Anheuser-Busch InBev (AB InBev), the world’s largest brewer, and streaming giant Netflix have unveiled a wide-ranging global partnership designed to bring together two of the world’s most recognisable consumer experiences: beer and entertainment.
The collaboration will span AB InBev’s portfolio of iconic beer brands and Netflix’s most popular global and regional titles, combining marketing campaigns, packaging initiatives, live events, and co-branded promotions.
Executives from both companies described the partnership as “unprecedented” in its scale and global reach, marking the first time Netflix has aligned with a global brewer on such a broad level.
“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.”
Campaigns across continents
The partnership will activate through a variety of Netflix titles that have global and regional appeal. Among the first campaigns are collaborations around The Gentlemen in the UK, Brasil 70 – A Saga do Tri in Brazil, and Culinary Class Wars in South Korea.
Planned activations include consumer promotions, product integrations, limited-edition packaging, and digital marketing designed to link AB InBev’s brands with Netflix content.
In addition to series and films, the partnership extends to Netflix’s growing roster of live events. In Mexico, Cerveza Victoria, one of AB InBev’s flagship brands, recently served as presenting sponsor for the high-profile Canelo Álvarez vs. Terence Crawford boxing match streamed on Netflix.
AB InBev will also feature in advertising during Netflix’s 2025 live NFL Christmas Day broadcast — a major sporting event in the streaming platform’s calendar — and collaborate on global campaigns tied to the 2027 Women’s World Cup.
Shared goals
For Netflix, the partnership provides new ways to enhance fan engagement around its content while reinforcing the cultural impact of its shows and live broadcasts.
“We’re always looking for creative ways to build our brand and connect with fans, to keep fueling the fandom that comes from our great shows, thrilling movies, and can’t-miss live events,” said Marian Lee, Chief Marketing Officer at 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.”
The partnership leverages AB InBev’s long-standing association with global sports and entertainment while providing Netflix with a new dimension of brand integration beyond screens.
Industry impact
Industry analysts said the deal signals the growing convergence of entertainment and lifestyle brands, where shared experiences such as streaming and social drinking provide fertile ground for co-marketing.
For AB InBev, the move highlights a strategy to strengthen consumer connections beyond traditional advertising, while for Netflix, it offers a route to further embed its platform in live experiences and social occasions.
The companies said details of their first campaigns will roll out over the coming months, targeting audiences in multiple continents.
