AB InBev Taps Netflix’s 94 Million Ad-Tier Users to Reinvent Beer Marketing

Beer is stepping into the stream.

AB InBev and Netflix have just signed a multi-year global partnership.

This pairs some of the world’s most recognized beer brands with streaming’s most-watched titles and live events.

“This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture,” AB InBev Global CMO Marcel Marcondes said in a news release.

Budweiser, Stella Artois, and Corona will be among the labels featured in campaigns linked to Netflix shows such as:

• "The Gentlemen" in the U.K.
• "Culinary Class Wars" in South Korea
• "Brasil 70 — A Saga do Tri" in Brazil

The deal also places AB InBev brands into Netflix’s growing live-event slate.

In Mexico, Cerveza Victoria, whose parent company Grupo Modelo is part of AB In Bev, sponsored the Canelo vs. Crawford fight.

Cerveza Victoria will also advertise during Netflix’s 2025 NFL Christmas Day broadcast.

Looking further ahead, the companies are planning joint campaigns around the 2027 Women’s World Cup.

“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,” Netflix CMO Marian Lee shared.

“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."

Limited-edition designs, digital activations, and co-branded creative will aim to make AB InBev labels part of the experience, not just background advertisers.

Streaming + Beer: A Meeting of Social Rituals

Financial details were not disclosed, but the reach is clear.

Netflix’s paid subscribers reached nearly 302 million earlier this year, and its ad-supported tier now exceeds 94 million global users.

This number shows a sharp increase since its ad tier was launched in 2022, giving advertisers like AB InBev scale and cultural positioning.

Netflix pulled in $11.08 billion from ads in Q2 2025, showing just how quickly that side of the business is growing.

AB InBev, meanwhile, reported $15 billion in Q2 revenue as sales volumes dipped 1.9% Year-over-Year.

This makes cultural visibility more important for the brewer as it works to hold ground against spirits and other drinks stealing share.

At the same time, AB InBev faces mounting pressure to keep its labels relevant with younger audiences who split their attention across streaming, gaming, and alternative drinks.

How Agencies Can Turn Tie-Ins Into Brand Value

For agencies guiding AB InBev and other marketers, the task is to transform these integrations into brand equity. Success will come from:

• Embedding brand values in stories ensures that integrations feel authentic to the title or event rather than appearing forced.
• Extending campaigns across touchpoints connects the Netflix tie-in with retail displays, packaging, and social channels.
• Looking at brand lift instead of raw reach gives a better read on whether people are actually changing how they see the product.
• Getting involved with creators early on helps the brand feel naturally part of the show rather than added in later.

These strategies highlight that entertainment partnerships only work when they deepen a brand’s relevance across channels.

The real payoff comes when campaigns move from short-term attention to lasting associations that strengthen consumer trust and brand positioning.

Our Take: Can This Partnership Redefine Beer Marketing?

Yes, I believe so. Tapping into Netflix’s ad-tier scale and live events allows AB InBev to move beer into the entertainment spotlight.

However, its brands risk fading into the noise unless campaigns feel organic.

But if executed well, this partnership could reset how beer branding and advertising work on a global stage.

For instance, maybe "The Gentleman" main character Eddie Horniman could be featured in a scene appreciating a high-end beer like Stella Artois and Goose Island.

Beer brands once built equity on stadium sponsorships and TV commercials.

AB InBev’s partnership with Netflix shows where the next era of brand building will happen: inside the stories and events that command the world’s attention.

Blake Lively’s Betty Booze offered a recent example of this approach.

The brand partnered with Michelin-starred chef Daniel Boulud on a Ratatouille-inspired spot that showed how beverage marketing can use culinary storytelling to stand out.