IMG appointed AB InBev’s exclusive licensing representative in key territories

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

Written by Georgie Dobie

Posted 21.05.2020 | Consumer Product

IMG appointed AB InBev’s exclusive licensing representative in key territories thumbnail

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

The multi-year partnership will see IMG develop licensed products that reflect the distinct character of each individual brand: Budweiser for an extra-ordinary lifestyle; Stella Artois’ mantra of savouring life together; Beck’s’ spirit of freedom and progressive thinking; and Leffe’s deep roots and community spirit.

Natalie Horne, senior licensing director, IMG, said: “AB InBev is the world’s largest brewer and their portfolio of beer brands are known and loved around the world. 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 touch-points.”

Categories being explored include fashion, food, home and garden.

Companies interested in licensing any of the AB InBev brands in Europe and the Middle East should visit www.IMGLicensing.com.


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