MUMBAI: The world’s largest brewer has struck a sweeping marketing deal with Netflix that will see AB InBev’s beer brands woven into the streaming giant’s programming and live events across dozens of countries.
The partnership, announced today, marks an unusually broad collaboration between the Belgian-Brazilian brewing behemoth and the entertainment platform. AB InBev will integrate its portfolio—including Budweiser, Corona, and Stella Artois—into Netflix content ranging from British crime series The Gentlemen to South Korean cooking competition Culinary Class Wars.
AB InBev global chief marketing officer Marcel Marcondes described streaming as “an occasion where beer and entertainment come together,” arguing the deal would create “deeper experiences with consumers” during culturally significant viewing moments.
The arrangement extends beyond traditional product placement. AB InBev brands will feature in co-marketing campaigns, limited-edition packaging tied to specific shows, and digital promotions. The brewer will also advertise during Netflix’s live NFL Christmas games next year and collaborate on coverage of the 2027 Women’s World Cup.
Netflix has already tested the waters with AB InBev properties. Mexican beer brand Cerveza Victoria recently sponsored the streaming service’s broadcast of the Canelo Álvarez-Terence Crawford boxing match.
“The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Netflix chief marketing officer Marian Lee. The streaming service has increasingly courted advertising revenue as subscriber growth plateaus in mature markets.
The deal reflects AB InBev’s push to reach younger consumers who increasingly favour experiences over traditional advertising. The brewer has faced headwinds in key markets, with American beer consumption declining and competition intensifying from craft breweries and hard seltzers.
For Netflix, the partnership offers a blue-chip sponsor as it expands into live programming and seeks to monetise its global reach more effectively. The platform has secured rights to major sporting events, including NFL games and professional wrestling, as it competes with traditional broadcasters for advertising dollars.
The companies declined to disclose financial terms of the multi-year agreement. AB InBev operates in nearly 50 countries whilst Netflix boasts over 270 million subscribers worldwide.
Industry analysts suggest such partnerships may become more common as traditional advertising models fragment. Brewers face particular challenges reaching audiences through conventional channels as younger consumers increasingly “cord-cut” from traditional television.
The collaboration will roll out across AB InBev’s international portfolio, with regional brands like Brasil’s Antarctica and Europe’s Leffe expected to feature in locally relevant Netflix content. Both companies emphasised the deal’s global scope distinguishes it from previous entertainment industry tie-ups.
