Deadpool & Wolverine Heineken Ad Becomes One of the MCU’s First Beer Sponsorships

Marvel’s first R-rated movie has teamed up with Heineken Silver.

Tickets for Deadpool & Wolverine went on sale Monday morning and the event was marked by a slew of new ads for the Marvel film. Ryan Reynolds and Hugh Jackman have popped up everywhere throughout the day, in interviews and videos designed to get people talking about Deadpool & Wolverine. One of those new ads was actually to promote the film’s sponsorship with Heineken, putting the two Marvel heroes front and center to talk about the beverage.

Heineken’s new commercial, which you can watch below, riffs on the relationship between Deadpool and Wolverine, as well as the fictional rivalry that the film’s two stars have on social media.

The ad shows Deadpool and Wolverine on the verge of getting in a fight, only Wolverine isn’t able to summon his adamantium claws. That’s when Wade informs him that he took some of the adamantium to make something new. That something new turns out to be cans of Heineken Silver, a “world-class light beer for world-class bubs.” 

This is one of the few beer sponsorships for a film in the Marvel Cinematic Universe, but it makes a lot of sense in the world of Deadpool. The upcoming Deadpool & Wolverine is the first R-rated film in the franchise, so its audience is a little different from that of the other Marvel movies. Wolverine is a drinker and Ryan Reynolds owns a liquor company, so a beer sponsorship feels right for this pair.

In Marvel Studios’ Deadpool & Wolverine, Deadpool (Ryan Reynolds) will change the history of the Marvel Cinematic Universe with Wolverine (Hugh Jackman). The film also stars Matthew Macfadyen as Paradox, and Emma Corrin as Cassandra Nova, with the return of Deadpool alums Morena Baccarin as Vanessa Carlysle, Leslie Uggams as Blind Al, Karan Soni as Dopinder, Stefan Kapičić as Piotr Rasputin/Colossus, Brianna Hildebrand as Negasonic Teenage Warhead, Rob Delaney as Peter, and Lewis Tan as Shatterstar. Aaron Stanford is returning as Pyro from the X-Men film series, with Jennifer Garner rumored to return as Elektra Natchios. 

Kevin Feige, Ryan Reynolds, Shawn Levy and Lauren Shuler Donner produce with Louis D’Esposito, Wendy Jacobson, Mary McLaglen, Josh McLaglen, Rhett Reese, Paul Wernick, George Dewey and Simon Kinberg serving as executive producers. Deadpool & Wolverine is written by Ryan Reynolds & Rhett Reese & Paul Wernick & Zeb Wells & Shawn Levy. Deadpool & Wolverine will be released exclusively in theaters on July 26th.