Bluecoat Gin - Leaderboard
THE DRINK NATION IS A FREE RESOURCE FOR FINDING EVERYTHING AWESOME ABOUT DRINKING IN YOUR LOCATION
Signup

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
Official Easter Cocktail: Zombie Peep Corpse Reviver
Bars That Rock: The Essential Guide to Drinking and Rocking Out in Philadelphia
Win a Pair of Tickets to the Sold Out SAVOR Craft Beer & Food Experience in Washington DC!
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:
 
Win a Pair of Tickets to the Sold Out SAVOR Craft Beer & Food Experience in Washington DC!

Win a Pair of Tickets to the Sold Out SAVOR Craft Beer & Food Experience in Washington DC!

We're giving away a pair of tickets to this year's sold out SAVOR Craft Beer & Food Experience in Washington D...read more ›

by The Drink Nation Apr 14, 2014
Smoke 'Em If Ya Got 'Em: Where to Celebrate 4/20 in Denver

Smoke 'Em If Ya Got 'Em: Where to Celebrate 4/20 in Denver

Where to catch some of music's dopest acts and other smokin' good times on this "high holiday." ...read more ›

by Carrie Dow Apr 14, 2014
Win a Pair of Tickets to the Sold Out SAVOR Craft Beer & Food Experience in Washington DC!

Win a Pair of Tickets to the Sold Out SAVOR Craft Beer & Food Experience in Washington DC!

We're giving away a pair of tickets to this year's sold out SAVOR Craft Beer & Food Experience in Washington D...read more ›

by The Drink Nation Apr 14, 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
New Documentary Explores the Lore of Malort, AKA the World's Worst Liquor

New Documentary Explores the Lore of Malort, AKA the World's Worst Liquor

For anyone who's ever had the pleasure of throwing back a shot of the stuff, the first question that comes to ...read more ›

by The Drink Nation Apr 11, 2014
The Brewers Art Wants to Hear From Fans On What to Rename its Ozzy Beer

The Brewers Art Wants to Hear From Fans On What to Rename its Ozzy Beer

This week The Brewers Art announced that it will change the name of Ozzy, but solemnly swears that the recipe ...read more ›

by The Drink Nation Apr 11, 2014
Five Boro Craft Beer Fest Brings Exclusive Beers to Long Island City, April 25

Five Boro Craft Beer Fest Brings Exclusive Beers to Long Island City, April 25

Taste exclusive beers and food from local breweries and restaurants at this awesome beer fest. ...read more ›

by Drink NYC Apr 10, 2014
Drinking on the Job: Freelancers Choose Bars Over Coffee Shops as Places to Conduct Business
by The Drink Nation Apr 9, 2014
Mobile Brews: Food Cart Pods That Serve Beer in Portland

Mobile Brews: Food Cart Pods That Serve Beer in Portland

Here in Portland, beer just got more mobile. Here are four food cart pods where you can grab a cold one with your street food. ...read more ›

by Karen Locke Apr 8, 2014
VIP Tickets For Maryland Craft Beer Fest Are Already Sold Out; General Admission Still Available

VIP Tickets For Maryland Craft Beer Fest Are Already Sold Out; General Admission Still Available

The fest, which promotes and supports the mission of The Brewers Association of Maryland, will bring dozens of...read more ›

by Drink Baltimore Apr 8, 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