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AB InBev apparel


AB InBev partners with Erve Europe to launch apparel collection

LONDON (9 March 2021)

Erve Europe has today announced a new multi-year partnership with AB InBev, the world’s leading brewer, to launch a branded apparel collection in a deal brokered by IMG.

With designs featuring the global brewer’s world-renowned brands Budweiser, Stella Artois, Beck’s and Leffe, the new casualwear line will include tees, hoodies, shorts, trousers, loungewear, underwear and socks.

Launching in May 2021, the collection will be available for purchase across Europe from supermarkets, high street fashion retail and department stores and online via

“In line with our company’s mission to strive towards growth, we are thrilled to launch AB InBev beer-branded fashion in Europe.”, explains 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, 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.”

About Erve Europe

Erve Europe is a European leader in character licenses, gaming licenses and brands. We produce branded fashion and apparel featuring TV, film, cartoon and video game heroes. As part of Erve Group, we have six offices across three continents, and we control the supply chain between raw materials and stores. Starting with our in-house design team and portfolio of licenses, we source, produce, pack and transport collections at the request of major fashion retailers. With more than 35 years in the industry, our dynamic team values growth, transparency and customer focus. Our exceptional quality and sustainable practices have earned us a reputation for excellence. The head office and showroom are located near Brussels, the heart of Europe.

About AB InBev

Anheuser-Busch InBev is the world’s leading brewer and is a publicly traded company based in Leuven, Belgium. Our Dream is to bring people together for a better world. We are committed to brewing the best beers using the finest natural ingredients and to be enjoyed in a responsible manner. From our European roots at the Den Hoorn brewery in Leuven, Belgium, we are now a geographically diversified brewery with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 175,000 employees, including 12,000 in Europe. We have offices and breweries in 18 EU Member States and our Global Innovation Centre is also based in Leuven, Belgium. Follow us on Twitter at @ABInBev_EU.

For more information about Anheuser-Busch InBev, please visit

About IMG

IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.

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Erve Europe

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