Heineken Launches New Partnership with CBS and ‘The Late Show with James Corden’

White Plains, NY – Today, Heineken announced the launch of a new partnership with one of television’s most popular programs, CBS’ THE LATE LATE SHOW with JAMES CORDEN, which will include an exclusive sponsorship of the show’s famous on-set bar. Heineken signage, bottle displays, barware and more will be featured on-air regularly within the show’s famous on-set bar where it will be available to serve to guests.

The partnership kicked off on Thursday, May 18 when Heineken commercial star and award-winning actor Benicio Del Toro made a memorable appearance on the show, hilariously parodying the latest Heineken commercial along with host James Corden. The most recent commercial, “The Look,” launched in January 2017 and highlights the brand’s rich heritage and unparalleled craft.

“We’re always looking for unique ways, like our partnership with THE LATE LATE SHOW with JAMES CORDEN, to introduce new audiences to the world of Heineken,” shared Pattie Falch, Director of Sponsorships & Events at Heineken USA. “THE LATE LATE SHOW is one of the most buzzed about in late night television, and we’re excited to be right in the middle of the action with our Heineken bar.”

Along with the on-set bar takeover, the sponsorship offers multiple touchpoints with audiences including product placement and on-air and digital integrations, on-set signage and on-air call-outs.

The Emmy Award-winning THE LATE LATE SHOW with JAMES CORDEN has over 10 million YouTube subscribers, the top three most-watched late night videos on YouTube, and has delivered the highest ratings, with any host, since the show’s inception in 1995. With an overwhelming 95% of their viewers being over 21, the show allows Heineken to connect with potential beer drinkers and millennials in a fresh and creative way.

In the 142 years since its birth, Heineken® has grown from a small, Amsterdam-based operation into producers of the world’s most international premium lager. It is available in 192 countries and the Heineken® family still maintains a controlling interest. As the company has grown, the focus on quality and taste has never wavered, ensuring consistent excellence and continuity experienced all over the world.

To see clips of our bar in action, tune in to THE LATE LATE SHOW on CBS weeknights 12:37am/11:37pm central or check out recaps of the show online. For fans looking to follow this, and other campaigns happening within the world of Heineken, follow us on Facebook or Instagram.


HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.


Each week night, James Corden invites the audience to join in on the fun as the Emmy Award-winning THE LATE LATE SHOW with JAMES CORDEN features a mix of celebrity guests, musical acts, games and sketches. Corden differentiates his show by giving a peek behind-the-scenes into the green room, bringing all of his guests out at once and lending his musical and acting talents to various sketches. Additionally, bandleader Reggie Watts and the house band provide Corden with original, improvised music throughout the show. Since Corden took the reins as host in March 2015, the show has quickly become known for generating buzzworthy viral videos, such as Carpool Karaoke. THE LATE LATE SHOW with JAMES CORDEN airs weeknights (12:37-1:37 AM, ET/PT) on CBS. Ben Winston and Rob Crabbe are the executive producers.

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