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Should James Bond switch to beer?

April 11, 2012|By Emily Van Zandt

Just before I graduated college, my roommate insisted we throw a James Bond-themed party.

It was her boyfriend’s birthday. She thought her boyfriend looked like Daniel Craig.

During the course of the night, I settled into the in-no-way-legal bartending gig in the kitchen that had been making me money at parties for months. Only this time, there were martinis involved—shaken, not stirred.

They were about as well-balanced as you’d expect a college house party drink to be, but that wasn’t the point. A Bond party just wouldn’t be complete without a few martinis.

But that might not be the case anymore: In the upcoming Bond flick “Skyfall,” the legendary spy won’t be sipping his trademark cocktail—he’ll be swigging a Heineken.

Product placement is nothing new, but this buy marks a pretty big change for the franchise and—personal thoughts on the taste of the beer he’ll be ordering aside—I’m not sure that I like that Bond is downgrading from a cocktail to a brew.

It’s rare that you’ll find a man (or anyone for that matter) ordering a classic martini anymore. I have a hard enough time persuading my boyfriend and other pals to order anything other than tallboys of beer to back glasses of brown liquor. And now James Bond is going to turn into a beer drinker?

We’re doomed.

If life imitates art (or at least product placements), then we’re in for a lot more of those trademark green bottles after “Skyfall” debuts. But the ad buy will never truly kill the cliché—tuxedo-clad men will probably still enjoy posing with the trademark cocktail from time to time. And if the franchise keeps going, then who knows? Maybe Bond will be trading in the Heineken for a shot of whiskey next.

I wouldn’t exactly say “no” to that. But what do you think? Do you approve of a beer-sipping Bond? Vote in our poll!


Emily Van Zandt is a RedEye reporter. evanzandt@tribune.com | @redeyedrinks

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