Netflix brings beers to screens in global AB InBev content partnership

Netflix and AB InBev have teamed up in a global partnership that aims to marry iconic beer brands with one of the world’s largest streaming platforms. The collaboration will see co-marketing campaigns, consumer activations, and event sponsorships rolled out across multiple regions, marking an unprecedented scale for both companies.

The partnership will leverage AB InBev’s global brand portfolio to integrate with popular Netflix titles such as the UK’s The Gentlemen, Brazil’s Brasil 70 - A saga do tri, and South Korea’s Culinary class wars. Campaigns will include title integrations, limited-edition packaging, digital promotions, and other experiential marketing initiatives targeting fans of legal drinking age.

Beyond content tie-ins, the companies will also collaborate on live events. In Mexico, Cerveza Victoria recently served as presenting sponsor for the Canelo vs. Crawford fight, while AB InBev will advertise during Netflix’s 2025 live NFL Christmas game. Looking further ahead, the partnership will extend to marquee events including the 2027 Women’s World Cup, streamed on Netflix.

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AB InBev and Netflix said the partnership is built on shared interests in sports, food, music, and comedy, aiming to connect audiences in “new and exciting ways”.

“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.

She added, “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.”

In tandem, Marcel Marcondes, global chief marketing officer of AB InBev said, "Streaming is a social and shared experience, it’s an occasion where beer and entertainment come together. 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."

Following its experiential partnership with AB InBev, Netflix is also expanding its commercial reach through a programmatic advertising tie-up with Amazon Ads.

Set to roll out in Q4 2025, the deal will allow advertisers to buy Netflix inventory directly across 11 markets, including the US, UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. The initiative is designed to make Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in reaching streaming audiences.

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