Poetic Brands says cheers to new apparel deal

Licensee secures pan-European deal with AB InBev for well-known beer brands.

Apparel licensee Poetic Brands is to develop an adult clothing range based around some of the world’s most well-known beer brands, having secured a deal with global brewer AB InBev.

The pan-European deal includes the Becks, Budweiser, Bass and Boddingtons brands.

The agreement will see Poetic Brands using classic imagery based on each beer to create an adult clothing range that will tap into the appeal of these properties.

Lines will launch with the likes of ASOS, Jack & Jones, Next and George from Q1 2019.

“This is a fantastic deal and we are very excited about developing this new range,” said Elliott Matthews of Poetic Brands. “All these brands offer us something really fun and innovative to work with and will tap into the almost tribal loyalty that people feel towards their favourite beers.”