Daniel Craig defends 'Skyfall' Heineken deal
April 17th, 2012
09:55 AM ET

Daniel Craig defends 'Skyfall' Heineken deal

Some James Bond fans weren't happy to hear that the film studio behind "Skyfall" had inked a marketing deal with Heineken, effectively switching Bond's signature martini - shaken, not stirred - with the beer in at least one scene.

But now "Skyfall" star Daniel Craig is defending his character's new beverage option, calling it a necessary move seeing that the film costs a pretty penny to make.

"We have relationships with a number of companies so that we can make this movie,” Craig told Moviefone on the set of the film, which is currently in production. “The simple fact is that, without them, we couldn’t do it. It's unfortunate, but that's how it is."

"Skyfall," the 23rd Bond film, "costs a lot of money to make," Craig said. "[And] it costs nearly as much again if not more to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, [and] you can make your own judgement about it. Having a beer is no bad thing, in the movie it just happens to be Heineken.”

“Skyfall” hits theaters November 9.


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soundoff (95 Responses)
  1. Carrol Crosley

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    March 20, 2013 at 12:57 am | Report abuse |
  2. Foreign Observer

    Once again, Americans are exposing their peculiar culturall/geo-centrism. Heinekin is a perfectly delightful European brew...and Bond is an erudite, international man of intrigue. Would you all be complaining on this post if he were drinking swill like Bud, Coors or Old Milwaukee? I do enjoy my vodka martinis...but sometimes a beer whets the whistle...and as for product placement: this has been done for decades...why is everybody getting their knickers in twist over this one?

    April 18, 2012 at 4:12 pm | Report abuse |
  3. Dan

    I'm having a beer right now. I wonder if I could be the next James Bond.

    April 17, 2012 at 9:05 pm | Report abuse |
  4. James B.

    In the Bond movie, 'Die Another Day', Bond (Pierce Brosnan) had a Mojito while he was in Cuba. I don't recall anyone getting upset about that.

    In Casino Royale, Bond (Daniel Craig) created a new drink while playing poker and no one got upset about that either. He named it Vesper.

    So why is anyone upset about him having a beer? Because it's a Heineken? Go away and find a real reason to get upset about something.

    April 17, 2012 at 5:51 pm | Report abuse |
    • brian p

      Actually, that scene is when JB invented his signature martini that he would drink throughout his career as a Double-0. But I suppose he did give it name.

      April 18, 2012 at 9:04 pm | Report abuse |
    • Eric

      The Vespyr is the "shaken not stirred" drink he is supposed to be drinking throughout the movies and books. Casino Royale is a prequel and shows how that drink came to be. It was always called a Vespyr but the reader/viewer never knew the name.

      April 20, 2012 at 1:23 pm | Report abuse |
  5. J-Man

    Anyone else notice that Daniel Craig looks horrible here? He has lost weight and his eyes are all red. He looks like the devil.

    April 17, 2012 at 4:38 pm | Report abuse |
  6. Bob

    Bond: "What do you have for carbonated goat pee?"
    Waitress: "We have Heineken."
    Bond: "Perfect."

    April 17, 2012 at 4:30 pm | Report abuse |
  7. Bob

    For the sake of integrity, I hope Bond spits out the Heineken and starts cursing.

    April 17, 2012 at 4:26 pm | Report abuse |
  8. Stewie

    It should be something from the UK....like Boddington's. Not that slime

    April 17, 2012 at 4:25 pm | Report abuse |
  9. Brad

    I'd rather they taint his beer-drinking palate with a particular beer than cement his vodka or vermouth preference. Beer is just beer to him; Bond doesn't usually drink beer anyway. It's like saying he'll wear Nike running shoes for one scene. That doesn't mean that Bond ALWAYS wore Nike's because he doesn't normally wear running shoes.

    April 17, 2012 at 4:22 pm | Report abuse |
  10. Rahne

    Sorry, guys. Don't like beer at all – yeast belongs in bread. I'll stick to my Double Jack and keep it domestic. Cheers!

    April 17, 2012 at 4:04 pm | Report abuse |
  11. Gene

    could be worse. Bond could order a glass of Boone's Farm red wine. Not much worse, but worse.

    April 17, 2012 at 4:02 pm | Report abuse |
  12. real beer

    It's funny listening to people hate on Heineken, I can see them drinking Chuck Norris's and holding a Miller lite in the other hand.

    April 17, 2012 at 3:57 pm | Report abuse |
  13. moose

    In a sean connery movie, live and let die, he drinks a red stripe in Jamaica. that is good beer. Bond does drink beer once in a while.

    April 17, 2012 at 3:55 pm | Report abuse |
  14. peacsktr

    Great Ilove Heineken and Daniel Craig rocks best Bond ever

    April 17, 2012 at 3:54 pm | Report abuse |
  15. angryersmell

    James Bond used to be cool. Bond is supposed to get the girl, out fight AND out think the villains, and be sophisticated. That's why he drank "cool" drinks; because of the circles he travels in. He has to fit in with the rich and powerful, because they hang out with/are the super villains Bond is supposed to be taking down. They don't hang out in sports bars.

    Wealthy Aristocrat/Mad Scientist (who's building a super laser to destroy the moon): "Care for a drink, Mr. Bond?"

    Bond: "Heineken."

    Wealthy Aristocrat/Mad Scientist: "What? Heineken? I thought you were some kind of rich horse breeder/investor, and you drink heineken? Someone shoot this man. Obviously he is a spy...an awful, awful spy."

    April 17, 2012 at 3:53 pm | Report abuse |
  16. Observer

    I think this about says it all...

    [youtube=http://www.youtube.com/watch?v=lSIWTA627S0&w=640&h=390]

    April 17, 2012 at 3:33 pm | Report abuse |
  17. mfx3

    Why not just get Grey Goose to sponsor your vodka martini? Problem solved.

    April 17, 2012 at 3:29 pm | Report abuse |
  18. leepinlannie

    FOR GODS SAKE FOLKS ITS JUST A FRIGIN MOVIE AND A FRIGIN BEER.................................... YA ALL NEED TO GET A FRIGIN LIFE........... WHO THE HELL CARES....???? NOT LIKE ANY OF YA MAKE A DIFFRENCE IN THE MOVIE INDUSTRY ANYWAY....................... JUST GRAB YOUR TUB OF POPCORN WITH 2 CUPS OF BUTTER AND SHOVEL IT AND SHUTTTTTT UP WITH THE WHINING........... GET BEHIND A REAL CAUSE.. MAKE A DIFFRENCE ............. NUFF SAID

    April 17, 2012 at 3:25 pm | Report abuse |
  19. Flim

    I don't always drink beer....but when I do......

    April 17, 2012 at 3:11 pm | Report abuse |
  20. Calcommuter

    There was an uproar when BMW was the car of choice in the Brosnan Bond movies instead of an Astin Martin. As long as he has a martini with the newest Bond girl, all will be ok with the world again.

    April 17, 2012 at 3:00 pm | Report abuse |
  21. JR

    What is the big deal. In the course of the Bond movies James has had martinis, straight vodka, scotch, bourbon, a mint julep, saki & various wines, champagnes & other libations. If the man wants a Heiney leave him alone.

    April 17, 2012 at 2:52 pm | Report abuse |
  22. Jarhead4life

    If they needed money then why not get a vodka or gin company to place their product and stick with the traditional martini. Why must they go to a beer company? Their bottle clearly displayed while his martini is being shaken.

    April 17, 2012 at 2:42 pm | Report abuse |
  23. anonymous

    Craig is the worst Bond ever, and now they lay on their backs for Heineken, one of the worst beers ever. Boo!

    April 17, 2012 at 2:36 pm | Report abuse |
    • leepinlannie

      i rather liked him as bond.thought he did great job.............. could you do better..................... thought so..................... so shhhhhhhhhhhhhhhhhhhhhhhhhhhhh ...nuff said

      April 17, 2012 at 3:28 pm | Report abuse |
  24. BondisBroke

    Apparently nothing is sacred and character trademarks are now to be decided by marketing corporations. They could have easily put Heineken in the film and not have it be drunk by Bond. I do not see how long standing 40+ year trademarks of specific characters are thrown out the window because they "need the money".

    It's James Bond. Why bother even promoting it. Fans will come see it. The James Bond series does not need a shred of promotion, it's not like those idiotic television shows like ET won't say anything about it when it comes out.

    James Bond is a sellout.

    April 17, 2012 at 2:23 pm | Report abuse |
  25. Pharri

    This is nothing new. Bond films have had product placement in them for decades. Roger Moore shamelessly used 'Sharper Image' spy gadgets in 'A View to a Kill' which were all available for purchase through their summer 1985 catalog. Brosnan used a Nokia brick phone to control his new BMZ Z3 I believe. Even everyone's favorite, Sean Connery shilled for Smirnoff drinking their brand of liquor in 'Dr. No'. This is really a non issue, folks.

    April 17, 2012 at 2:22 pm | Report abuse |
  26. rconatser1

    Sorry, but, Heineken is a fine beer. Definitely better than any major label beer in America. We have absolutely dreadful taste in beer. Budweiser? Please.

    April 17, 2012 at 2:08 pm | Report abuse |
  27. Randy P

    This is the way the industry works now. I don't care what he drinks, just give me truly good film.

    April 17, 2012 at 2:04 pm | Report abuse |
  28. Jonathan

    Don't make a movie if you're going to screw up the canon

    April 17, 2012 at 1:59 pm | Report abuse |
  29. rs

    Why not just have Bond drink budwieser. Just as bad a beer.

    So much for maintaining a film characters integrity in light of profits.

    At least they kept mystery to the brand of vodka in Bonds shaken martini. Why not go make a deal there with a decent vodka brand?

    April 17, 2012 at 1:57 pm | Report abuse |
  30. Yo

    I guess the more surprising thing is that the product placement was worth it for both sides . . . . I suspect the alleged "controversy" was really what made it worthwhile. Quantum allegedly cost $230 million to make, but only brought in $170 million domestically, so you wonder if Bonds' days are numbered. $170 million domestically is a pretty successful movie, but if it is getting increasingly more costly to make these movies, James may not survive much longer.

    April 17, 2012 at 1:56 pm | Report abuse |
  31. sumdumphuk

    I can't believe that Heineken wasn't outbid by a vodka, vermouth, gin or bourbon company. One of the suits must have Heineken International stock or took a beating after the 2004 €2,500,000 and 2007 €219,000,000 fines for price fixing convictions.

    What do I know I'm just sum....

    April 17, 2012 at 1:51 pm | Report abuse |
  32. Yo

    Product placement in movies – outrageous. Thank goodness beer product placement has not infiltrated my other cmmon form of entertainment, such as watching baseball and football, and reality TV shows like Top Chef, etc. Now if the beer companies start placing their products in sports, whatever will I do with myself.

    April 17, 2012 at 1:48 pm | Report abuse |
  33. Bondfanforlife

    its funny that people complain about him having a beer due to it not being his signature drink. How about in the first two that craig was in he made his own drink and called it a "Vesper". only once was he offered a martini and asked if he wanted it shaken or stirred and his reply was "do i look like i give a damn?"

    April 17, 2012 at 1:42 pm | Report abuse |
  34. Ralph in Orange Park, FL

    James Bond drinking beer? Talk about the sky falling!

    April 17, 2012 at 1:41 pm | Report abuse |
  35. Yoshinobu Tokugawa

    It`s only a movie, people. It contends with financial realities. Who cares about adding Kahlua, not liking Heineken, or drinking it with fecal matter. Films are made to make money nowadays. Take a collective deep breath and deal with the fact that you are quite the collection of ninnies.

    April 17, 2012 at 1:34 pm | Report abuse |
  36. relians

    corporate bribery in art.

    April 17, 2012 at 1:27 pm | Report abuse |
  37. Mitch

    This is a travesty!

    April 17, 2012 at 1:26 pm | Report abuse |
  38. CEL1

    well, I am shaken, but not stirred enough to give up my man BOND !!!!!

    April 17, 2012 at 1:23 pm | Report abuse |
  39. Edward

    So the fact that there have been a plethora of James Bonds, people are disturbed that the character has changed a beverage?

    April 17, 2012 at 1:07 pm | Report abuse |
  40. Crazy Angry

    Is nothing sacred??

    April 17, 2012 at 1:07 pm | Report abuse |
  41. elvisg

    In one of Fleming's novels (I think Dr. No) Bond drank beer with crabs. He wrote it was the best meal he ever had.

    April 17, 2012 at 12:50 pm | Report abuse |
    • Observer@elvisg

      I have never seen Dr. No...He's not covered under my HMO plan...

      April 17, 2012 at 12:54 pm | Report abuse |
  42. should be at work

    Pierce Brosnan's Bond ordered a mojito once. Then, he got shaken and stirred by Halle Berry. See what happens when you change traditions?

    April 17, 2012 at 12:37 pm | Report abuse |
  43. drew

    Really? You expect us to believe that the few hundreds of thousands of dollars that Heineken forked over to be placed in the movie was going to make or break the budget to build the film? That the studios are soooo strapped for cash that without a couple of marketing nods to make a few extra bucks the movie could not be made? Give me a break, seriously. More like sell-out.. The Bond image has been tarnished anyway and is nowhere near as classy as in the beginning. If they really wanted to make some extra money with product placement, wouldn't it have been more aligned with the character to solicit a (russian) vodka producer and make it the official brand of choice for bond. They could have gotten more money and kept true to the character we have come to know (even though martini's are not the only drink bond has ordered, it's the one that's most recognizable with this character in pop culture, "vodka martini, shaken not stirred.")

    April 17, 2012 at 12:36 pm | Report abuse |
  44. WIthout a sound

    Connery>Craig>Moore>Lazenby>Brosnan>>Dalton>>>Product Placement
    Any questions?

    April 17, 2012 at 12:36 pm | Report abuse |
    • LordRings

      +1 to that listing order.

      I've read the original novels many times, and find Craig to be one of the closest matches to the brutal Bond of the books (minus the "Hoagy Carmichel" look :))

      In addition to drinking sake in You Only Live Twice, Bond was depicted as drinking Red Stripe when in Jamaica several times with his friend Quarrel. In fact, I think he may be drinking a Red Stripe in the club scene in the 1st Bond film, Dr. No.

      April 17, 2012 at 1:45 pm | Report abuse |
    • derp

      Lazenby had the baddest Bond car of all time. 69' 428 CJR Cougar XR7 convertible. Baddest Bond car ever!!!

      April 17, 2012 at 2:45 pm | Report abuse |
  45. mercfan

    I understand the need for product placement in action movies but "shaken not stirred" was a Bond' catchphrase – long time fans identify him with that catchphrase. It contributed to his suaveness. Why couldn't they get Tanqueray or Bombay for the product placement?

    No offense against Heineken, but "refreshes the parts others beers cannot reach" has nothing on "shaken not stirred"

    April 17, 2012 at 12:36 pm | Report abuse |
  46. stumptown

    can you say sellout? gimme a break. while it's not important to anyone, this just typifies the bean counters running the film industry instead of filmmakers. i think i'll miss this film. where's cubby broccoli when you need him?

    April 17, 2012 at 12:29 pm | Report abuse |
  47. Observer

    Bond is a liberal stooge.

    April 17, 2012 at 12:25 pm | Report abuse |
    • Joe

      Yeah, he kills on orders from his government. Sounds as liberal as Dirty Harry or John Wayne.

      April 17, 2012 at 12:27 pm | Report abuse |
    • derp

      John Wayne was a draft dodging sissy. He just played tough guys in movies. James Bond and Dirty Harry are characters, not actors.

      April 17, 2012 at 2:43 pm | Report abuse |
  48. AmericanSam

    Not shaken, not stirred.

    April 17, 2012 at 12:21 pm | Report abuse |
  49. yoshi

    I usually don't drink beer, but when I do, I choose (THE ONE THAT PAYS ME THE MOST!!!!) Man, Ian Fleming would be rolling in his grave. Hopefully, Craig will use he bottle to kill someone, then it would be okay.

    April 17, 2012 at 12:20 pm | Report abuse |
  50. Sean Connery

    I was the only James Bond there ever was. All the other guys were fakes. Roger Moore can get some credit....but that's it.

    April 17, 2012 at 12:20 pm | Report abuse |
    • Nancy

      Moore was a wimp. Either Connery or Bronsan for me. They have to have a combination of sauveness and ruggedness without being too much of either. Craig is a good actor but he's too rugged to be Bond.

      April 17, 2012 at 12:47 pm | Report abuse |
  51. Angel

    It doesnt matter about the drink, they just need to make this movie waaaay better than the last one because I fell asleep and i couldnt even ask what happened because the couple in back of me were makin out, so they werent paying attention either!! :)

    April 17, 2012 at 12:19 pm | Report abuse |
  52. inewt

    He's a fictional character drinking a fictional beer, I would prefer, however, that he had fictional better taste.

    April 17, 2012 at 12:17 pm | Report abuse |
  53. John Jennings

    There are two kinds of people: Those who have read any of the original Bond books by Ian Flemming, and those who buy Daniel Craig as James Bond. But I have never met anyone who read the original books and who finds Craig credible as 007. Bond went to Eaton, for God's sake! Next he'll be driving an F-150 pickup and talking about his "real, comfortable jeans!"

    April 17, 2012 at 12:14 pm | Report abuse |
    • Flounder

      "Eaton," hah?

      April 17, 2012 at 12:22 pm | Report abuse |
    • Eat the Rich

      He is kind of blue collar, isn't he? "Shaken or stirred?" "Does it look like I care?!"

      April 17, 2012 at 1:29 pm | Report abuse |
    • Dan

      I don't know anything about "Eaton" but Eton alums drink Heineken, as well as other beers.

      April 17, 2012 at 3:09 pm | Report abuse |
    • Robyn

      I have read "Casino Royale" and I actually enjoyed both of the movie versions (rather like appreciating both Adam West and Christian Bale), although it was extremely grating to have Bond playing Texas Hold-em instead of Baccarat.

      But, my suspension of disbelief finally broke with "Quantum of Solace" and now Daniel Craig can do whatever he wants in his spy movies. Drink Budweiser, scarf Cheetos, Go to Viking's Football games in January wearing nothing but all over purple facepaint. He now has all the connection to the world of James Bond that James Coburn of "Our Man Flint" did.

      April 17, 2012 at 3:16 pm | Report abuse |
  54. Patrick E

    It should be pointed out that the first reference to his martini in movies was a product placement ad for smirnoff.

    April 17, 2012 at 12:06 pm | Report abuse |
  55. Mike

    James Bond drank saki and siamese vodka in "You Only Live Twice", so it's not that unusual for him to drink other beverages.

    April 17, 2012 at 12:05 pm | Report abuse |
  56. Eat the Rich

    They need product placement money to make the film? Well, James Bond is an untried franchise, true. Gee – how could they afford to make films before they built whole story lines around product placement? Citizen Trump... Gone With The Fabreeze... A Streetcar Named Chevrolet...

    April 17, 2012 at 12:02 pm | Report abuse |
    • RZ70

      You mean they haven't already? Crimson Tide. Highlander. Magnum Force. Gran Torino. Etc., etc., etc.

      April 17, 2012 at 12:57 pm | Report abuse |
  57. phyllis

    I love Daniel Craig, so if it takes a beer company to help fund his Bond Movies, then that is alright with me........

    I will be going to see this new Bond movie, Skyfall.........to feast my eyes.........peace out.

    April 17, 2012 at 10:54 am | Report abuse |
  58. Hippie Jim

    Once I ate Indian food and it have me the Heinekens. I was sick for a week. Poooopong everywhere.

    April 17, 2012 at 10:22 am | Report abuse |
  59. Hippie Jim

    They call them Hiineys for a reason. They taste like buuttt juice.

    April 17, 2012 at 10:17 am | Report abuse |
  60. danielwalldammit

    I think the fact that product placement ads have become necessary for big budget films is an excellent reason to watch more small-budget genuinely indie-productions!

    April 17, 2012 at 10:14 am | Report abuse |
    • Jason

      Too bad most indie films suck bad, and most of the time are more bad than most Hollywood films...

      April 17, 2012 at 12:33 pm | Report abuse |
    • RZ70

      since the actual reply nesting still isn't working rigth.... @danielwalldammit

      So, we should not watch a film that is trying so hard to produce something they think people will watch that they have to find additional backers in exchange for watching films with so little commerical appeal that they can't get backers and have to sacrifice production quality? Isn't that a bit like saying you shouldn't go to a restaraunt and eat unhealthy meals, you should just shop for inexpensive and unhealthy foods at the store? Both delicious, mind you, but not necessariliy a well formed argument.

      April 17, 2012 at 12:51 pm | Report abuse |
    • Michael

      Here's a thought.

      Don't watch them if you don't like them or how they are financed.

      Or better yet, why don't you send $20 to the producers in advance of any movie you might want to see so they can fund production.

      April 17, 2012 at 12:51 pm | Report abuse |
    • Tom, Tom, the Piper's Son.

      @ danielwalldammit
      I think the fact that product placement ads have become necessary for big budget films is an excellent reason to watch more small-budget genuinely indie-productions!

      They are in no way necessary. Most big budget films bring in much much more than they cost to produce. The ads are simply another way to make money and in no way a reason to watch grubby small budget b0mbs.

      April 17, 2012 at 3:58 pm | Report abuse |
    • Tom, Tom, the Piper's Son

      @danielwalldammit

      Hard to argue with that logic. I mean it completely proved your point and makes fools of the rest of the world, you’re a super genius!

      /sarcasm (for you super genius types)

      April 17, 2012 at 4:06 pm | Report abuse |
    • Tom, Tom, the Piper’s Son

      @ danielwalldammit
      O snap… rush me to the burn unit.

      April 17, 2012 at 4:15 pm | Report abuse |
  61. Happy Cow

    Chocolate milk is better. And healthier. He should be drinking good healthy milk. MOOOOOOO

    April 17, 2012 at 10:05 am | Report abuse |
  62. Trish

    Heineken taste nasty.

    April 17, 2012 at 10:00 am | Report abuse |
    • Trish

      BTW I yam Firsty. But definitely not firsty for Heineken.

      April 17, 2012 at 10:01 am | Report abuse |
    • mellaril2485

      I concur. I've had Heineken in about 6 different countries and it always tastes skunked.

      April 17, 2012 at 1:53 pm | Report abuse |
    • Melodykari78

      I agree, but Heineken light is very good!

      April 17, 2012 at 2:26 pm | Report abuse |
    • Closetiguana

      If by nasty you mean delicious I agree with you.

      April 17, 2012 at 3:58 pm | Report abuse |
    • J-Man

      Actually it is a pretty good beer. And if the scene is played right this might not be a bad deal. However Bond films always make money, not sure why they need to have paid ads. I guess the studio was bankrupt a few years ago. However every bond movie ever made, made a profit so I don't know why they they are F-up a good thing.

      April 17, 2012 at 4:37 pm | Report abuse |

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