Drinks brands toast James Bond sponsorship

Heineken and Smirnoff have kicked off ad campaigns celebrating their sponsorship of the latest James Bond film – No Time To Die – which is finally making its debut 17 months later than first planned.

The actor who plays Bond, Daniel Craig, is shown pouring himself a beer in the Heineken ad, noting it is “Well worth the wait.”

Bram Westenbrink, global head of the Heineken brand, said: “Heineken has been a proud partner of James Bond films since 1997. So, like all Bond fans, we also can’t wait for No Time To Die to hit cinemas. That said, we believe some things really are worth waiting for. And now we can prove it. Whether it’s an ice-cold Heineken or an action-packed blockbuster – the best things truly do come to those who wait.”

Heineken debuted a Bond ad for Heineken 0.0 at the time of the initial planned release.

Click here to view the ad.

Hans Erik Tuijt, director of global Heineken sponsorships, told Fast Company last year that the long-time relationship has been a winner for the brand. Every time it sponsors another Bond film, the stronger its association with 007 becomes with consumers. 

“If you look at our executions through the years, you can see we’re getting better at it,” says Tuijt. “There’s also the repetition there, so the audience makes that connection, and each time you’re building on a base that’s already there.”

Heineken paid £28 million to be featured in the last Bond film, Skyfall (a figure that reportedly covered a third of the movie’s budget), according to The Guardian and The Daily Mail has speculated that the latest deal has cost the brewer more than triple that sum.

Smirnoff is shaken not stirred

Viewers have seen James Bond drink his famous Smirnoff vodka martini from the very first Bond film, Dr. No (1962). In Goldfinger (1964), James Bond first requests a ‘martini, shaken not stirred’ while on Auric Goldfinger’s private jet.

Nearly 60 years later, Smirnoff No. 21 – the original vodka mixed in 007’s martini in Dr. No – will be featured during a key scene in No Time To Die, the 25th James Bond film.

Smirnoff has launched a “There’s a Spy in Everyone” campaign to celebrate the upcoming release of No Time To Die. The new creative will consist of three spots that highlight how everyday people can use their inner spy to solve unique sets of circumstances while enjoying a Smirnoff No. 21 martini. T

“To have Smirnoff No. 21 make its return in No Time To Die as an Official Partner is a testament to the brand’s ability to thrive and grow,” said Sarah Shimmons, Smirnoff Global Marketing Director. “From the brand’s beginnings in Russia more than 155 years ago to being at the forefront of the 1950’s U.S. cocktail revolution – Smirnoff is the world’s number one vodka for everyone, everywhere. To be featured in the ‘shaken not stirred’ scene in the new James Bond film is the next chapter in our incredible brand journey.”


50ml Smirnoff No. 21 Vodka
12.5ml Dry Vermouth
Lemon zest

METHOD: Add ice and ingredients into a cocktail shaker. Shake as desired. Strain into a martini glass and garnish with the zest of a lemon.

Watch the ad below:

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