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 authors of "Bucket List Bars" name the best bars for celebrating St. Patrick's Day. ...read more ›
The bar is replacing the popular Russian beer with a cocktail called the Orange Revolution that's inspired by the bloodless uprising that swept the Uk...read more ›
In the glass, Elder looks like an amber jewel topped by a half-inch head of Baby's Breathe....read more ›
Voices of doom will have you believe we're on the eve of an all out craft-beer-mageddon....read more ›
The move is quite a departure for the typically blue-collar brand. Last time it tapped a celebrity to shill for its whiskies, it went with Kid Rock....read more ›
Any lingering doubt about whether the wait was worth it wafted away with the first sniff of the cult beer's lo...read more ›
February 22 is National Margarita Day. Here's how you should celebrate....read more ›
The barrels chosen for special commemorative bottling were among the last that Booker Noe himself hand-picked ...read more ›
Who put a face on the glass skull-shaped bottle, and why?...read more ›
"As long as our county has Shirley Temple, we will be all right." -Franklin Delano Roosevelt...read more ›
Unspecified terrorist threats prompted Bud's parent company to put the kibosh on its popular Olympic party, Cl...read more ›
The limonnik berry-infused double IPA was brewed, labeled and packaged explicitly for the purposes of poking f...read more ›