Mumbai: AB InBev and Netflix have announced a multi-year global partnership that brings together some of the world’s most iconic beer brands with one of the most popular entertainment platforms worldwide. The collaboration is unprecedented in its global scale and the breadth of activations planned across AB InBev’s extensive portfolio.
Both AB InBev and Netflix share a vision of connecting people through shared passions such as sports, music, food, and comedy. Together, the companies aim to create enhanced experiences for legal drinking age fans globally, connecting audiences to content and brands in fresh and engaging ways.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, emphasized the social aspect of the collaboration, “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.”
Through this partnership, AB InBev will collaborate with Netflix on co-marketing campaigns tied to global and regional titles. In India, this is expected to include consumer activations, title integrations, limited-edition packaging, digital promotions, and other initiatives designed to resonate with local audiences.
The partnership will also extend to co-branded campaigns during Netflix live events. For instance, Cerveza Victoria in Mexico recently served as a presenting sponsor for the Canelo vs. Crawford fight. Looking ahead, AB InBev plans to advertise during Netflix’s 2025 live NFL Christmas Game Day and participate in major events such as the 2027 Women’s World Cup on Netflix. While specific events for India are yet to be announced, both companies are exploring similar opportunities to engage Indian audiences.
Marian Lee, Chief Marketing Officer at Netflix, expressed excitement about the collaboration, “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.”
This strategic collaboration between AB InBev and Netflix represents a fusion of two cultural powerhouses, aiming to redefine the entertainment and beverage experience by offering audiences globally, including in India, innovative and immersive ways to enjoy their favorite content alongside their favorite brands.
