Observed Signal · Aug 27, 2026 · Partnership · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Stella Artois Partners With The Gentlemen for New Spot
Stella Artois has launched a campaign tied to season 2 of Netflix's The Gentlemen featuring a 90-second cinematic spot starring Theo James with a cameo from David Beckham. The creative centers on the brand's 'There’s Power in the Pour' pouring ritual and includes five 15-second vignettes, social content on Netflix and Stella Artois channels, and an experiential activation at The Marlborough Pub in London from September 3–5 offering limited-edition personalized chalices. AB InBev’s global CMO Marcel Marcondes and actor Theo James provided commentary on the authenticity of the partnership.
Brand integration between a major advertiser (Stella Artois/AB InBev) and a streaming series on Netflix shows ongoing growth of streaming-native sponsorships and experiential tie-ins, but it is not industry-shifting.
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Key Takeaways & Evidence Grounding
- Stella Artois launched a campaign tied to season 2 of Netflix's The Gentlemen that includes a 90-second cinematic spot starring Theo James and a cameo from David Beckham.
- The campaign includes five 15-second vignettes, each dedicated to one of the five steps in the Stella Artois pouring ritual.
- The campaign will run on Netflix across eight markets: US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, plus custom social content on Netflix and Stella Artois channels.
- An experiential activation at The Marlborough Pub in London will run September 3–5, where fans can experience the pouring ritual and take home limited-edition personalized Stella Artois chalices.
Connected Companies & Entities
3 Entities mapped“That quietly restrained menace provides a perfect marriage of brand values for Stella Artois and its There is Power in the Pour positioning.”
“The hero film in Stella Artois is tie-in with season 2 of the Netflix hit is a 90-second cinematic spot.”
“Marcel Marcondes, global chief marketing officer of AB InBev, added: Stylish, elevated, great taste attributes of the world is most premium ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AB InBev launches global 'Cheers to Beer' film
AB InBev released a global corporate film titled 'Cheers to Beer' timed ahead of International Beer Day (August 7, 2026). The emotional spot features multiple AB InBev brands including Corona, Budweiser, Michelob Ultra and Stella Artois, highlights no- and low-alcohol variants, and was created in partnership with Wieden+Kennedy. Alongside the film the brewer published a white paper from Ipsos and IWSR showing beer's sustained share in alcohol and no-alcohol categories. The film will run on AB InBev owned social channels across more than 30 markets and uses music by artist Mona.
Spirits Brands Use Sports and Celebrities to Recruit Young Drinkers
Major spirits brands are deploying sports sponsorships, celebrity partnerships and limited-edition products to attract younger consumers. Examples include Chivas Regal’s Ferrari/Charles Leclerc F1 campaign with a limited 16-year expression and a themed board game; Maker’s Mark partnering with WNBA player Kelsey Plum and activating on paid social and creator channels; and Jameson running MLS-focused advertising featuring J Balvin across CTV, Meta, TikTok and YouTube plus targeted linear TV inventory for Hispanic audiences. Other activations include Jack Daniel’s with McLaren, Jim Beam campaigns tied to soccer figures and F1 sponsorships, and Johnnie Walker World Cup work in Brazil. Industry commentators say sports provide communal drinking occasions and cultural relevance, while brands use limited editions and experiential IP to stand out amid crowded sponsorship ecosystems.
Budweiser Launches 'Let It Pour' World Cup Campaign
Anheuser‑Busch InBev’s Budweiser has unveiled a global World Cup campaign titled “Let It Pour,” starring soccer players Erling Haaland and Jürgen Klopp. The spot, created by Grey Global and set to Joe Cocker’s “Feelin’ Alright,” depicts fans around the world celebrating as Haaland scores; the creative includes cameo elements such as Alfie‑Inge Haaland and a Godzilla scene. The campaign will run in 40 countries (excluding the U.S., where Michelob Ultra and Stella Artois will run their own World Cup work). Budweiser is also releasing limited‑edition bottles featuring designs from the past 10 tournaments and operating an online Bud Fan Store selling branded merchandise. Richard Oppy, global president, Premium Company at AB InBev, is quoted about centering fans and emotions in the campaign.
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