AB InBev and Netflix have announced a global partnership that brings together AB InBev’s beer brands with Netflix’s entertainment platform. The deal is described as unprecedented in its global reach and scale of activations across AB InBev’s portfolio.
Both companies said they aim to connect with audiences through shared interests such as sports, food, music and comedy. The partnership is expected to create new experiences for legal drinking age audiences worldwide.
Through its global brand portfolio, AB InBev will collaborate with Netflix on co-marketing campaigns across international and regional titles. In India, this will include consumer activations, title integrations, limited-edition packaging and digital promotions tailored to local audiences.
The partnership also extends to Netflix live events. In Mexico, Cerveza Victoria recently served as presenting sponsor for the Canelo vs. Crawford fight. AB InBev will also advertise during Netflix’s 2025 live NFL Christmas Game Day and collaborate on events such as the 2027 Women’s World Cup. While specific events in India have not yet been announced, both companies said they are exploring similar opportunities for the market.
The collaboration brings together two global players in beverages and entertainment, aiming to create new ways for audiences, including in India, to engage with content and brands.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, has emphasized the social aspect of streaming, stating, “Streaming is a social and shared experience; it’s an occasion where beer and entertainment come together. This partnership has presented 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.”
Marian Lee, Chief Marketing Officer at Netflix, has added, “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 has allowed us to pierce the cultural zeitgeist in ways few others can, and a great partnership can make that even better.”
