Is James Bond ditching the martini Daniel Craig to trade cocktails for beer in new film Skyfall
22:29 GMT, 4 April 2012
The drink is as cool and sophisticated as the secret agent who orders it: Martini, shaken, not stirred.
James Bond has been seen ordering his favourite aperitif in movies from Dr No onwards.
Yet suddenly it seems as if 007 has developed a more down-market taste – for lager.
Signature drink: Daniel Craig as James Bond in 2008's Quantum Of Solace. The film's follow-up, however, will see the spy reach for a beer instead
Thanks to a major new marketing deal, the character, played by Daniel Craig, will be seen reaching for a Heineken in upcoming film Skyfall.
release of the movie, which marks 50 years of the film franchise and
will open in the U.S. in November, is also set to coincide with a global
advertising initiative that will star the actor.
Mr Craig will appear in a television ad campaign, while his image will be printed on limited-edition bottles, to go on sale ahead of the film's launch date.
Skyfall director Sam Mendes will even consult on the direction of the television spot.
Movie deal: Heineken's new marketing initiative will tie in with Skyfall's release
Already fans of the Bond film franchise are turning to Twitter to express their anger at the marketing collaboration.
One user, @SipsmithSam wrote: 'Well if this isn't the most maddening piece of news I've heard in a while. Ian Fleming would be turning in his grave.'
@Engekiman added: 'Heineken over Martini Is nothing sacred 007 ditching the martini 'shaken, not stirred' for a Heineken.'
Ad far as Heineken USA is concerned, however, the Skyfall partnership promises to be a huge success.
Chief marketing officer Lesya Lysyj told Ad Age:
'[James Bond] is a perfect fit for us. [He is] the epitome of the man of
Though the Dutch brew is the second largest beer import in the U.S., it seems its brand presence is relatively low. The company hopes this marketing initiative will change that though.
Cocktail of choice: Pierce Brosnan as
James Bond drinking a Martini in 2002 film Die Another Day (left) and
Sean Connery with a martini in 1965 film Thunderball
Ms Lysyj explained: 'When we talked
to consumers we found out they don't actually really know a lot about
'The combination of the substance and style is
going to be really powerful.'