Stella Artois partnered with Netflix to launch a major global marketing campaign, ‘The Gentlemen’s Serve’, fronted by actor Theo James and Sir David Beckham.

This campaign features a hero film which showcases a collection of scenes of the brand’s premium beer being poured in a creative five-step process.

The partnership will launch across the US, the UK and several international countries, developed around the upcoming second season of The Gentlemen.

This marks the first multi-market brand collaboration between Netflix and AB InBev, featuring two popular public figures, James and Beckham, at the centre of the campaign.

James said: “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.”

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The marketing activity will also include social content across platforms, experiential activations and limited-edition chalices.

The companies are launching an installation at The Marlborough in London to commemorate the collaboration.

Running from 3 to 5 September, attendees will be able to explore the gentlemen’s pub with messages from the show and have the chance to receive merchandise including a customised chalice.

Marcel Marcondes, global chief marketing officer of AB InBev said: “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.”