THE DRINK NATION IS A FREE RESOURCE FOR FINDING EVERYTHING AWESOME ABOUT DRINKING IN YOUR LOCATION

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

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:
 
Things No One Asked For: Prosecco Donuts

Things No One Asked For: Prosecco Donuts

In case you were tired of drinking Prosecco the regular way, a New York bakery has introduced a new way to imbibe it: a Prosecco donut....read more ›

by Ryan Hudak Aug 8, 2017
This New York Winery is Producing a Rose-Inspired Gin

This New York Winery is Producing a Rose-Inspired Gin

Can't decide between a gin & tonic and a glass of rose? Thanks to Wolffer Estate Vineyard's newest gin release, you don't have to choose....read more ›

by The Drink Nation Aug 8, 2017
Since Humans Aren't Creative Enough, Robots May Be Naming Our Beers Soon

Since Humans Aren't Creative Enough, Robots May Be Naming Our Beers Soon

Research scientist Janelle Shane decided to take matters into her own hands - well actually, the hands of robo...read more ›

by Jessie Donofrio Aug 8, 2017
SPONSORED
Guillermo del Toro and Patron Tequila Collaboration Release

Guillermo del Toro and Patron Tequila Collaboration Release

Guillermo del Toro, Mexican writer, designer, and director for films such as Pan's Labyrinth and Hellboy, is working with Patron Tequila on a new expr...read more ›

by Alexander Frane Aug 1, 2017
Things No One Asked For: The Wine Necklace

Things No One Asked For: The Wine Necklace

Drinking wine can be such a hassle. First, you have to hold the glass in your hand like some kind of animal. Then, if you want to do something with ...read more ›

by Ryan Hudak Aug 1, 2017
Beer Brand Aurosa Makes Beer 'For Women,' Women Say They Already Have a Beer, and It's Called Beer

Beer Brand Aurosa Makes Beer 'For Women,' Women Say They Already Have a Beer, and It's Called Beer

Throw away your beer stash ladies, because a Czech beer company has made the only beer we will need. The compa...read more ›

by Jessie Donofrio Aug 1, 2017
Great American Beer Festival Tickets Go on Sale August 1-2

Great American Beer Festival Tickets Go on Sale August 1-2

The Great American Beer Festival will take place in Denver at the Colorado Convention Center Thursday through Saturday, October 5-7....read more ›

by Carrie Dow Jul 26, 2017
According to Wall Street, Millennials Are Choosing Wine Over Beer

According to Wall Street, Millennials Are Choosing Wine Over Beer

The American financier Goldman Sachs downgraded the stocks of the Boston Beer Company and Constellation Brands this week due to 'sluggish' beer sales ...read more ›

by Jessie Donofrio Jul 25, 2017
A Bunch of Entitled Kids of Big Beer Opened Up Their Own 'Craft' Brewery

A Bunch of Entitled Kids of Big Beer Opened Up Their Own 'Craft' Brewery

If you like your craft beer to lack any kind of authenticity, but make up for that with boundless pretentiousn...read more ›

by Ryan Hudak Jul 25, 2017
There's an Underwater Winery in Croatia & It's as Amazing as it Sounds

There's an Underwater Winery in Croatia & It's as Amazing as it Sounds

Croatia is now home to a unique underwater winery run by Edivo Vina, making it the perfect spot to live out yo...read more ›

by The Drink Nation Jul 25, 2017
SPONSORED
View all Articles

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

Close