Netflix, Stella Artois bring brand activation to The Gentlemen
August 26, 2026

By Nik Roseveare



Stella Artois, the global beer brand, and Netflix have announced The Gentlemen’s Serve, an integrated global partnership built around the second season of The Gentlemen.

This marks the first brand partner for the Guy Ritchie-directed series, and the first multi-market brand collaboration between Netflix and AB InBev since announcing their advertising partnership in September 2022.


Developed by creative agency GUT Amsterdam in collaboration with the Netflix Brand Studio, The Gentlemen’s Serve – starring The Gentlemen’s leading man Theo James and Stella Artois ambassador Sir David Beckham – centres on a simple creative idea: to perfectly serve a Stella Artois is more than a pour, it’s a power play.

“The Gentlemen deals with rituals of aristocracy at the highest stakes and partnering with Stella Artois — a brand internationally recognized for its commitment to excellence and taste — allows us to bring that to life in a whole new way,” commented James. “The partnership feels authentic to the story in a way that fans of the show will enjoy. Delicious.”

“Stylish, elevated, great taste – attributes of the world’s most premium beer and one of the most successful and widely anticipated shows on Netflix. The Gentlemen is a natural fit to showcase Stella Artois’ brewing heritage and iconic pouring ritual, and to have Theo James and David Beckham connect those worlds is a treat for fans everywhere,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev.

To celebrate the launch of The Gentlemen’s Serve, Netflix and Stella Artois, in partnership with branding agency JKR, are taking over The Marlborough in London from September 3rd to 5th to invite fans to step into the world of The Gentlemen. As guests explore the classic gentlemen’s pub filled with hidden messages from the show, they can order a Stella, experience The Gentlemen’s Serve, and have the chance to take home limited-edition merchandise.

“The Gentlemen has a fan base that loves the world Guy Ritchie built – the style, the stakes, the swagger – and Stella Artois plays a meaningful role within it because it is a brand built on precision and ritual that fits in effortlessly,” added Magno Herran, VP of Global Brand & Marketing Partnerships, Netflix. “This campaign is a true piece of entertainment, and it fuels the appetite of fans well beyond the screen, allowing them to experience the show in their everyday lives. It’s the kind of collaboration that makes both the show and the brand richer.”

Season 2 of The Gentlemen debuts on Netflix on September 3rd.