AB InBev has signed a global partnership deal with Netflix, to promote the conglomerate’s beers on and off screen.
The two companies announced the deal today (22 September) but did not disclose financial terms.
AB InBev and Netflix will produce joint marketing campaigns for global and local shows hosted on the streaming platform, including The Gentlemen from the UK, and Culinary Class Wars from South Korea.
Campaign formats will include title integrations, limited-edition beer packs, as well as sponsorship of live events on Netflix.
Netflix had 302 million subscribers at the end of the 2024 calendar year, according to its letter to shareholders.
According to figures from Barb, 17.6m households in the UK have access to Netflix, 5.5 million of which are subscribed to the platform’s ad-supported tier.
