during the boiling phase, hints of fresh spinach. With these characteristics, it enters the market at the ideal time, on the brink of the Brazilian summer and just ahead of Popeye’s 95 anniversary.

Designed to be enjoyed casually in settings like a tropical beach, it pairs well with seafood dishes, including shrimp, crab, squid, and shellfish. However, it also complements German cuisine, pizzas, bread, and cheese, as well as recipes featuring spinach, such as quiches and turnovers.

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 Bodebrown’s CEO, Samuel Cavalcanti. “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.”

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,” said King Features VP/ GM, Global Head of Licensing, Carla Silva. “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 salty sailor was created by American cartoonist Elzie Segar in 1929. Starring as the lead character in his newspaper comic strip, which still continues today. Popeye always defends those he loves, especially his girl Olive Oyl, from his eternal frenemy, Brutus, the brutish villain determined to get his own way. Popeye is also known for his love of canned spinach, the source of his super-strength. Once he cracks open a can and consumes his leafy greens, he becomes even stronger and can overcome any obstacle. With these unique characteristics, Popeye has remains one of the most beloved characters in global entertainment, starring in animated cartoons, comic books, movies, video games, and other products. He celebrates 95 years strong in 2024.

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