AB InBev, Leuven, Belguim, and Netflix, Los Gatos, Calif., announced a global partnership bringing together iconic beer brands with the popular entertainment services. The partnership is unprecedented in the global reach and scale of activations across AB InBev’s portfolio of brands, according to the company.

Both AB InBev and Netflix bring people together through shared passions like sports, food, music and comedy, they note. Together, we will create even more enjoyable experiences for legal drinking age fans around the world and connect with audiences in new and exciting ways, they add.

“Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, global chief marketing officer of AB InBev, in a statement. “This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture.” 

Through its global brand portfolio, AB InBev will collaborate with Netflix on co-marketing campaigns that will come to life across a variety of Netflix’s most popular global and regional titles like “The Gentlemen” from the UK, “Brasil 70 - A Saga do Tri” from Brazil, “Culinary Class Wars” from South Korea among others, the company said. The partnership will include consumer activations, title integrations, limited-edition packaging, digital promotions and more.

Netflix and AB InBev also will partner on co-branded campaigns around Netflix live events. In Mexico, Cerveza Victoria was recently a presenting sponsor for the Canelo vs. Crawford matchup. AB InBev also will advertise in Netflix’s 2025 live NFL Christmas Game Day games. The two companies also will collaborate around some of the world’s biggest events like the 2027 Women’s World Cup on Netflix.

“We’re always looking for creative ways to build our brand and connect with fans, to keep fueling the fandom that comes from our great shows, thrilling movies, and can’t-miss live events,” said Marian Lee, chief marketing officer at Netflix. “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can, and a great partnership can make that even better. We are super excited about creating attention-grabbing campaigns with AB InBev that are just as unique, fun, and creative as the shows and movies they support.”