There's been a rumour going around that's pretty hard to swallow: In the new James Bond movie 'Skyfall', Daniel Craig's dashing, womanising, boozing 007 will ditch his trademark vodka martini ("shaken, not stirred") for... a Heineken. Presumably not shaken or stirred.
With the budget cuts and studio problems that held back this Bond sequel at Sony Pictures, more advertising has crept in.
Rather than the usual abundance of Sony products, designer watches ('Casino Royale' even had a blatant dialogue exchange about Bond's Omega watch), the new move looks set to replace his iconic beverage, one which has been suavely ordered by Connery, Moore, Dalton et al over the decades.
Craig's Bond genesis story 'Casino Royale' "introduced" the drink to the secret agent, but just two films later the legacy looks set to be dropped.
Craig will also star in a commercial for the beer which will air globally. 'Skyfall' director Sam Mendes serves as a consultant. Craig's likeness will also be plastered over special packaging of the beer.
Heineken USA chief marketing officer Lesya Lysyj confirmed: "James Bond is a perfect fit for us. He is the epitome of the man of the world."
The Bond franchise marks its 50th year with 'Skyfall' which hits screens this November. As well as shaking up his choice at the bar on screen, Craig will also be making an appearance (as James Bond) at the 2012 Summer Olympics opening ceremony in London.
The scene will see Bond receive his orders at Buckingham Palace before dashing to a waiting helicopter and parachuting into the Olympic Stadium. Hopefully he will have worked off his beer belly before attempting that one.
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