The unprecedented multi-year partnership connects iconic beer brands with Netflix titles and live events
National: 22nd September 2025: AB InBev and Netflix today announced a global partnership bringing together the world’s most iconic beer brands with one of the world’s most popular entertainment services. The partnership is unprecedented in the global reach and scale of activations across AB InBev’s portfolio of brands.
Both AB InBev and Netflix bring people together through shared passions like sports, food, music, and comedy. Together, the companies will create even more enjoyable experiences for legal drinking age fans around the world and connect with audiences in new and exciting ways.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, emphasized the social aspect of streaming, stating, “Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together.” He added, “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 its extensive global brand portfolio, AB InBev will collaborate with Netflix on co-marketing campaigns across various global and regional titles. In India, this collaboration is expected to feature consumer activations, title integrations, limited-edition packaging, digital promotions, and more, tailored to resonate with the local audience.
The partnership will also extend to co-branded campaigns around Netflix live events. In Mexico, Cerveza Victoria recently served as a presenting sponsor for the Canelo vs. Crawford matchup. AB InBev plans to advertise during Netflix’s 2025 live NFL Christmas Game Day and collaborate on major events like the 2027 Women’s World Cup on Netflix. While specific Indian events have not been announced, the companies are exploring opportunities to bring similar experiences to Indian audiences.
Marian Lee, Chief Marketing Officer at Netflix, expressed enthusiasm about the partnership, saying, “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.” She added, “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 collaboration between AB InBev and Netflix represents a fusion of two cultural powerhouses, aiming to redefine the entertainment and beverage landscape by offering audiences globally, including in India, new and exciting ways to engage with their favorite content and brands.
