Budweiser unveils men’s clothes line

Lager brand Budweiser is to launch a men’s clothing range that will challenge Diesel and Firetrap

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here