Over the years, changes to the James Bond movies have been made to update the franchise. Whether its changing the lead actor, or giving Bond a darker edge, I’ve been mostly on board with things. Even casting a much younger actor to play Q, 007’s gadget guru, in the upcoming “Skyfall” is fine by me. However, this latest development is downright sacrilegious if you ask me.
In the upcoming 23rd installment of the spy series, James Bond will no longer be ordering his signature drink– the vodka martini. We can kiss those infamous words, “shaken not stirred” good-bye. What’s the reason? In this day and age, it’s all about product placement and sponsorship. Apparently, a vodka brand wasn’t willing to pony up as much money as another alcoholic beverage. So what’s his drink of choice nowadays. It’s beer, of course. As expected, fans of the Bond movies have tweeted that turning Bond into a beer drinker is absolutely pedestrian and cheapens the brand. LOL. Continue reading to find out what beer 007 will be chugging in “Skyfall“.
Surprise, surprise, it’s Heineken. To be perfectly honest, I’m not shocked at all. During my trip to the Heineken brewery in Amsterdam a couple of years ago, James Bond movie paraphernalia was present during the tour. Heineken is the second largest beer import in the US behind Corona. Given that barbecue season is just around the corner, this partnership makes plenty of sense. Word has it bottles of Heineken with Daniel Craig’s image will be available for purchase. Expect to see a few of these bottles loitering beaches and outdoor patios during the dog days of summer. According to the Dutch Lager, “Bond is a perfect fit for us. He is the epitome of the man of the world.” The company also added the following:
“When two great brands like Heineken and James Bond join together, excitement is guaranteed. We are confident our activation plan will ignite the conversation with our consumers and film viewers.” – Heineken marketing exec Alexis Nasard
Reportedly, $45 million of the movie’s funding will be coming from product placement, setting a brand new record. Also appearing in the film will be Aston Martins, Omega watches and Tom Ford suits to name a few.
Just in case you were already felling nostalgic about Bond’s iconic catchphrase, I’ve embedded a video collage of James Bond ordering his famous drink. Oh, the good old days.
What do you think of 007 swapping out vodka martinis for beer? Does this make the spy more relatable or simply a sell out? Sound off below.