IMG Signs Erve Europe as AB InBev Apparel Partner

The new multi-year partnership between Erve Europe and AB InBev – brokered by IMG – will bring branded apparel to the brewer's expansive portfolio.

License Global

March 9, 2021

A casualwear collection from Erve Europe featuring AB InBev brands – including Budweiser, Stella Artois, and Beck's – will launch this May.

The collection features branded t-shirts, hoodies, shorts, trousers, loungewear, underwear and socks.

"In line with our company's mission to strive towards growth, we are thrilled to launch AB InBev beer-branded fashion in Europe.", says Arno-Laurent Dieteren, global licensing manager, 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."

"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," says Natalie Horne, associate vice president,

IMG. "Erve Europe is a great partner who we know will ensure exceptional quality and use of the best sustainable practices throughout the apparel collection."

The new collection will be in retail across high street fashion retailers, department stores and online via erve.shop.