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‘Skyfall’ Will Have James Bond Drink Beer Instead of Martinis?

Daniel Craig
MGM / Columbia Pictures

Product placement — stealthily advertising certain name-brand items by putting them on-screen in movies or TV shows — has become so commonplace that many of us don’t even think twice about it anymore.

But the practice could soon eliminate a time-honored tradition when James Bond eschews his usual martini for a beer in the upcoming ‘Skyfall.’

Ad Age reports Heineken USA is taking its 15-year partnership with the Bond franchise one step further this year to help push its flagship brand and to launch campaigns for Newcastle Brown Ale and Amstel Light. This means you can expect to see current Bond-portrayer Daniel Craig in character in Heineken ads and on its packaging.

And in at least one scene in ‘Skyfall,’ the new 007 movie, the unthinkable happens: Bond swaps his trademark martini for brewski.

Lesya Lysyj, chief marketing officer of Heineken USA, says Bond “is a perfect fit for us” because he epitomizes “the man of the world,” adding, “The combination of the substance and style is going to be really powerful.”

“Man of the world,” by the way, is the name of the Heineken’s global campaign, perhaps as an attempt to one-up rival suds-maker Dos Equis’ “most interesting man in the world” ads. But regardless of how worldly or interesting the man in question is, we can’t wait to see the fall-out when Bond orders a beer “shaken, not stirred.”

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