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 heist, which may in fact be the biggest bourbon boondoggle on record, saw 65 cases of Pappy Van Winkle's Family Reserve 20 Year, and nine cases of...read more ›
On December 5, drinkers around the U.S. commemorate Repeal Day. But why did Prohibition come about in the first place?...read more ›
Roses, raspberry, truffle and smoke are all flavors associated with pinot noir, most of which could be ingredients in a turkey recipe, anyway. ...read more ›
Why is Thanksgiving Eve a big party night? It's the perfect storm for drinking fun. ...read more ›
Surely the bong-shaped tap handle Redhook sent to bars with kegs of the stuff had something to do with the buz...read more ›
Despite the rumor that Manhattan was named for the Delaware Indian word for "the place we got drunk that time," New York City is hard on local breweri...read more ›
Due to the exponential growth the craft beer segment has experienced in recent years, Brewer's Association can no longer fit in its current home. ...read more ›
Though inspired in part by last year's Superstorm Sandy, this wintertime brew is actually meant as a salute to...read more ›
According to the label, Dogfish Head had over a thousand ingredient suggestions, but they don't specify whether patchouli and weed were on the list. ...read more ›
When Game of Thrones returns for its fourth season next spring, Brewery Ommegang will introduce a third beer in this ongoing series inspired by the hi...read more ›
When you're a kid, Halloween is the ultimate holiday. How can adults add some excitement back into the pumpkin-themed October mayhem? ...read more ›