The new James Bond movie has finally made its debut and, while Bollinger has been the official Champagne of the 007 franchise for more than 40 years, and Heineken a partner since 1997, it’s a French red wine that has the biggest role in No Time To Die.
When Bond arrives at Q’s house in one scene, a bottle of Château Angélus is featured prominently on the table. Bond pours himself a large glass of the St-Emilion Premier Grand Cru Classé A.
It’s not the first time that Angélus has appeared in a 007 movie. It had a prominent role in 2006’s Casino Royale, when Vesper Lynd and Bond drank a bottle of the château’s 82 vintage on the train to Montenegro.
According to the Drinks Business, the owner of the Saint-Emilion vineyard paid for the inaugural placement in bottles and money. However, Hubert de Boüard has recently landed himself in controversy – he’s been accused of allegedly rigging entry to the St-Emilion classification system, and his property’s ranking within it, in order to inflate the price of the wines from the château.
As for Bollinger, it’s never actually drunk by Bond in the film, although it features on a back bar. However, that hasn’t stopped Champagne Bollinger celebrating 40 years as the official Champagne of 007 with a limited edition release.
Celebrated photographer Greg Williams has collaborated with Bollinger on the campaign for the 007 Cuvée, the box for which features a striking silhouette of Bond alongside his Aston Martin DB5.
When it comes to Heineken, Craig swigs briefly from a bottle of Heineken in a nightclub when meeting with the CIA’s Felix Leiter. Prior to the movie’s release, Heineken kicked off ad campaigns celebrating its sponsorship of the film.
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 17 months ago.
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 – was reported to be featured during a key scene in No Time To Die. As Drinks Digest hasn’t seen the film we can’t confirm the placement.
However, Smirnoff has launched a “There’s a Spy in Everyone” campaign to celebrate the collaboration.
“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.”
SMIRNOFF 007 VODKA MARTINI
50ml Smirnoff No. 21 Vodka
12.5ml Dry Vermouth
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.