Multi-year partnership will see licensee launch a branded apparel collection with brewer following deal with IMG.
Erve Europe has secured a multi-year partnership with brewer AB InBev, which will see the licensee launch a branded apparel collection.
The deal was brokered by IMG.
With designs featuring the global brewer’s world-renowned brands Budweiser, Stella Artois, Beck’s and Bud Light, the new casualwear line will include tees, hoodies, shorts, trousers, loungewear, underwear and socks.
It will be launching across Europe in May.
“In line with our company’s mission to strive towards growth, we are thrilled to launch AB InBev beer-branded fashion in Europe,” commented Arno-Laurent Dieteren, global licensing manager at Erve Europe. “We feel confident, given our close partnership with IMG and our dedicated distribution channels, to make this a success.
“Great brands and exceptional quality and compliance standards have proven to be the perfect combination to deliver successful collections to various customers across Europe.”
Natalie Horne, associate vice president at IMG, added: “We’re excited to launch AB InBev beer-branded apparel products in Europe, helping further secure their position as an aspirational lifestyle brand and creating new touchpoints for existing and prospective customers.
“Erve Europe is a great partner who we know will ensure exceptional quality and use of the best sustainable practices throughout the apparel collection.”
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