Netflix partners with AB InBev to launch a bold global deal mixing beer, streaming, and culture for the future of entertainment marketing

In a bold global move that could rewrite the rules of brand marketing, Netflix partners with AB InBev to fuse entertainment and consumer culture through immersive content, live events, and regionally tailored experiences.

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The multi-year agreement between the streaming platform and the brewing giant goes far beyond sponsorship—it’s a full-spectrum collaboration that ties beer brands to entertainment on an unprecedented scale.

This groundbreaking deal will connect AB InBev’s iconic labels—Budweiser, Stella Artois, Corona and more—to Netflix content and live events across continents.

From Korean culinary battles to British crime thrillers, the partnership reflects a deep understanding of how culture and consumption intertwine.

Marcel Marcondes, AB InBev’s Global Chief Marketing Officer, explained the thinking behind the strategy: “Streaming is a social and shared experience.”

The partnership capitalises on this natural synergy, blending entertainment with lifestyle moments where beer often plays a central role.

The execution is anything but generic. AB InBev will co-market with Netflix on regional titles like The Gentlemen in the UK, Brasil 70 in Brazil, and Culinary Class Wars from South Korea.

Each activation—from product packaging to content integration—is tailored to feel authentic to the local audience.

Crucially, Netflix’s growing live events portfolio unlocks even more potential.

AB InBev is set to advertise during high-profile spectacles like the NFL Christmas Gameday 2025 and co-create experiences around the 2027 Women’s World Cup.

Recent efforts like Cerveza Victoria’s sponsorship of the Canelo vs. Crawford fight in Mexico show how this approach already works in practice.

Netflix CMO Marian Lee noted the cultural depth of the platform’s content: “When shows like Squid Game or Money Heist take off, they become global events. That’s the kind of moment brands want to be part of.”

The brilliance of this deal lies in customisation. Corona fits seamlessly into Latin American storylines, while Stella Artois can elevate European dramas.

AB InBev’s diverse portfolio allows for smart, subtle placement that complements the story rather than interrupts it.

Also read: AB InBev beer sales drop hits shares despite profit growth

As Netflix partners with AB InBev, the message is clear: the future of marketing lies in cultural integration, not commercial intrusion. Brands that collaborate at this level will set the pace. The rest may struggle to keep up.