Contreras, 28, scooped up the rights to the Duff name for Mexico and the rest of the world, spare the United States and Australia, where a brewery launched a beer under the Duff brand a decade ago, but ran into legal problems. His company, Duff Inc., currently sells the beer in Spain and plans on launching the lager in Mexico on July 16.

"A lot of people are interested in this because the whole world already knows the brand," he said from his suburban Guadalajara office, which is also home to his family´s tequila distribution business.

"It´s also a very good beer," he added, explaining that his formula includes three kinds of hops and imported malt.

Contreras recognized Duff´s popularity, though, will "come from the brand."

Duff Beer first hit the market with a small run last summer. Some 200 cases quickly sold out. Cervecería Minerva, a Guadalajara-area microbrewery, originally made the beer, but Contreras wanted a partner that could produce a greater volume and also preferred to develop his own recipes.

While working out the details of launching in Mexico, he fielded a query from Ibiza and now sells Duff in three Spanish markets, although he changed the recipe to suit local tastes.

"My recipe is different for the Spanish market," he explained, adding that the original Mexican Duff "was watery ... they wanted something stronger."

"We have to adapt the product to the tastes of each country."

A U.S. brewmaster and brewery will make Duff for the Mexican market, although he eventually plans on opening his own production facility.

Contreras anticipates the brand should sell well in upscale pubs and bars - places a little classier than the fictitious Moe´s Tavern, Homer Simpson´s favorite watering hole - for 25 to 30 pesos a bottle.

The average customer, he added, would hardly resemble Homer Simpson, the portly character that made the brand famous.

"You might really like Homer Simpson, but you don´t exactly identify with him," he explained.

Contreras will market his beer under the Duff, Duff Light and Duff Draught brands and has no plans to include Homer Simpson in any of his advertising.

He won´t be producing other fictitious Simpsons´ brands like Raspberry Duff, Henry K. Duff´s Private Reserve or Fudd.

Figuring children might be anxious to get their hands on Duff too, an alcohol-free version will also be made.

Although he has spoken with Matt Groening, The Simpsons creator, about selling Duff Beer in the United States and paying a royalty, Contreras figured conquering the Mexican beer market, which is dominated by two mammoth breweries that often sign bars and stores to exclusivity agreements, would be difficult enough.

"The problem is the size of the Mexican territory," he said, but also spoke of the difficulties presented by the competition.

"We´re looking to grow the (premium beer) market," he explained. "The two big guys obviously don´t want to see this kind of beer hit the market."