Netflix just inked a global co-marketing deal with AB InBev - the brewer behind Budweiser, Stella Artois, and Corona - to pair binge-worthy shows with beers. Campaigns will roll out around titles like The Gentlemen (UK) and Culinary Class Wars (South Korea), supported by limited-edition packaging, digital activations, and event tie-ins. It’s the latest in Netflix’s brand partnership push, now fuelled by its growing ad business and live sports footprint.

📊 Supporting Stats:

Netflix’s ad-supported tier has grown to 94M users worldwide just two years after launch (Reuters, 2025).
AB InBev controls 27% of the global beer market by volume (Statista, 2025).
Streaming + sport = big reach: Netflix will host the NFL’s Christmas Day broadcast and co-market around the 2027 Women’s World Cup, both beer-heavy viewing occasions.

This partnership is culturally fluent: both streaming and beer thrive on shared experiences, whether that’s a match, a party, or a binge night. Netflix gains access to one of the most global CPG marketers, while AB InBev stays culturally relevant by embedding itself into the shows and events that audiences actually care about.

📌 Key Takeouts:

What happened: Netflix and AB InBev signed a global deal to co-market TV shows and beer.
What worked: The tie-in feels natural; both brands trade in social, shared occasions. The use of packaging, sports, and live events makes it multi-channel.
Potential weakness: Without sharp creative execution, the partnership risks blending into generic “watch + drink” messaging.
Strategic signal: Netflix is leaning hard into ad partnerships, not just subscription growth. AB InBev is evolving from mass sponsorship to culturally specific tie-ins.
For marketers: The move shows that “occasion-based” partnerships - aligning products with how and when people consume content - is where ad money is flowing.

🔮 What We Can Expect Next:
Expect to see more CPG giants aligning with streaming platforms as live sports on OTT grows. If Netflix can make beer pairings feel distinctive - think character-led packaging, show-inspired flavours, or interactive watch-party activations - it sets a new bar for brand integration. But if it defaults to generic co-branded ads, audiences may tune out. Either way, the play signals a future where streaming isn’t just where you watch, but where culture, commerce, and consumption collide.