The unprecedented multi-year partnership connects iconic beer brands with Netflix titles and live events
AB InBev and Netflix today announced a global
partnership bringing together the world’s most iconic beer brands with one of
the world’s most popular entertainment services. The partnership is
unprecedented in the global reach and scale of activations across AB InBev’s
portfolio of brands.
Both AB InBev and
Netflix bring people together through shared passions like sports, food, music,
and comedy. Together, we will create even more enjoyable experiences
for legal drinking age fans around the world and connect with audiences in new
and exciting ways.
“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.”
Through our global
brand portfolio, AB InBev will collaborate with Netflix on co-marketing
campaigns that will come to life across a variety of Netflix’s most popular
global and regional titles like “The Gentlemen” from the UK, “Brasil 70 - A
Saga do Tri” from Brazil, “Culinary Class Wars” from South Korea among others. The
partnership will include consumer activations, title integrations,
limited-edition packaging, digital promotions, and more.
Netflix and AB InBev will also partner on co-branded campaigns around Netflix live events. In Mexico, Cerveza Victoria was recently a presenting sponsor for the Canelo vs. Crawford matchup. AB InBev will also advertise in Netflix’s 2025 live NFL Christmas Game Day games. We will also collaborate around some of the world’s biggest events like the 2027 Women’s World Cup on Netflix.
“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. 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.”
