Netflix and Stella Artois have announced a new global marketing partnership built around the second season of The Gentlemen. The campaign, called “The Gentlemen’s Serve,” brings the world of Guy Ritchie’s stylish crime series together with the premium beer brand in a way that blurs the line between advertising and entertainment.
The partnership marks the first brand alliance for the series and represents the first major multi-market collaboration between Netflix and AB InBev, the parent company of Stella Artois. The campaign is set to roll out across several countries including the United States, the United Kingdom, Canada, Brazil, Colombia, Mexico, South Africa, and South Korea.
Campaign Stars Theo James and David Beckham
The campaign features Theo James, who plays Eddie Horniman in the series, alongside David Beckham, who has served as a Stella Artois brand ambassador since 2024. James reprises his role from the show in the campaign content, creating a seamless connection between the series and the marketing effort.
The centerpiece of “The Gentlemen’s Serve” is a series of five video vignettes that demonstrate the proper way to pour a Stella Artois. The videos follow the brand’s famous five-step pouring ritual, which includes steps called “The Clean-Up,” “The Sacrifice,” “The Angle,” and “The Cut”. A hero film titled “The Auction” serves as the main launch piece for the campaign.
“This partnership is so integrated, you shouldn’t be able to distinguish between the ad and the show.” – Marcel Marcondes, Global CMO of Anheuser-Busch InBev
The creative work was developed by GUT Amsterdam in close collaboration with the Netflix Brand Studio. The campaign is built around a simple idea: that serving a Stella Artois perfectly is not just a pour, but a power play.
London Pub Takeover Brings the Show to Life
Netflix plans to take over The Marlborough Pub in London between September 3 and September 5. The historic pub will be transformed to look like a setting from the series, giving fans a chance to step into the world of The Gentlemen.
Visitors to the pub will be able to search for hidden messages from the show, order a Stella Artois, and take home limited-edition merchandise including an engraved chalice. The activation is part of a larger effort to bring the partnership to life beyond the screen.
“We’re really excited about how this partnership came to life. It’s a true piece of entertainment that extends ‘The Gentlemen’ beyond the screen.” – Magno Herran, Vice President of Global Brand and Marketing Partnerships at Netflix
Partnership Builds on Larger Netflix-AB InBev Deal
The “Gentlemen’s Serve” campaign is the first execution of a multi-year global partnership between Netflix and AB InBev that was first announced in September 2025. That larger deal allows AB InBev to integrate its beer brands, including Budweiser, Corona, and Stella Artois, into Netflix content and marketing efforts around the world.
As part of the broader agreement, season two of The Gentlemen will feature characters drinking Stella Artois throughout the series. This kind of product integration represents a new approach to advertising that moves beyond traditional 30-second commercials.
Netflix has been building its reputation as a destination for brands that want to align with popular programming in creative ways. The streamer previously convinced Coca-Cola to revive New Coke for the third season of Stranger Things. More recently, Netflix wove the State Farm insurance character “Jake from State Farm” into the plot of its sports series Running Point.
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Second Season Arrives September 3
The partnership comes as The Gentlemen prepares to launch its second season on September 3. The show, created by Guy Ritchie, follows the story of Eddie Horniman who inherits his family’s estate and discovers it is part of a large criminal empire.
The second season picks up one year after the events of the first season, with Eddie and Susie working together to expand their enterprise overseas. However, decisions made by Bobby are becoming increasingly risky, forcing Eddie and Susie to decide whether to take action or risk losing everything.
The timing of the campaign also coincides with other recent announcements about the show. Netflix has officially renewed The Gentlemen for a third season, and the second season trailer was released this week.
“The Gentlemen is a celebration and a comment on the British class system, ritual and legacy. And I think Stella, given its heritage, fits perfectly with that world.” – Theo James
The partnership between Netflix and Stella Artois represents a growing trend in entertainment marketing, where brands and content creators work together to create experiences that feel like natural extensions of the stories viewers love. With the pub takeover, the video campaign, and product integration in the show itself, “The Gentlemen’s Serve” offers fans multiple ways to engage with the world of the series.
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