Netflix and AB InBev seal global partnership blending beer and streaming

448

Netflix and beverage giant AB InBev have signed a global partnership designed to bring beer closer to streaming moments. The collaboration will roll out through consumer activations, co-branded campaigns, digital promotions, and product integrations across Netflix’s international slate.

AB InBev brands will feature in campaigns linked to shows such as The Gentlemen (UK), Brasil 70 – A Saga do Tri (Brazil), and Culinary Class Wars (South Korea). The deal also covers live events, with AB InBev serving as a presenting sponsor at Netflix’s Canelo vs. Crawford fight in Mexico and securing ad slots during the platform’s live NFL Christmas Day coverage. Looking ahead, campaigns are planned around the 2027 Women’s World Cup, which will stream on Netflix.

“Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, global CMO of AB InBev. He noted the deal gives the brewer’s brands new ways to “create deeper experiences and more moments of cheers.”

Netflix CMO Marian Lee called the partnership an opportunity to build attention-grabbing campaigns that harness the cultural impact of Netflix’s titles. “The popularity of our shows and events allows us to pierce the cultural zeitgeist in ways few others can,” she said.

For both companies, the agreement strengthens their positioning: Netflix, in its drive to diversify revenues via advertising and brand partnerships, and AB InBev, in seeking cultural resonance with younger, streaming-first audiences.