Poetic Gem beefs up portfolio - Licensing.biz

Poetic Gem beefs up portfolio

Range of t-shirts and nightwear featuring Bovril imagery will hit UK shelves soon.
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Poetic Gem has struck its latest agreement to produce a range of shirts and nightwear based on the long running beef drink, Bovril.

Using the brand's recognisable imagery, Poetic Gem will create the range based on the bed-time drink, including t-shirts featuring slogans: 'I Like it Beefy' and 'Bovril, Get Beefy'.

Elliot Matthews of Poeticgem, said: "A cup of Bovril is warm and welcoming and an evening treat of many, so the brand seemed perfect for a nightwear line.

"Bovril isn't just a drink, it is an institution and these new products will tap into the deep love and affection the UK public has for the brand."

Originally named Johnston's Fluid Beef, the beef extract drink was rebranded in 1886, and the Bovril brand was created.

More than 120 years later, Bovril sells around three and a half million jars a year.

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