Netflix Partners With AB InBev On Global Marketing

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Netflix Partners With AB InBev On Global Marketing

Streaming suds // Illustration by Kate Walker

Netflix and beverage conglomerate AB InBev have inked a first-of-its-kind, global marketing partnership.

The Big Picture: The worlds of entertainment and consumer-products corporations have become increasingly intertwined in recent years, thanks to deeper product placement, a new upfronts, and brand-backed production companies. The deal between Netflix and AB InBev could further blur the line between storytelling and marketing.

Behind The Scenes: Netflix and chill is getting a whole new meaning.

The companies will, of course, partner on Netflix programming, like pairing beers with shows.
They’ll team up on live events like the NFL Christmas Day games and brand activations like the launch of a new beer (AB InBev’s brands include Budweiser and Stella Artois).
The companies will also collab on custom consumer products… which means it’s only a matter of time until we get a Squid Game six pack.

Final Order: THR notes that what makes this deal so monumental is its global nature. Netflix and AB InBev operate everywhere, so the partnership will be felt in nearly every market with both international campaigns and more local spots. That’s great news for Netflix, which has been steadily building its ad tier as a major revenue generator. For AB InBev, it provides an avenue where its beers can get some of the most premium real estate money can buy — hit movies and shows.

Up Next: Considering that brands are even looking to fund more content themselves, there’s a world where AB InBev becomes a co-financier on relevant movies and shows. Netflix is set to release a series about Guinness beer this week, after all.