Netflix and Anheuser-Busch InBev have launched a marketing collaboration centered on the streaming service’s comedic action series “The Gentlemen,” which is preparing to debut its second season. The partnership marks the first brand alliance for the program and represents the initial major execution of a multi-year agreement between the two companies.
From September 3 to September 5, Netflix will operate a takeover event at the Marlborough Pub in London, where attendees can explore hidden messages from the show, purchase Stella Artois beer, and acquire limited-edition branded merchandise such as engraved chalices. The brewer will also produce a series of video vignettes demonstrating a five-step pouring ritual for the beer. These vignettes will feature both Theo James, a star of the series, and David Beckham, who has been a brand ambassador for Stella Artois.
According to Marcel Marcondes, global chief marketing officer at Anheuser-Busch InBev, the strategy was designed to make the brand feel seamlessly integrated with the show’s content rather than presented as a separate promotional element. Netflix has emphasized this approach to advertising, positioning itself as a platform that emphasizes branded integrations over traditional commercial formats.
The company has previously demonstrated this capability through deals such as convincing Coca-Cola to revive New Coke in conjunction with “Stranger Things,” and more recently weaving the State Farm character Jake into its sports series “Running Point.” According to Netflix’s Magno Herran, vice president of global brand and marketing partnerships, the union of Stella Artois and “The Gentlemen” capitalizes on the show’s established global fan base and the brand’s association with British style.
The campaign will be deployed across the U.S., U.K., Canada, Brazil, Colombia, Mexico, South Africa, and South Korea, with amplification through social media channels managed by both Netflix and Stella Artois. The initiative is intended to expand the show’s audience ahead of its second season launch.
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