Editing Ice Cold in Alex (section)

==Lager advertisement==
The final scene, in which Mills's character finally gets his glass of lager, was used in the 1980s in beer advertisements on television. The scene was reportedly filmed some weeks after the rest of the film, at Elstree. Real lager had to be used to "look right", and Mills had to drink numerous glasses full until the shots were finished, and was "a little 'heady'" by the end.<ref name=Newark>{{cite book |title=Fifty Great War Films |first=Tim |last=Newark |page=67 |publisher=Bloomsbury Publishing |date=2016 |isbn=9781472820013 |url=https://books.google.com/books?id=wyJHDAAAQBAJ&pg=PA67 }}</ref>

[[Sylvia Syms]] has said that the [[Denmark|Danish]] beer [[Carlsberg Group|Carlsberg]] was chosen because they could never have been seen to be drinking a German lager, since the United Kingdom and Germany were at war during the film. The beer referred to in the original novel is [[Rheingold Beer|Rheingold]], which, despite its German name, is American.<ref name=Syms />

Scenes from the film were used in a late-1980s television advertising campaign for the German [[Holsten]] Pils lager. Each advertisement mixed original footage from a different film (another example was ''[[The Great Escape (film)|The Great Escape]]'', 1963) with new humorous material starring British comedian [[Griff Rhys Jones]] and finishing with the slogan: "A Holsten Pils Production".<ref>{{cite book |title=Film And Television in Education: An Aesthetic Approach to the Moving Image |first=Robert |last=Watson |publisher=Psychology Press |date=1990 |page= 56 |isbn=9781850007159 |url=https://books.google.com/books?id=JkgVjBtwgOkC&pg=PA56}}</ref> In retaliation, rival [[Carlsberg Beer|Carlsberg]] simply lifted the segment in which Mills contemplates the freshly poured lager in the clearly Carlsberg-branded glass, before downing it in one go and declaring, "Worth waiting for!" This was followed by a variation in the usual Carlsberg tagline: "Still probably the best lager in the world."<ref name=Newark />