Amsterdam-based brewing giant Heineken is forging ahead with a ground-breaking six-figure promotional partnership with Eon Prods. and Sony Pictures Entertainment for the upcoming Bond film Casino Royale, according to The Hollywood Reporter. The original book is one of the few 007 adventures written by creator Ian Fleming in which the spy drinks beer.
Heineken International's promotional campaign for the 21st Bond picture will include a television commercial featuring Bond girl Eva Green that was directed by Oscar-winner Stephen Gaghan (Syriana). The ad was shot on the movie's Czech Republic set earlier this year.
It marks the first time a commercial product has been allowed access to the actual Bond set to shoot an ad.
And while the man with a license to kill may not be seen drinking a Heineken in Casino Royale, the Heineken name or product will be featured in various scenes in the movie.