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Bond will take his Heineken neither shaken nor stirred

04.03.2012

When you think of James Bond, you think of a short list of material items: his Aston Martin, his Walther PPK, his tuxedo, and his vodka martini. Now, we can count out one of those in the upcoming SKYFALL.

While it does not expressly mean Bond will not drink his trademark beverage, Heineken has a major advertising campaign designed to feature James Bond in a commercial set to air internationally. Craig will also appear in character on packaging for the beer.

The Daniel Craig version of Bond doesn't really strike me as a martini kind of guy, anyway. This iteration of the secret agent is more blunt and gritty than the classic Connery/Moore version. He almost seems like the kind of guy who would leave the casino after wasting some villains and crack open a cold one while holding the rest of the case against his bruises.

With the news yesterday that Bond will appear in a special film for the 2012 Olympics in London, it can be assumed that we will be getting a lot of 007 this year. Being the 50th anniversary of the first Bond film, I would expect to hear more announcements such as this in the coming months.

What do you think of Bond ditching the vodka for a brew?

Extra Tidbit: Daniel Craig recently said that he will "never quit Bond." I hope that means he will appear in 10 more!

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7:28AM on 04/04/2012
Wow, this is a hard hitting article. James Bond *may* enjoy a beer once in a while.

He is a fictional character ffs.
Wow, this is a hard hitting article. James Bond *may* enjoy a beer once in a while.

He is a fictional character ffs.
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4:23AM on 04/04/2012
I totally agree with creamfinger, its one to have a character consume/display a product placement but another to make that product placement define the character. And yes, Bond has drunk variety of liquor through out the series but has never stuck to them maybe because they don't compare to his favourite.

For e.g. I wouldn't mind Bond, say, tracking down some bad guy to a remote area in some exotic country and tells the bartender to fix a vodka-martini to which puzzles the bartender and then
I totally agree with creamfinger, its one to have a character consume/display a product placement but another to make that product placement define the character. And yes, Bond has drunk variety of liquor through out the series but has never stuck to them maybe because they don't compare to his favourite.

For e.g. I wouldn't mind Bond, say, tracking down some bad guy to a remote area in some exotic country and tells the bartender to fix a vodka-martini to which puzzles the bartender and then Bond remarks "Then give me a Heineken, thank you"

But if Bond tracks down the bad guy to a black-tie event, gala,cocktail party, casino or whatever;

Waiter: Evening sir, would you care for som-
Bond: Heineken, bottled and keep the glass.

Does make him sound "sophistcated" does it?
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3:56AM on 04/04/2012
Well considering this is the 6th Bond film in a row that's used Heineken (before that Carlsberg were associated with 007) - I don't really see how this reveals anything new.
Well considering this is the 6th Bond film in a row that's used Heineken (before that Carlsberg were associated with 007) - I don't really see how this reveals anything new.
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3:05AM on 04/04/2012
I don't mind product placement in films when it doesn't prove distracting. If a character has to drink a soda in a scene, who cares if it's Coke or Sprite, but in this case the character has a trademark drink. No matter where you go in the world a vodka Martini; shaken, not stirred is known to be James Bond's drink. To suddenly change that is not only distracting, it also removes an important part of what makes the character memorable and unique. It's no different than when BMW paid to have
I don't mind product placement in films when it doesn't prove distracting. If a character has to drink a soda in a scene, who cares if it's Coke or Sprite, but in this case the character has a trademark drink. No matter where you go in the world a vodka Martini; shaken, not stirred is known to be James Bond's drink. To suddenly change that is not only distracting, it also removes an important part of what makes the character memorable and unique. It's no different than when BMW paid to have Pierce Brosnan’s James Bond start driving their cars. I couldn't believe it; James Bond drives British cars... period. The man's so patriotic that he even has Union Jack on his parachute. To have England's premier super spy driving a German car was just insulting. Now he’s drinking brewskies? What’s next? Maybe if Boeing advertises enough they’ll change 007 into Agent 747.
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2:52AM on 04/04/2012
"Heineken?! Fuck that shit! Vodka martini!"

It's okay, I'm Dutch, so I can say it.

But seriously Heineken has been tasting more and more like ass over the years. My favorite beer is Belgian: Jupiler.
"Heineken?! Fuck that shit! Vodka martini!"

It's okay, I'm Dutch, so I can say it.

But seriously Heineken has been tasting more and more like ass over the years. My favorite beer is Belgian: Jupiler.
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5:53PM on 04/03/2012
... and that my friend is why you don't get Bond.

Go and watch the Bourne Identity or something.
... and that my friend is why you don't get Bond.

Go and watch the Bourne Identity or something.
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4:13PM on 04/03/2012

"Stay homicidal, my friends."

"I don't always drink beer, but when I do . . ."

Bond movies and product placement have pretty much always gone hand-in-hand. Still holding out hope for Skyfall
"I don't always drink beer, but when I do . . ."

Bond movies and product placement have pretty much always gone hand-in-hand. Still holding out hope for Skyfall
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4:02PM on 04/03/2012
Considering he was drinking them in the first film, I dont see them going away
Considering he was drinking them in the first film, I dont see them going away
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