In Skyfall, the forthcoming 007 flick due in theaters this November, instead of sipping a martini, James Bond will swig a Heineken. Not everyone is pleased by this development, which netted the movie’s producers a cool $45 million for the placement, including actor George Lazenby, who played the British spy in 1969’s On Her Majesty’s Secret Service, according to TMZ.
The news of the swap was actually first announced back in March, but we got so distracted by sister brand Newcastle’s “It’s not a chalice, it’s a glass” campaign that we missed the Bond beer bomb. There’s no question as to the reason for the brew inclusion in the movie — it was widely recognized as a matter of funding.
"This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can,” current Bond actor Daniel Craig told Moviefone.
We can easily picture Craig’s character throwing down a few brews (Roger Moore, not so much). Thanks to the craft brewing renaissance, beer today is in a much cooler strata than it has been in a long time. While Heineken certainly doesn’t qualify as craft or independent, we’d rather see the world’s most well-known spook drinking out of one of the green, Holland-made bottles than hear him say, “Ciroc martini, please. Shaken, not stirred.”
What do you think about the Bond brew development? Should the filmmakers have stayed true to author Ian Fleming’s libation of choice? Or has it become a boy-meets-beer kind of world. Let us know in the poll below, or add a comment with your thoughts.
Heineken for Bond: Love it or Hate it?
The Sioux Falls, S.D. police department say they arrested a 56 year old man on Sunday for running into a burning house in order to save his beer....read more ›
Dream Hotels in New York City is finally appealing to a cross-section of society that has been severely underrepresented lately: those who love Moscow...read more ›
Consider this your Philly brewery bucket list. We've listed the best breweries around the Philadelphia area....read more ›
This installment of Behind the Bar is focused on Trevor Schneider, the US brand ambassador for the Icelandic Reyka Vodka....read more ›
Can drinking wine actually be beneficial to your health? A professor of neuroscience at Yale may have found an answer....read more ›
A company called Forty Ounce Wines is now selling this warm-weather wine in forties, giving drinkers a whole new way to drink 'rose all day.'...read more ›
Ever feel inspired by celebrity chef Anthony Bourdain's world travels? Wish you could trace his steps and go o...read more ›
Oak barrels are an essential part of what makes bourbon bourbon. For one, there's a legal requirement that bourbon be aged in newly charred oak contai...read more ›
New York based brewery Southern Tier has announced their latest spring release - 'Thick Mint,' an imperial stout brewed with chocolate and mint. ...read more ›
Have you ever dreamt of trying a cocktail only seen before in a cartoon, like the 'Flaming Homer' from The Sim...read more ›
In this installment of Behind the Bar, we were lucky enough to interview Madame St. Germain herself, Camille V...read more ›
If you're the kind of alcoholic who needs to have booze on your person at all times, Groupon has just the product for you: prosecco-flavored nail poli...read more ›