AB InBev inks deal with Netflix to promote shows & beer

AB InBev and Netflix have announced a first-of-its-kind global partnership in which they will work on co-marketing campaigns around global and regional titles such as The Gentlemen (UK), Brazil 70 - A Saga do Tri (Brazil), and Culinary Class Wars (South Korea). Plans include consumer activations, title integrations, limited-edition packaging, and digital promotions.

“Streaming is a social and shared experience. It’s an occasion where beer and entertainment come together,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. “This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture.”

Netflix and AB InBev have also teamed up for live events, including the upcoming NFL Christmas Gameday 2025 broadcast. The partnership extends to global spectacles like the 2027 Women’s World Cup on Netflix.

“The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can, and a great partnership can make that even better. We are super excited about creating attention-grabbing campaigns with AB InBev that are just as unique, fun and creative as the shows and movies they support,” said Marian Lee, Chief Marketing Officer at Netflix.