A First for the Series
Netflix and Stella Artois have launched "The Gentlemen’s Serve," the first brand partnership attached to Guy Ritchie’s series. The campaign runs across the UK and seven other markets and stars Theo James as Eddie Horniman alongside Stella ambassador David Beckham. It centres on the beer brand’s five-step pouring ritual, turned into short films that extend the show’s world of high-stakes aristocracy.
What Fans Get
The hero film "The Auction" and five vignettes show the ritual in action. Limited-edition engraved chalices will be available at events, and custom social content will appear on both Netflix and Stella channels. The new season lands on Netflix on 3 September.
London Pop-Up This Week
From Thursday 3 September to Saturday 5 September, The Marlborough pub in London will be taken over. Visitors can order a Stella, try the ritual pour and leave with show-branded merchandise. The activation is open to the public and forms part of the wider multi-year deal between Netflix and AB InBev.
Where It Fits for Viewers
The collaboration adds an extra layer to a series already built on style and ceremony, but it remains a marketing exercise rather than new story content. If you want to keep up with other Netflix UK releases and tie-ins, our TV hub rounds up the latest drops and what they mean for viewers here.
