Booze and 007

Bond. James Bond. Since 1956, he has been drinking his famous vodka martinis, shaken not stirred, of course. But in the upcoming film, Skyfall, Bond, has dropped his favorite libation for a Heineken. The brewer has signed a reported $28 million deal that goes beyond placement. The result is the ad below. According to the Daily Mail,“Bond has been forced to tout himself to the highest bidders as the film-makers MGM have tackled financial difficulties. It is four years since Quantum of Solace was released and the shooting of Skyfall was delayed two years ago because of funding problems. Daniel Craig appears alongside Berenice Marlohe in the advertisement and he said the film would not have been completed if the beer tie-in had not been agreed.” So, it seems that for the money, Heineken gets placement, sponsorship and an ad with the stars (plus the original Dr. No) making a cameo. Is the package worth $28 million? You decide. Just remember that Heineken is used to having its pockets picked – check out how Thai Beverage forced them to up their bid for Tiger Beer and made a billion or two while doing it. (By the way, if you are getting this post by email, you might not be able to click on it below. In that case go to the website https://www.boozebusiness.com)