After nearly three decades of popping up in Springfield with a beer can belt and a third-person catchphrase, The Simpsons has officially retired one of its most recognizable mascots.
According to People, Duffman, the longtime face of Duff Beer, was written out of the series in a recent episode, and the show says the decision is permanent.
The reveal came in season 37’s January 4 episode, “Seperance,” a parody of the Apple TV+ series Severance. Rather than killing off another familiar face, the episode quietly confirmed that the era of Duffman is over. When the character shows up at Homer and Marge Simpson’s house, he explains that Duff Beer has moved on from its old-school marketing tactics.
“The Duff Corporation has retired that character forever,” Duffman says in the episode. He adds that traditional advertising formats—corporate mascots, print campaigns, and jingles—no longer connect with younger audiences. In other words, Duffman didn’t die; he was deemed outdated.
Throughout the episode, Barry Duffman—the man behind the mascot—appears without the signature red cape, sunglasses, and beer-can utility belt. Even after briefly recruiting Homer for a mysterious company called EOD, Barry never suits back up, reinforcing the idea that this wasn’t just a temporary gag. By the episode’s end, Duffman remains retired, and there’s no hint of a comeback.
When asked about the character’s future, a representative for The Simpsons responded with a wink rather than a reversal, sharing an image of Duffman alongside the line: “Duffman says a lot of things. Oh yeah!”
Duffman first appeared in the 1997 episode “The City of New York vs. Homer Simpson” and quickly became a recurring presence, often satirizing corporate branding and beer culture. Voiced by Hank Azaria, the role has technically been portrayed by multiple characters over the years.
His final appearance before “Seperance” came during season 36’s “P.S. I Hate You,” making the season 37 episode his last proper moment in the spotlight.
The retirement also follows another notable change this season, as The Simpsons recently confirmed the permanent death of church organist Alice Glick.