Netflix and Stella Artois Announce First Brand Collaboration for 'Gentleman' Series... Releasing September 3

Netflix and Stella Artois announced the integrated global partnership 'The Gentlemen's Serve' on August 26. This marks the first brand partnership for the drama series 'Gentleman' and the first multi-country brand collaboration between Netflix and AB InBev.

This campaign will be developed around actor Theo James and Stella Artois ambassador David Beckham.

The campaign was produced by the creative agency GUT Amsterdam in collaboration with Netflix Brand Studio. The core concept is that perfectly following Stella Artois is not just a simple pour, but a display of power. Along with the representative video 'The Auction' expressing this, videos introducing the brand's five-step pouring ritual—'The Clean-Up', 'The Sacrifice', 'The Angle', 'The Cut', and 'The Judgement'—have been released.

Theo James stated, "'Gentleman' is a work that deals with high-level aristocratic rituals, and through this collaboration with Stella Artois, a brand internationally recognized for its commitment to taste and quality, we were able to express this in a new way. It is a partnership that blends authentically into the story for fans to enjoy."

In which countries will it be conducted?

This partnership will be implemented in eight countries, including the United States, United Kingdom, Canada, Brazil, Colombia, Mexico, South Africa, and South Korea. Through the combination of Theo James, who plays the role of Eddie Horniman in the series, and David Beckham, the plan is to expand the world of 'Gentleman' beyond the existing fanbase.

Marcel Marcondes, Global Chief Marketing Officer of AB InBev, said, "Stylish, premium, and excellent taste are characteristics of the world's best premium beer, and they are also characteristics of one of the most successful and anticipated works on Netflix. 'Gentleman' is a natural stage to showcase Stella Artois's brewing tradition and signature pouring ritual."

Campaign extending beyond the screen

'The Gentlemen's Serve' will expand beyond the screen through customized social content on Netflix and Stella Artois's own platforms, experiential events in major markets, and limited-edition chalices. Netflix and Stella Artois, together with the global branding agency JKR, will hold a pop-up event from September 3 to 5 using the entire London pub 'The Marlborough.' Visitors can explore the classic pub space containing hidden messages from the series, order Stella Artois to experience the five-step pouring ritual, and even have the chance to take home limited-edition goods, including glasses with personal engravings.

Magno Herran, Vice President of Global Brand & Marketing Partnerships at Netflix, said, "'Gentleman' has a fanbase that loves the style, tension, and confident worldview built by Guy Ritchie, and Stella Artois, a brand based on sophistication and ritual, blends naturally into it. This campaign is true entertainment content that allows fans to experience the work in their daily lives beyond the screen."

'The Gentlemen's Serve' is the first multi-country brand activity conducted as part of a multi-year global partnership between AB InBev and Netflix. 'Gentleman' Season 2 will be released on Netflix on September 3.

Source: Stella Artois Press Release (Newswire)

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