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Posted at 03:36 PM ET, 04/17/2012

Daniel Craig says James Bond-Heineken deal is necessary

Daniel Craig stars as James Bond in "Skyfall." (MGM/Columbia Pictures)
Daniel Craig has defended a deal that will put the spotlight on Heineken beer in the next James Bond film, “Skyfall.”

In case you haven’t heard (and then subsequently freaked out), Bond will be drinking more than shaken, not stirred martinis in Sam Mendes’s upcoming film. As AdAge originally reported, a product placement deal was made with Heineken where Craig (as Bond) will star in one commercial and will drink the beer in one “Skyfall” scene.

The Guardian estimated the deal’s worth at $45 million.

Craig told the placement deal is “unfortunate” but necessary because of the film’s cost. He continued:

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. 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 judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.

Can you swallow Daniel Craig’s pragmatic approach to Bond’s Heineken drinking? Tell us in the comments.

By  |  03:36 PM ET, 04/17/2012

Categories:  Movies | Tags:  James Bond, Skyfall

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