Daniel Craig Defends The Latest Bond Movie’s Choice of Drink. A will replace the Traditional Martini.

Bond fans are in an uproar regarding a recent deal that the Bond movie franchise made with Heineken.  In the newest installment “Skyfall”, bond will not be having his usual “Martini, shaken not stirred”.  Instead he will be throwing back a Heineken.

Daniel Craig was quick to defend the strategy,

We have relationships with a number of companies so that we can make this movie.

The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is.

This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can.

The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgment about it, having a beer is no bad thing, in the movie it just happens to be Heineken.

Heineken feels certain they made the right move. They are very confident in their decision.  Their Chief Marketing Officer, Lesya Lysyj, spoke regarding the deal

‘[James Bond] is a perfect fit for us. [He is] the epitome of the man of the world.’

When we talked to consumers we found out they don’t actually really know a lot about us.

‘The combination of the substance and style is going to be really powerful.’

I know what you are thinking…how much could a sponsorship add to the Bond movie budget?  How about $45 million dollars.  That’s how much Heineken shelled out.

Just for Bond to drink a Heineken????

Nope.  There’s more to the deal.

Craig’s likeness as Bond will be put on limited edition bottles that will start selling around November, right around the movie release date.  He will also run a TV ad campaign.

Sam Mendes, Skyfall’s director  will even direct the TV commercial.  I say it’s a Win-Win!