AB InBev and Netflix Ink Global Deal to Bring Beer to Screens—and Much More

Beer is about to get a starring role on Netflix. 

Anheuser-Busch InBev (AB InBev) has signed a multi-year global partnership with Netflix that will integrate brands like Bud Light and Stella Artois in and around the streamer’s shows, from British thriller The Gentlemen to South Korea’s Culinary Class Wars.

The collaboration will extend off-screen, where Netflix’s promos will feature on limited-run beer packs. The two companies will share the stage at live events too, including the NFL’s Christmas Day games.

The terms of the deal were not disclosed. However, it also includes elements such as sponsorship and digital promotions, providing AB InBev with a fresh way to reach audiences who are increasingly resistant to traditional advertising.