Global Alliance to Connect Consumers through Shared Interests
Anheuser-Busch InBev (AB InBev), the parent company of popular beer brands such as Corona, Stella Artois, and Michelob Ultra, has announced a groundbreaking global partnership with Netflix. This multi-year agreement aims to integrate AB InBev’s beer brands into Netflix’s content and live events, creating unique experiences for consumers worldwide.
Objective and Scope
The alliance seeks to generate new ways for consumers to engage through shared interests, including sports, food, music, and comedy. The activations will target legal drinking age audiences globally.
“Streaming is a social and shared experience in people’s lives, a moment where beer and entertainment converge,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev, headquartered in Leuven, Belgium.
Key Activations
- Integration of AB InBev beer brands within selected series content
- Limited edition packaging
- Digital promotions
- Co-marketing campaigns for popular and selected Netflix titles, both globally and regionally
Some of the initial productions chosen for this collaboration include “The Gentlemen” (UK), “Brasil 70-A Saga do Tri” (Brazil), and “Culinary Class Wars” (South Korea).
Co-Branding and Live Events
The partnership will also encompass co-branding campaigns tied to Netflix’s live events, such as the recent sponsorship of the Canelo vs. Crawford boxing match by Cerveza Victoria.
- AB InBev’s brands will be featured in Netflix’s NFL Christmas Game Day live events in 2025
- Participation in other significant sports events, like the 2027 Women’s World Cup, which will be broadcasted on the platform
About AB InBev
AB InBev’s portfolio comprises over 500 beer brands. The company reported $59,800 million in revenue for 2024, excluding joint ventures and associates.
Key Questions and Answers
- What is the nature of the partnership between AB InBev and Netflix? It’s a global, multi-year alliance to integrate AB InBev’s beer brands into Netflix’s content and live events.
- Which AB InBev brands are part of this collaboration? The partnership includes popular AB InBev brands such as Corona, Stella Artois, and Michelob Ultra.
- What types of activations are planned under this agreement? Activations include co-marketing campaigns for selected and popular Netflix titles, limited edition packaging, digital promotions, and brand integration within series content.
- Which live events will feature AB InBev’s brands? AB InBev’s brands will be featured in Netflix’s NFL Christmas Game Day live events in 2025 and other significant sports events, like the 2027 Women’s World Cup.
- How extensive is AB InBev’s portfolio? AB InBev’s portfolio comprises over 500 beer brands.
