Netflix has struck a marketing partnership with Anheuser-Busch InBev to promote the second season of its Guy Ritchie series "The Gentlemen" by transforming the historic Marlborough Pub in London into a themed venue in the show's style. Running from 3 to 5 September, the takeover lets visitors hunt for hidden references to the series while drinking Stella Artois, and marks the first brand tie-in for the show as well as the first activation under a multi-year deal between the two companies announced last September. The move reflects Netflix's ongoing push to offer advertisers bespoke, story-integrated promotions rather than conventional 30-second adverts, building on past successes such as reviving Coca-Cola's "New Coke" for "Stranger Things" and weaving State Farm's "Jake" character into "Running Point".

Visitors to the pub will be able to order Stella Artois, take home limited-edition items including an engraved chalice, and view vignettes explaining a five-step pouring ritual, featuring series star Theo James and brand ambassador David Beckham. Anheuser-Busch InBev's global CMO said the aim was to make the branding feel indistinguishable from the show itself rather than simply placed alongside it. The campaign will run across the US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, supported by social media, as both companies look to boost the series' audience ahead of its second-season debut.