AB InBev and Netflix Strike Global Partnership
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Key Points
- Multi-year deal integrates Bud Light, Stella Artois and other AB InBev brands into Netflix shows.
- Partnership includes product placement, co-branded beer packs, sponsorships, and digital promotions.
- Netflix promos to appear on beer packaging, extending the collaboration beyond screens.
- Joint activations planned at live events, including NFL’s Christmas Day games.
Anheuser-Busch InBev (AB InBev) has signed a landmark global deal with Netflix, giving its beer brands prominent placement in some of the streaming giant’s biggest shows. From British thriller The Gentlemen to South Korea’s Culinary Class Wars, Bud Light, Stella Artois, and other AB InBev products will feature in content watched by millions worldwide.
The partnership isn’t confined to the screen. Limited-edition beer packs will showcase Netflix promotions, while the two companies will co-host major live events, including tie-ins with NFL games. Sponsorship opportunities and digital promotions are also part of the agreement, giving AB InBev new ways to reach audiences who increasingly skip traditional ads.
AB InBev says the move reflects its shift from being just an advertiser to becoming a “full experience provider.” By blending entertainment with consumer products, the brewer aims to drive deeper engagement with its global audience and redefine how its brands connect with culture.
