US drinks company Shipyard Brewing has come up with a novel way of launching its new brand of root beer by creating a comic book character linked directly to the drink.
Consumers log onto http://www.captneli.com to find a daily web comic chronicling the exploits of its protagonist Captain Eli, his dog Barney and a 200-year-old parrot.
The drink firm hopes that if they like the comic adventures, consumers will be more inclined to pick up a bottle of its new Capt'n Eli's root beer.
The drink is described as a full-bodied, traditional root beer and contains essence of wintergreen oil, anise, and vanilla. It is sweetened with natural cane and brown sugars instead of corn syrup, which is generally used in root beer manufacture.