- AB InBev has teamed up with Netflix on a new global partnership aimed at bringing together beer brands and entertainment.
- The partnership will include consumer activations, title integrations, limited-edition packaging and digital promotions. The brands will use their shared platforms to bring people together around passion points including sports, food, music and comedy.
- The partnership will include co-marketing campaigns across specific Netflix series including: “The Gentlemen,” “Brasil 70 – A Saga do Tri,” and “Culinary Class Wars.” The two companies will also run co-branded campaigns around Netflix live events.
“Streaming is a social and shared experience – it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, global chief marketing officer at AB InBev, in a statement shared with Brand Innovators. “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.”
The partnership is designed to tap into the social connections brought together when watching Netflix content and drinking beer. The scope of the partnership will allow the companies to reach each other’s audiences, whether it is through in-person activations or on their platforms.
The partnership also includes numerous sports moments. AB InBev will advertise during Netflix’s 2025 live NFL Christmas Game Day 2025 and the companies will collaborate on teh 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, in a statement.
“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,” she continued. “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.”
