Netflix x AB InBev: Next-Gen Brand Partnership in Action
Entertainment giant Netflix and global brewer AB InBev are rewriting the rules of brand collaborations with a first-of-its-kind global partnership. From subtle in-show placements to co-branded packaging, themed products, and live event sponsorships, the alliance represents a new era of integrated where streaming and sipping come together seamlessly.
The partnership will extend across international titles, including The Gentlemen, Brasil 70 – A Saga do Tri, and Culinary Class Wars, as well as Netflix’s live tentpoles, such as NFL Christmas Gameday 2025. Beyond the screen, audiences can expect experiential activations, digital campaigns, and even real-world packaging that bring the collaboration to life.
By embedding itself into Netflix’s storytelling and live events, AB InBev is positioning its brands: Budweiser, Corona, Stella Artois, Carling Black Label, and more, within culture-defining moments that resonate globally. For Netflix, the move marks a bold step in diversifying revenue while deepening audience engagement in fresh, immersive ways.
In this blog post, we explore why this partnership matters, what makes it innovative, and how other brands can draw inspiration from this next-generation playbook.
Why the Netflix x AB InBev Partnership Works
1. Multi-Channel Marketing Approach
Rather than relying on one-off placements, this partnership spans multiple touchpoints. From co-branded packaging, in-show product integrations, digital campaigns, and live experiential activations. By engaging audiences across these channels, both brands ensure they’re present before, during, and after the viewing experience. For example, a viewer might first see a subtle beer placement in a show, later encounter themed packaging in stores, and finally engage with interactive social content or attend a live event. This creates a cohesive and layered brand journey that strengthens recall and loyalty.
2. Product Placement That Tells a Story
Gone are the days of obvious logo shots or static props. AB InBev is being woven into storylines in ways that feel natural and authentic, turning the product into part of the narrative rather than an interruption. Whether it’s a character sharing a beer during a dinner scene or highlighting a brand in a fun, interactive subplot, these integrations reinforce streaming as a social and shared ritual, where food, drinks, and entertainment are seamlessly intertwined.
3. Live Event Marketing Integration
AB InBev has long leveraged live sports sponsorships, from boxing matches like Canelo vs. Crawford to global football events. With Netflix now hosting live global events, such as NFL Christmas Gameday 2025 and future Women’s World Cup activations, the brand can extend its presence into real-time shared experiences. This approach bridges AB InBev’s sports legacy with Netflix’s digital-first audiences, creating moments that are both memorable and socially shareable.
4. Lifestyle and Culture Marketing
Beer and streaming are both everyday rituals, making the collaboration culturally intuitive. By embedding its products into entertainment, AB InBev positions itself as more than a beverage, it becomes part of modern lifestyle moments, from watching a thriller with friends to enjoying a comedy binge on a weekend night. The partnership taps into social behaviors and pop culture, making the brands relevant to both global audiences and niche communities.
5. Global Reach with Local Relevance
AB InBev’s portfolio includes global icons like Budweiser, Stella Artois, and Corona, alongside regional favorites like Cass, Carling Black Label, and Victoria. By leveraging Netflix’s worldwide reach, the partnership delivers mass exposure, while tailored activations for local markets ensure cultural resonance. Whether it’s featuring a local beer in a regional show or aligning campaigns with local festivals and events, the collaboration balances global visibility with meaningful, context-specific engagement.
How Other Brands Can Apply This Blueprint
Think ecosystem, not campaigns: Extend your brand across storytelling, packaging, and live experiences.
Embed, don’t interrupt: Make your product part of the story rather than an add-on.
Leverage cultural moments: Tie into events that people are already passionate about sports, music, and food.
Balance global and local: Pair big-brand storytelling with regionally relevant executions.
Create experiences beyond screens: Use experiential activations to turn viewers into participants.
Conclusion
The Netflix x AB InBev partnership isn’t just about product placement, it’s a blueprint for the future of brand collaborations, where entertainment, lifestyle, and culture intersect. By moving from ad breaks to fully integrated experiences, both companies are showing how brands can stay relevant in a world where audiences demand authenticity and immersion.
At Coral Communications, we believe partnerships like these highlight the future of marketing: brands and platforms co-creating experiences that connect with people on every level, from screen to shelf to stadium.
Ready to explore how your brand can create its own blueprint for next-gen partnerships?
