Daniel Craig savors Heineken in ad toasting delayed James Bond movie

Heineken has taken a leaf out of the Guinness playbook to promote patience as a virtue when pouring your drink – an overt nod to the many delays afflicting the latest Bond film.

No Time to Die star Daniel Craig is shown enjoying a quiet drink, gently tipping his Dutch lager beer of choice into his glass before delicately lowering the lip of the bottle and raising the neck of the glass for a perfectly synchronized pour.

The masterclass in pub etiquette coincides with the long-awaited cinematic debut of Craig’s 007 swan song on September 30 – a frustrating 17 months later than first planned.

Developed by Publicis Italy, the campaign plays up to these delays with a slow reveal of its own, with Craig making a virtue out of necessity with the words, “Well worth the wait.”

Heineken has brought science to bear to justify its claim that beer tastes better when caressed gently rather than being necked on route from the bar, conducting a social experiment by offering 115 people a cool Heineken after a wait of between zero and 30 minutes. Those who delayed gratification for 20 minutes were found to have the highest levels of satisfaction overall.

Bram Westenbrink, global head of the Heineken brand, commented: “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 has stuck with Bond throughout the longest wait at the bar ever to be endured since debuting an alcohol-free ad at the time of the initial planned release.