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:
 
Applebees Employee's Video Shows Crappy $1 Margaritas Even Crappier Than You Thought

Applebees Employee's Video Shows Crappy $1 Margaritas Even Crappier Than You Thought

Applebee's is offering a $1 margarita throughout the entirety of October at any of their participating restaur...read more ›

by Ryan Hudak Oct 13, 2017
California Wildfires Burn 150,000 Acres, Majorly Affecting Vineyards Throughout Wine Country

California Wildfires Burn 150,000 Acres, Majorly Affecting Vineyards Throughout Wine Country

Wildfires have swept through Napa and Sonoma counties, killing 15 and putting the livelihood of wine country a...read more ›

by The Drink Nation Oct 10, 2017
Johnnie Walker Is Selling a Blade Runner 2049 Scotch

Johnnie Walker Is Selling a Blade Runner 2049 Scotch

With the Blade Runner sequel in theaters now, Johnnie Walker has designed a blend to commemorate the film: Johnnie Walker Black The Director's Cut....read more ›

by Alexander Frane Oct 10, 2017
SPONSORED
Oregon's Union Wine Co. Teams up with Wildfang Clothing to Benefit Planned Parenthood

Oregon's Union Wine Co. Teams up with Wildfang Clothing to Benefit Planned Parenthood

Oregon's Union Wine Co. and Wildfang Clothing are teaming up to raise money for Planned Parenthood with a new ...read more ›

by Alexander Frane Oct 2, 2017
Boozy Ice Cream is Here To Boost Your Buzz

Boozy Ice Cream is Here To Boost Your Buzz

A Maryland company, ArcticBuzz, has given us the gift of combining vodka and ice cream to create the ultimate boozy treat....read more ›

by Jessie Donofrio Oct 2, 2017
What's Happening at the 2017 Great American Beer Festival

What's Happening at the 2017 Great American Beer Festival

Just about everything you can think of having to do with beer is at this festival....read more ›

by Carrie Dow Oct 2, 2017
Celebrate Fall in Style with Flask Cocktails from Coopers' Craft

Celebrate Fall in Style with Flask Cocktails from Coopers' Craft

Spice up your autumnal drinking with coffee cocktails that fit perfectly in a flask made with Coopers' Craft Kentucky Bourbon, which pairs perfectly w...read more ›

by The Drink Nation Sep 29, 2017
NPR is Starting a Wine Club to Fund Public Radio

NPR is Starting a Wine Club to Fund Public Radio

With funding for public radio possibly under fire, NPR is finding a way to fund its own shows that fits perfectly in their own tote bags - a wine club...read more ›

by The Drink Nation Sep 27, 2017
Summer Isn't Over Yet, Thanks to a Rose Festival in Texas This October

Summer Isn't Over Yet, Thanks to a Rose Festival in Texas This October

Summer may be over, but rose season isn't done quite yet, thanks to a rose wine festival this October in Dalla...read more ›

by The Drink Nation Sep 27, 2017
Auchentoshan Whisky Releases Bartenders' Malt

Auchentoshan Whisky Releases Bartenders' Malt

Auchentoshan recently released the Bartenders' Malt, a scotch whisky designed by twelve bartenders from around the world coming together at the distil...read more ›

by Alexander Frane Sep 26, 2017
SPONSORED
View all Articles

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

Close