Netflix and Stella Artois Take Over a London Pub for 'The Gentlemen'
Netflix and Stella Artois are turning a London pub into a piece of television. From 3–5 September 2026, the Marlborough Pub will be outfitted in the style of The Gentlemen, Guy Ritchie's comedic action series, which is about to launch its second season on the platform. Variety
The takeover is the first brand alliance for The Gentlemen and the first campaign under a multi-year deal between Anheuser-Busch InBev and Netflix, originally announced in September 2025. That broader partnership covers co-marketing campaigns across multiple shows and markets, with AB InBev brands — Budweiser, Stella Artois and Corona — set to become title sponsors of Netflix series worldwide. The Hollywood Reporter; Reuters
As part of the activation, video vignettes feature series star Theo James alongside David Beckham walking through a five-step pouring ritual for Stella Artois. Beckham has been a brand ambassador for the beer since 2024. The campaign will run across eight countries: the United States, the United Kingdom, Canada, Brazil, Colombia, Mexico, South Africa and South Korea. Variety
Marcel Marcondes, global CMO of Anheuser-Busch InBev, and Magno Herran, Netflix's vice president of global brand and marketing partnerships, are the executives behind the tie-up. Their multi-year agreement, announced nearly a year before this first execution, also names the South Korean cooking competition Culinary Class Wars among the shows slated for campaigns. Netflix Newsroom
For Netflix, marrying a show's world to a physical product is familiar ground. In 2019, the platform convinced Coca-Cola to briefly revive New Coke as a tie-in for the third season of Stranger Things. The Stella Artois activation follows the same logic — put the brand inside the story's universe, then extend that universe into a pub punters can actually walk into. Variety
What makes the Marlborough takeover stand out is its scale. Eight countries, a major beer brand, a globally recognised footballer and a series about to enter its second season — all converging on a single London pub for three days. Whether the campaign translates into viewers for The Gentlemen's new season is a question Netflix's own viewing figures will eventually answer. For now, the pub is the product.
