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?
Have you ever dreamt of trying a cocktail only seen before in a cartoon, like the 'Flaming Homer' from The Simpsons? While that may seem like an oddly...read more ›
In this installment of Behind the Bar, we were lucky enough to interview Madame St. Germain herself, Camille Vidal. ...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 ›
A recent IndieGoGo campaign has resulted in a coffee table with everything you could want: the Sobro Refrigera...read more ›
Soon, you'll be able to enjoy cold brew coffee with the alcohol percentage of a strong beer with Bad Larry's Cold Hard Coffee. ...read more ›
In what is undoubtedly the company's latest publicity stunt, Budweiser announced Saturday, March 11 at SXSW in Austin, Texas that they are looking int...read more ›
The publicly owned Scottish brewery announced their plans to crowdfund a craft beer hotel, called the "Dog House" via Indiegogo less than week ago. ...read more ›
Appleton Estate, the Jamaican rum label, is celebrating 20 years with its master distiller Joy Spence this year....read more ›
Guinness is getting into the Irish whiskey gave with Roe & Co, a blended Irish whiskey....read more ›
As if watching Magic Mike over and over again wasn't already good enough, Channing Tatum is gracing the world yet again, this time with his own line o...read more ›
Miller-Coors announced that Zima - which was originally discontinued in 2008 - will be buddying up (probably briefly) with its lineup of Henry's Hard ...read more ›
The holy grail of whiskies, Pappy van Winkle, is producing a new and extremely limited edition 25-year old version of its famously hard-to-get bourbon...read more ›