World’s Premium beer brand, Heineken storms Nigeria’s entertainment industry with the James Bond: No Time To Die movie screening on Thursday, 30th September 2021 at the EbonyLife Place in Lagos. 

The glamorous event pulled the presence of Nigeria’s A-list celebrities Segun Arinze, Mo Abudu, British deputy high commissioner Ben Llewllyn; President, Silverbird Group, Guy Murray Bruce; Managing Director, Nigerian Breweries, Hans Essaadi, and other high profile stakeholders in the entertainment and alcohol-beverage industry, consumers from select cities, as well as winners of the earlier launched Heineken/Bond mission activations.

The green carpet which received guests as they were elegantly ushered in by hostesses in lush green dresses and hosts in tastefully tailored tuxedos, was themed with 007 features as well as the unmatched ambiance of Heineken’s superiority. Guests were served cocktails and canapés as they enjoyed light music from an orchestra and an interactive experience on past Bond movies and what to expect going forward.

The show was a night of premium entertainment and iconic delivery, as 6 winners were given the Heineken/Bond mission activations and had the opportunity to attend the “No time to die” movie.

The cinemas will be the place to be as the new James Bond movie premieres worldwide with support from premium beer brand, Heineken. The movie, titled No Time To Die marks the 25th film in the Bond franchise which has seen a lot of success and critical acclaim with British actor, Daniel Craig.


The long-standing relationship between Heineken and the Bond franchise dates as far back as 1997  since the launch of James Bond: Tomorrow Never Dies.

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Commenting on his experience after the screening, President, Silverbird Group, Guy Murray Bruce said: “Heineken is a great brand and a great sponsor. The movie was excellent, and overall it has been an amazing experience so far.”

Through groundbreaking campaigns and nationwide initiatives aimed at offering consumers the best, Heineken has continued to deliver premium and unmatched excellence to its diverse consumers even as it enriches their lives, lifestyles, values, and further deepen its position as  a world premium lager.


Speaking on the nationwide campaign, Brand Manager, Heineken, Aboyowa Ikpobe noted that Heineken has been a proud sponsor of the Bond franchise for years. According to the brand manager, some of the attributes that unify and reflect the relationship between the Heineken brand and the James Bond character include strength, sophistication, excitement, and intrigue.

The HeinekenXBond partnership is also one of the longest-running franchises in film history.

She continued: “At Heineken, we try to always challenge ourselves by innovating as we move on year after year and continuously drive excitement for our consumers. Today’s event is all about the experience and the excitement we can give to people. We wanted our consumers to step into the world of Bond and to also have a feel of the excitement so they can feel empowered and be assured that they have a brand that has their back.”

In 2012, Heineken hosted the premiere of the much-talked-about James Bond adventure, Skyfall, at Silverbird Galleria, Genesis Deluxe and Ozone cinemas in Lagos as well as Silverbird Abuja, Port-Harcourt, and Enugu.