News that James Bond will ditch his trademark "shaken, not stirred" vodka martini for a beer in upcoming film Skyfall is the stuff of hangovers for one former 007.
The makers of Skyfall, the 23rd movie in the franchise, recently inked a reported US$45 million deal with Dutch beer company Heineken.
The sponsorship deal means current Bond Daniel Craig will ditch his signature tipple during a scene in the movie, and imbibe on a Heiny instead.
Craig will also star in a TV ad campaign for the drinks brand, which will be aired globally. The spot will be directed by Fredrik Bond with Skyfall director Sam Mendes serving as a creative consultant.
The deal hasn't gone down well with some Bond fans who accused the franchise of selling out.
Craig recently defended the sponsorship, calling it an "unfortunate" but necessary financial move.
"We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn't do it. It's unfortunate but that's how it is," Craig said in an interview with the Huffington Post.
"This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can," he said. "The great thing is that Bond is a drinker, he always has been, it's part of who he is, rightly or wrongly, you can make your own judgment about it. Having a beer is no bad thing, in the movie it just happens to be Heineken.
"There's a big furore about it, but it's not what the movie's about, I promise you. We haven't sold out completely."
He quipped: "It's my favourite choice of beer. I drink it every morning - doesn't everybody?"
George Lazenby, who played fiction's notorious superspy in 1969's On Her Majesty's Secret Service, has also spoken out against the product placement deal, according to TMZ.
Talking to the scandal sheet, Lazenby reportedly griped that the deal is breaking with tradition, while lamenting that filmmakers will always "go where the money is."
He concluded: "It's not the best beer out there, either."
The first official trailer for Skyfall hit the net earlier this week.
New Bond girl Berenice Marlohe, who plays Severine in the new outing, introduced the teaser at the Cannes Film Festival on Monday.
"Fans really can expect all the key ingredients that have made this franchise last for 50 years - action, sense of humour, the characters are very high in colours," she said.
"They have a fantastic cast and a fantastic director.
"They really can expect one of the better, if not the best Bond ever. I really think they will really enjoy it."
Skyfall opens in New Zealand cinemas on November 22.
* What say you, readers? Beer, or martini for James Bond?
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