{"id":129166,"date":"2025-09-22T16:33:14","date_gmt":"2025-09-22T14:33:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=129166"},"modified":"2025-09-22T16:33:15","modified_gmt":"2025-09-22T14:33:15","slug":"biere-et-binge-watching-ab-inbev-et-netflix-nouent-une-alliance-mondiale","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/biere-et-binge-watching-ab-inbev-et-netflix-nouent-une-alliance-mondiale\/","title":{"rendered":"Bi\u00e8re et binge-watching : AB InBev et Netflix nouent une alliance mondiale"},"content":{"rendered":"\n<p><strong>AB InBev<\/strong> et <strong>Netflix <\/strong>annoncent une collaboration marketing mondiale pluriannuelle : avec des campagnes et des \u00e9v\u00e9nements communs, ils visent \u00e0 rapprocher la bi\u00e8re et le streaming.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u00a0Plus de moments pour trinquer\u00a0\u00bb<\/h2>\n\n\n\n<p>\u00ab\u00a0Le streaming est une exp\u00e9rience sociale et partag\u00e9e &#8211; une opportunit\u00e9 o\u00f9 la bi\u00e8re et le divertissement se rejoignent\u00a0\u00bb, a d\u00e9clar\u00e9 Marcel Marcondes, Global Chief Marketing Officer d&rsquo;AB InBev. Il ajoute que le partenariat offre la possibilit\u00e9 de cr\u00e9er \u00ab\u00a0plus de moments pour trinquer ensemble\u00a0\u00bb. Les d\u00e9tails financiers n&rsquo;ont pas \u00e9t\u00e9 communiqu\u00e9s, mais il s&rsquo;agit d&rsquo;un \u00ab\u00a0partenariat sans pr\u00e9c\u00e9dent\u00a0\u00bb en termes d&rsquo;\u00e9chelle et de port\u00e9e, selon les deux parties.<\/p>\n\n\n\n<p>Le brasseur de Budweiser, Stella Artois et Corona associera ses marques \u00e0 des titres Netflix tels que la s\u00e9rie britannique The Gentlemen et la s\u00e9rie sud-cor\u00e9enne Culinary Class Wars. La collaboration comprend des campagnes de co-marketing, des emballages en \u00e9dition limit\u00e9e, des promotions num\u00e9riques et des activations de marque. En outre, AB InBev fera de la publicit\u00e9 lors des premi\u00e8res diffusions en direct de Netflix, comme le programme de No\u00ebl de la NFL en 2025, et des campagnes conjointes seront organis\u00e9es autour d&rsquo;\u00e9v\u00e9nements sportifs majeurs, comme la Coupe du monde de football f\u00e9minin en 2027.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un contexte de pression<\/h2>\n\n\n\n<p>L&rsquo;accord intervient \u00e0 un moment o\u00f9 Netflix investit massivement dans le sport en direct et sur sa branche publicitaire. \u00c0 pr\u00e9sent, son groupe cible publicitaire compte plus de 94 millions d&rsquo;utilisateurs dans le monde. \u00ab\u00a0La popularit\u00e9 de nos titres nous permet de p\u00e9n\u00e9trer le zeitgeist culturel, et un partenariat solide peut renforcer cela\u00a0\u00bb, a d\u00e9clar\u00e9 Marian Lee, directrice du marketing chez Netflix, soulignant l&rsquo;importance strat\u00e9gique de l&rsquo;op\u00e9ration.<\/p>\n\n\n\n<p>Pour AB InBev, qui est aux prises avec des volumes d\u00e9cevants en Am\u00e9rique latine, le partenariat offre \u00e0 son tour la perspective de nouveaux segments de client\u00e8le et d&rsquo;une nouvelle exp\u00e9rience de la marque. La semaine derni\u00e8re, la maison de la bourse UBS a averti qu&rsquo;il n&rsquo;y aura probablement pas de croissance en volume en 2025, donc le plus grand brasseur du monde fait face \u00e0 sa troisi\u00e8me ann\u00e9e cons\u00e9cutive de contraction.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AB InBev et Netflix annoncent une collaboration marketing mondiale pluriannuelle : avec des campagnes et des \u00e9v\u00e9nements communs, ils visent \u00e0 rapprocher la bi\u00e8re et le streaming.<\/p>\n","protected":false},"author":5,"featured_media":129167,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[241],"topic":[488,1312],"region":[],"class_list":{"0":"post-129166","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-ab-inbev","11":"topic-marketing","12":"topic-partenariat"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bi\u00e8re et binge-watching : AB InBev et Netflix nouent une alliance mondiale - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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