Netflix and Anheuser-Busch InBev (AB InBev) have struck a global co-marketing partnership that will bring together two leisure giants: beer and streaming. The collaboration aims to link Netflix’s top series with AB InBev’s best-known beer brands through campaigns, packaging, and event tie-ins.
The deal will highlight shows like The Gentlemen (UK drama) and Culinary Class Wars (South Korea) with limited-edition beer packaging and online promotions. While financial terms weren’t revealed, both companies signaled it as a long-term push to merge entertainment and social drinking occasions.
AB InBev, whose portfolio includes Budweiser, Stella Artois, and Corona, will also advertise during Netflix’s growing slate of live programming, including the NFL’s Christmas Day broadcast. Future collaborations will extend to global sports spectacles such as the 2027 Women’s World Cup.
Netflix, which launched its advertising tier less than two years ago, already reaches over 94 million users worldwide. The company sees this ad-supported tier as a major growth engine, especially as live sports give it access to large, sponsor-friendly audiences.
Marcel Marcondes, AB InBev’s Global CMO, said the partnership plays into natural habits: “Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together.”
This move underlines how Netflix is expanding beyond just content production to build partnerships that link its cultural reach with brands looking for mass exposure.