Sonoma Trip 2014 Header Ad
THE DRINK NATION IS A FREE RESOURCE FOR FINDING EVERYTHING AWESOME ABOUT DRINKING IN YOUR LOCATION
Moletto Prosecco Header

James Bond's Drinks: Heineken Wasn't 007's First Endorsement

Bourbon. James Bourbon.
by Reid Mitenbuler on Nov 29, 2012 in Culture
James Bond's Drinks: Heineken Wasn't 007's First Endorsement

Though critics agree Skyfall is arguably the best James Bond movie yet, its product placement has to be the worst (most of you agree — see our poll). It’s hard to believe that beer-savvy Britain’s most sophisticated man would drink Heineken — a step above Budweiser in cachet, sure, but certainly not one of the world's sophisticated beers. Bond is meticulous about his bespoke clothes, cars, and other accessories, but in this movie he drinks a beer that is mass produced and has hardly any flavor. It’s an unlikely choice, but Heineken paid $45 million for the endorsement.

However, this isn’t the first time Bond has shilled for a drink. Sean Connery used his 007 persona in ads for Jim Beam bourbon from 1966-1974. This is plausibly a step up from Heineken, but still an improbable match. Bond is Scottish, and it seems fair to assume he’d prefer a whisky from that region. Then again, rumor has it that series creator Ian Fleming wanted to give Bond some American characteristics (he has fetishes for high-tech gadgetry and martinis, the quintessential American cocktail), so maybe bourbon wasn’t such a bad choice.

Of course, Bond’s drinking habits are full of contradictions. He famously takes his martinis “shaken, not stirred,” which goes against the advice of many bartenders. Regardless, it’s a violent method appropriate for a man with a license to kill. Bond also drinks martinis made with vodka instead of the traditional gin. It’s an iconoclast move, especially for someone headquartered out of gin-soaked London. Then again, the occasional taste of Mother Russia’s preferred tipple is the perfect way for a professional cold warrior to vaccinate himself against his main nemesis.

If Skyfall has the worst drinking in the spy thriller genre, we’d like to suggest that Graham Greene’s 1958 novel Our Man in Havana has the best. The story’s protagonist, James Wormold, is a hapless vacuum cleaner salesman who has convinced the world’s intelligence agencies he’s a master spy. Havana’s police chief, Captain Segura, becomes suspicious of Wormold and challenges him to a game of checkers for his freedom.

Instead of standard game pieces, however, the men use mini-bottles of brown liquor — bourbon for Wormold and scotch for Segura. The brands used for the different pieces include some classics: Old Taylor, Old Forester, Four Roses and Kentucky Tavern for the bourbons; and Cairngorm, Dimpled Haig, Red Label and Grant’s Standfast for the scotches. Each man drinks every mini-bottle he captures. The better a man plays, the drunker he gets. It’s a paradox where success diminishes the chance of winning, and the victor is ultimately the man with a higher tolerance.

Recent Articles
Video of Drunk Guy Fighting a Bus Stop Sign Serves as a Good Reminder to Drink Responsibly
Beam Suntory Expands Laphroaig Portfolio with the Rollout of Laphroaig Select
Marcus Samuelsson, Martha Stewart and Other Big Names on Tap for Atlantic City Food and Wine Festival, July 25 - 27
2 Gingers Below Features
From Around The Web

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Marcus Samuelsson, Martha Stewart and Other Big Names on Tap for Atlantic City Food and Wine Festival, July 25 - 27
by Drink NJ Shore Jul 22, 2014
6 Myths About Tequila Debunked

6 Myths About Tequila Debunked

Tequila has come a long way from its rowdy frat-party and skull-crushing hangover reputation...read more ›

by The Drink Nation Jul 22, 2014
Feeling Anything But Blue at Blue Spruce Brewing Company

Feeling Anything But Blue at Blue Spruce Brewing Company

In Centennial, you'll find some great brews at Blue Spruce Brewing as well as an eclectic menu that pairs well with all their offerings....read more ›

by Nathan Solheim Jul 22, 2014
SPONSORED
Perennial Funding - rectangle
Top 20 Drinking Quotes of All Time

Top 20 Drinking Quotes of All Time

Writers and musicians have a long, storied history with alcohol, and that intimacy with the bottle shows through in the memorable lines these artists ...read more ›

by Jenny An Sep 3, 2013
Narragansett Brings Back Iconic 'Jaws' Can

Narragansett Brings Back Iconic 'Jaws' Can

With the rollout of the new retro can, 'gansett's adopting a real live shark ...read more ›

by The Drink Nation Jul 18, 2014
File Under Bad Ideas: Beer Made with Sheep Poop

File Under Bad Ideas: Beer Made with Sheep Poop

All that poopy smoke is said to balance the IPA's sharp citrus hop character ...read more ›

by The Drink Nation Jul 17, 2014
Would You Pay $199 to Have a Cup Tell You What You're Drinking?

Would You Pay $199 to Have a Cup Tell You What You're Drinking?

Is this thing for real? Or just an overlooked sketch from Portlandia? ...read more ›

by The Drink Nation Jul 17, 2014
Beachcomber Beers: Adventurous Brewers Draw Inspiration and Ingredients From the High Seas

Beachcomber Beers: Adventurous Brewers Draw Inspiration and Ingredients From the High Seas

Boundary-pushing beer makers utilize fossilized whale bones and seaweed to produce truly far-out brews...read more ›

by The Drink Nation Jul 16, 2014
Here's a Video of a CRAB Stealing a Guy's Beer

Here's a Video of a CRAB Stealing a Guy's Beer

We don't know who this crab thinks he is, but it's totally not cool to steal someone's beer....read more ›

by The Drink Nation Jul 16, 2014
Coolest Cooler Concept Raises More Than $4.5 Million on Kickstarter

Coolest Cooler Concept Raises More Than $4.5 Million on Kickstarter

The cooler comes equipped with many life- and party-saving features ...read more ›

by The Drink Nation Jul 15, 2014
SPONSORED
Read The Drink Nation Anywhere You Are
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close