Apparel specialist Poetic Brands is set to develop a clothing range for adults based around some of the world’s most iconic beer brands, after signing an agreement with leading global brewer AB InBev.

The pan-European deal is for Becks, Budweiser, Bass and Boddingtons – brands that enjoy huge recognition and have exceeded the alcoholic drinks market to become cultural institutions in their own right. These beers are some of the most popular in Europe and brand awareness has been boosted by numerous innovative advertising campaigns and slogans over the years.

The deal will see Poetic Brands using classic imagery based on each beer to create an adult clothing range that will tap into the huge appeal of these properties with ranges launching 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,” says 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.”