Daniel Craig Talks Heineken Product Placement in Bond Film 'Skyfall' [VIDEO]

In OnScreen & Music by Wendy Michaels , on Wednesday, October 03, 2012, 10:50 AM (PDT)
james bond
"Shaken, not stirred" a thing of the past


Daniel Craig Explains New Bond Film Heineken Product Placement

We all know James Bond's drink of choice is a martini, shaken, not stirred. Right?

Well, not anymore, as the new Bond beverage of choice comes in a green bottle. That's right, 007 is now a Heineken man. 

And, although a bottle of beer much more portable than a messy martini glass for super spy on a mission, it's certainly more down market as well.

Read: Adele to Sing 'Skyfall' Theme Song

It seems that Heineken Beer has gotten quite the product placement opportunity in the new Bond film, Skyfall, something fans of the film franchise were not too pleased with.

Bond star Daniel Craig was quick to defend the beer company, telling Vanity Fair magazine, "A movie like this costs $118 million to make -- it's the nature of it, the size of the movie. And it costs another $200 million to sell it. So the $200 million has to come from somewhere."

He added, "Product placement, whichever way you look at it, whether you like it or you think it's disgusting or whatever, it's what it is. Heineken gave us a ton of money for there to be Heineken in a shot in a bar ... Without them, the movie couldn't get sold."

Craig also explained, "I'll drink a beer in the shot, I'm happy to, but I'm not going to do an ‘Ahhhhh' [pantomiming an actor looking refreshed]. And I would say this because they're paying, but they're kind of respectful about it. They don't want to screw the movie up."

Is it the end of Bond's affinity for the shaken beverage? Craig says Bond likes a variety of drinks, noting, "Heineken, Champagne. It's all in there."

Read: Daniel Craig Signs on for Two More 'Bond' Movies

In other Craig news, check out the dapper Skyfall star in these new promos for Saturday Night Live. He'll be the host on the October 6 SNL.

Montage, FTW!



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