James Bond sells out, takes his Heineken in a bottle

Taylor Bigler Entertainment Editor
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James Bond’s signature drink — a vodka martini, shaken, not stirred — will take a backseat to a green bottle of beer in the upcoming 007 film “Skyfall.”

In at least one scene, Daniel Craig’s James Bond will order a Heineken instead of his traditional cocktail. Why? Because of a reported $45 million partnership between the James Bond franchise and the Dutch beer company.

Craig told Moviefone that the deal was “unfortunate,” but necessary due to the high cost of making the movie.

“We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is.” He continued: “The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.”

Of course, product placement has been a part of the filmmaking game for decades. But Bond, James Bond with a Heineken? That would be like giving The Dude an Arbor Mist instead of his White Russian. Or Hank Hill a cosmopolitan. It’s just untoward. Some things are better left untainted.

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