Netflix and AB InBev have joined forces in a global partnership meant to transform how we experience entertainment—and sip beer—together.
Expect to see AB InBev beer brands woven into select Netflix titles, from subtle in-show placements to co-branded packaging and themed products.
Supporting this will be a wave of digital campaigns, live experiences, and experiential marketing aimed at global audiences.
From a content perspective, the brands will work on integrations across international and regional shows like ‘The Gentlemen’, ‘Brasil 70 – A Saga do Tri’, and ‘Culinary Class Wars’.
Looking closer at the brewer, AB InBev owns an enormous roster of beer brands: Budweiser, Corona, Stella Artois, and regional labels like Cass, Carling Black Label, Victoria, among others.
Netflix sees this as a powerful partnership, considering that “both AB InBev and Netflix bring people together through shared passions like sports, food, music, and comedy.” The companies believe that together, they can “create even more enjoyable experiences for legal drinking age fans around the world and connect with audiences in new and exciting ways.”
AB InBev has already done this via its brand Cerveza Victoria sponsoring fights like Canelo vs. Crawford. In this expanded role, they’ll be present at Netflix’s live moments—e.g. NFL Christmas Gameday 2025—while also eyeing massive global events like the Women’s World Cup in 2027.
Industry analysts view this as a strategic response to shifting viewer trends, where traditional TV ad budgets are moving to streaming.
Marcel Marcondes, AB InBev’s Global CMO said “Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together.”
For Netflix, the move helps diversify revenue while building layered audience engagement. As Marian Lee, Netflix’s CMO, put it, they want campaigns “as unique, fun, and creative as the shows and movies they support.”
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