AB InBev and Netflix have announced a global partnership that will bring the beer maker’s brands together with the streaming giant across multiple markets. The collaboration will feature a range of activations designed to connect with audiences through shared passions such as sports, food, music, and comedy.
Marcel Marcondes, Global Chief Marketing Officer, AB InBev said, “Streaming is a social and shared experience; it’s an occasion where beer and entertainment come together. This partnership presents an opportunity for our brands to forge deeper connections with consumers and foster more moments of celebration while they enjoy the content that shapes culture.”
The tie-up will include co-marketing campaigns linked to global and regional Netflix titles. In India, consumers can expect initiatives such as activations, title integrations, limited-edition packaging, and digital promotions tailored to local audiences.
The agreement also extends to Netflix live events. In Mexico, Cerveza Victoria recently served as a presenting sponsor for the Canelo vs. Crawford matchup. AB InBev also plans to advertise during Netflix’s 2025 live NFL Christmas Game Day and work on campaigns tied to future events, including the 2027 Women’s World Cup. While no specific events have been announced for India, both companies indicated they are considering opportunities for the market.
Marian Lee, Chief Marketing Officer, Netflix said, “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. 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.”
Together, the companies aim to create innovative ways for legal drinking age consumers worldwide, including in India, to engage with both entertainment and beer brands.
