James Bond Ditches Martini, Will Drink Heineken In ‘Skyfall’

James Bond won’t be shaking up a martini in the new Bond film “Skyfall.” Nope, he’ll be drinking a Heineken.

And this isn’t some sort of character development. James Bond will be drinking a Heineken because Heineken paid a bunch of money to get their product some screen time in the new movie.

Adage reports that Heinekn is launching a global campaign in conjunction with the film. Daniel Craig, who plays James Bond, will be starring in a few new commercials for the beer and Heineken products will be featured throughout the new movie. According to Adage, Bond will ditch his signature martini in at least one scene for a beer.

Adage writes:

“Bond, played by Daniel Craig, will star in a Heineken ad. The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Fredrik Bond. In the movie, Bond will swap his trademark martini for a sip of the brew — at least in one scene. The integration, which will include Bond images on packaging, marks the largest activation in the brand’s 15-year partnership with the 007 franchise, according to the brewer.”

Yahoo notes that this isn’t the first time that product placement has been used to replace tradition in a Bond film. In “Goldeneye,” Bond drove a BMW instead of his signature Ashton Martin. After fan complains, however, the car was changed back to a Martin for 2006’s “Casino Royale.”

Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, said that Bond “is a perfect fit for us” since he is “epitome of the man of the world.”

What do you think about James Bond drinking a Heineken instead of a martini?

[Photo: Movie Line]