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.
Heresy! As a lifelong JB007 fan, there's just something about James lowering his standards to drink a beer that is sacrilegious! What's next in the name of cost cutting? Ditching his tailored tuxedos for Larry-the-Cable-Guy shirts with cutout sleeves? Dropping the Aston Martin in favor of a Mini? Changing the Omega for a Mickey Mouse watch? Trading the Walther for a slingshot? Having the chase scene routes lined with sponsor billboards? (Oops, that's already been done; shades of Roger Moore in Rio!) My home is full of Sony products--you'd think the profit they've made just off of little 'ol me would keep James in martinis for the rest of the franchise!
Boycott the Movie, He was never a Bond man in our eyes and whats up with the DUTCH Beer?