Daniel Craig says James Bond-Heineken deal is necessary


Daniel Craig stars as James Bond in "Skyfall." (MGM/Columbia Pictures)

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 Moviefone.com 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.

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