It might seem an unlikely tipple for a casino high roller, but at least James Bond won't have to worry whether it comes shaken or stirred. The secret agent is to swap his martini for a beer in the forthcoming 007 film, Skyfall.
The move is the result of a commercial deal cut with the Dutch brewers Heineken as part of a whopping $45m in reported product placement. The film's director, Sam Mendes, will even shoot an advert for the beer featuring the suave secret agent.
Bond's product placement has increased dramatically in recent films. In 2006's Casino Royale, Daniel Craig casually informed us that his spiffing new wristwatch was manufactured by Omega. And who could forget Pierce Brosnan's Ericsson mobile phone in Tomorrow Never Dies, which could administer a 20,000 volt electric shock and control a car via remote control?
Where will Skyfall's other commercial tie-ins appear? Producers should surely give Speedo a shout to help out with Craig's swimwear requirements. And why not reintroduce gadget guru Q (who is being played this time by Ben Whishaw) with sponsorship from Dyson and Apple?
