Netflix and Stella Artois are taking a brand partnership beyond conventional advertising by weaving the beer brand directly into the world of ‘The Gentlemen’ as the Netflix series returns for its second season. 

The collaboration, described by Netflix as ‘The Gentlemen’s Serve’, marks the show’s first brand partnership and the first multi-market collaboration between Netflix and AB InBev.

The campaign, according to a statement from the streamer, is built around Theo James, who reprises his role as Eddie Horniman, and Stella Artois ambassador David Beckham. 

Developed by GUT Amsterdam with Netflix Brand Studio, it positions the beer’s five-step pouring ritual as a “power play”, with a hero film and a series of short-form vignettes centred on the ritual.

“The partnership feels authentic to the story in a way that fans of the show will enjoy,” James said, describing the collaboration as a way to bring the series’ themes of aristocratic rituals and high-stakes drama to life differently.

The partnership will run across the US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, extending beyond on-screen content to social media, experiential activations and limited-edition chalices.

Netflix’s VP of Global Brand & Marketing Partnerships, Magno Herran, said the campaign was “a true piece of entertainment” designed to take the experience of the show beyond the screen. 

“It’s the kind of collaboration that makes both the show and the brand richer,” he said.

The companies will also take over London’s The Marlborough from September 3-5, where fans can enter a ‘Gentlemen’-themed pub environment, experience the pouring ritual and access limited-edition merchandise.

The collaboration is part of a global, multi-year partnership between Netflix and AB InBev. ‘The Gentlemen’ Season 2 premieres on Netflix on September 3.