Heineken and Daniel Craig celebrate the release of No Time To Die


Dutch beer brand Heineken and James Bond star Daniel Craig have teamed up to mark the release of 007’s latest film, No Time To Die.

Produced by the Smuggler agency, the 30-second “Worth The Wait” ad makes reference to the film’s delayed release, famously pushed back due to Covid, with Craig waiting patiently before he can enjoy a sip of beer.

“Heineken has been a proud partner of James Bond films since 1997,” explains global head Heineken brand Bram Westenbrink. “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.”

That proof comes thanks to a Heineken survey of 115 drinkers that found that 41% of participants who waited 20 minutes before taking a swig from a glass of beer enjoyed higher satisfaction levels than those who grabbed for their chilled lager straight away.

The research found that the ideal sweet spot for waiting before taking that first sip is 6.4 minutes.