Netflix has what looks to be a great show set to launch, but you can’t see the program on its flagship streaming service.
The company plans to take over the history Marlborough Pub in London between September 3 and September 5, when it will outfit the place much like its comedic action series “The Gentlemen,” which is about to launch its second season. At the pub, visitors will be able to look for hidden messages from the show, which is created by Guy Ritchie, order a Stella Artois, and take home limited-edition merchandise including their an engraved chalice.
The partnership, which will also include a series of vignettes outlining a five-step pouring ritual associated with the Anheuser-Busch InBev brew, marks the first brand alliance for the series, and the first execution in a multi-year deal struck between the brewing giant and the streaming titan, initially unveiled in September of last year.
Wrapping Stella Artois in the trappings of the series was key to the alliance, says Marcel Marcondes, global CMO of Anheuser Busch InBev, via email. “We didn’t want to place the brand alongside the story,” he says. “We wanted to it feel so integrated that fans wouldn’t be able to distinguish between the content and the show.”
