James Bond To Ditch Martinis, Sip Heinekens In 'Skyfall'
Let's all pretend to care about this
The series has been notorious for its prominent use of product placement in the past, but things may reach a tipping point now that, according to Ad Age magazine, Bond will abandon his trademark shaken martinis for Heineken. How much did the Dutch brewery pay for the service? Only God and Sony's accountants really know, but whatever. As long as it helps director Sam Mendes, Daniel Craig, et al. to bring the explosions, we suppose we can get on board.
For those concerned about the franchise "selling out," rest assured, there are few reasons to worry. (Besides, the series actually sold out a long time ago. See also: the accompanying image.) The change from martinis to beer may even serve a narrative function. Bond always drank "shaken" martinis due to their apparently reduced alcohol content versus stirred martinis. (Bond wants to appear as though he's drunk, or could be drunk, while still retaining his senses.) Heineken, meanwhile, is 5% alcohol by volume, which makes it just slightly more potent that water. Or, fine, Bud Lite Lime. Either way, Bond should be free to slam a few Heinekens without losing his ability to drive—or shoot straight—during that inevitable, climactic car chase.
So, now we have art imitating parody? Austin Powers was doing Heineken years ago.
When this franchise was made back in the 60's they didn't need to go through all the red tape to place any products. it was part of the times bond has always been a man of elegant tastes. If it be Cars Gadgets Wine Women they have always been the best of the times. Now we fast forward 40 years and productions are being paid by companies to place there products in the film in hopes that it will bring more customers to buy there products. So if they use an Aston Martin in the movie that means anybody that can afford an Aston Martin will want one. But there has always been a few constancies in a Bond Film the Hero The Villains The Girl And the Martini Shaken not Stirred
Sorry folks but Daniel Craig is like 'product placement' ~ he is rather disappointing as 007. Seems to lack elegance and refinement ~ not sure who should replace him but he reallllllly does not seem to get it.
I prefer writers and producers avoid "political correctness" and hell with the feminists. Stick to the original propose of James Bond. It is man's fantasy. Using James Bond as a platform for ideology is wrong and immediately destroys their credibility as professional people. James Bond was not meant to be anything but entertainment. Stay that way!
Sophistication and class= "SHAKEN NOT STIRRED"
Belly up to the bar boys= "MAKE IT A HEINE"
What's next?- " I'LL TAKE MY KOOL-AID STRAIGHT!
Might be fun to see Bond ask for a Heineken "shaken".
Could add a breath of fresh air to the franchise.