James Bond Abandons His ‘Shaken, Not Stirred’ Martinis for a Beer — and One Brewery Is Paying to Ensure He Picks Its Brand

Apr 2, 2012  •  Post A Comment

In the upcoming 007 movie "Skyfall," in at least one scene, James Bond will pass on drinking a vodka martini — shaken, not stirred — to have a Heineken instead, reports Advertising Age.

Heineken USA has a deal with the Bond franchise to promote the brand, which will include an appearance by the brand in the upcoming Sam Mendes movie. The product tie-in will also include Daniel Craig appearing in a Heineken ad.

This is the biggest use of product integration in the firm’s 15-year alliance with the 007 franchise. Said Lesya Lysyj, CMO of Heineken USA, "[Bond] is the perfect fit for us. …[He's] the epitome of the man of the world."

Heineken is also launching campaigns for its Newcastle Brown Ale and Amstel Light brands, and is introducing a Mexican brand, Indio, in the U.S., the story notes.

2 Comments

  1. I hope that they serve it to him “shaken, not stirred” and the music bed is Humble Pie’s “30 Days in the Hole.”

  2. Of course this depends on the set-up. If he ‘s in Jamaica, Red Stripe would make sense (I think they were actually served in Dr. No). In Japan- Sapporo. In America…PBR!

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