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Bennett Winch SC Holdall

Carlsberg beer

A Carlsberg neon sign is visible during the Prater café scene in The Living Daylights.
A Carlsberg neon sign is visible during the Prater café scene in The Living Daylights.
photo © Danjaq, UA
photo © Danjaq, UA
Gold and green Carlsberg beer cans in Bond's hotel fridge in Goldfinger
photo © Danjaq, UA

photo © Heritage Auctions
James Bond The Living Daylights movie tie-in advertisement for Carlsberg beer
photo © Heritage Auctions

photo © Prop Store Auctions
Hong Kong The Living Daylights poster featuring Carlsberg logo
photo © Prop Store Auctions

photo © Carlsberg
Danish actor Mads Mikkelsen (Le Chiffre in Casino Royale) is a brand ambassador for Danish beer brand Carlsberg
photo © Carlsberg

Carlsberg beer makes an appearance in two Bond films: Goldfinger and The Living Daylights.

In the movie Goldfinger (1964), James Bond has several gold cans and one green can of Carlsberg beer in his fridge in the Fontainebleau Miami Beach Hotel. The beer can be seen when he gets the Dom Perignon '53 out of the fridge, right after he utters the famous phrase: "My dear girl, there are some things that just aren't done; such as drinking Dom Perignon '53 above the temperature of 38 degrees Fahrenheit. That's as bad as listening to the Beatles without earmuffs”.

Most of the cans are placed up side down in the fridge, and we can also see a pack of '4 Hamburgers'.

In The Living Daylights (1987), Carlsberg gets another subtle placement thanks to an official sponsorship.

A green neon sign for Carlsberg beer can be clearly seen in the café in the Prater amusement park in Vienna, Austria where James Bond (Timothy Dalton) and Saunders (Thomas Wheatley) meet. A green Carlsberg sign is first seen when Bond walks into the café, then when he sits down with Saunders at the bar and later when the sliding doors kill Saunders. The bar itself features Carlsberg coasters and a Carlsberg tap and another wooden Carlsberg sign on the wall.

A Carlsberg advertisement campaign featured James Bond references, for example an ad showing a man in tuxedo holding a Carlsberg beer, with female hands around his torso, and the slogan "He’s dangerous and he takes chances. Except when it comes to his beer." The logo and premiere date of the movie The Living Daylights (July 31st 1987) is mentioned.

A Hong Kong Carlsberg tie-in poster uses Brian Bysouth poster illustration and includes Carlsberg advertising in the lower left.

Carlsberg was an official partner along other brands Aston Martin Lagonda, Audi AG, Harrods, Bollinger champagne, Cartier, Phillips Electronics, J&B rare Scotch, Rolex.

Carlsberg is a Danish beer brand, founded in 1847 by J. C. Jacobsen. The company's headquarters is located in Copenhagen, Denmark. The company currently owns several beer brands, but the flagship brand is Carlsberg, named after Jacobsen's son Carl.

One final James Bond link: Danish actor Mads Mikkelsen, who played Bond villain Le Chiffre in Casino Royale (2006) has been a brand ambassador for Carlsberg since 2017/2018, appearing in print and tv commercials.

Thanks to James Stevenson for the Goldfinger spot

Product Code: 

OB Wham


Paul Kyriazi, author of "How to live the James Bond Lifestyle" mentions that he did a radio commercial in Japan for Carlsberg Beer, portraying 007 as he merely says the name of the beer.

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