The fan-favorite character was first introduced in a classic 1997 episode of the animated sitcom.

The Simpsons is bidding farewell to yet another iconic character — this time, without killing anyone off.

The latest episode, entitled “Seperance,” parodies the workplace sci-fi drama Severance, as the Simpsons family discovers that Duffman — the mascot of Homer’s beloved Duff Beer — has been retired.

Barry Duffman shared the news with viewers at the start of the episode, when he showed up at the Simpsons’ home, trying to recruit Homer to work for a soulless corporation known as EOD (Enthusiasm on Demand). He then explained that his days of wearing an outrageous belt made of beer cans is over, as the Duffman mascot is no more.

“The Duff Corporation has retired that character forever,” he revealed. “All the old forms of advertising are now passé. Corporate spokesmen, print ads, TV spots. Today’s kids can’t even sing the jingles.”

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By the end of the episode, Barry deprogrammed himself from EOD, but instead of donning the classic Duffman mascot outfit, he was back in civilian clothing, reinforcing the idea that his iconic costume and mascot persona are gone for good.

Entertainment Weekly has reached out to Fox for additional details.

Duffman, voiced by Hank Azaria, first appeared on season 9’s “The City of New York vs. Homer Simpson” in 1997. Usually decked out in a red cape, sunglasses, and his signature beer can belt, Duffman is best known for his signature catch phrase (“Oh yeah!”). His last proper appearance  was on the season 36 episode “P.S. I Hate You.”

Duffman is not the first farewell of the season. On Nov. 16’s episode “Sashes to Sashes,” the show killed off the recurring character Alice Glick, the organist at the First Church of Springfield. In the episode’s opening scene, Alice keeled over on the organ keys, dead-eyed, with her tongue hanging out.

Last season, The Simpsons made headlines for killing off Marge in a flash-forward, though co-showrunner Matt Selman quickly clarified that the development wouldn’t impact other episodes of the show.

“Obviously, since the The Simpsons‘ future episodes are all speculative fantasies, they’re all different every time,” he told Variety. “Marge will probably never be dead ever again.”

The Simpsons airs new episodes on Sundays at 8 p.m. ET/PT on Fox.