Sacrilege?

4 04 2012

I’m as excited as anyone about the new James Bond film, Skyfall, which is set to be released this November 9. I’m less than hyped about 007’s rumored new drink of choice: Heineken.

See this face? Not pleased. Not one bit.

Though I realize not everyone is with me on this, I’m satisfied with Daniel Craig’s non-traditional portrayal of Bond. I generally like that the rebooted franchise is willing to shake things up a bit. But the martini is a icon, man. You don’t mess with an icon.

The report does come from the Daily Mail, so it’s best to take it with a grain of salt. Still, nothing is impossible in this age of product placement. And there’s no word on whether or not Heineken made an all-or-nothing offer; a few seconds of screen time is probably worth some serious coin.

To be honest, I’ve never read any Ian Fleming – this is as good a reason as any to start.

Some have said that Bond drinks a wide variety of beverages in the 007 novels, which suggests that the shaken-not-stirred vodka martini might owe a goodly portion of its fame to cinematic interpretations of Fleming’s novels. But to most people familiar with the Bond franchise, 007’s personality has been entirely defined exclusively by his time on the silver screen. The lost martini might come as a shock.

Then again, Bond has defeated countless villains, outlived the USSR, and survived a nearly disastrous switch from Aston Martins to BMWs. I doubt that a bit of Heineken will do him in.

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