Netflix has unveiled a fresh marketing collaboration with Stella Artois tied to the second season of The Gentlemen, pairing the streaming platform’s hit series with the Belgian beer brand in a campaign that leans into the show’s refined-but-rough aesthetic. The partnership, announced this week, offers fans a curated "perfect serve" experience designed to blend premium drinking culture with the gritty glamour of the show’s London underworld.
The campaign arrives as production on Season 2 continues to build anticipation among viewers who made the first season a global success. While specifics about the episodes remain tightly under wraps, the collaboration signals Netflix’s growing appetite for lifestyle-driven promotions that extend beyond the screen. Stella Artois, known for its long-standing association with film and television - most notably its cameo-laden history in movies like The Big Lebowski - brings a certain old-world polish that mirrors the series’ tone.
For those unfamiliar with The Gentlemen, the story centers on Michael Pearson, an American expat who has quietly built a thriving marijuana empire in the English countryside. Played with swaggering ease by Matthew McConaughey, Pearson decides it’s time to cash out and retire, only to find himself ensnared in a web of schemes, bribes, and blackmail as rivals and allies alike scramble to seize his operation. Guy Ritchie, who directed the original 2020 film of the same name, returns to steer the television adaptation, ensuring the same sharp dialogue and kinetic energy that defined the movie.
The cast is packed with familiar faces. Charlie Hunnam steps in as Ray, Pearson’s loyal fixer, while Michelle Dockery portrays Rosalind Pearson, the sharp-tongued wife who runs the family’s day-to-day affairs. Jeremy Strong takes on the role of Matthew, a slick American investor with his own agenda, and Lyne Renee appears as Jackie, a formidable operator in her own right. Colin Farrell reprises his scene-stealing turn as Coach, a bare-knuckle boxing trainer who gets tangled in the criminal chaos, with Henry Golding as Dry Eye and Tom Wu as Lord George rounding out the ensemble. The film, which premiered on January 1, 2020, earned a solid 7.7 out of 10 on TMDb, reflecting both critical and audience appreciation for Ritchie’s distinct blend of action, comedy, and crime.
The Netflix series, which expands on the film’s universe, has carved out its own identity while staying true to the source material’s DNA. The show follows a similar template: a young man inherits his father’s sprawling estate, only to discover it sits atop a massive weed operation run by the same criminal underworld Pearson once dominated. That premise, combined with Ritchie’s signature wit and tumbling plot twists, made the first season a binge-worthy hit. Now, with Season 2 on the horizon, the Stella Artois tie-in feels like a natural extension of the brand’s world-building - one where sharp suits, stiff drinks, and even sharper schemes go hand in hand.
What does the partnership actually entail? Netflix and Stella Artois have rolled out a series of co-branded content pieces, including behind-the-scenes vignettes and custom packaging that evokes the show’s aesthetic. The "perfect serve" concept, a nod to Stella’s famous chalice and pouring ritual, is positioned as a kind of cinematic ritual - an invitation for fans to enjoy the new episodes with a cold, properly poured beer in hand. Promotional materials lean into the series’ visual language: dark wood, brass fixtures, and cigarette smoke curling through dimly lit rooms, all photographed with the same glossy finish that Ritchie brings to his frames.
For Stella Artois, this isn’t a first foray into television partnerships. The brand has long positioned itself as a beverage of choice for discerning audiences, and its past collaborations with major franchises have often felt seamless. But the pairing with The Gentlemen is particularly apt. The show’s characters are, at their core, entrepreneurs navigating a world where appearances matter - where a tailored suit or a proper pour can signal power. That cultural overlap gives the campaign an authenticity that pure product placement often lacks.
Of course, the announcement also serves to keep The Gentlemen in the public conversation ahead of Season 2’s premiere. Netflix has been strategic about drip-feeding details, and this partnership functions as another breadcrumb. Fans are left to speculate on plot points - whether Pearson will return, how Ray’s loyalties will evolve, or which new players might enter the fray. Ritchie has hinted at fresh twists, but little has leaked beyond the core cast and the promise of more of the same sharp, rollicking storytelling.
As with many streaming-era promotions, the success of this campaign will likely be measured in social media chatter and limited-edition merchandise sales. But for viewers, it’s a simple proposition: pour a cold one, settle in, and let the chaos unfold. Whether you’re a longtime fan of the film or a newcomer drawn to the series’ slick crime-comedy energy, the crossover between Stella Artois and The Gentlemen offers a taste of the show’s world before the next batch of episodes even drops.
The original film, with its sprawling cast and Ritchie’s trademark interlacing narratives, remains a touchstone for the series. McConaughey’s Pearson walks a tightrope between charm and menace, while Hunnam’s Ray provides the weary, pragmatic counterpoint. Dockery brings a biting intelligence to Rosalind, and Farrell’s Coach steals every scene he’s in with a mix of brute force and unexpected tenderness. That ensemble depth, paired with Ritchie’s director’s flair, set a high bar - one the Netflix series has largely met, and which Season 2 now aims to clear with even more confidence.
For now, the exact release date for Season 2 remains unannounced, but with the Stella Artois campaign now live, the rollout is clearly underway. Expect more trailers, interviews, and perhaps a few surprise appearances in the coming weeks. In the meantime, fans can enjoy the partnership’s early offerings - a small taste of the chaos, elegance, and crooked charm that define The Gentlemen.
Source: Netflix Newsroom
