Written by Ella Thomson on Tuesday, April 3rd, 2012

James Bond puts down the Martini for a nice cold Heineken?!

Yes, it appears as if commercialism is running rampant over Ian Fleming‘s classic franchise, as Bond (portrayed by Daniel Craig) will be taking a sip of a beer in at least one scene in the new Bond flick “Skyfall.”

“[Bond] is a perfect fit for us,” Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, tells Ad Age. Lysyj says that 007 is the “epitome of the man of the world,” which conveniently is also the brand’s global campaign.

Actually, Heineken has been involved with James Bond for 15 years, but this new campaign where Bond actually drinks their beer and appears on their packaging is the most high-profile aspect of said partnership.

“Skyfall” will make its way to theatres on November 9, 2012.


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