The Brands of the James Bond Franchise Finally Celebrate ‘No Time to Die’

One day before “No Time to Die” started playing in American theaters on Friday, Bollinger, James Bond’s Champagne of choice, held a pre-screening bash at a swanky theater in New York’s South Street Seaport. V.I.P.s in sequined dresses and tuxedos posed for photos on the red carpet, ate caviar and drank a limited edition wine dedicated to 007 — both during the movie and for hours afterward.

If the scene felt familiar to some attendees, that is because it was. “It is very strange,” said Alexander Michas, president and chief operating officer at Vintus, Bollinger’s New York importer. “It is a bit like ‘Groundhog Day.’” After all, two years ago, ahead of the original spring 2020 release date of “No Time to Die,” Bollinger participated in a similar bash. The James Bond signs, the guest list, even the attire were similar; some attendees wore the same outfit to both parties.

For Bollinger, a small, family-owned Champagne house, the Bond connection is invaluable.

“It helps people understand what Bollinger represents,” Mr. Michas said. “Why would James Bond drink Bollinger? Because it’s the best. Everything he does is the best.”

“We see sales go up when a Bond movie comes out,” he added. Globally, Mr. Michas said, he had heard estimates of around a 20 percent increase in sales around a film’s opening.

Article source: https://www.nytimes.com/2021/10/10/business/bond-brands.html