Brewed, not stirred. James Bond swaps Martini for beer.

The catchphrase “Shaken, not stirred” – synonymous with James Bond’s preference for the preparation of a Martini, may have been uttered for the last time. In a move which could alienate millions of Bond fans across the globe, the producers of the latest instalment, Skyfall, have decided to steer the UK’s most well-known ‘secret agent’ away from his beloved Martini for a slightly more ‘proletariat’ pint of Heineken beer.

Daniel Craig as James Bond

Due for release in October, Skyfall directed by Sam Mendes, coincides with a major campaign from the Dutch brewer, Heineken, as they hope to boost sales of Newcastle Brown Ale and Amstel Light. In the film, Bond will be seen sipping from the beer in at least one scene and the actor Daniel Craig will also star in an advert campaign for the brand, set to be broadcast globally.

The collaboration, which will include Bond images on packaging, marks a high point in the brand’s 15-year partnership with the 007 franchise, according to the brewer.

So does this herald a new chapter for James Bond? A ‘re-positioning’ of 007? Victoria Sponge-making masterclasses with Mary Berry for the Chipping Norton W.I? Or possibly charity fun-runs with Lorraine Kelly for a donkey sanctuary in Shropshire? As commercial constraints tighten and the presence of product placement increases in blockbusters, one can only hope that Bond will be spared the ignominy of a Stannah Stairlift or ‘romantic’ weekend get-aways a deux courtesy of Center Parcs.

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~ by cinemalicious on April 4, 2012.

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