Heineken has been a partner of the James Bond film franchise since Tomorrow Never Dies (1998), but James Bond himself only drinks the Dutch beer in the latest film SkyFall (2012). Though beer drinking may seem like a radical departure for 007, it is not the first time he’s had a beer, either on screen or on the page. The literary character was known to occasionally order a beer (including Löwenbräu, Miller High Life and Red Stripe), typically favoring pale lagers. In the 1989 film Licence to Kill he orders a Budweiser with a lime (although never gets to drink it), and in 2008’s Quantum of Solace he has a beer with Felix Leiter in a Bolivian bar.
For each film they are involved with, Heineken produces 007 branded bottles and other collectibles, many of which can be found on eBay.
Tomorrow Never Dies
During the rooftop motorcycle chase in Saigon, Bond returns the bike to street level by using a parked truck which carries cases of Heineken beer as a ramp. Cans fly in every direction. Several kegs of Heineken are seen when the motorcycle briefly skids. A funny commercial was created where several peoples (supposedly) named James Bond say their name, and finally Pierce Brosnan uttters the famous name.
Watch Tomorrow Never Dies Heineken commercial
The World is Not Enough
Heineken once again released ads related to 007 and The World is Not Enough, introducing the slogan "Some things shouldn't be shaken or stirred", for example the ad pictured on the left.
Die Another Day
Heineken beer is displayed prominently in the movie, but Bond doesn't drink it. The hoodlums sitting at the table near the Hotel de los Organos bar are drinking bottles of Heineken. Heineken is also mentioned in the closing credits. A funny commercial featuring John Cleese as Q was released at the time of the movie.
Watch Die Another Day Heineken commercial
Heineken beer bottles can be spotted in Casino Royale, but again, Bond doesn't drink it himself. The accompanying advertising campaign included a television commercial featuring Eva Green, who stars as Vesper Lynd in the film. The ad, directed by Oscar winning director Steven Gaghan, was shot on the Casino Royale set in the Czech Republic and broadcast in 30 and 45 second versions on TV and cinemas through-out November and December 2006.
Watch Casino Royale Heineken commercial
Quantum of Solace
Heineken's commercial activities related to Quantum of Solace included a commercial featuring Bond girl Camille (Olga Kurylenko).
Watch Quantum of Solace Heineken commercial
In SkyFall, Bond finally drinks the beer himself. In the bar scene where Bond is "enjoying death" and playing a drinking game, several Heineken bottles can be seen on the bar and some Heineken crates are placed behind the counter. Director Sam Mendes told GQ Magazine in June 2012, "There is a moment where he drinks Heineken, or rather a beer. But there is a story reason for that. And he does drink other things...". In SkyFall we also see Bill Tanner (Rory Kinnear) drinking a Heineken.
Heineken announced in February 2012 that it would be a partner of the movie SkyFall. The integration, which will include Bond images on packaging, marks the largest activation in the brand's 15-year partnership with the 007 franchise, according to the brewer. Bond, played by Daniel Craig, will star in a Heineken ad together with Bérénice Marlohe. The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Sam Mendes, the film's director.
In the Heineken Experience in Amsterdam one room is dedicated to James Bond and sometimes props from the latest film are displayed there.