Netflix, the world's largest streaming company, said it has formed a strategic partnership with AB InBev, the world's largest beer maker, to pursue a new kind of advertising and marketing collaboration. Observers say the partnership goes beyond simple ad buys to expose brands through "social moments," an attempt to connect with consumers' cultural experiences.
Netflix is a global streaming platform with more than 300 million paid subscribers, and its original content centered on films and drama has been one pillar of global pop culture. AB InBev is the world's largest beer producer, whose brands such as Corona, Stella Artois, and Budweiser hold about a 25% share of the global market. The two sides said they pursued the collaboration by targeting the overlap between content and drinking culture.
According to Fox News on the 22nd (local time), AB InBev Chief Marketing Officer Marcel Marcondes said, "Streaming has become a new kind of social event," adding, "More moments are emerging where people gather to watch a drama or a movie together and drink beer. This partnership naturally aligns with cultural trends." In fact, season 2 of the hit drama "Gentleman," released via Netflix, is set to include scenes of characters drinking Stella Artois, and the company said AB InBev products such as Corona and Budweiser will appear in other content as well.
The collaboration is set to expand beyond simple product placement into a range of marketing programs. Campaigns that combine brands with storytelling will roll out, including limited-edition beer packages tied to specific titles, promotions linked to Netflix subscription perks, and series-themed packages. In a statement, Netflix Chief Marketing Officer Marian Lee said, "Our titles reflect the cultural zeitgeist," adding, "We will unveil original and fun campaigns with AB InBev."
Experts analyzed the partnership as an example of shifting global marketing paradigms. As the traditional TV ad market shrinks, brands are increasingly pushing directly into consumer experiences. In particular, with younger generations treating streaming platforms as a primary leisure space, combining beer brands with streaming content could produce complementary effects, they said.
Industry watchers also said the partnership is meaningful for Netflix in terms of discovering new revenue models and strengthening brand power. As it expands its own ad-supported streaming plans, collaboration with global consumer brands is expected to serve as an important turning point for diversifying advertising revenue.
AB InBev likewise said, "By expanding brand touchpoints beyond sports games and music festivals to streaming content, we expect to strengthen consolidation with younger generations." The industry assessed that "the Netflix–AB InBev partnership will become a catalyst for mainstreaming the trend of 'brand–content convergence' in future global marketing strategies."