Worry not, James Bond fans. Daniel Craig doesn't think James Bond should be drinking Heineken either, but that doesn't change the fact that a deal has been made and the notorious 007 will be seen promoting and drinking the Dutch beer in 'Skyfall.'

Speaking to Moviefone, Craig says of advertisers, including Heineken, "The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is." Quite right, old chap.

Product placement has long been a part of television and film, and like it or not, it's here to stay. Without the financing that comes from advertisers, some films couldn't get the funding they need. It's that whole "synergy" thing with studios, and the best we can hope for is subtlety.

Craig rationalizes:

“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.”

And them's the breaks, internet friends. Just be grateful that Bond is still a classy drinker, and while Heineken isn't his preference, it is the preference of the studio's bank account.