Netflix’ Latest Marketing Mash-Up Pairs Stella Artois With ‘The Gentlemen’
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- Netflix will take over London's Marlborough Pub from September 3–5, outfitting it like Guy Ritchie's 'The Gentlemen' with hidden show messages, Stella Artois orders, and limited-edition merch including an engraved chalice.
- Stella Artois marks the first brand alliance for the series and the first execution of a multi-year deal between Anheuser-Busch InBev and Netflix, initially unveiled in September of last year.
- Video vignettes starring Theo James and Stella Artois brand ambassador David Beckham (onboard since 2024) will demonstrate the beer's five-step pouring ritual.
- Marcel Marcondes, global CMO of Anheuser-Busch InBev, said the goal was integration so seamless 'fans wouldn't be able to distinguish between the content and the show.'
- The activation will run across eight markets: the U.S., U.K., Canada, Brazil, Colombia, Mexico, South Africa, and South Korea.
- Netflix has a prior track record of bespoke integrations — including convincing Coca-Cola to revive New Coke for 'Stranger Things' Season 3 in 2019 and weaving Jake from State Farm into the plot of 'Running Point' earlier this year.
Why it matters: For AB InBev and Netflix, this is the first tangible test of their multi-year alliance: eight countries, a flagship Guy Ritchie property, and A-list talent (Theo James, David Beckham). The bet — per Netflix VP Magno Herran — is that bespoke experiences like this will convert advertisers into ongoing sponsors rather than one-off 30-second spots.
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