In the mid-1980s Danish brewery Carlsberg made a product placement deal with EON Productions. Carlsberg, who had previously featured briefly in "Goldfinger" (1964), got their logo prominently displayed in both "The Living Daylights" (1987) and "Licence to Kill" (1989).

Around the time of the theatrical release of "The Living Daylights" Carlsberg produced this advance tie-in poster measuring 28x20 inches for the US market. Some might say that the tagline seems somewhat self-defeating: "He's dangerous and he takes chances. Except when it comes to his beer".