Anheuser-Busch lager brand Budweiser is to launch a clothing range for men, called The Genuine Article.
The range, which will compete with trendy labels such as Diesel and Firetrap, targets Budweiser’s core target audience of 18- to 30-year-old men. It will launch in 2001.
It is split into three sub-sections: Genuine, which features vintage denim jackets, jeans, polo shirts and sweatshirts; Contemporary, which includes nylon zipper jackets, kagouls, and short-sleeved shirts; and Basic, which includes T-shirts, Hawaiian shirts and beach shorts.
Prices range from &£15 to &£80. Denim jackets will cost about &£75 to &£80 and T-shirts will be priced between &£15 and &£20.
The Budweiser logo will be discreetly featured on small tags on the clothing and The Genuine Article branding will also feature. Some articles will incorporate detailing relevant to drinking Budweiser. For instance, a body-warmer with pockets big enough for a bottle of Bud that acts like a cool-bag.
Budweiser has worked with Fresh Design, the company responsible for the brand development of Kangol, Karrimor and Wolverine, to create the spring/summer 2001 range.
Distributor Sportline, which handles the Head and Animal brands, is looking for retailers across the country to stock The Genuine Article. Sportline is approaching independent boutiques as well as department stores. Concession areas within department stores are being considered.
Budweiser marketing manager Kerry Bebe says: “The launch of a clothing range is another opportunity for us to appeal to our target market. This range allows us to appeal to their sense of fun and contemporary style.”