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IMG to Rep AB InBev Brands in EMEA

IMG will look to grow Budweiser, Stella Artois, Beck’s and Leffe Brands in Europe and the Middle East through cross-category product extensions.

IMG has been appointed by AB InBev as the exclusive licensing representative in Europe and the Middle East for the global brewer’s brands, including Budweiser, Stella Artois, Beck’s, Leffe and more. 

“AB InBev is the world’s largest brewer and their portfolio of beer brands are known and loved around the world,” says Natalie Horne, senior licensing director, IMG. “Each brand has its own rich heritage, inspiring story and creative identity giving us terrific scope for brand extension through licensed consumer products. We are proud to be working with AB InBev to help bring each of their unique brands to life via new consumer touchpoints.”

Categories being explored include fashion, food, home and garden. The multi-year partnership will see IMG develop licensed products that reflect the character of each individual brand: Budweiser for an extraordinary lifestyle; Stella Artois’ mantra of savoring life together; Beck’s’ spirit of freedom and progressive thinking; and Leffe’s deep roots and community spirit.

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