There appears to be a lot of fuss over James Bond drinking Heineken in the upcoming movie Skyfall, what’s the big deal? It isn’t the first time he has drunk beer. Product placement isn’t new to movie in general and certainly isn’t new to Bond. Think of the cars he drives, Bond didn’t give up his Bentley (driven in the books) in favour of various Aston Martin, Lotus and BMW’s for the fun of it. And lets not forget Vesper Lynd’s introduction in Casino Royale where Bond makes it clear that his watch is an Omega not a Rolex (as featured in the books and worn by Sean Connery). Pierce Brosnan used a Ericsson phone and had a Parker Jotter pen with a handy class-four grenade (I still have one that I won along with a copy of GoldenEye on VHS – mine lacks the grenade). By the time Pierce Brosnan hung up his Walther it is rumoured that as much of half the $140million budget for Die Another Day (2002) came from “marketing partners” this led to the film being nicknamed “Buy Another Day.” Then we have the whole idea of what is sponsorship, United Artists is part of MGM that by the time Daniel Craig took over were owned by Sony. Take a look at the gadgets on display, Sony Vaio laptops, Sony Ericsson mobile phones, Sony Bravia TV’s and Sony Cyber-shot cameras.
Looking more specifically at what Bond drinks, this isn’t the first time this has happened. Bond actually drinks more Champagne than anything else including his signature Vodka Martini. The original character in Ian Fleming’s novels favoured Taittinger remarking in Cassino Royale “[1943 Taittinger] is probably the finest champagne in the world”. in the movies, Sean Connery’s Bond appears to have preferred Dom Perignon but some time in the 80’s and ever since thanks to a sponsorship deal Bond started drinking Bollinger. Oh and did I mention bond has had a deal with Heineken before! If you still have a problem, look at it this way, it could be far worse, he could be drinking the tasteless self proclaimed king of beers that is drunk in most Hollywood productions.
If you are still not convinced, sit back watch any Bond movie and lookout for the products, if you need some refreshment during the film why not try one of these, the recipe for “The Vesper” is:
- Three measures of Gordon’s Gin
- One of vodka
- Half a measure of Kina Lillet
- Shake over ice until it’s ice-cold and strain into a martini glass.
- Then add a large thin slice of lemon peel