AB InBev and Netflix have unveiled a multi-year, global brand partnership bringing together iconic beers with high-profile streaming services. Both companies highlight the synergy between streaming and social experiences, asserting that beer and entertainment naturally complement each other as shared cultural moments.
“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,” said Marcel Marcondes, Global Chief Marketing Officer at AB InBev.
Under this agreement, AB InBev will collaborate with Netflix on co-marketing for both global and regionally relevant titles. Examples include U.K.’s The Gentlemen, Brazil’s Brasil 70 – A Saga do Tri, and South Korea’s Culinary Class Wars. Tie-ins will span consumer activations, digital promotions, title integrations, and limited edition packaging.
The partnership also extends into live event sponsorships and advertising during Netflix’s live broadcasts. In Mexico, AB InBev’s Cerveza Victoria recently presented a boxing match between Canelo and Crawford. Further plans include AB InBev advertising during Netflix’s 2025 NFL Christmas Game Day and collaboration around major events like the 2027 Women’s World Cup on Netflix.
From a branding perspective, Netflix views this as an opportunity to create “attention-grabbing campaigns” in harmony with their shows and events, while AB InBev sees it as a way to deepen consumer engagement and create more celebratory moments tied to content.
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