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?
Louis XIII Cognac has partnered with John Malkovich and Robert Rodrigu...read more ›
Parisians showed resilience on Tuesday by tweeting #TousAuBistrot, meaning "Everyone to the bar!", and heading out to cafes and restaurants en masse. ...read more ›
The San Diego-based brewery, Ballast Point, announced on Monday that it would be acquired by Constellation Bra...read more ›
Pallet is a new print magazine started with the help of Dogfish Head owner, Sam Calagione. ...read more ›
After months of talks, AB-InBev has bought SABMiller for $106 billion, making AB-InBev the fifth largest producer of general consumer goods in the wor...read more ›
What's in a name? Mammoth Brewing knows. ...read more ›
Add your liquor of choice, pour, and you can either take the first shot or offer it to the alien scum sitting across from you....read more ›
Guinness recently announced plans to remove isinglass from its beer by the end of 2016....read more ›
Join the fun as we explore the beer, wine, and cocktail scene of Mammoth Lakes, California. ...read more ›
Enjoy live music, snowboard and ski vendors, ice sculptures, and, of course, beer at the 18th Annual Snow Cap Party at Pyramid Alehouse. ...read more ›
Money, pizza, and beer are all great things to have. But throwing them all together? One Norwegian brewery is doing just that....read more ›
The Vitamin Alcohol Company announced recently that it will soon produce the world's first organic, vitamin-in...read more ›